{"id":58584,"date":"2020-12-17T00:00:00","date_gmt":"2020-12-16T23:00:00","guid":{"rendered":"https:\/\/llyc.global\/2020\/12\/17\/um-novo-paradigma-de-lideranca-o-ceo-ativista\/"},"modified":"2023-10-27T10:12:18","modified_gmt":"2023-10-27T08:12:18","slug":"um-novo-paradigma-de-lideranca-o-ceo-ativista","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-pt\/ideas\/um-novo-paradigma-de-lideranca-o-ceo-ativista\/","title":{"rendered":"Um novo paradigma de lideran\u00e7a: o CEO ativista"},"content":{"rendered":"

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Dominic Barton, antigo CEO da McKinsey, conta a hist\u00f3ria de um presidente do ramo da engenharia que dedicava 60\u00a0% do tempo a debater quest\u00f5es de lideran\u00e7a e a falar com jovens profissionais. Dominic perguntou-lhe: \u00abE durante esse tempo, quem dirige a empresa?\u00bb, ao que o presidente respondeu: \u00abIdiota, dirigir uma empresa \u00e9 isto\u00bb.<\/p>\n

Historicamente, os CEO t\u00eam sido figuras com pouca exposi\u00e7\u00e3o p\u00fablica, que quiseram projetar uma imagem de neutralidade e um perfil de gestor. As necessidades de relacionamento sentidas eram geridas de forma discreta por meio das atividades mais formais de relacionamento institucional. No entanto, nos \u00faltimos cinco anos, temos assistido a um protagonismo crescente dos l\u00edderes de grandes empresas no que respeita aos assuntos pol\u00edticos e sociais. Face a este novo papel do CEO, poder\u00edamos perguntar: atualmente, como se dirige uma empresa?<\/p>\n

1. O surgimento do CEO ativista<\/strong><\/h2>\n

\u00a0<\/strong><\/p>\n

Os CEO ativistas s\u00e3o os diretores executivos das grandes empresas que tomam uma posi\u00e7\u00e3o no que respeita a assuntos pol\u00edticos, sociais ou culturais que n\u00e3o estejam diretamente relacionados com as empresas que representam. O conceito surgiu em Harvard, num famoso caso de 2017, quando Tim Cook, CEO da Apple, condenou publicamente a aprova\u00e7\u00e3o da Lei de Liberdade Religiosa no Indiana (Estados Unidos). A mensagem de Cook, publicada na conta do Twitter do pr\u00f3prio em 2015, serviu de exemplo e deu origem a um apoio significativo de empres\u00e1rios a favor da diversidade, for\u00e7ando a revis\u00e3o dos aspetos mais controversos da lei.<\/p>\n

Desde ent\u00e3o, os casos mais medi\u00e1ticos de CEO ativistas prov\u00eam, na maioria, dos Estados Unidos, e centram-se nas cr\u00edticas do setor empresarial \u00e0s pol\u00edticas promovidas pelo governo de Trump.<\/p>\n

No \u00e2mbito do meio ambiente, ocorreu em 2017 um caso de destaque, nomeadamente a resposta dos empres\u00e1rios norte-americanos que ficaram \u00abestupefactos\u00bb com a decis\u00e3o do presidente norte-americano de abandonar o Acordo de Paris relativo ao Aquecimento Global, bem como o an\u00fancio de que \u00abassumiriam pessoalmente a luta contra as altera\u00e7\u00f5es clim\u00e1ticas e fariam os poss\u00edveis para reduzir as emiss\u00f5es\u00bb. Estas s\u00e3o palavras de Michael Bloomberg, o oitavo homem mais rico do mundo, segundo a revista Forbes<\/em>, em abril de 2017, que muitos associaram ao in\u00edcio do percurso falhado que havia feito para a Casa Branca. Bloomberg anunciou uma contribui\u00e7\u00e3o de 15 milh\u00f5es de d\u00f3lares para apoiar os esfor\u00e7os da ONU na luta contra o aquecimento do planeta.<\/p>\n

