A frota verde, que incluiu mais de 11 milh\u00f5es de carros vendidos entre 2009 e 2015, emitiu at\u00e9 40 vezes mais \u00f3xido de nitrog\u00eanio do que o permitido pela Uni\u00e3o Europeia.<\/strong><\/p>\nO caso ficou conhecido na m\u00eddia como o “Dieselgate” e afetou a empresa em todo o mundo, com processos judiciais por fraude que afetaram pessoas com responsabilidades na corpora\u00e7\u00e3o durante esses anos. As associa\u00e7\u00f5es mais importantes na prote\u00e7\u00e3o do meio ambiente, como o Greenpeace, passaram a usar esse caso como refer\u00eancia para os perigos que as campanhas e promessas ecol\u00f3gicas implicam.<\/p>\n
O esc\u00e2ndalo atingiu outras marcas de autom\u00f3veis que usavam os mesmos motores, que foram alvo das mesmas acusa\u00e7\u00f5es de fraude, propaganda enganosa e uso do movimento sustent\u00e1vel para atrair consumidores e causar danos ambientais significativos.<\/p>\n
Al\u00e9m desse caso mundialmente famoso que acabou sendo duramente processado pela justi\u00e7a internacional, nos \u00faltimos anos empresas de todos os setores enfrentaram investiga\u00e7\u00f5es jornal\u00edsticas que colocaram em evid\u00eancia suas pr\u00e1ticas insustent\u00e1veis. O caso da ExxonMobil \u00e9 um \u00f3timo exemplo de que dissociar promessas verdes de pr\u00e1ticas reais pode levar a danos \u00e0 reputa\u00e7\u00e3o, pol\u00edticos\/regulat\u00f3rios e legais.<\/strong> Seus an\u00fancios com afirma\u00e7\u00f5es ecol\u00f3gicas s\u00e3o sistematicamente atacados por associa\u00e7\u00f5es de consumidores que criticam a falta de compromisso da empresa com os padr\u00f5es m\u00ednimos do Acordo de Paris. Desde 2021, a mobiliza\u00e7\u00e3o dos ambientalistas norte-americanos levaram o pr\u00f3prio Estado de Massachusetts a abrir um processo judicial contra esse gigante da energia. As acusa\u00e7\u00f5es est\u00e3o focadas no “engano aos consumidores e investidores” devido ao preju\u00edzo de seus produtos \u00e0 qualidade de vida no pr\u00f3prio estado. At\u00e9 hoje, a empresa continua negando as acusa\u00e7\u00f5es.<\/p>\nEnquanto isso, outros grupos relevantes para os neg\u00f3cios est\u00e3o desenvolvendo uma conscientiza\u00e7\u00e3o sobre as mudan\u00e7as clim\u00e1ticas e exigindo um compromisso tang\u00edvel para tomar suas decis\u00f5es de investimento ou consumo.<\/p>\n
[\/et_pb_text][et_pb_text admin_label=”Acusaciones de greenwashing ” _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength=”header_text_shadow_style,%91object Object%93″ header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n
As acusa\u00e7\u00f5es de greenwashing <\/em>e o medo do envolvimento ambiental<\/strong><\/h2>\n\u00c9 um ciclo vicioso: empresas que buscam uma forma de aderir ao inevit\u00e1vel movimento pela defesa do meio ambiente ao mesmo tempo em que temem as consequ\u00eancias de uma campanha imprudente. Portanto, aumenta a necessidade de lidar com a comunica\u00e7\u00e3o a partir das profundezas das pr\u00e1ticas corporativas.<\/strong> Rever o cerne do nosso neg\u00f3cio e suas implica\u00e7\u00f5es sociais e ambientais tornou-se uma obriga\u00e7\u00e3o para quem realmente tem um prop\u00f3sito sustent\u00e1vel e quer controlar os riscos de ser acusado de greenwashing<\/em>.<\/p>\nMuitas empresas passaram a evitar mensagens de engajamento social porque a linha entre a boa inten\u00e7\u00e3o de comunica\u00e7\u00e3o e a comunica\u00e7\u00e3o enganosa \u00e9 muito t\u00eanue. \u00c9 normal se proteger de coment\u00e1rios negativos dessa forma, mas isso significa perder muitas oportunidades de analisar a pr\u00f3pria consci\u00eancia e encontrar uma forma de evoluir um neg\u00f3cio para contribuir com as mudan\u00e7as exigidas pela sociedade e, portanto, pelos principais grupos de interesse.<\/p>\n
