{"id":953,"date":"2020-09-07T01:22:16","date_gmt":"2020-09-07T04:22:16","guid":{"rendered":"https:\/\/sustainability-canvas.com\/?p=953"},"modified":"2021-02-22T17:23:32","modified_gmt":"2021-02-22T20:23:32","slug":"consumo-consciente","status":"publish","type":"post","link":"https:\/\/sustainability-canvas.com\/pt\/consumo-consciente\/","title":{"rendered":"Consumo consciente: \u00e0s empresas, um recado do consumidor"},"content":{"rendered":"

Ta\u00ed uma pergunta que at\u00e9 o Google se atrapalha ao responder: o que o consumidor realmente espera das empresas? Produtos de qualidade e excel\u00eancia nos servi\u00e7os podem ser as primeiras op\u00e7\u00f5es a vir \u00e0 cabe\u00e7a. Mas est\u00e3o longe de serem suficientes. Os desejos do consumidor s\u00e3o muito mais complexos, sobretudo do \u201cempoderado\u201d, que sabe o valor de cada uma de suas escolhas. O chamado consumidor consciente entende que um ato de compra traz consequ\u00eancias para ele mesmo, para a sociedade e para o meio ambiente, e espera das empresas um passo al\u00e9m: que elas assumam o papel de agentes de transforma\u00e7\u00e3o<\/a>. Este desejo n\u00e3o \u00e9 assim t\u00e3o novo. As pesquisas do Instituto Akatu<\/a> \u2014 ONG que trabalha pela mobiliza\u00e7\u00e3o da sociedade para o consumo consciente \u2014 indicam que h\u00e1 anos o consumidor demonstra querer que as empresas sejam mais sustent\u00e1veis. Ou ao menos mais social e ambientalmente respons\u00e1veis. O que percebemos \u00e9 que este desejo tem sido catalisado neste momento de fragilidade dos mercados, de vulnerabilidade do ser humano como esp\u00e9cie e de muita reflex\u00e3o sobre a nossa maneira de produzir, consumir e viver.<\/p>\n\n\n\n

\"Obrigado
Na imagem, consumidora protesta durante a London Fashion Week. Foto por Clem Onojeghuo<\/a> n\u00e3o Unsplash<\/a>.<\/figcaption><\/figure>\n\n\n\n
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Sair da caixinha<\/strong><\/h2>\n\n\n\n
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Na Pesquisa Akatu 2018<\/a>, que tra\u00e7ou o panorama do consumo consciente no Brasil, 59% dos respondentes afirmaram que as empresas deveriam fazer mais do que est\u00e1 nas leis e trazer benef\u00edcios para a sociedade. No ano seguinte, a Pesquisa Vida Saud\u00e1vel e Sustent\u00e1vel<\/a>, realizada pelo Akatu em parceria com a Globescan, os respondentes foram al\u00e9m: 55% deles disseram que os governos devem exigir que as empresas trabalhem em prol de uma sociedade melhor, mesmo que isso implique em pre\u00e7os mais altos.<\/p>\n\n\n\n

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capa da pesquisa dispon\u00edvel na internet<\/figcaption><\/figure>\n\n\n\n
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Pois \u00e9, o consumidor diz que est\u00e1 disposto a privilegiar e recompensar marcas mais sustent\u00e1veis. Aquelas que consideram o seu neg\u00f3cio uma ferramenta de transforma\u00e7\u00e3o social ou um meio de causar impactos positivos<\/a> (ou pelo menos de reduzir os negativos) e se enxergam parte de uma economia que beneficia a todos.<\/p>\n\n\n\n

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Essa \u00e9 uma \u00f3tima not\u00edcia para empreendedores cujos neg\u00f3cios se guiam pelo caminho da sustentabilidade e dos valores compartilhados \u2014 os alinhados com a vis\u00e3o dos criadores do 4D Sustainable Canvas<\/a>. Mas \u00e9 um grande desafio para quem se mant\u00e9m ancorado no velho modelo do capitalismo de acionistas.<\/p>\n\n\n\n

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O impulso da pandemia ao consumo consciente<\/strong><\/strong><\/h2>\n\n\n\n
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\u201cUma empresa \u00e9 mais do que uma unidade econ\u00f4mica de gera\u00e7\u00e3o de riqueza (…) ela atende a aspira\u00e7\u00f5es humanas como parte de um sistema social abrangente\u201d.<\/p>do Manifesto de Davos de 2020<\/cite><\/blockquote><\/figure>\n\n\n\n