Mais do que as pretens\u00f5es de chegar \u00e0 Casa Branca, a atitude ativista de Bloomberg impregnou-se no meio empresarial norte-americano. Em junho de 2017, v\u00e1rios CEO escreveram uma carta aberta<\/a> ao presidente Trump, alertando-o para a relev\u00e2ncia da luta contra as altera\u00e7\u00f5es clim\u00e1ticas e para as consequ\u00eancias nefastas da decis\u00e3o que havia tomado. Recentemente, na \u00faltima Cimeira do Clima, realizada em Madrid em dezembro de 2019, v\u00e1rios CEO reputados norte-americanos opuseram-se \u00e0s propostas contra o Acordo de Paris defendidas pelo governo dos Estados Unidos. Esta rea\u00e7\u00e3o \u00e9 uma parte importante do movimento We are still in<\/a> \u2013 \u00abcontinuamos a fazer parte\u00bb, em ingl\u00eas \u2013 ao qual pertencem 25 estados dos EUA, 534 cidades e mais de 2000 empresas e grupos de investidores, al\u00e9m de outras institui\u00e7\u00f5es educativas e culturais. Ao todo, representam 68\u00a0% do PIB dos EUA, 65\u00a0% da popula\u00e7\u00e3o e 51\u00a0% de todas as emiss\u00f5es do pa\u00eds.<\/p>\n

No \u00e2mbito dos direitos humanos, outro caso de ativismo conhecido foi o da decis\u00e3o do CEO da Starbucks, Howard Schultz, de contratar 10\u00a0000 refugiados de todo o mundo, como rea\u00e7\u00e3o \u00e0 pol\u00edtica de imigra\u00e7\u00e3o da administra\u00e7\u00e3o Trump. A mensagem de Schultz gerou uma forte controv\u00e9rsia. Por um lado, conseguiu mover outras grandes empresas \u2014 a Google anunciou uma contribui\u00e7\u00e3o de quatro milh\u00f5es de d\u00f3lares para as organiza\u00e7\u00f5es humanit\u00e1rias, os CEO da Apple, da Microsoft, da Netflix, da Uber, da Airbnb e do Facebook manifestaram-se contra as medidas migrat\u00f3rias \u2014 mas, por outro lado, provocou uma forte rejei\u00e7\u00e3o por parte de alguns consumidores, tendo sido promovido o boicote \u00e0 marca Starbucks, por considerarem que estava a limitar a capacidade de contrata\u00e7\u00e3o de m\u00e3o-de-obra local.<\/p>\n

Outro territ\u00f3rio t\u00edpico do ativismo \u00e9 o da sa\u00fade. Recentemente, dever\u00e1 destacar-se a rea\u00e7\u00e3o de alguns l\u00edderes empresariais perante a decis\u00e3o do Presidente Trump de retirar o contributo dos Estados Unidos \u00e0 Organiza\u00e7\u00e3o Mundial de Sa\u00fade, alegando a neglig\u00eancia desta entidade no controlo da pandemia da COVID-19. A mais significativa foi a de Bill Gates, que anunciou no passado m\u00eas de abril a contribui\u00e7\u00e3o de 250 milh\u00f5es de d\u00f3lares para a OMS para a luta contra a COVID-19. A iniciativa de Gates foi o ponto de partida para a recente cria\u00e7\u00e3o da Funda\u00e7\u00e3o independente em favor da OMS<\/a> para apoiar as necessidades cruciais em mat\u00e9ria de sa\u00fade mundial. A Funda\u00e7\u00e3o \u00e9 uma entidade juridicamente independente da OMS, que facilitar\u00e1 as contribui\u00e7\u00f5es do p\u00fablico em geral, dos principais doadores individuais e das empresas \u00e0 OMS e a parceiros de confian\u00e7a para executar programas de grande impacto.<\/p>\n

Com sede em Genebra, a Funda\u00e7\u00e3o prestar\u00e1 apoio \u00e0s necessidades em mat\u00e9ria de sa\u00fade p\u00fablica mundial, fornecendo financiamentos \u00e0 OMS e a parceiros de confian\u00e7a com o intuito de atingir o objetivo dos \u00abtr\u00eas mil milh\u00f5es\u00bb da Organiza\u00e7\u00e3o. Com estes objetivos, que constam do plano estrat\u00e9gico a cinco anos da OMS, pretende-se, nomeadamente, proteger mil milh\u00f5es de pessoas de emerg\u00eancias sanit\u00e1rias; estender a cobertura sanit\u00e1ria universal a mil milh\u00f5es de pessoas; e garantir uma vida s\u00e3 e bem-estar a mil milh\u00f5es de pessoas at\u00e9 2023.<\/p>\n

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\u201cOs CEO ativistas s\u00e3o os diretores executivos das grandes empresas que tomam uma posi\u00e7\u00e3o no que respeita a assuntos pol\u00edticos, sociais ou culturais que n\u00e3o estejam diretamente relacionados com as empresas que representam\u201d<\/h2>\n