Para se proteger dos tem\u00edveis riscos de reputa\u00e7\u00e3o que v\u00eam com qualquer mensagem de sustentabilidade, \u00e9 fundamental estudar e entender o que significa greenwashing <\/em>e quais s\u00e3o todas as suas implica\u00e7\u00f5es subjacentes.<\/p>\n[\/et_pb_text][et_pb_text admin_label=”Destacado” _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength=”header_text_shadow_style,%91object Object%93″ header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″ background_color=”#e6eef4″ custom_margin=”60px|60px|60px|60px” custom_padding=”30px|30px|30px|30px” saved_tabs=”all”]<\/p>\n
“Rever o cerne do nosso neg\u00f3cio e suas implica\u00e7\u00f5es sociais e ambientais tornouse uma obriga\u00e7\u00e3o\u00a0para quem realmente tem um prop\u00f3sito sustent\u00e1vel e quer controlar os riscos de ser acusado de greenwashing”<\/h2>\n
[\/et_pb_text][et_pb_image _builder_version=”4.4.8″ src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2022\/10\/Mesa-de-trabajo-26_1.png” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″ \/][et_pb_text admin_label=”Las dimensiones reputacionales del greenwashing ” _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength=”header_text_shadow_style,%91object Object%93″ header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n
As dimens\u00f5es reputacionais do greenwashing <\/em><\/strong><\/h2>\nPara evitar o risco de ser acusado de greenwashing<\/em>, o assunto deve ser abordado como um problema de reputa\u00e7\u00e3o e n\u00e3o de comunica\u00e7\u00e3o. Ou seja, n\u00e3o se trata tanto de “dizer” a coisa certa (embora tamb\u00e9m seja), mas de “fazer” a coisa certa.<\/strong> E o que \u00e9 \u201ccorreto\u201d \u00e9 obviamente n\u00e3o s\u00f3 cumprir a lei, mas tamb\u00e9m ter em conta as expectativas dos clientes, colaboradores, cidad\u00e3os, investidores e demais grupos de interesse sobre o que a empresa deve fazer.<\/p>\nNeste sentido, \u00e9 especialmente interessante desconstruir o conceito de greenwashing <\/em>nas diferentes dimens\u00f5es que, na LLYC, entendemos contribuir para a constru\u00e7\u00e3o da reputa\u00e7\u00e3o de uma marca. Isso nos permite considerar, passo a passo e de forma profunda, quais s\u00e3o as quest\u00f5es que devem ser analisadas para alinhar a conduta da empresa com as cren\u00e7as que seu ambiente social, pol\u00edtico e econ\u00f4mico compartilham sobre a prote\u00e7\u00e3o do meio ambiente. Para n\u00e3o acabar sendo alvo de acusa\u00e7\u00f5es de engano ou hipocrisia.<\/p>\n[\/et_pb_text][et_pb_text admin_label=”Contribuci\u00f3n ” _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength=”header_text_shadow_style,%91object Object%93″ header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n
Contribui\u00e7\u00e3o<\/strong><\/h2>\nA dimens\u00e3o “contribui\u00e7\u00e3o” refere-se ao julgamento que fazemos de uma marca por sua colabora\u00e7\u00e3o ou participa\u00e7\u00e3o no desenvolvimento de uma sociedade melhor. Nos \u00faltimos anos, temos visto uma evolu\u00e7\u00e3o not\u00e1vel nas expectativas dos cidad\u00e3os em rela\u00e7\u00e3o ao ambiente. \u00c0 medida que as consequ\u00eancias das mudan\u00e7as clim\u00e1ticas se tornam mais evidentes e as evid\u00eancias cient\u00edficas se acumulam, mais aumenta a cren\u00e7a de seu impacto negativo na qualidade de vida das pessoas e, consequentemente, a gravidade com que o comportamento das empresas \u00e9 julgado.