{"id":758,"date":"2020-06-26T19:09:21","date_gmt":"2020-06-26T22:09:21","guid":{"rendered":"https:\/\/sustainability-canvas.com\/?p=758"},"modified":"2020-06-30T12:57:13","modified_gmt":"2020-06-30T15:57:13","slug":"sustainable-society-initiative-transformando-marcas-em-positive-brands","status":"publish","type":"post","link":"https:\/\/sustainability-canvas.com\/pt\/sustainable-society-initiative-transformando-marcas-em-positive-brands\/","title":{"rendered":"Sustainable Society Initiative: transformando marcas em Positive Brands"},"content":{"rendered":"

A Sustainable Society Initiative, ou SSI<\/a>, estreante da se\u00e7\u00e3o Construindo Futuros Coletivos<\/a> compartilha de algumas caracter\u00edsticas semelhantes com a 4D Sustainability Canvas. As mais \u00f3bvias s\u00e3o o idioma e o continente, considerando nossas duas sedes: Brasil e Reino Unido. Mas, al\u00e9m disso, e principalmente, a cren\u00e7a de que os neg\u00f3cios representam uma for\u00e7a de mudan\u00e7a poderosa para resolver os problemas socioambientais da atualidade<\/strong>.<\/p>\n\n\n\n

\"Sustainable<\/figure><\/div>\n\n\n\n
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Quem nos conta um pouco mais sobre a empresa, uma consultoria estrat\u00e9gica em sustentabilidade que nasceu dentro de uma das maiores ag\u00eancias de comunica\u00e7\u00e3o de Portugal, \u00e9 Charlotte Mure-Ravaud<\/strong>, francesa, que j\u00e1 viajou o mundo e que desde o in\u00edcio do ano \u00e9 strategy manager<\/em> da SSI.<\/p>\n\n\n\n

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Para come\u00e7ar Charlotte, quem \u00e9 voc\u00ea e qual seu papel na Sustainable Society Initiative?<\/strong><\/h3>\n\n\n\n
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Formada como engenheira em energias renov\u00e1veis, tive a oportunidade de trabalhar no Chile na ENGIE \u2013 uma experi\u00eancia que foi muito gratificante, com a lideran\u00e7a inspiradora e inovadora de Isabelle Kocher!<\/p>\n\n\n\n

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Charlotte Mure-Ravaud<\/strong><\/figcaption><\/figure><\/div>\n\n\n\n
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Mas, sendo apaixonada pelas ci\u00eancias sociais e pela criatividade, fui trabalhar como strategic planner<\/em> na ag\u00eancia BBDO Chile. Pude ent\u00e3o estudar as quest\u00f5es de Responsabilidade Social Corporativa, que gostei muito, o que me permitiu descobrir o conceito de marcas positivas. Estive envolvida em v\u00e1rios projetos para moldar ou destacar as raz\u00f5es de ser das empresas, e essa abordagem estava mais em conson\u00e2ncia com o significado que queria dar \u00e0 minha vida profissional.<\/p>\n\n\n\n

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Finalmente, voltei \u00e0 Europa h\u00e1 mais de um ano, e trabalho agora em Portugal na Sustainable Society Initiative. No in\u00edcio do ano, fui promovida strategy manager<\/em> e, desde ent\u00e3o, acompanho a reestrutura\u00e7\u00e3o e o refor\u00e7o do posicionamento da ag\u00eancia dentro da sustentabilidade. Nesse sentido, meu papel tem sido ajudar no desenho de uma nova gama de servi\u00e7os para apoiar as organiza\u00e7\u00f5es a constru\u00edrem marcas-s\u00edmbolo de mudan\u00e7a positiva..<\/p>\n\n\n\n

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Sobre a SSI, ent\u00e3o, quais s\u00e3o os principais servi\u00e7os oferecidos pela empresa? Para quem? E onde?<\/strong><\/h3>\n\n\n\n
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A Sustainable Society Initiative (SSI) se posiciona como um verdadeiro parceiro estrat\u00e9gico para o sector p\u00fablico e privado em Portugal.<\/p>\n\n\n\n

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Somos uma consultora estrat\u00e9gica em sustentabilidade que visa transformar o prop\u00f3sito das organiza\u00e7\u00f5es e acelerar o seu processo de transforma\u00e7\u00e3o atrav\u00e9s da sustentabilidade alinhada com estrat\u00e9gias de comunica\u00e7\u00e3o, abordagens e metodologias \u00fanicas que traduzem conhecimento em resultados reais com impacto positivo do neg\u00f3cio. Temos apostado cada vez mais na inova\u00e7\u00e3o social por meio de projetos multistakeholder<\/em> para catalisarmos e promovermos a sustentabilidade.<\/p>\n\n\n\n