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<\/h2>\n

2. O auge do ativismo<\/strong><\/h2>\n

Iniciativas como as de Larry Fink, CEO da BlackRock, que promovem a necessidade de formalizar um sentido de prop\u00f3sito enquanto um dos pilares da estrat\u00e9gia empresarial, acima dos resultados econ\u00f3micos; o envolvimento dos principais CEO norte-americanos (Business Roundtable<\/em>), apostando numa vis\u00e3o no longo prazo e numa redistribui\u00e7\u00e3o do valor entre todos os grupos de interesse; o envolvimento de mais de 500 CEO europeus na integra\u00e7\u00e3o dos neg\u00f3cios nos Objetivos de Desenvolvimento Sustent\u00e1vel das Na\u00e7\u00f5es Unidas; ou a proposta do Capitalismo dos stakeholders<\/em>, promovida pelo F\u00f3rum Econ\u00f3mico Mundial, s\u00e3o sinais de que o ativismo dos CEO se est\u00e1 a converter num novo paradigma de lideran\u00e7a.<\/p>\n

O ativismo atual dos CEO n\u00e3o parte da express\u00e3o de convic\u00e7\u00f5es individuais no Twitter (casos de Tim Cook ou de Marcos de Quinto, em Espanha), mas antes da press\u00e3o exercida pelas expetativas sociais acerca da responsabilidade dos l\u00edderes das grandes empresas na resolu\u00e7\u00e3o dos problemas p\u00fablicos, conjuntamente com o profundo ceticismo face \u00e0 atua\u00e7\u00e3o dos governos.<\/p>\n

De acordo com dados da Pew Research, apenas 19\u00a0% dos norte-americanos confiam no Governo (a fraca reputa\u00e7\u00e3o dos l\u00edderes pol\u00edticos \u00e9 um fen\u00f3meno global, n\u00e3o apenas dos Estados Unidos). Mas 65\u00a0% dos norte-americanos tamb\u00e9m acreditam que \u00abo sistema econ\u00f3mico favorece injustamente interesses poderosos\u00bb. A fraca reputa\u00e7\u00e3o dos Governos \u00e9 o fator de oportunidade para o surgimento da lideran\u00e7a ativista empresarial. No entanto, a perce\u00e7\u00e3o de um capitalismo injusto \u00e9 o fator de necessidade que est\u00e1 a levar os executivos a ocuparem este espa\u00e7o p\u00fablico. O novo ativismo dos CEO \u00e9 uma combina\u00e7\u00e3o entre oportunidade (fraca reputa\u00e7\u00e3o dos governos) e necessidade (crescente mal-estar face ao capitalismo). Por \u00faltimo, a combina\u00e7\u00e3o destes dois fatores est\u00e1 a impulsionar um novo papel de lideran\u00e7a ativista para os CEO das grandes empresas, que vai al\u00e9m das convic\u00e7\u00f5es pessoais.<\/p>\n

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\u201cA fraca reputa\u00e7\u00e3o dos Governos \u00e9 o fator de oportunidade para o surgimento da lideran\u00e7a ativista empresarial\u201d<\/h2>\n

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3. Os ativistas n\u00e3o s\u00e3o todos norte-americanos<\/strong><\/h2>\n

\u00a0<\/strong><\/p>\n

Este novo paradigma de lideran\u00e7a est\u00e1 cada vez mais presente em todo o mundo, e n\u00e3o apenas nos Estados Unidos. Em Espanha, para n\u00e3o ir mais longe, n\u00e3o passou despercebida a lideran\u00e7a de v\u00e1rios CEO durante a \u00faltima Cimeira do Clima, realizada em Madrid (COP25).\u00a0 A resposta \u00e0 emerg\u00eancia clim\u00e1tica no \u00e2mbito empresarial foi especialmente destacada, com a participa\u00e7\u00e3o de 1500 empresas nas atividades que se desenvolveram na \u00abzona verde\u00bb da COP 25. Na verdade, a iniciativa empresarial antecipou-se aos acordos pol\u00edticos em v\u00e1rios setores, tais como o financeiro, o energ\u00e9tico, o das infraestruturas, da log\u00edstica e transporte, da ind\u00fastria agroalimentar, e o da ind\u00fastria da sa\u00fade. Entre os l\u00edderes de empresas espanholas do Ibex 35 que especificaram objetivos de descarboniza\u00e7\u00e3o durante a Cimeira encontravam-se os da Iberdrola, da Endesa, da Telef\u00f3nica, da Repsol, da Acciona, da ArcelorMittal, do Santander, do BBVA ou do IAG.<\/p>\n

