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Na crise humanit\u00e1ria da Covid-19, vimos a ascens\u00e3o acelerada do acr\u00f4nimo ESG (Environmental, Social and Governance\/Ambiental, Social e Governan\u00e7a) se incorporar \u00e0 gest\u00e3o e narrativa das empresas, pautando uma nova conversa\u00e7\u00e3o na sociedade. <\/p>\n
A pandemia nos elencou a um tempo de incertezas, refor\u00e7ando desigualdades e, sob a mesma amea\u00e7a, pa\u00edses em desenvolvimento ou desenvolvidos tiveram suas fragilidades sociais expostas. O lockdown na pandemia tamb\u00e9m revolucionou a intera\u00e7\u00e3o em rede na sociedade global, conectando ativistas de todos os continentes do planeta, em causas, prop\u00f3sitos comuns e transversais, que permeiam e questionam o modelo econ\u00f4mico do capitalismo predominante do s\u00e9culo XX. <\/p>\n
Neste cen\u00e1rio de incertezas, empresas e governos passaram a ser pressionados pela sociedade civil sobre sua real conectividade com o tecido social na solu\u00e7\u00e3o dos problemas, num mundo em grave crise de confian\u00e7a institucional. Como uma esp\u00e9cie de resposta do mercado \u00e0s novas demandas e press\u00f5es, o ESG, que foi proposto pela primeira vez em 2004, no relat\u00f3rio Who Wins Care, ascendeu, em 2020, como modelo de ativismo corporativo e ocupa\u00e7\u00e3o das empresas nos espa\u00e7os de fala social, ambiental e de \u00e9tica – e teve como principal fundamento a mudan\u00e7a da gest\u00e3o empresarial, antes focada nos shareholders, para a prioriza\u00e7\u00e3o do relacionamento com os stakeholders. <\/p>\n
Esta transi\u00e7\u00e3o, no entanto, exige a repercep\u00e7\u00e3o da gest\u00e3o, da cultura e das pr\u00e1ticas das empresas, como parte integrante do processo de recupera\u00e7\u00e3o da confian\u00e7a com a sociedade civil. Como todas as transforma\u00e7\u00f5es requerem tempo, acompanhamos tamb\u00e9m o surgimento de neologismos, como ESGWashing, SocialWashing e GreenWashing, que colocam em xeque a transpar\u00eancia das companhias neste processo. <\/p>\n
Mas ser\u00e1 que o ESG realmente j\u00e1 tem a capacidade transformadora para nos al\u00e7ar ao capitalismo mais consciente? Ser\u00e1 que as empresas v\u00e3o ocupar um papel de ativismo social e ambiental, de forma transparente, engajada e conectada com as novas demandas da sociedade civil? Ou entre narrativa e pr\u00e1tica, h\u00e1 um longo caminho para priorizar os impactos sociais e ambientais de seus processos produtivos (com transforma\u00e7\u00e3o em toda a cadeia de valor), o que exige uma governan\u00e7a cada vez mais transparente e \u00e9tica. <\/p>\n
Neste estudo, analisamos a conversa\u00e7\u00e3o digital sobre ESG no per\u00edodo de 2019 a 2021. Em um breve comparativo entre os EUA e
Brasil, analisamos 3,3 milh\u00f5es de men\u00e7\u00f5es, com o in\u00edcio da ascens\u00e3o do tema nos dois pa\u00edses, al\u00e9m dos picos de engajamento relacionados a fatos de grande impacto social. Abordamos tamb\u00e9m os perfis que est\u00e3o influenciando na conversa\u00e7\u00e3o no ambiente digital para, assim, entender onde ela est\u00e1 acontecendo, quais tem\u00e1ticas ambientais, sociais e de governan\u00e7a s\u00e3o as mais abordadas e quais os riscos de suas m\u00faltiplas ressignifica\u00e7\u00f5es na jornada. Por fim, conclu\u00edmos com an\u00e1lise Big Data e uso de IA, buscamos responder se o sentimento sobre ESG est\u00e1 em sinergia ou est\u00e1 desconectado das demandas da sociedade civil, apontando j\u00e1 para a necessidade de reorienta\u00e7\u00e3o de sua narrativa e gest\u00e3o.<\/p>\n
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