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A sociedade atual apresenta inúmeras assimetrias quanto à distribuição da riqueza e acesso aos recursos. Nos últimos tempos, assiste-se ao agudizar das desigualdades na medida em que se verifica um desfocar crescente nas orientações e decisões políticas, privilegiando a óptica mercantilista em detrimento da coesão social, da sustentabilidade das famílias, do desenvolvimento socioeconómico e da promoção do bem-estar geral.
Nesta dissertação, propõe-se estudar a importância do marketing e das suas estratégias, nomeadamente do marketing social, como ferramenta no combate às desigualdades sociais, no aumento da responsabilidade social e na promoção de novos comportamentos junto dos diferentes intervenientes – Governos, Empresas Privadas, Terceiro Setor e Sociedade/Consumidor.
Apresenta-se, neste contexto, um estudo de caso que pretende demonstrar a aplicabilidade dos princípios do marketing social e a adoção de soluções inclusivas, junto de uma faixa da população mais carenciada, num país e numa cidade de padrões de desenvolvimento consideráveis. Através da realização de 17 entrevistas semiestruturadas aos intervenientes do Horta à Porta da Lipor, foi possível reconhecer novos padrões comportamentais, como o combate ao sedentarismo, o aumento do rendimento disponível, formação em novas áreas, promoção de hábitos de partilha e de solidariedade, incentivo à reinserção social e promoção da saúde física e mental.
Today's society presents numerous asymmetries in the distribution of wealth and access to resources. Lately, we have been witnessing a sharpening of inequalities to the extent that there is a growing blurring of the guidelines and policy decisions, favoring the mercantilist perspective at the expense of social cohesion, sustainability of families, the socio-economic development and the promotion of the general welfare. In this essay, it is proposed to study the importance of marketing and its strategies, including social marketing as a tool to fight against social inequalities, increasing social responsibility and promoting new behaviors among different stakeholders - Governments, Private Companies, Third Sector and Society / Consumer. Therefore, in this context, it is presented a case study that aims to demonstrate the applicability of the principles of social marketing and the adoption of inclusive solutions, with a track from the poorest people in a country and in a city of considerable development patterns. By conducting 17 semi-structured interviews to the stakeholders of the Horta à Porta project, by Lipor, it was possible to recognize new behavioral patterns, such as combating sedentary lifestyle, increasing disposable income, training in new areas, promotion of habits of sharing and solidarity, encouraging social reintegration and promoting physical and mental health.
Today's society presents numerous asymmetries in the distribution of wealth and access to resources. Lately, we have been witnessing a sharpening of inequalities to the extent that there is a growing blurring of the guidelines and policy decisions, favoring the mercantilist perspective at the expense of social cohesion, sustainability of families, the socio-economic development and the promotion of the general welfare. In this essay, it is proposed to study the importance of marketing and its strategies, including social marketing as a tool to fight against social inequalities, increasing social responsibility and promoting new behaviors among different stakeholders - Governments, Private Companies, Third Sector and Society / Consumer. Therefore, in this context, it is presented a case study that aims to demonstrate the applicability of the principles of social marketing and the adoption of inclusive solutions, with a track from the poorest people in a country and in a city of considerable development patterns. By conducting 17 semi-structured interviews to the stakeholders of the Horta à Porta project, by Lipor, it was possible to recognize new behavioral patterns, such as combating sedentary lifestyle, increasing disposable income, training in new areas, promotion of habits of sharing and solidarity, encouraging social reintegration and promoting physical and mental health.
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Marketing social Pobreza Rendimento Horta à porta Lipor Social marketing Poverty Income