{"id":987496273,"date":"2024-02-28T11:18:27","date_gmt":"2024-02-28T10:18:27","guid":{"rendered":"https:\/\/dev.say-u.com\/?p=987496273"},"modified":"2025-05-06T14:45:21","modified_gmt":"2025-05-06T13:45:21","slug":"comunicar-sustentabilidade-de-forma-estrategica","status":"publish","type":"post","link":"https:\/\/dev.say-u.pt\/en\/comunicar-sustentabilidade-de-forma-estrategica\/","title":{"rendered":"Comunicar sustentabilidade de forma estrat\u00e9gica"},"content":{"rendered":"<p><img alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-987498790\" src=\"https:\/\/dev.say-u.pt\/wp-content\/uploads\/2024\/02\/admin-ajax-31.png\" width=\"733\" height=\"384\" srcset=\"https:\/\/dev.say-u.pt\/wp-content\/uploads\/2024\/02\/admin-ajax-31.png 733w, https:\/\/dev.say-u.pt\/wp-content\/uploads\/2024\/02\/admin-ajax-31-480x251.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 733px, 100vw\" \/><\/p>\n<h2><strong><span style=\"color: #333333;\">Comunicar sustentabilidade<\/span><\/strong><\/h2>\n<ul>\n<li>A \u201ccomunica\u00e7\u00e3o de sustentabilidade\u201d n\u00e3o pode ser definida sem abordar o objetivo principal da Comunica\u00e7\u00e3o em contexto de neg\u00f3cio: o lucro. Como \u00e9 que os profissionais da \u00e1rea podem comunicar sustentabilidade e alcan\u00e7ar simultaneamente a rentabilidade e a sustentabilidade para as suas organiza\u00e7\u00f5es?<\/li>\n<li>The profit-centered nature of traditional business communication is reinforced by \"rewards\" for achieving specific goals. But as awareness of corporate sustainability gains ground, we are beginning to question these traditional concepts and goals.<\/li>\n<li>The current transition to sustainability communication is one of the most significant in recent years. The often negative impact of companies on society and the environment requires a different positioning. As professionals, we play a crucial role in influencing the public - both to reverse a culture of fast consumption and to encourage more sustainable purchasing decisions.<\/li>\n<li>Melhorar o impacto das empresas nunca foi t\u00e3o importante. N\u00e3o integrar a sustentabilidade na estrat\u00e9gia de comunica\u00e7\u00e3o j\u00e1 n\u00e3o \u00e9 uma op\u00e7\u00e3o. O planeta precisa de uma nova abordagem. Mas para praticar marketing sustent\u00e1vel, \u00e9 preciso primeiro compreender o que significa e o seu papel no panorama geral da sustentabilidade.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><strong>What does sustainable communication mean?<\/strong><\/h3>\n<p>Some describe sustainable communication as \"the marketing of environmentally friendly or ecological products\", while others say it consists of \"not prioritizing profit over the planet\".<\/p>\n<p>However, most definitions form part of a much broader picture. To complete it, we have to look at the definition of sustainability itself.<\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"color: #333333;\"><strong>Understanding sustainability or sustainable development<\/strong><\/span><\/h3>\n<p>Uma das defini\u00e7\u00f5es de <a href=\"https:\/\/www.sustain.ucla.edu\/what-is-sustainability\/\">sustainability<\/a> mais conceituadas \u00e9 a de desenvolvimento que satisfaz as necessidades das gera\u00e7\u00f5es atuais sem comprometer as necessidades das gera\u00e7\u00f5es futuras (World Commission on Environment and Development). Este desenvolvimento \u00e9 frequentemente identificado em tr\u00eas grandes \u00e1reas: econ\u00f3mica, ambiental e social. As empresas devem criar riqueza para reduzir a pobreza, mas faz\u00ea-lo sem prejudicar o ambiente natural. Para tal, \u00e9 necess\u00e1rio comunicar sustentabilidade, pensar a longo prazo e considerar conceitos como direitos humanos e justi\u00e7a social, recursos naturais e res\u00edduos.<\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"color: #333333;\"><strong>But where do communication professionals fit in?<\/strong><\/span><\/h3>\n<p>Definitions of sustainability can often be so broad or general that they seem to absolve us of any responsibility. \"Meeting the needs of future generations\" seems to be a task for the government or a large company.<\/p>\n<p>To complicate matters further, the word \"sustainability\" means many things in the marketing world. Sustainability is usually used in other business concepts such as \"sustainable competitive advantage\" and \"sustainable growth\". In other cases, it simply means \"resilience\".<\/p>\n<p>Sustainability communication should be practiced in small steps. It's true that professionals can't completely and immediately change an organization's positioning, but there are ways of orienting them towards this dimension. Some of these include:<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Product development<\/strong><\/h4>\n<p>Communication professionals can work with product design teams and other key decision-makers to achieve sustainability and profitability. Sustainability can be considered at every stage of the product development process, from the initial idea to the sourcing of raw materials and packaging considerations.