Especialmente relevante foi o envolvimento da parte do setor financeiro. V\u00e1rias entidades comprometeram-se com quantias significativas para financiar a luta contra as altera\u00e7\u00f5es clim\u00e1ticas: Barclays (175\u00a0000 milh\u00f5es de euros), Santander (120\u00a0000 milh\u00f5es de euros), BBVA (100\u00a0000 milh\u00f5es de euros), entre outros. Cerca de 20 entidades que operam no setor financeiro espanhol assinaram um acordo (\u00abBetter Finance, Better World\u00bb) para alinhar a atividade com os objetivos do Acordo de Paris na luta contra as altera\u00e7\u00f5es clim\u00e1ticas. No acordo, apresentado na COP 25, os bancos, encabe\u00e7ados pelos CEO, comprometeram-se a reduzir a pegada de di\u00f3xido de carbono (CO2) das respetivas carteiras de cr\u00e9dito, de acordo com crit\u00e9rios reconhecidos internacionalmente, bem como a canalizar as poupan\u00e7as e os recursos financeiros para investimentos sustent\u00e1veis.<\/p>\n

Outro exemplo mais recente foi o da Cimeira de l\u00edderes empresariais convocada pela CEOE (Confedera\u00e7\u00e3o Espanhola de Organiza\u00e7\u00f5es Empresariais), no passado m\u00eas de junho, com o objetivo de promover a recupera\u00e7\u00e3o econ\u00f3mica, ap\u00f3s a supera\u00e7\u00e3o da primeira vaga da COVID-19. A Cimeira realizou-se por via eletr\u00f3nica e em canal aberto. O mundo inteiro p\u00f4de acompanhar em direto as mensagens de lideran\u00e7a dos CEO espanh\u00f3is face \u00e0 crise da pandemia. A mensagem introdut\u00f3ria do presidente da CEOE n\u00e3o deixou d\u00favidas: \u00abHoje, mais do que nunca, vale a pena ser empres\u00e1rio e dar visibilidade \u00e0s nossas a\u00e7\u00f5es enquanto empres\u00e1rios. \u00c9 um orgulho ser empres\u00e1rio e poder contribuir para o desenvolvimento do nosso pa\u00eds e para o bem-estar dos cidad\u00e3os\u00bb.<\/p>\n

4. Consenso sobre os ODS<\/strong><\/h2>\n

\u00a0<\/strong><\/p>\n

Os principais temas sobre os quais os CEO ativistas se manifestaram nos \u00faltimos anos centram-se na igualdade \/ inclus\u00e3o, na luta contra as altera\u00e7\u00f5es clim\u00e1ticas, nos direitos humanos e, mais recentemente, na sa\u00fade e no bem-estar. Estes temas correspondem n\u00e3o s\u00f3 aos principais desafios globais, mas tamb\u00e9m fazem parte do quadro de refer\u00eancia deste novo paradigma de lideran\u00e7a, que n\u00e3o \u00e9 mais do que a Agenda 2030 das Na\u00e7\u00f5es Unidas, enquanto principal consenso pol\u00edtico, social e empresarial sobre os desafios globais no longo prazo.<\/p>\n

De facto, se podemos falar de um paradigma de lideran\u00e7a em torno do ativismo do CEO \u00e9 porque existe uma agenda global com um grande consenso. A agenda 2030 est\u00e1 marcada pelos 17 Objetivos de Desenvolvimento Sustent\u00e1vel, centrados no desenvolvimento dos Acordos de Paris e nos princ\u00edpios das Na\u00e7\u00f5es Unidas sobre as empresas e sobre os direitos humanos. O consenso \u00e9 t\u00e3o amplo que os ODS se tornaram n\u00e3o apenas um ponto de refer\u00eancia geralmente aceite, mas tamb\u00e9m lan\u00e7aram a corrida pela lideran\u00e7a devido ao impulso que geraram.<\/p>\n

Como referimos anteriormente, em menos de um ano, mais de 600 l\u00edderes empresariais da Europa se comprometeram publicamente a promover um modelo de neg\u00f3cio sustent\u00e1vel e com uma vis\u00e3o de longo prazo. Este apelo \u00e0 a\u00e7\u00e3o inclui, entre outros, os seguintes compromissos:<\/p>\n

    \n
  • acelerar a transi\u00e7\u00e3o ecol\u00f3gica na luta contra as altera\u00e7\u00f5es clim\u00e1ticas;<\/li>\n
  • compromisso com o di\u00e1logo multistakeholder<\/em>:<\/li>\n
  • criar plataformas colaborativas para promover uma economia sustent\u00e1vel;<\/li>\n
  • maximizar a cria\u00e7\u00e3o de valor para a sociedade;<\/li>\n
  • promover a forma\u00e7\u00e3o para a empregabilidade;<\/li>\n
  • incrementar a participa\u00e7\u00e3o da sociedade civil no movimento da sustentabilidade; e<\/li>\n
  • adotar padr\u00f5es de pol\u00edticas e de transpar\u00eancia para gest\u00e3o da sustentabilidade.<\/li>\n<\/ul>\n