\u00a0 Nesse sentido, n\u00e3o basta mais comunicar o cumprimento ambiental dos c\u00f3digos t\u00e9cnicos dos especialistas em sustentabilidade, com seus indicadores e padr\u00f5es internacionais. Espera-se que as empresas e seus l\u00edderes fa\u00e7am compromissos emocionais, honestos e aut\u00eanticos,<\/strong> expressando sua compreens\u00e3o do desafio que a humanidade enfrenta e sua compreens\u00e3o da mudan\u00e7a que nossa rela\u00e7\u00e3o com a natureza exige. O componente social do meio ambiente \u00e9 e ser\u00e1 cada vez mais importante para a reputa\u00e7\u00e3o das marcas. Se houver ind\u00edcios de pouca honestidade e autenticidade nas declara\u00e7\u00f5es p\u00fablicas das empresas, podem surgir acusa\u00e7\u00f5es de greenwashing<\/em>.<\/p>\nAntonio Gomariz, diretor da pr\u00e1tica de Licen\u00e7a Social para Operar da LLYC, destaca o impacto da dimens\u00e3o “Contribui\u00e7\u00e3o” na viabilidade de projetos essenciais \u00e0 autonomia estrat\u00e9gica da Europa. \u201cEstamos vivendo um momento chave, em que tanto a pandemia como a guerra na Ucr\u00e2nia evidenciaram a necessidade de acelerar a transi\u00e7\u00e3o energ\u00e9tica e tecnol\u00f3gica com crit\u00e9rios ambientais\u201d<\/strong>, explica. “Mas a instala\u00e7\u00e3o de usinas e\u00f3licas e solares ou a extra\u00e7\u00e3o de minerais-chave para tecnologia, como terras raras ou l\u00edtio para baterias, est\u00e3o sujeitas a press\u00f5es sociais derivadas de uma melhor gest\u00e3o de seus riscos de reputa\u00e7\u00e3o”.<\/p>\n[\/et_pb_text][et_pb_text admin_label=”Destacado” 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“N\u00e3o basta mais comunicar o cumprimento ambiental dos c\u00f3digos t\u00e9cnicos dos especialistas em sustentabilidade, com seus indicadores e padr\u00f5es internacionais. Espera-se que as empresas e seus l\u00edderes fa\u00e7am compromissos emocionais, honestos e aut\u00eanticos”<\/h2>\n
[\/et_pb_text][et_pb_text admin_label=”Integridad” _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength=”header_text_shadow_style,%91object Object%93″ header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n
Integridade<\/strong><\/h2>\nEssa dimens\u00e3o depende diretamente das boas pr\u00e1ticas de gest\u00e3o empresarial. Cuidar da integridade significa criar modelos certificados que evitem pr\u00e1ticas il\u00edcitas ou anti\u00e9ticas dentro da empresa<\/strong>, levando em considera\u00e7\u00e3o todos os n\u00edveis de gest\u00e3o. As empresas devem ter, obrigatoriamente, mecanismos de conformidade que preveem todos os sistemas de prote\u00e7\u00e3o e gest\u00e3o contra pr\u00e1ticas criminosas. Evitar crimes dentro das empresas (que h\u00e1 mais de uma d\u00e9cada enfrentam responsabilidade criminal como pessoa jur\u00eddica) passa inevitavelmente pela cria\u00e7\u00e3o de um modelo de controle desenvolvido pelos profissionais da preven\u00e7\u00e3o em termos criminais.<\/p>\nNo caso espec\u00edfico abordado neste relat\u00f3rio, o da prote\u00e7\u00e3o ambiental, para priorizar garantias de integridade, deve-se considerar os sistemas de boas pr\u00e1ticas e a inclus\u00e3o na Conformidade Corporativa da preven\u00e7\u00e3o de crimes ambientais (art. 325 no C\u00f3digo Penal).<\/p>\n
Sem a aplica\u00e7\u00e3o de sistemas certificados como a ISO 14001, que padroniza uma gest\u00e3o ambiental eficaz em n\u00edvel internacional, as empresas n\u00e3o podem garantir uma verdadeira reputa\u00e7\u00e3o ambiental. Se n\u00e3o houver preven\u00e7\u00e3o contra pr\u00e1ticas anti\u00e9ticas ou mesmo criminosas, qualquer mensagem ou campanha em prol da prote\u00e7\u00e3o do meio ambiente poder\u00e1 trazer um risco reputacional para a empresa.<\/p>\n