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Nesta perspetiva, a SSI cria estrat\u00e9gias e constr\u00f3i reputa\u00e7\u00e3o para organiza\u00e7\u00f5es com prop\u00f3sito, comprometidas e alinhadas com a Agenda 2030, desenvolvendo uma plataforma relacional que integra uma gama completa de servi\u00e7os:<\/p>\n\n\n\n

\u00b7   An\u00e1lise de tend\u00eancias sobre os novos padr\u00f5es de comportamento e as mudan\u00e7as socioambientais por setor de atividade;<\/p>\n\n\n\n

\u00b7   Projetos de consultoria para refor\u00e7ar o prop\u00f3sito das organiza\u00e7\u00f5es, e estruturar um plano de a\u00e7\u00e3o para traduzi-lo no dia a dia;<\/p>\n\n\n\n

\u00b7   Comunica\u00e7\u00e3o (tornamos as marcas agentes de mudan\u00e7a e influenciadoras).<\/p>\n\n\n\n

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Nosso desafio est\u00e1 justamente em transformar metas globais – os Objetivos de Desenvolvimento Sustent\u00e1vel – em metas de neg\u00f3cios, incorporando o fator socioambiental em qualquer equa\u00e7\u00e3o.<\/p>\n\n\n\n

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Uma das nossas principais ambi\u00e7\u00f5es \u00e9 criar a primeira comunidade de Positive Brands<\/strong> \u2013 ou seja, marcas com prop\u00f3sito \u2013 em Portugal. Neste sentido, estamos construindo um espa\u00e7o de partilha, debate e coopera\u00e7\u00e3o para implementa\u00e7\u00e3o de a\u00e7\u00f5es com valor agregado para as marcas e os seus consumidores. Mas queremos ir al\u00e9m e implementar um bar\u00f3metro de tend\u00eancias que apoie outras marcas no desenho de estrat\u00e9gias eficazes e sustent\u00e1veis, em tempos de incerteza e transforma\u00e7\u00e3o.  <\/p>\n\n\n\n

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Falando sobre incerteza e transforma\u00e7\u00e3o, aproveito para te perguntar: qual \u00e9 a vis\u00e3o de futuro que voc\u00eas almejam? Que tipo de futuro voc\u00eas desejam construir?<\/strong><\/h3>\n\n\n\n
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Perante a pandemia do coronav\u00edrus, a crise clim\u00e1tica, a perda da biodiversidade\u2026 o futuro como o imagin\u00e1vamos pode n\u00e3o acontecer. No entanto, \u00e9 poss\u00edvel passar do medo \u00e0 aceita\u00e7\u00e3o, e assim escrever uma nova hist\u00f3ria que tenha mais sentido, isto a partir de uma perspectiva socioambiental. Podemos interpretar o que estamos a viver como um verdadeiro desafio para considerar ou reinventar uma nova narrativa coletiva, e assim, alcan\u00e7ar horizontes mais serenos.<\/p>\n\n\n\n

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Neste sentido, no n\u00edvel pessoal, cada um de n\u00f3s dever\u00e1 questionar-se sobre o mundo que deseja. J\u00e1 coletivamente, ser\u00e1 necess\u00e1rio encontrar uma nova forma de viver em comunidade, rejeitando uma sobreviv\u00eancia individualista e nefasta. Esta crise pode ser o in\u00edcio de um novo ciclo de esperan\u00e7a, baseado na compaix\u00e3o, altru\u00edsmo, solidariedade, inclus\u00e3o…<\/p>\n\n\n\n

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Do nosso lado, queremos ajudar a reimaginar o futuro dos nossos parceiros e a narrativa coletiva nos assuntos importantes para a sociedade, em conson\u00e2ncia com os valores e as necessidades estrat\u00e9gicas das organiza\u00e7\u00f5es.<\/p>\n\n\n\n

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Como voc\u00ea acha que o coletivismo e a colabora\u00e7\u00e3o podem ajudar dentro desse prop\u00f3sito\/miss\u00e3o?<\/strong><\/h3>\n\n\n\n
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Defendemos a ideia de uma sociedade sustent\u00e1vel, equilibrada e integrada \u2013 que se apoia na sensibiliza\u00e7\u00e3o dos diferentes atores para a ado\u00e7\u00e3o de comportamentos mais inclusivos e solid\u00e1rios.<\/p>\n\n\n\n

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Nesta perspectiva, procuramos \u201cinstrumentos\u201d para refor\u00e7ar a coopera\u00e7\u00e3o entre os diferentes atores econ\u00f4micos na resposta \u00e0s necessidades socioambientais mais urgentes do nosso tempo. O coletivismo pode, portanto, ser um piv\u00f4 e um prisma na constru\u00e7\u00e3o de uma rede de atores que atuam juntos para a implementa\u00e7\u00e3o de um novo desenvolvimento socioecon\u00f4mico dentro de uma escala local e tamb\u00e9m global.<\/p>\n\n\n\n

