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Comunicando a sustentabilidade: "Sou de Algodão". Uma campanha voltada para a sustentabilidade do setor algodoeiro brasileiro
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Muitas organizações estão alinhando suas estratégias corporativas para incluir ações responsáveis social, ambiental e economicamente: ações de sustentabilidade. A comunicação organizacional se insere com um papel importante de promover a visibilidade, dialogar com stakeholders e envolver a sociedade em geral em prol destas práticas que, também, irão gerar impactos positivos nos negócios das organizações.
Com o objetivo de impulsar o tema da sustentabilidade da cadeia produtiva do algodão brasileiro, uma iniciativa lançada em 2016 pela Associação Brasileira de Produtores de Algodão (Abrapa) e o Instituto Brasileiro do Algodão (IBA) visa sensibilizar stakeholders de diversos setores, como o da moda, da indústria, e o público consumidor para o uso de produtos originados desta fibra. A campanha “Sou de Algodão é objeto de estudo desta dissertação, que teve como objetivo analisar a estratégica de comunicação e diálogo da campanha com os diversos stakeholders para fomentar o consumo do algodão brasileiro, tendo como argumento a sustentabilidade. Além da revisão bibliográfica, como metodologia de investigação utilizou-se a técnica de entrevista semiestruturada e a análise documental da campanha, com foco no blog e na conta oficial no Facebook, no período de 1 de julho a 30 de setembro de 2019.
Conclui-se que estratégia da campanha se baseou no mesmo conceito do triple bottom line, de Elkigton, no qual o conceito de sustentabilidade divide-se em 3 eixos: pessoas, lucro e planeta (social, financeiro e ambiental, respectivamente). No Facebook da campanha, o tema da sustentabilidade teve baixa expressividade, se comparado aos temas voltados para a moda, que tiveram mais destaque. Quanto a interação, poucos conteúdos ´convidavam´ para o diálogo, ou seja, o foco foi na divulgação de informações para os mais de 76 mil ´seguidores´, levando a concluir uma predominância da comunicação bidirecional assimétrica. No blog, há uma forte presença de materiais dos parceiros/stakeholders sobre iniciativas sustentáveis, o que pode ser considerado uma estratégia positiva principalmente de aproximação com estes grupos de interesse.
Many organizations are aligning their corporate strategies to include social, environmental, and economic responsible actions: sustainability actions. Corporate communication fits in with an important role to promote visibility, dialogue with stakeholders, and engaging general society in favor of those practices that will also generate positive impacts on organizations’ businesses. In order to boost the theme of sustainability in the Brazilian cotton productive chain, an initiative was launched in 2016 by the Brazilian Association of Cotton Producers and Brazilian Institute of Cotton. It aimed to sensitize stakeholders of multiple sectors, such as fashion, industry, and consumers, to the usage of products made with the fiber. The “I am made of cotton” campaign is the object of this dissertation, which had the purpose of analysing the communication strategy and campaign dialogue with diverse shareholders to foment Brazilian consumption of cotton, having sustainability as the main argument. Besides bibliography revision, an approach of semi-structured interviews and the analysis of the campaigns’ documents were part of the investigative methodology, focusing on the campaign’s blog and the official Facebook account, from July 1st to September 30th, 2019. The conclusion is that the campaign strategy was based on Elkigton’s triple bottom line concept, in which “sustainability” is divided in three axes: people, profit, and planet (social, financial, and environmental, respectively). In the campaign’s Facebook, the theme of sustainability had low expressiveness when compared to other subjects like fashion. Considering interaction, only a few contents “invited” to debate, in other words, the focus was to spread information to the more than 76.000 followers, leading to conclude on the predominance of asymmetrical bidirectional communication. Inside the blog there is a strong presence of information from stakeholders/partners on sustainable initiatives, which can be considered a positive strategy, especially for approaching to these groups of interest.
Many organizations are aligning their corporate strategies to include social, environmental, and economic responsible actions: sustainability actions. Corporate communication fits in with an important role to promote visibility, dialogue with stakeholders, and engaging general society in favor of those practices that will also generate positive impacts on organizations’ businesses. In order to boost the theme of sustainability in the Brazilian cotton productive chain, an initiative was launched in 2016 by the Brazilian Association of Cotton Producers and Brazilian Institute of Cotton. It aimed to sensitize stakeholders of multiple sectors, such as fashion, industry, and consumers, to the usage of products made with the fiber. The “I am made of cotton” campaign is the object of this dissertation, which had the purpose of analysing the communication strategy and campaign dialogue with diverse shareholders to foment Brazilian consumption of cotton, having sustainability as the main argument. Besides bibliography revision, an approach of semi-structured interviews and the analysis of the campaigns’ documents were part of the investigative methodology, focusing on the campaign’s blog and the official Facebook account, from July 1st to September 30th, 2019. The conclusion is that the campaign strategy was based on Elkigton’s triple bottom line concept, in which “sustainability” is divided in three axes: people, profit, and planet (social, financial, and environmental, respectively). In the campaign’s Facebook, the theme of sustainability had low expressiveness when compared to other subjects like fashion. Considering interaction, only a few contents “invited” to debate, in other words, the focus was to spread information to the more than 76.000 followers, leading to conclude on the predominance of asymmetrical bidirectional communication. Inside the blog there is a strong presence of information from stakeholders/partners on sustainable initiatives, which can be considered a positive strategy, especially for approaching to these groups of interest.
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Brasil Algodão Sustentabilidade Estratégia de Comunicação Responsabilidade Social Corporativa Gestão dos Stakeholders Reputação Sustainability Corporate social responsibility Reputation Communication strategy Stakeholder Management