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H\u00e1 trechos do Manifesto de Davos de 2020<\/a> que as marcas deveriam repetir para si mesmas at\u00e9 incorpor\u00e1-los em seu DNA. Segundo o documento, \u201cuma empresa \u00e9 mais do que uma unidade econ\u00f4mica de gera\u00e7\u00e3o de riqueza (…) ela atende a aspira\u00e7\u00f5es humanas como parte de um sistema social abrangente\u201d.<\/p>\n\n\n\n

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Um dos reflexos da pandemia \u00e9 a pot\u00eancia que tais defini\u00e7\u00f5es ganharam. Diante de uma crise global de sa\u00fade p\u00fablica e da economia, em que o consumidor se v\u00ea obrigado a repensar sobre o que \u00e9 essencial e sup\u00e9rfluo em sua vida e \u00e9 instigado a adotar h\u00e1bitos de consumo consciente, seu olhar se volta \u00e0 atua\u00e7\u00e3o cotidiana das marcas.<\/p>\n\n\n\n

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Quais empresas mobilizaram esfor\u00e7os para o combate ao coronav\u00edrus? E para auxiliar realmente quem mais sofre com a crise? Que marcas abriram m\u00e3o de (parte) do seu lucro para evitar a demiss\u00e3o de colaboradores? Quais tentam cuidar de todos os seus stakeholders: do fornecedor ao consumidor? O que \u00e9 de fato a\u00e7\u00e3o em prol do meio ambiente e o que n\u00e3o passa de greenwashing?<\/p>\n\n\n\n

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Na resposta a essas perguntas est\u00e3o inseridos os valores das empresas. E o consumidor ser\u00e1 cada vez mais leal \u00e0quelas que t\u00eam valores com os quais ele se identifica.<\/p>\n\n\n\n

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Licen\u00e7a para operar<\/strong><\/h3>\n\n\n\n
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A mesma Pesquisa Vida Saud\u00e1vel e Sustent\u00e1vel, de 2019, fala um pouco mais sobre os fatores que justificam a lealdade do consumidor a uma determinada marca. \u00c9 verdade que em primeiro lugar est\u00e1 \u201ctornar a minha vida mais f\u00e1cil e conveniente\u201d (89% dos respondentes), mas n\u00e3o muito atr\u00e1s vemos \u201cajudar a causar um impacto positivo na minha comunidade ou no mundo\u201d (83%) e pouco depois \u201ccontribuir para que ser parte de um movimento maior do que eu\u201d (69%).<\/p>\n\n\n\n

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Estes dados indicam que o consumidor v\u00ea nas empresas um aliado na constru\u00e7\u00e3o de um futuro mais sustent\u00e1vel, saud\u00e1vel, justo e igualit\u00e1rio. Ele sabe que os atores da sociedade precisam se unir para avan\u00e7ar juntos nesta dire\u00e7\u00e3o. E espera que as marcas o ajudem, cada vez mais, a fazer escolhas cujos impactos contribuam para a sustentabilidade da vida no planeta.<\/p>\n\n\n\n

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Esse texto foi escrito por Bruna Tiussu<\/a>. A Bruna \u00e9 jornalista, editora, criadora de conte\u00fado e gerente de projetos apaixonada pelo poder da comunica\u00e7\u00e3o como instrumento de mudan\u00e7as sociais, culturais, pol\u00edticas e econ\u00f4micas. Atualmente, \u00e9 gerente de comunica\u00e7\u00e3o do Instituto Akatu.<\/p>","protected":false},"excerpt":{"rendered":"

Obrigado a repensar o que \u00e9 essencial e sup\u00e9rfluo em sua vida, o consumidor \u00e9 instigado a adotar h\u00e1bitos de consumo consciente e manda seu recado \u00e0s marcas.<\/p>","protected":false},"author":3,"featured_media":960,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"give_campaign_id":0,"footnotes":""},"categories":[18],"class_list":["post-953","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sustainability"],"yoast_head":"\nConsumo consciente: \u00e0s empresas, um recado do consumidor<\/title>\n<meta name=\"description\" content=\"Obrigado a repensar o que \u00e9 essencial e sup\u00e9rfluo em sua vida, o consumidor \u00e9 instigado a adotar h\u00e1bitos de consumo consciente e manda seu recado \u00e0s marcas.\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" 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