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Ao criar conex\u00e3o humana e discuss\u00e3o em torno da a\u00e7\u00e3o consciente, \u2013 o mutualismo, o coletivismo, a coopera\u00e7\u00e3o\u2026 Tudo isso nos ajuda a fomentar la\u00e7os sociais e transmitir os melhores valores, como a promo\u00e7\u00e3o de uma economia sustent\u00e1vel e um desenvolvimento comprometido com a natureza e as pessoas.<\/p>\n\n\n\n

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Qual maior desafio d<\/strong>e voc\u00eas hoje?<\/strong><\/h3>\n\n\n\n

Torna-se cada vez mais urgente que as empresas assumam um papel mais ativo. \u00c9 preciso uma mudan\u00e7a radical na escala e profundidade do seu envolvimento.<\/p><\/blockquote><\/figure>\n\n\n\n

Nosso desafio est\u00e1 justamente em transformar metas globais – os Objetivos de Desenvolvimento Sustent\u00e1vel – em metas de neg\u00f3cios, incorporando o fator socioambiental em qualquer equa\u00e7\u00e3o.<\/p>\n\n\n\n

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Os ODS nos unem em torno de quest\u00f5es importantes, desencadeando a coopera\u00e7\u00e3o e partilha de conhecimento, de uma forma sem precedentes.<\/p>\n\n\n\n

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Mas torna-se cada vez mais urgente que as empresas assumam um papel mais ativo. \u00c9 preciso uma mudan\u00e7a radical na escala e profundidade do seu envolvimento. Atualmente, as empresas t\u00eam o poder de mudar o status quo<\/em> ajudando o setor p\u00fablico a dar uma resposta \u00e0s necessidades sociais n\u00e3o atendidas. T\u00eam o poder de intervir e resolver os transtornos que afetam a sociedade, como por exemplo, alterando as suas pr\u00e1ticas e mobilizando o seu marketing para fazer avan\u00e7ar as normas sociais e o comportamento das pessoas.<\/p>\n\n\n\n

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E, porque acreditamos que as empresas representam uma for\u00e7a de mudan\u00e7a poderosa para resolver os problemas socioambientais da atualidade, queremos ajudar as marcas a encontrar o seu prop\u00f3sito e tornarem-se Positive Brands. Neste sentido, propomo-nos a desenvolver ferramentas multistakeholder<\/em> que visam estabelecer um novo contrato social para uma transi\u00e7\u00e3o mais justa, equitativa e sustent\u00e1vel.<\/p>\n\n\n\n

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Para finalizar, pode nos contar um pouco sobre os trabalhos que a Sustainable Society Initiative t\u00eam realizado e o impacto gerado a partir deles?<\/strong><\/h3>\n\n\n\n
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Particularmente, por causa da pandemia, estamos envolvidos em projetos p\u00fablicos, tais como a cria\u00e7\u00e3o de uma moeda solid\u00e1ria para lidar contra a crise, ferramenta de a\u00e7\u00e3o para os setores p\u00fablico e privado para responder aos desafios em mat\u00e9ria de sustentabilidade ligados ao covid, etc. Como s\u00e3o projetos que est\u00e3o em suas fases iniciais ou ongoing, <\/em>s\u00f3 vamos poder perceber e medir o impacto daqui a uns meses.<\/p>\n\n\n\n

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\u00c9 uma aventura bastante desafiante e cativante. H\u00e1 muito para fazer na \u00e1rea da sustentabilidade aqui em Portugal, tanto em termos de oportunidades como desafios. <\/p>\n\n\n\n

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\u00c0 Charlotte e toda equipe da Sustainable Society Initiative, nosso agradecimento pelas respostas. Certamente vamos querer voc\u00eas aqui de volta para que nos contem mais sobre o que t\u00eam feito e os resultados dessas e outras a\u00e7\u00f5es relacionadas \u00e0 miss\u00e3o de criar Positive Brands<\/strong>.<\/p>","protected":false},"excerpt":{"rendered":"

A Sustainable Society Initiative, ou SSI, estreante da se\u00e7\u00e3o Construindo Futuros Coletivos compartilha de algumas caracter\u00edsticas semelhantes com a 4D Sustainability Canvas. As mais \u00f3bvias s\u00e3o o…<\/p>","protected":false},"author":3,"featured_media":769,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"give_campaign_id":0,"footnotes":""},"categories":[92],"class_list":["post-758","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-building-collective-futures"],"yoast_head":"\n4D Sustainability Canvas - Sustainable Society Initiative: transformando marcas em Positive Brands<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4D Sustainability Canvas - Sustainable Society Initiative: transformando marcas em Positive Brands\" \/>\n<meta property=\"og:description\" content=\"A Sustainable Society Initiative, ou SSI, estreante da se\u00e7\u00e3o Construindo Futuros Coletivos compartilha de algumas caracter\u00edsticas semelhantes com a 4D Sustainability Canvas. 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