Alba Garc\u00eda, diretora de Assuntos Jur\u00eddicos da LLYC, que tem ampla experi\u00eancia em acompanhamento reputacional em processos judiciais, acredita que o risco enfrentado por empresas que defendem uma narrativa sustent\u00e1vel enquanto suas pr\u00e1ticas ambientais acabam na justi\u00e7a \u00e9 grave. “Os processos judiciais envolvem, na maioria dos casos, v\u00e1rios meses e at\u00e9 anos de escrut\u00ednio social. Embora esses processos possam acabar de forma favor\u00e1vel para a empresa, durante o tempo de dura\u00e7\u00e3o do processo, as mensagens que podem ser emitidas do ponto de vista da sustentabilidade possivelmente ser\u00e3o muito limitadas por tr\u00eas raz\u00f5es fundamentais: I) por um lado, porque podem afetar negativamente o pr\u00f3prio processo judicial, II) por outro lado, porque a mera exist\u00eancia do processo j\u00e1 gerar\u00e1 d\u00favidas e falta de credibilidade nos grupos de interesse, e III) finalmente, porque as cr\u00edticas que podem surgir provavelmente representam um risco maior do que o benef\u00edcio potencial de lan\u00e7ar uma mensagem de que a priori pode ser positiva”, afirma.<\/p>\n
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Transpar\u00eancia<\/strong><\/h2>\nEssa dimens\u00e3o \u00e9 outra das v\u00e9rtebras insubstitu\u00edveis da reputa\u00e7\u00e3o. Tem a ver com os grupos de interesse, que esperam que as empresas n\u00e3o ocultem ou falsifiquem as informa\u00e7\u00f5es que demandam, neste caso, sobre como colaboram na prote\u00e7\u00e3o do meio ambiente.<\/p>\n
Isso significa que, para garantir a transpar\u00eancia de uma empresa, os grupos de interesse devem ser capazes de contrastar a veracidade da conta de uma empresa com os dados que ela oferece<\/strong>. Como apontamos no in\u00edcio do relat\u00f3rio, o mundo digital, no qual pessoas an\u00f4nimas t\u00eam alto-falantes grandes e potentes, faz com que o poder que qualquer cidad\u00e3o comum tem, obrigue as empresas a responderem \u00e0s suas necessidades de informa\u00e7\u00e3o.<\/p>\nAl\u00e9m da popula\u00e7\u00e3o em geral e dos consumidores que demandam informa\u00e7\u00f5es, os grupos de investimento est\u00e3o cada vez mais interessados em informa\u00e7\u00f5es ambientais antes de tomar suas decis\u00f5es. Em maio de 2020, a consultora Morgan Stanley publicou, em colabora\u00e7\u00e3o com seu Instituto para Investimento Sustent\u00e1vel, uma s\u00e9rie de gr\u00e1ficos que mostraram o interesse de um amplo e variado grupo de investidores em ativos sustent\u00e1veis. Os resultados mostraram que, em 2019, 80% dos entrevistados tinham investimento sustent\u00e1vel integrado, 10% acima dos resultados da mesma pesquisa em 2017. A maioria deles, 57%, acreditava que no futuro seriam considerados apenas gestores <\/em>de investimentos focados principalmente em a\u00e7\u00f5es ESG, embora no momento da pergunta tenham considerado a falta de dados uma barreira significativa.<\/p>\nEssa falta de informa\u00e7\u00e3o sobre os valores ambientais nas empresas tem sido amplamente divulgada por entidades de investimento, e chegou aos reguladores europeus que, at\u00e9 hoje, continuam a tentar fortalecer a Diretiva 2014\/95\/UE do Parlamento Europeu e do Conselho. Esta regula \u201ca divulga\u00e7\u00e3o de informa\u00e7\u00f5es n\u00e3o financeiras e informa\u00e7\u00f5es sobre diversidade por algumas grandes empresas e determinados grupos\u201d. O texto alerta que as empresas com n\u00famero m\u00e9dio de empregados superior a 500 devem elaborar uma demonstra\u00e7\u00e3o n\u00e3o financeira que inclua “no que diz respeito \u00e0s quest\u00f5es ambientais, informa\u00e7\u00f5es detalhadas sobre os efeitos atuais e previs\u00edveis das atividades da empresa sobre o meio ambiente”.<\/p>\n
