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Tema: “Responsabilidad Social Empresarial - Convicción y Estrategia de Marketing para la Diferenciación Empresarial”

Fecha:1 de Junio de 2010
Lugar:Triple A. Cr58 67-09
Liliana Rosales –Fundación Triple A
María Eugenia Martelo – Colegio San José
Liliana De La Cruz – Caracol Social
Camilo Mejía Retiga – PHD en Responsabilidad Social. Universidad del Norte
Mariam Ajami Peralta –  Fundación Gases del Caribe
Ricardo Peña Ruíz – Fundación Conceptos
Omar Henríquez – Fundación Futbol con Corazón
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En alianza con Triple A se realizó el XX Diálogo de Mercadeo Estratégico de Inpsicon sobre Responsabilidad Social Empresarial (RSE), en la sede Prado de ésta reconocida empresa de servicios públicos de Barranquilla.

En el XX DIME contamos con la presencia de distintos representantes de fundaciones de la ciudad, quienes compartieron experiencias y conocimientos sobre RSE. Cumpliendo con los objetivos trazados para este diálogo, los exponentes nos contaron sobre los proyectos que actualmente adelantan y  sobre la utilización de la RSE como herramienta o estrategia de Marketing.  Además, contamos con la participación de un PHD en Responsabilidad Social (RS), Camilo  Mejía, director de la especialización en RS de la Universidad del Norte, quien nos ayudó a construir  un marco teórico sobre el tema tratado y respondió a varias preguntas e inquietudes de los asistentes. Pudimos conocer cómo en la ciudad se está implementando la RS desde distintos enfoques y sectores económicos, destacando la importancia y el impacto que tiene ésta tanto dentro de una empresa como en la sociedad. 

María Mercedes Botero, directora de Inpsicon, nos acompañó de manera virtual, regalándonos unas palabras de bienvenida. De acuerdo con sus actuales  vivencias en España, resaltó la unión a favor del consumidor que existe entre las distintas empresas prestadoras de servicios y de productos en este país. También hizo un llamado a  reflexionar sobre la importancia de las alianzas estratégicas con los entes públicos de la ciudadanía para sacar adelante la Responsabilidad Social y lograr que impacte en la sociedad. 

Liliana Rosales, directora de la Fundación Triple A y anfitriona en este DIME, inició el Diálogo contándonos que esta fundación busca trabajar en procesos de educación ambiental dirigidos hacia el desarrollo sostenible de los barrios vulnerables del departamento del Atlántico. Al ser una empresa de saneamiento básico, están encaminados a proteger y crear una conciencia sobre el medio ambiente. Su programa bandera son las Aulas Ambientales Experimentales, un centro de educación ambiental para mujeres cabeza de hogar y niños y niñas de estratos vulnerables del departamento. Este año hay 140 mujeres cabezas de hogar trabajando en el programa. Las aulas  de protección boscosa y de 43.88 hectáreas, se encuentran ubicadas en el kilometro 13 vía Tubará, en la jurisdicción dl Municipio de Galapa.   En alianza con el SENA, trabajan prestando servicios educativos a los niños que hacen parte del programa. También tienen  otros programas como “Herederos del Planeta” el cual busca crear líderes que cuiden de la Tierra. 

Seguidamente, María Eugenia Martelo, subdirectora de Primaria del Colegio San José de Barranquilla, nos contó sobre la nueva sede de éste tradicional Colegio de la ciudad. Gracias a este nuevo edificio ecológico, estrenado hace menos de 1 año, son actualmente el único Colegio Ecológico de Latinoamérica. La arquitectura se trabajó teniendo en cuenta la preservación del medio ambiente y los recursos que utiliza la escuela buscan  conservar la temperatura, utilizar al máximo la luz solar, y  ahorrar energía. Los techos de toda la construcción  son “Techos Verdes”, que ayudan a conservar la temperatura dentro de los edificios. También tienen ventanas  termo-acústicas,  que no sólo permiten aislar los salones del ruido, sino que también contribuyen a  conservar la temperatura dentro de éstos. Otro factor que resaltó fue la planta para reciclar aguas lluvias y residuales que sirve para regar los jardines. Sus sistemas energéticos tienen un rendimiento de alta eficiencia  y utilizan un refrigerante ecológico, En los pisos de todo el complejo, no  se utilizó asfalto, esto con el fin de disminuir el efecto isla calor. 

