{"id":60625,"date":"2021-05-05T00:00:00","date_gmt":"2021-05-04T22:00:00","guid":{"rendered":"https:\/\/llyc.global\/2021\/05\/05\/os-beneficios-de-um-proposito-comum-para-sair-da-atual-crise\/"},"modified":"2023-10-26T05:47:38","modified_gmt":"2023-10-26T03:47:38","slug":"os-beneficios-de-um-proposito-comum-para-sair-da-atual-crise","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-br\/ideas\/os-beneficios-de-um-proposito-comum-para-sair-da-atual-crise\/","title":{"rendered":"OS BENEF\u00cdCIOS DE  UM PROP\u00d3SITO  COMUM PARA SAIR  DA ATUAL CRISE"},"content":{"rendered":"<p>[et_pb_section bb_built=&#8221;1&#8243; inner_width=&#8221;auto&#8221; inner_max_width=&#8221;none&#8221;][et_pb_row][et_pb_column type=&#8221;4_4&#8243; custom_padding__hover=&#8221;|||&#8221; custom_padding=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.4.8&#8243; text_text_shadow_horizontal_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; 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header_5_text_shadow_vertical_length=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_5_text_shadow_blur_strength=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_6_text_shadow_horizontal_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_6_text_shadow_vertical_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_6_text_shadow_blur_strength=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=&#8221;1px&#8221; box_shadow_horizontal_tablet=&#8221;0px&#8221; box_shadow_vertical_tablet=&#8221;0px&#8221; box_shadow_blur_tablet=&#8221;40px&#8221; box_shadow_spread_tablet=&#8221;0px&#8221; vertical_offset_tablet=&#8221;0&#8243; horizontal_offset_tablet=&#8221;0&#8243; z_index_tablet=&#8221;0&#8243;]<\/p>\n<p>\u00a0<\/p>\n<p><strong>O PAPEL SOCIAL DA EMPRESA NO FOCO DA ATEN\u00c7\u00c3O<\/strong><\/p>\n<p>A crise da sanit\u00e1ria aumenta a aten\u00e7\u00e3o sobre o papel que as empresas devem desempenhar em sua contribui\u00e7\u00e3o para os grandes desafios sociais. Algumas empresas conseguiram apoiar-se em objetivos s\u00f3lidos quando a estrat\u00e9gia por si s\u00f3 n\u00e3o podia mais servir de b\u00fassola. Outros, apesar de \u201cterem um prop\u00f3sito\u201d, encontram-se em dificuldades porque este n\u00e3o foi compartilhado e vivido pelos seus stakeholders.<\/p>\n<p>N\u00e3o h\u00e1 mais vozes que discordem do novo paradigma de neg\u00f3cios: a empresa do futuro deve entregar valor a todas as partes interessadas, definindo um prop\u00f3sito para um impacto positivo. Este paradigma \u00e9 conhecido como capitalismo de stakeholders. E \u00e9 que, mais do que nunca, no cen\u00e1rio p\u00f3s-COVID19, a sobreviv\u00eancia das empresas passa por vincular os benef\u00edcios econ\u00f4micos aos valores sociais e ambientais que a sociedade exige.<\/p>\n<p>Construir e implementar um <strong>prop\u00f3sito corporativo<\/strong> tornou-se uma prioridade para gerentes em todo o mundo e j\u00e1 \u00e9 uma das 10 quest\u00f5es que mais preocupam os CEOs globais (Nota de p\u00e1gina: <em>Global Leadership Forecast<\/em> 2021 de DDI).<\/p>\n<p>O prop\u00f3sito se define como, porque e para qu\u00ea existe uma empresa, estabelecendo qual \u00e9 a sua contribui\u00e7\u00e3o para a sociedade. No novo capitalismo de stakeholders, existem 3 chaves:<\/p>\n<ul>\n<li><strong>Com e para quem<\/strong>: Ouvir para que o prop\u00f3sito seja compartilhado pelas partes interessadas e reconhecido como ben\u00e9fico, buscando resson\u00e2ncia e empatia.<\/li>\n<li><strong>Como<\/strong>: Dar evidencias para inspirar e mobilizar. \u00c9 fundamental que a ativa\u00e7\u00e3o do prop\u00f3sito seja o eixo da conversa p\u00fablica.<\/li>\n<li><strong>Quanto<\/strong>: Medir e avaliar o progresso<\/li>\n<\/ul>\n<p><strong>Na LLYC, acreditamos que a empresa deve colocar as pessoas no centro e compreender plenamente suas cren\u00e7as ao definir o prop\u00f3sito e que formem parte dele ao articul\u00e1-lo.<\/strong><\/p>\n<p>O simples fato de ter um prop\u00f3sito n\u00e3o \u00e9 mais o diferencial de uma marca. Deve ser entendido como um processo de transforma\u00e7\u00e3o do neg\u00f3cio e um processo de cocria\u00e7\u00e3o e di\u00e1logo, n\u00e3o como um fim em si mesmo.<\/p>\n<p>Por isso, propomos um estudo que apresentamos neste documento para compreender como as empresas est\u00e3o trabalhando no seu prop\u00f3sito, que import\u00e2ncia atribuem a ele na sua estrat\u00e9gia, se est\u00e3o ouvindo os seus stakeholders e, por outro lado, se h\u00e1 um alinhamento com as expectativas e interesses sociais.<\/p>\n<p>[\/et_pb_text][et_pb_divider _builder_version=&#8221;4.4.8&#8243; color=&#8221;#ffffff&#8221; box_shadow_horizontal_tablet=&#8221;0px&#8221; box_shadow_vertical_tablet=&#8221;0px&#8221; box_shadow_blur_tablet=&#8221;40px&#8221; box_shadow_spread_tablet=&#8221;0px&#8221; vertical_offset_tablet=&#8221;0&#8243; horizontal_offset_tablet=&#8221;0&#8243; z_index_tablet=&#8221;0&#8243; \/][et_pb_code _builder_version=&#8221;4.4.8&#8243; text_orientation=&#8221;center&#8221; 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