{"id":5041,"date":"2020-04-08T00:00:00","date_gmt":"2020-04-08T00:00:00","guid":{"rendered":"https:\/\/blog.drfi.com\/nao-categorizado\/pandemia-da-covid-19-estimula-reflexao-sobre-o-papel-social-das-marcas\/"},"modified":"2020-04-08T00:00:00","modified_gmt":"2020-04-08T00:00:00","slug":"pandemia-da-covid-19-estimula-reflexao-sobre-o-papel-social-das-marcas","status":"publish","type":"post","link":"https:\/\/www.drfi.com\/blog\/gestao-estrategia\/pandemia-da-covid-19-estimula-reflexao-sobre-o-papel-social-das-marcas\/","title":{"rendered":"Pandemia da Covid-19  estimula reflex\u00e3o sobre o papel social das marcas"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\">O movimento crescente de pessoas interessadas no consumo com prop\u00f3sito tende a ganhar ainda mais express\u00e3o nas ind\u00fastrias aliment\u00edcias a partir desta mobiliza\u00e7\u00e3o global em prote\u00e7\u00e3o \u00e0 vida<\/h4>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">A mobiliza\u00e7\u00e3o global em torno do combate \u00e0 pandemia da Covid-19&nbsp; est\u00e1 evidenciando o debate sobre a responsabilidade das marcas diante do coletivo e seu papel na sociedade. Esse movimento <a href=\"https:\/\/www.drfi.com\/blog\/tendencias\/as-preferencias-de-consumo-das-geracoes-em-alimentos-e-bebidas\/\">j\u00e1 era instigado pela nova gera\u00e7\u00e3o<\/a> antes mesmo da crise global provocada pelo novo coronav\u00edrus, quando tend\u00eancias sinalizavam o interesse crescente do consumo baseado em uma conex\u00e3o estabelecida por meio de identidade, apoio de causas e hist\u00f3rias que fazem sentido para cada cren\u00e7a e estilo de vida: <a href=\"https:\/\/www.drfi.com\/blog\/tendencias\/o-que-importa-para-a-geracao-z-e-como-a-industria-de-alimentos-pode-surpreende-la\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (abre em uma nova aba)\">o consumo com prop\u00f3sito<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dados da ag\u00eancia de intelig\u00eancia de mercado Mintel indicam, por exemplo, que<strong> 26% dos brasileiros de 16 a 24 anos come\u00e7am a consumir uma marca, pois esta apoia uma causa que eles defendem.<\/strong> Diante do cen\u00e1rio atual, de acordo com pesquisa recente da empresa de pesquisa de mercado Kantar, sendo o Brasil o segundo pa\u00eds mais preocupado com os impactos que a pandemia vem causando ao mundo, o olhar sobre as marcas no sentido social tende a se estender e come\u00e7ar a ser uma busca de toda a popula\u00e7\u00e3o. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No mesmo estudo da Kantar j\u00e1 se encontra este ind\u00edcio, quando <strong>mais de 80% dos consumidores concordam que as marcas devem comunicar seus esfor\u00e7os para enfrentar a pandemia e sobre como podem ser \u00fateis neste novo momento.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Al\u00e9m dos dados, executivos de diferentes empresas aliment\u00edcias j\u00e1 ensaiam a vis\u00e3o para um novo momento, que passar\u00e1 a ser o novo normal dentro deste contexto social. Frank Pflaumer, CMO da Nestl\u00e9, <a href=\"https:\/\/www.meioemensagem.com.br\/home\/marketing\/2020\/03\/30\/a-sociedade-vai-estabelecer-um-novo-normal-diz-cmo-da-nestle.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (abre em uma nova aba)\">em entrevista ao site Meio &amp; Mensagem<\/a>, disse que as empresas est\u00e3o vislumbrando&nbsp; uma oportunidade real de construir uma nova no\u00e7\u00e3o de responsabilidade social e que a exig\u00eancia do consumidor sobre uma marca mais verdadeira \u00e9 um caminho sem volta. Para o mesmo ve\u00edculo, Ricardo Dias, CMO da Ambev, <a href=\"https:\/\/www.meioemensagem.com.br\/home\/marketing\/2020\/03\/25\/as-marcas-nao-devem-se-alienar-diz-cmo-da-ambev.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (abre em uma nova aba)\">defendeu<\/a>:&nbsp;&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cTemos que dar luz a temas importantes socialmente e colocar em pr\u00e1tica ideias que fa\u00e7am a diferen\u00e7a no mundo\u201d.