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Advisor(s)
Abstract(s)
A dissertação apresentada tem como objecto de estudo, a análise dos desafios actuais da
responsabilidade social na banca. A responsabilidade social de qualquer organização é o
espelho da sua forma de liderança e compromisso ético. Desta forma, é importante
perceber que a responsabilidade social numa empresa, não se encontra dentro de um
departamento ou numa acção de voluntariado. É a pedra angular de uma gestão
organizacional.
Ao longo deste estudo, apresento os Objectivos de Desenvolvimento Sustentável – ODS
– das Nações Unidas, como “pano de fundo” com o prepósito de alinhar os desafios às
decisões da responsabilidade social na banca, com o crescimento económico, inclusivo
e sustentável proposto pela ONU, de forma a adoptarem também, medidas urgentes para
combater as alterações climáticas e os seus impactos.
Investiguei os programas de RSE, em três bancos, por análise documental, e a
realização de dez entrevistas, acreditando que todos os testemunhos deram um valor
acrescentado e extraordinário a esta investigação.
As análises realizadas permitiram concluir que as novas gerações são o motor de
mudança da transformação social, tecnológica e financeira que estamos a viver, e por
isso, é essencial que a os bancos acompanhem este novo ritmo digital, se querem ter
clientes satisfeitos. Existe um percurso longo, de transformação por parte de toda a
banca, para uma banca digital, onde os elementos da confiança com os clientes, da
fidelidade criativa, da nova linguagem com as gerações vindouras, são fundamentais no
acompanhar deste ritmo da sociedade. A relação com os colaboradores, a relação com
os clientes, e a relação com o nosso planeta, orientadas por novos princípios e valores,
ditarão a sustentabilidade do negócio bancário.
The object of this dissertation is the study of analysis of challenges within the social responsibility in banking. The social responsibility of any organization is a mirror of its form of leadership and ethical commitment. So, it is mandatory to realize that social responsibility in a company is not found within a department or a voluntary action, but it is the cornerstone of organizational management. Throughout this study, I introduced the United Nations' Sustainable Development Goals (SDG) as a “background”. I did it so, to align the challenges to the decisions of social responsibility in banking, with the economic, inclusive and sustainable growth proposed by the UN, to also adopt urgent measures to combat climate change and its impacts. I investigated the CSR programs, in three banks, through documentary analysis, and the realization of ten interviews, which have added an extraordinary value to this investigation. The analyzes allowed us to conclude that the new generations are the engine of change for the social, technological and financial transformation that we are experiencing, and that is why banks keep up with this new digital rhythm if they want to have satisfied customers. There is still a long path of transformation from the entire bank, to become a truly digital bank, where the elements of trust with customers, creative fidelity, a new language with future generations, are fundamental in keeping up with this pace of society. The relationship with employees, the relationship with customers, and the relationship with our planet, guided by new principles and values, will dictate the sustainability of the banking business.
The object of this dissertation is the study of analysis of challenges within the social responsibility in banking. The social responsibility of any organization is a mirror of its form of leadership and ethical commitment. So, it is mandatory to realize that social responsibility in a company is not found within a department or a voluntary action, but it is the cornerstone of organizational management. Throughout this study, I introduced the United Nations' Sustainable Development Goals (SDG) as a “background”. I did it so, to align the challenges to the decisions of social responsibility in banking, with the economic, inclusive and sustainable growth proposed by the UN, to also adopt urgent measures to combat climate change and its impacts. I investigated the CSR programs, in three banks, through documentary analysis, and the realization of ten interviews, which have added an extraordinary value to this investigation. The analyzes allowed us to conclude that the new generations are the engine of change for the social, technological and financial transformation that we are experiencing, and that is why banks keep up with this new digital rhythm if they want to have satisfied customers. There is still a long path of transformation from the entire bank, to become a truly digital bank, where the elements of trust with customers, creative fidelity, a new language with future generations, are fundamental in keeping up with this pace of society. The relationship with employees, the relationship with customers, and the relationship with our planet, guided by new principles and values, will dictate the sustainability of the banking business.
Description
Keywords
Responsabilidade social Liderança Ética Objectivos de desenvolvimento sustentável Banca digital Sustentabilidade Social responsibility Leadership Ethic Sustainable development goals Digital banking Sustainability