El cambio cultural que implica la incorporación de la responsabilidad social como modelo de gestión organizacional es lento. Por momentos cuando queremos observar resultados concretos, nos provoca cierta ansiedad.
Además, resulta algo escurridizo a la hora de evaluar. Sin embargo, hay que tener confianza. Va despacio, porque es profundo, porque atraviesa puntos muy sensibles para las organizaciones. En un proceso que está empezando a desplegar y que nos genera el desafío de encontrar indicadores que puedan dar cuenta del camino recorrido y también que orienten hacia dónde ir.
¿Cómo está la Argentina en materia de RSE? ¿Qué hicimos? ¿Qué estamos haciendo? ¿Qué haremos en el futuro? No son preguntas sencillas ni de respuesta unívoca.
En nuestro país, podríamos hablar de tres etapas o estadios de la RSE. Un primer momento filantrópico en el que se entiende desde una mirada social asociada a la caridad, un segundo estadio transicional en el que la RSE comienza a generar proyectos diversos que buscan gestionar impactos sociales y/o ambientales de las empresas y un tercer momento sustentable en donde se incorpora transversalmente al incorporarse como un modelo de gestión empresarial que debe atravesar toda la actividad de la empresa.
En el primer estadio podemos situar a las empresas que realizan donaciones de recursos económicos, materiales o humanos apoyando ONGs u organismos públicos que trabajan con poblaciones vulnerables. En estas acciones funciona como guía la lógica de dar al que menos tiene. En el segundo estadío la empresa visualiza algunos impactos ambientales o sociales y diseña algunos proyectos que permitan mejorar su performance. Clásicos ejemplos son todos los programas de eco eficiencia o los proyectos de inversión social próximos a las zonas de influencia. Ya en el tercer estadio, la organización necesita evaluar al mas alto nivel y desde todas las áreas los aspectos más sensibles que impactan económica, social y/o ambientalmente a sus grupos de interés y proponer planes estratégicos de mejora y crecimiento. Esta etapa es intensa, profunda y difícil de alcanzar. Se requiere mirar hacia adentro, revisar los procesos, involucrar a todos los sectores, indagar expectativas e intereses de las partes interesadas.
En nuestro país, todavía hay empresas que no se han planteado aún el tema y muchas que todavía lo perciben de manera filantrópica. Sin embargo ya hay una masa interesante de compañías que se encuentran en la etapa transicional buscando alternativas innovadores que le permita comenzar a transitar el camino a la sustentabilidad. Los procesos de autodiagnósticos llevados a la práctica bajo herramientas y estándares internacionales que permiten un profundo análisis interno de materialidad; los mapeos y planes de relacionamiento con grupos de interés; los diálogos con partes interesadas en busca de construcción de consensos y de valor compartido; la práctica del reportar ya no sólo como herramienta de comunicación sino como una guía clara para la gestión, son algunos ejemplos que empezamos a ver cada vez con más frecuencia.
Los desafíos que quedan por delante son muchísimos. Repensar la gobernanza para una toma de decisiones socialmente responsable. Construir colaborativamente marcos éticos que promuevan comportamientos cada vez más inclusivos y amigables con el medio ambiente. Abordar temas difíciles como la transparencia y la escucha activa con partes interesadas. Darle coherencia a todo el accionar de la empresa incorporando criterios económicos, sociales y ambientales a lo largo de toda la cadena de valor. Asumirse como actores corresponsables en la construcción del bien público.
Así como el ser humano es historia, y se va constituyendo a lo largo del tiempo, las organizaciones también lo son. Nos detenemos un minuto para reflexionar y ya tenemos que seguir caminando.
http://argentina.corresponsables.com/actualidad/la-rse-queriendose-poner-de-pie
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