A desconex\u00e3o entre o que uma empresa promete e as informa\u00e7\u00f5es que divulga sobre essa promessa \u00e9 outro caminho claro e direto para acusa\u00e7\u00f5es de greenwashing. <\/em><\/strong>Um exemplo claro \u00e9 dado no recente caso de fiscaliza\u00e7\u00e3o do Deutsche Bank, entidade que o Minist\u00e9rio P\u00fablico alem\u00e3o entrou em junho de 2022 para investigar acusa\u00e7\u00f5es contra a suposta oferta e venda de produtos financeiros verdes. O eco do caso levou \u00e0 demiss\u00e3o do CEO da DWS, gestora de investimentos alternativos.<\/p>\nNas palavras de Iv\u00e1n Pino, s\u00f3cio e diretor s\u00eanior de Riscos e Crise da LLYC, “a transpar\u00eancia \u00e9 a dimens\u00e3o reputacional que tem a maior rela\u00e7\u00e3o com o greenwashing<\/em>, e em que ocorrer\u00e1 a maior press\u00e3o, principalmente dos grupos de interesse pertencentes \u00e0 comunidade financeira”. Ele afirma que “o n\u00edvel de vigil\u00e2ncia e supervis\u00e3o desses atores sobre a correspond\u00eancia entre dados e fatos ser\u00e1 intensificado para proteger as expectativas de retorno do capital em um contexto em que o ambiente ser\u00e1 decisivo para o futuro das empresas”.<\/p>\n[\/et_pb_text][et_pb_text admin_label=”Credibilidad” _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength=”header_text_shadow_style,%91object Object%93″ header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n
Credibilidad<\/strong><\/h2>\nLa credibilidad es una dimensi\u00f3n de la reputaci\u00f3n que apela directamente a la experiencia, y que depende, por lo tanto, de la alineaci\u00f3n con las expectativas pragm\u00e1ticas del cumplimiento de las promesas que se hacen y de la calidad percibida. En este caso, se trata de cumplir las expectativas de los grupos de inter\u00e9s cuando las compa\u00f1\u00edas se involucran en promesas medioambientales.<\/p>\n
El cumplimiento de estas percepciones pasa por un aval regulatorio que ampare las pr\u00e1cticas corporativas y su seguridad medioambiental y evite acusaciones de hipocres\u00eda. La falta de alineaci\u00f3n con los movimientos pol\u00edticos que promueven el desarrollo de regulaciones regionales, nacionales o europeas en favor de la protecci\u00f3n del medioambiente puede generar importantes riesgos reputacionales.<\/p>\n
En consecuencia, el trabajo de expertos en relaciones institucionales es fundamental para construir una base s\u00f3lida sobre la que asentar de forma segura una reputaci\u00f3n medioambiental positiva.<\/p>\n
Seg\u00fan una encuesta realizada en enero de 2022 por la Organizaci\u00f3n de Consumidores y Usuarios (OCU), nueve de cada diez consumidores consideran \u00fatil que los productos tengan informaci\u00f3n medioambiental; y para un 63% es un criterio de compra. Sin embargo, cuando esos consumidores se dan cuenta de que las etiquetas o las promesas medioambientales de lo que compran no est\u00e1n avaladas por ning\u00fan sistema certificado o por datos accesibles y reales, aparece el riesgo de acusaciones por greenwashing<\/em>. La misma encuesta mostraba que \u201csolo un 5% se declara bien informado sobre los requisitos para que un producto pueda anunciarse como verde o lucir ecoetiquetas\u201d. Se trata de dar herramientas a los grupos de inter\u00e9s para que certifiquen por s\u00ed mismos la veracidad de cualquier mensaje medioambiental.