<\/p>\n<p>The issues are not always simple. A product may appear \"green\" according to some indicators, but not be truly necessary or sustainable. An example would be consumers buying products in recycled plastic packaging rather than without any packaging at all. It is essential to take into account the product's life cycle, both in terms of its environmental and social impact.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Strategy<\/strong><\/h4>\n<p>When an organization is ready to embrace sustainability, marketing strategy becomes critical. Issues such as planned obsolescence, unsustainable packaging and the <em>fast fashion<\/em> are the direct effects of marketing strategies centered exclusively on capitalism and profit.<\/p>\n<p>One proven strategy we can use is the use of \"<a href=\"https:\/\/en.wikipedia.org\/wiki\/Nudge_theory\">nudges<\/a>\", or subtle behavioral cues. For example, the researchers found that hotel restaurants that used \"simple, non-intrusive stimuli\", such as reducing the size of dishes and posting signs about waste, reduced the amount of food waste by around 20%.<\/p>\n<p>By creating strategies that reduce waste and operating costs, we can help create a win-win situation for companies and consumers, while still embracing sustainability.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Branding\/Advertising <\/strong><\/h4>\n<p>The <a href=\"https:\/\/dev.say-u.pt\/en\/estrategia-de-marca\/\">brand messages<\/a> are one of the most powerful tools available to a communications professional. Imagine a world in which we take advantage of our possible visibility as consumer influencers to create brands and messages that lead consumers to make more sustainable purchasing decisions.<\/p>\n<p>One of the most interesting aspects of being a professional in this field is seeing how strategies influence user behavior and create consumer cultures. An excellent starting point for practicing sustainability is to explore ways of facilitating more sustainable cultural behaviors through communication.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Partnerships<\/strong><\/h4>\n<p>As empresas est\u00e3o a aperceber-se de que a sustentabilidade n\u00e3o \u00e9 uma quest\u00e3o de uma s\u00f3 organiza\u00e7\u00e3o. Para ter um impacto significativo, as empresas devem comunicar sustentabilidade e promover parcerias desta natureza. Para enfrentar desafios como a falta de uma defini\u00e7\u00e3o comum ou de qualquer regulamenta\u00e7\u00e3o, \u00e9 poss\u00edvel a cria\u00e7\u00e3o de um sistema comum de classifica\u00e7\u00e3o de produtos para avaliar a sustentabilidade.<\/p>\n<p>Partnerships at an even smaller level - such as at departmental level - may also be relevant. Collaboration between departments should be encouraged with regard to sustainability, reducing internal competition.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Education and awareness<\/strong><\/h4>\n<p>Communication professionals can be real \"educators\" when it comes to sustainability. Every meeting with directors\/CEOs and every communication strategy session is an opportunity to educate about sustainability.<\/p>\n<p>For the public, we play the fundamental role of transforming the brand message into one that is more oriented towards sustainability. For managers, we can draw on studies that show that becoming a sustainable organization positively affects the bottom line. Given that the majority of business leaders and <em>stakeholders<\/em> are primarily concerned with profit, it is our duty to show them how implementing sustainable practices can increase the company's profitability and lead to a longer life cycle for products and organizations.<\/p>","protected":false},"excerpt":{"rendered":"<p>Comunicar sustentabilidade A \u201ccomunica\u00e7\u00e3o de sustentabilidade\u201d n\u00e3o pode ser definida sem abordar o objetivo principal da Comunica\u00e7\u00e3o em contexto de neg\u00f3cio: o lucro. Como \u00e9 que os profissionais da \u00e1rea podem comunicar sustentabilidade e alcan\u00e7ar simultaneamente a rentabilidade e a sustentabilidade para as suas organiza\u00e7\u00f5es? A natureza centrada no lucro da comunica\u00e7\u00e3o de neg\u00f3cio tradicional [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":987496275,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[574],"tags":[2901,2429,57],"class_list":["post-987496273","post","type-post","status-publish","format-standard","has-post-thumbnail","category-prexperts","tag-comunicacao-sustentavel","tag-esg","tag-sustentabilidade"],"acf":[],"_links":{"self":[{"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/posts\/987496273","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/comments?post=987496273"}],"version-history":[{"count":6,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/posts\/987496273\/revisions"}],"predecessor-version":[{"id":987498791,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/posts\/987496273\/revisions\/987498791"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/media\/987496275"}],"wp:attachment":[{"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/media?parent=987496273"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/categories?post=987496273"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/tags?post=987496273"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}