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    \u201cOs principais temas sobre os quais os CEO ativistas se manifestaram nos \u00faltimos anos centram-se na igualdade \/ inclus\u00e3o, na luta contra as altera\u00e7\u00f5es clim\u00e1ticas, nos direitos humanos e, mais recentemente, na sa\u00fade e no bem-estar\u201d<\/h2>\n

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    <\/h2>\n

    5. Desafios do CEO ativista<\/strong><\/h2>\n

    Como vimos, atualmente os l\u00edderes empresariais respondem \u00e0 exig\u00eancia social de uma maior responsabilidade por parte das empresas em assuntos pol\u00edticos e sociais que, tradicionalmente, n\u00e3o entravam na esfera dos neg\u00f3cios. Esta lideran\u00e7a, que tamb\u00e9m responde ao desencanto generalizado com os governos, est\u00e1 a consolidar-se por meio de manifestos e de compromissos com um elevado n\u00edvel de ades\u00e3o que, por sua vez, est\u00e3o a elevar ainda mais as expetativas sociais sobre o papel das grandes empresas. Pensamos, portanto, que, nos pr\u00f3ximos meses, o CEO ativista enfrentar\u00e1 desafios relacionados com a capacidade de solidez e coer\u00eancia do discurso p\u00fablico que t\u00eam vindo a assumir. Quanto maior a exposi\u00e7\u00e3o p\u00fablica, maior a exig\u00eancia de coer\u00eancia. Destacamos cinco desafios fundamentais neste sentido:<\/p>\n

      \n
    • Implementar um modelo de governa\u00e7\u00e3o<\/strong> da gest\u00e3o dos grupos de interesse. O capitalismo dos stakeholders <\/em>que o F\u00f3rum Econ\u00f3mico Mundial promove \u00e9 \u00abum sonho\u00bb \u2014 nas palavras do FEM \u2014 que se poder\u00e1 tornar num pesadelo, se n\u00e3o for acompanhado por um esquema de governa\u00e7\u00e3o dos grupos de interesse.<\/li>\n
    • Incorporar um sentido de prop\u00f3sito<\/strong> no governo societ\u00e1rio. O ativismo exige um estilo de lideran\u00e7a conectado e coerente com as pol\u00edticas da empresa. Tornou-se imprescind\u00edvel a necessidade de definir ou redefinir um prop\u00f3sito que incorpore o impacto social da empresa no longo prazo.<\/li>\n
    • Promover a agenda da sustentabilidade<\/strong> por meio de iniciativas concretas de impacto social. As empresas est\u00e3o a assumir a lideran\u00e7a da mudan\u00e7a de modelo, da transforma\u00e7\u00e3o, mas h\u00e1 muita dispers\u00e3o de objetivos e \u00e9 necess\u00e1rio que se concentrem em uma ou duas iniciativas com verdadeiro impacto social e que sejam relevantes para os grupos de interesse. Menos \u00e9 mais.<\/li>\n
    • Avaliar o impacto dos riscos reputacionais<\/strong> nas decis\u00f5es empresariais. Alguns manifestos ou declara\u00e7\u00f5es, se n\u00e3o corresponderem \u00e0s expetativas dos grupos de interesse, poder\u00e3o representar mais riscos do que oportunidades para o neg\u00f3cio (como o referido caso da Starbucks).<\/li>\n
    • Expandir o enfoque da compliance<\/em> <\/strong>na reputa\u00e7\u00e3o. O discurso exigente do CEO ativista pressup\u00f5e, sem d\u00favida, elevar o n\u00edvel dos comportamentos corporativos, especialmente os referentes \u00e0 \u00e9tica e \u00e0 integridade. As perspetivas da compliance <\/em>baseadas no cumprimento legal e normativo s\u00e3o insuficientes quando se toma o partido da cr\u00edtica, como \u00e9 o caso do CEO ativista.<\/li>\n<\/ul>\n

      O crescente ativismo dos CEO em todo o mundo demonstra que estamos perante um novo paradigma de lideran\u00e7a, que vai al\u00e9m das convic\u00e7\u00f5es pessoais. A sociedade exige que as grandes empresas se responsabilizem pelos desafios globais. J\u00e1 passou o tempo dos discursos. Chegou o tempo de atuar.<\/p>\n

      [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

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