<\/p>\nEl socio y director s\u00e9nior de Riesgos y Crisis de LLYC, Iv\u00e1n Pino, asegura que la credibilidad es una dimensi\u00f3n que \u201cempieza en el seno de la actividad de la compa\u00f1\u00eda y requiere de un importante esfuerzo interno por desarrollar una oferta medioambientalmente comprometida que m\u00e1s tarde podr\u00e1 comunicarse como tal\u201d. Para \u00e9l, la clave para proteger la credibilidad frente a las acusaciones de greenwashing <\/em>es \u201ccomenzar el trabajo por la base, nunca construir la casa por el tejado. Si no tenemos un producto o servicio profundamente testado y avalado seg\u00fan criterios medioambientales exigentes, es mejor no ponerle etiquetas verdes al lanzarlo a grupos de inter\u00e9s\u201d.<\/p>\n[\/et_pb_text][et_pb_text admin_label=”Destacado” _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength=”header_text_shadow_style,%91object Object%93″ header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″ background_color=”#e6eef4″ custom_margin=”60px|60px|60px|60px” custom_padding=”30px|30px|30px|30px” saved_tabs=”all”]<\/p>\n
“Nove em cada dez consumidores consideram \u00fatil que os produtos tenham informa\u00e7\u00f5es ambientais; e para 63% \u00e9 crit\u00e9rio de compra”<\/h2>\n
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Imagem<\/strong><\/h2>\n\u00c9 a dimens\u00e3o mais emocional da reputa\u00e7\u00e3o. Refere-se ao alinhamento com as expectativas emocionais dos grupos de interesse. \u00c9 uma dimens\u00e3o fundamental e mais difusa do que as anteriores, e que requer especialistas no imagin\u00e1rio coletivo e nas percep\u00e7\u00f5es sociais. \u00c9 neste ponto que vimos que, muitas vezes, novas tend\u00eancias e canais de comunica\u00e7\u00e3o, bem como o conhecimento dos criativos da publicidade ao coletar insights <\/em>dos consumidores, est\u00e3o desconectados da atividade corporativa real.<\/p>\nAs empresas querem cada vez mais estar presentes em mais canais, e cada um deles tem c\u00f3digos e formas de express\u00e3o espec\u00edficos. Isso significa que, embora vivamos em um mundo de infinitas possibilidades de lan\u00e7ar mensagens para o consumidor, estamos mais sujeitos do que nunca a entender o p\u00fablico-alvo em cada um desses canais.<\/strong><\/p>\nNo caso do envolvimento ambiental, devemos ter em mente que para proteger essa dimens\u00e3o n\u00e3o podemos mostrar envolvimento social da mesma forma na televis\u00e3o como em uma rede social como o Tik Tok. As caracter\u00edsticas emocionais de quem recebe essas mensagens e seus c\u00f3digos s\u00e3o profundamente diferentes. Assim, se n\u00e3o soubermos com quais comunidades falar, onde e como sobre nosso interesse pelo meio ambiente, podemos acabar sendo acusados de sermos empresas ultrapassadas, desconectadas da sociedade e, claro, acusados de greenwashing<\/em>.<\/p>\n\u201cO tom bem-humorado de algumas das redes sociais mais populares do momento transformou campanhas publicit\u00e1rias de grandes empresas t\u00eaxteis em par\u00f3dias que destacam a desconex\u00e3o que existe entre o que eles est\u00e3o tentando mostrar e o que realmente mant\u00e9m essas empresas vivas\u201d, afirma Pedro Coll, diretor da LLYC e especialista em crises reputacionais. Ele garante que as tend\u00eancias sociais e o conte\u00fado das redes s\u00e3o muito ambiciosos para as empresas se limitarem a aderir \u00e0s trends <\/em>verdes sem analisar realmente o que significa se envolver em uma tend\u00eancia jovem e ambiental. “\u00c9 cada vez mais importante decidir onde n\u00e3o devemos estar. Uma estrat\u00e9gia de sele\u00e7\u00e3o e discernimento entre todas as oportunidades que surgem diariamente para nos mostrarmos mais “verdes” para o consumidor \u00e9 essencial para evitar ser escolhido e ridicularizado por n\u00e3o se conectar com as comunidades que lideram essas tend\u00eancias.”<\/p>\n[\/et_pb_text][et_pb_text admin_label=” Uma an\u00e1lise com prop\u00f3sito ” _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength=”header_text_shadow_style,%91object Object%93″ header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n