Además de su estructura sostenible, el Colegio San José se esfuerza por enseñar e inculcar en los niños una conciencia responsable para que se conviertan en multiplicadores de este mensaje. Su educación no sólo se basa en que coexistan en un espacio sostenible sino que todas sus acciones lleven impresas el sello de responsabilidad social. Su misión está encaminada a formar líderes bilingües, amigos del medio ambiente, con una educación integral. 

Liliana De La Cruz, coordinadora regional de Caracol Social y colaboradora incondicional de Inpsicon en los Diálogos de Mercadeo, también compartió con nosotros su experiencia en el campo de la Responsabilidad Social desde el sector de los medios de comunicación. “Entendemos que ser socialmente responsable no sólo es cumplir con los requerimientos de norma y leyes sino ser proactivos e interesarse por el bien de una comunidad” sustenta Liliana. 

Caracol Social, es un socio estratégico para divulgar y desarrollar campañas que impacten en la sociedad, es un influenciador positivo que ayuda a  matizar esos contenidos, y un aliado para manejar contenidos que van a generar cambios positivos de actitudes y comportamientos.  Actualmente tienen  más de 20 convenios de cooperación y sus campañas de RSE se basan en mensajes de prevención, organización, educación,  apoyo a población desplazada, lucha contra el sida, primera infancia y adolescencia.  Las campañas publicitarias divulgadas por la emisora son las herramientas principales con las que trabajan en Caracol Social. A partir de estrategias con empresas privadas y públicas de la ciudad, desarrollan diferentes campañas que buscan llamar la atención y crear una conciencia sobre distintos temas socialmente responsables.  

Otra de sus campañas o proyectos es “Caracol Junior”, que promueve la formación en comunicación radial, derechos y convivencia en niños y jóvenes desde la primera infancia hasta los 18 años, Buscan brindarle los espacios para que ellos se expresen, así como capacitaciones en radio para que sepan cómo funcionan  los medios de comunicación y puedan tener un canal de expresión a su alcance.

Camilo Mejía de la Universidad del  Norte, PHD  en Responsabilidad Social, habló de las diferentes formas cómo en la Fundación Universidad del Norte aplican la RSE,  a través de distintos programas. El primero y más importante es el programa de becas donde aproximadamente el 30% de los estudiantes de esta universidad están becados.  Se trabajan distintos tipos de becas (de transporte, libros, completas, mitad, matricula, idiomas), mientras que actividades y acciones del día a día permiten que toda la comunidad interna de la universidad  tenga una conciencia de respeto al medio ambiente. El reciclaje de desechos que se produce en la universidad (cajas) se entregan a una cooperativa de trabajadores que reciclan y realizan nuevos productos.  Además de eso, al ser una entidad de educación superior, se han inscrito a nuevas iniciativas tales como principios de educación en administración responsable. La Responsabilidad Social es un tema transversal en la Uninorte, todas las materias de todas las carreras tienen insertados temas de responsabilidad social en sus temarios.  Además, realizan constantemente talleres, conferencias, eventos y charlas con expertos nacionales e internacionales,  para que hablen de Ecología, de Medio Ambiente y de RS.  

Por otro lado, el Dr. Mejía dio a los asistentes algunos tips sobre lo que es y no es RSE.  “Hay muchísimas empresas trabajando e invirtiendo dinero en Responsabilidad Social…La pregunta es ¿Por qué no hemos mejorado, porque la situación en Colombia no ha mejorado?”. Muchas empresas no tienen indicadores de impacto. Tienen indicadores de desempeño que muestran lo que se ha realizado y la cantidad de niños o de personas que han participado, pero no miden el impacto que tiene el proyecto realizado en la sociedad o comunidad donde se intervino.   El experto quid señalar la diferencia entre RSE y la filantropía: “no por regalar mercaditos, o regalar dinero para comprar juguetes, se está siendo socialmente responsable en una empresa” dijo Camilo Mejía. Lo importante es el impacto trascendental que tienen los proyectos de RSE en la sociedad.  Mencionó que las alianzas estratégicas son algo necesario al momento de implementar alguna estrategia de RSE. 

“Ser público no necesariamente significa ser socialmente responsable”. Muchas veces las empresas utilizan la RS como una estrategia de relaciones públicas y lo que verdaderamente debe buscar y para lo que debe servir una de estas campañas es para comprobar que la empresa está trabajando de forma ética.  En Colombia,  la responsabilidad social nació por la necesidad de empresas minero-extractivas de cumplir con las exigencias de socios extranjeros quienes les  reclamaban contar con programas de responsabilidad social, que respaldasen el cuidado del  medio ambiente.  

