Nowadays, it's increasingly easy to identify companies that base their actions on their purpose. Given this scenario, we asked them a few questions to... Mauro Ventura, who will be one of our guests at PIRA, is the author of the book "The Saddest Spectacle on Earth — The Fire at the Gran Circo Norte-Americano," a winner of the Jabuti Prize, the most prestigious award in Brazil, and of the recently released "PorVentura," a collection of chronicles written over the last 20 years and unpublished texts. In addition, he serves as content director for the Contém Amor platform and director of social impact for the Dadivar Group.
1) In your opinion, what role should brands play today in building more value for the world?
Companies are not bubbles; they communicate with society. And this society has increasingly valued issues such as gender equality, diversity, and inclusion—topics that need to be at the heart of business. That's what the consumer wants. Research by CAUSE in partnership with Ipsos, the Ayrton Senna Institute, and ESPM in 2018 showed that 771% of respondents expect companies to contribute more to society today than in the past, and 821% consider it very important that companies demonstrate a high degree of social responsibility. Companies, in turn, have realized this. Last August, 181 CEOs in the United States signed a document that redefines a company's Purpose to promote an economy that serves all Americans, shifting from shareholder primacy to a commitment that benefits all stakeholders. Since 1997, the document prioritized shareholders—that is, the view that corporations exist primarily to serve them. This has changed.
2) Often, purpose remains only on paper. What are the main challenges in putting purpose into action?
A brand cannot choose a cause without it reflecting a business strategy that permeates the entire company. It's pointless to choose to talk about gender issues without having a product that improves women's lives or a structured promotional policy that takes this into account. A company can't choose a cause if, for example, its purchasing department is only evaluated based on cost reduction. This decision to embrace a cause must be aligned with the company's values. This is because people are more discerning and attentive, and they don't let opportunism and marketing tactics go unnoticed. Another challenge is not letting short-term considerations override everything.
3) In an era marked by misinformation, fake news, and a lack of credibility in institutions, how do you see the importance of transparent communication that engages people to take positive action in the world?
Social media is unforgiving. Any slip-up can backfire. That's why it's important to engage your audiences when developing communication strategies. The era of one-sided communication is over. We've seen many recent cases of brands that have suffered harsh criticism for cultural appropriation, lack of diversity, allusions to "blackface," and other controversies. It's also important to react quickly to the problem. Acknowledge the mistake, fire people, remove products from circulation, make structural changes, not just cosmetic ones.
4) Could you talk a little about Dadivar's role and how you believe the institute's work creates a more genuine relationship between brands and their audiences?
The group aims to strengthen the relationship between brands and their customers through social causes. It has its own methodology that allows Dadivar to identify the best causes and areas of action for the brand in the social sphere. The idea is precisely to improve business indicators through social purpose.
5) Brazil is a country that leaves a lot of value on the table. We have great potential that is still largely untapped. What attitudes and values do you believe we need to reinforce to reverse this? Why?
We have made more progress on environmental issues, partly due to legal pressure, but we are still lagging behind on matters relating to gender and diversity. According to the Panorama Mulher 2019 survey, conducted by the consulting firm Talenses and Insper, among the people who preside over companies in the country, only 131 are women. Another alarming statistic: of this percentage, only 11 are Black women.
6) How involved are you in projects focused on communities and marginalized areas? Are there brands that effectively work to improve places where public services, for various reasons, are unable to reach? Or is this still a missed opportunity?
As a journalist, I act much more as a bridge, showcasing successful examples of work by NGOs and companies with communities. Or, on the one hand, helping to identify social causes that interest companies and, on the other hand, finding reliable third-sector institutions to be supported by companies. In my personal experience, there are increasingly more brands filling this vacuum left by the public sector. But there is still much room for improvement.