Uma an\u00e1lise com prop\u00f3sito <\/strong><\/h2>\nEste relat\u00f3rio desenvolve as dimens\u00f5es reputacionais relacionadas ao meio ambiente que permitem uma gest\u00e3o abrangente do risco reputacional ambiental. Os riscos, que, como vimos, podem fazer com que uma empresa tenha que retirar campanhas ou depor no banco dos r\u00e9us, s\u00e3o evit\u00e1veis desde que tenhamos conhecimento de todos esses conceitos e possamos aplic\u00e1-los \u00e0 nossa empresa.<\/p>\n
Assim, a an\u00e1lise rigorosa e detalhada de cada uma das dimens\u00f5es expostas \u00e9 essencial para que as empresas entendam todas as considera\u00e7\u00f5es determinantes ao se pronunciar sobre uma das crises mais quentes do mundo atualmente.<\/p>\n
O fato da popula\u00e7\u00e3o estar cada vez mais preocupada com as mudan\u00e7as clim\u00e1ticas, uma vez que amea\u00e7am a qualidade de vida da ra\u00e7a humana, torna o conhecimento do problema uma obriga\u00e7\u00e3o para as empresas ao atuarem no mercado. Seu forte envolvimento com a forma como sua atividade afeta o meio ambiente \u00e9 a base da comunica\u00e7\u00e3o eficaz para os grupos de interesse e, mais importante, \u00e9 o in\u00edcio do conhecimento de que as empresas precisam sobreviver ao futuro executando as mudan\u00e7as necess\u00e1rias.<\/p>\n
Conhecer as dimens\u00f5es reputacionais do ambiente, e a forma como cada marca ou empresa se posiciona em cada uma delas, n\u00e3o \u00e9 uma quest\u00e3o meramente externa ou de vendas. Trata-se de fazer um exame consciente e detalhado da atividade \u00e0 qual uma empresa se dedica com o objetivo final de determinar se essa atividade \u00e9 sustent\u00e1vel a m\u00e9dio e longo prazo.<\/strong><\/p>\nAs respostas que podem ser extra\u00eddas de uma an\u00e1lise de reputa\u00e7\u00e3o ambiental n\u00e3o s\u00f3 d\u00e3o as diretrizes para alcan\u00e7ar uma boa presen\u00e7a nesse campo, mas tamb\u00e9m permitem estabelecer as chaves para as mudan\u00e7as necess\u00e1rias para a sobreviv\u00eancia de uma atividade empresarial. Este n\u00e3o \u00e9 um trabalho superficial, mas sim um esfor\u00e7o que permite desenhar o futuro de uma empresa levando em conta as externalidades que lhe permitir\u00e3o operar.<\/p>\n
Lan\u00e7ar uma campanha sem fazer uma parada intencional para refletir sobre como ela se conecta com o prop\u00f3sito e o neg\u00f3cio da empresa \u00e9, como vimos, um grande risco. Significa deixar ao acaso algo t\u00e3o cr\u00edtico quanto uma poss\u00edvel acusa\u00e7\u00e3o em massa de greenwashing<\/em>, por um grupo de interesse ou outro. Assim, a utilidade de uma an\u00e1lise de reputa\u00e7\u00e3o ambiental reside na possibilidade de antecipar riscos importantes de reputa\u00e7\u00e3o e erradic\u00e1-los se as decis\u00f5es apropriadas forem tomadas a tempo. Em muitos casos, as oportunidades de lan\u00e7ar uma campanha ambiental quando a atividade empresarial n\u00e3o est\u00e1 alinhada a ela significar\u00e1 que as oportunidades que a empresa pretende abrir n\u00e3o equilibram os altos perigos de reputa\u00e7\u00e3o que enfrenta.<\/p>\nEvitar riscos reputacionais por meio do conhecimento de dimens\u00f5es reputacionais e an\u00e1lises detalhadas permitir\u00e1, como demonstrado, orientar a empresa para a sobreviv\u00eancia e sustentabilidade em um mercado em plena evolu\u00e7\u00e3o.<\/p>\n
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