El consumidor, según el Dr. Mejía,  es el determinante definitivo para generar cambios en las empresas, gracias al poder que manejan en su decisión de compra. Si los consumidores eligen comprar productos y servicios de empresas socialmente responsables,  están marcando la tendencia hacia donde deben caminar las corporaciones para ser competitivas. 

Seguidamente, Mariam Ajami, directora de la Fundación Gases del Caribe, nos compartió su experiencia en cuanto a los proyectos en los que trabajan actualmente. Gases del Caribe como tal es una empresa que aplica la RSE en muchos aspectos de su organización, desde los productos que ofrece, pasando por el fomento de prácticas de RS con proveedores, accionistas y colaboradores, hasta el compromiso con el medio ambiente y la comunidad que los rodea. Este último aspecto se ve reflejado en la Fundación Gases del Caribe, que trabaja enfocándose en programas que benefician a la sociedad a través de la  educación para la formación laboral, generando programas de empleo para el fomento y  generación de ingresos a través de capacitaciones y apoyo en el desarrollo de microempresas.  

Uno de sus programas más importantes es el Centro Cultural del Suroccidente de la ciudad, la Biblioteca Popular del Barrio La Paz. Estas instalaciones llevan construyéndose y funcionando ya dos años, sin embargo, el resultado final será un complejo totalmente moderno y acondicionado con computadores y libros nuevos, internet y una sala audiovisual. De esta manera, buscan fomentar la sana diversión de los jóvenes de este barrio. También apoyan a microempresas, como es el caso de las mujeres artesanas del municipio de Chorrera en Juan de Acosta, a quienes asesoran en la producción y comercialización de sus productos,  como a los productores de las famosas “arepa de huevos de Luruaco”, a quienes han capacitado para fortalecer sus habilidades de venta, producción y presentación de sus productos para lograr mejorar su comercialización incluso fuera de Luruaco.

Ricardo Peña Ruiz, ingeniero industrial y creador de la Fundación Conceptos, nos cuenta como por convicción personal  ha dado sus primeros pasos en el mundo de la responsabilidad social. El proyecto comenzó como programa para el desarrollo de la creatividad en jóvenes,  con un grupo pequeño del corregimiento La Playa, un barrio que se encuentra en una situación de violencia vulnerable especialmente entre la población adolescente. Conceptos les da la oportunidad de explotar sus habilidades y aptitudes en áreas de comunicación, arte, diseño, canto, baile y modelaje.   Así mismo, han trabajado en alianza con Caracol Social en el programa “Comunicreativos”, promoviendo espacios para jóvenes interesados en los medios de comunicación para que puedan expresar su punto de vista en temas socialmente responsables. 

Más allá de estas acciones, La Fundación Conceptos apoya a empresas y organizaciones sobre cómo manejar de una manera diferente y creativa el concepto de responsabilidad social, haciendo de puente entre poblaciones vulnerables y compañías que buscan implementar programas de responsabilidad social.

Nuestro invitado final fue Omar Henríquez, de la Fundación Fútbol con Corazón, quienes trabajan con niños y niñas de 5 a 16 años dándoles talleres formativos en valores (solidaridad, tolerancia y respeto), a través del fútbol. 

El éxito del Diálogo fue rotundo. Conocimos las propuestas en RSE de algunas de las corporaciones más importantes de la ciudad, conseguimos reunir a expertos tanto en la práctica como de la Academia, quienes intercambiaron maneras y perspectivas sobre RSE, y conseguimos generar en el público presente el interés hacia esta tendencia que, a pesar de que en Colombia está empezando a implementarse, ya es requisito indispensable en el desempeño empresarial en otras partes del mundo, como en Europa. Dado el momento económico y medioambiental que estamos viviendo, la responsabilidad social ya no se presenta como una opción, sino como un aspecto más de la vida corporativa. Tal y como apuntaba el Dr. Camilo Mejía, no se trata de tener proyectos de responsabilidad, se trata de ser socialmente responsables, es decir, debemos ser éticos y tener en cuenta a cada paso las consecuencias de nuestros actos, tanto en lo social, como en lo económico y medioambiental.

XX Diálogo de Mercadeo Estratégico 8

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