&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Dentro desta perspectiva, diferentes marcas t\u00eam manifestado a\u00e7\u00f5es que vem fazer a diferen\u00e7a neste momento e, com isso, entram em ainda maior sinergia com o seu consumidor. Confira algumas a\u00e7\u00f5es:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"alignleft size-medium is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.drfi.com\/blog\/wp-content\/uploads\/2020\/04\/alcool-gel-ambev-covid-19-1-300x286.jpg\" alt=\"Alcool gel produzido pela Ambev durante a pandemia\" class=\"wp-image-4853\" width=\"290\" height=\"276\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>\u00c1lcool Gel &#8211; Ambev<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"> A Ambev est\u00e1 produzindo \u00e1lcool gel para doar a hospitais p\u00fablicos de munic\u00edpios onde se concentram a maior parte dos casos. E anunciou a constru\u00e7\u00e3o de um hospital em pouco mais de um m\u00eas, em parceria com o Hospital Albert Einstein e a Gerdau, para atender pessoas com a Covid-19 <\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-medium\"><img decoding=\"async\" src=\"https:\/\/www.drfi.com\/blog\/wp-content\/uploads\/2020\/04\/doacao-ovos-pascoa-outback-covid-19-1-240x300.jpg\" alt=\"OUTBACK\" class=\"wp-image-4890\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>Outback doa Ovos de P\u00e1scoa<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"> Para contribuir com os pequenos mercados, o Outback est\u00e1 doando seus Ovos de P\u00e1scoa para serem vendidos nestes estabelecimentos. <\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.drfi.com\/blog\/wp-content\/uploads\/2020\/04\/selecta-chocolates-duas-rodas-influenciadores-juntospelapascoa-covid-19-1.png\" alt=\"Selecta Chocolates, da Duas Rodas, lan\u00e7a junto a influenciadores a campanha #juntospelapascoa\" class=\"wp-image-4859\" width=\"392\" height=\"233\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>Selecta Chocolates tem a\u00e7\u00e3o com influenciadores<\/strong>  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Em apoio a microempreendedores de chocolates, a marca Selecta Chocolates, da <a href=\"http:\/\/www.duasrodas.com\">Duas Rodas<\/a>, uniu-se a influenciados digitais e transformadores para lan\u00e7arem a campanha #juntospelapascoa, em uma grande mobiliza\u00e7\u00e3o em suas redes sociais para incentivar a produ\u00e7\u00e3o e sensibilizar os consumidores finais a comprarem chocolates artesanais nesta P\u00e1scoa especial. Al\u00e9m disso, a empresa anunciou a doa\u00e7\u00e3o de mais de meio milh\u00e3o de reais a hospitais de Jaragu\u00e1 do Sul, ajuda financeira ao Fundo FERA-SC e disponibilizou outras iniciativas ao poder p\u00fablico no combate \u00e0 Covid-19. <\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.drfi.com\/blog\/wp-content\/uploads\/2020\/04\/doacao-burguer-king-covid-19-1.jpg\" alt=\"Burguer King doa sua receita l\u00edquida para o SUS\" class=\"wp-image-4862\" width=\"336\" height=\"235\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>Burguer King faz doa\u00e7\u00e3o ao SUS<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O Burger King ir\u00e1 doar toda a receita l\u00edquida de qualquer sandu\u00edche que foi vendido no m\u00eas de mar\u00e7o em sua rede para o SUS. <\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.drfi.com\/blog\/wp-content\/uploads\/2020\/04\/mc-donalds-distribui-refeicoes-profissionais-saude-covid-19-1.jpg\" alt=\"Mc Donalds distribui refei\u00e7\u00f5es para profissionais da sa\u00fade\" class=\"wp-image-4865\" width=\"236\" height=\"315\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>MC Donalds distribui refei\u00e7\u00f5es<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O Mc Donalds est\u00e1 distribuindo refei\u00e7\u00f5es a profissionais essenciais da \u00e1rea da sa\u00fade e tamb\u00e9m caminhoneiros. <\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/www.drfi.com\/blog\/wp-content\/uploads\/2020\/04\/doacao-gsa-500-mil-covid-19-1-1024x456.png\" alt=\"GSA doa R$ 500 mil para o Fundo de Combate \u00e0 Propaga\u00e7\u00e3o do Coronav\u00edrus da Organiza\u00e7\u00e3o Volunt\u00e1rias de Goi\u00e1s (OVG)\" class=\"wp-image-4871\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>GSA faz doa\u00e7\u00e3o \u00e0s entidades ligadas ao combate do COVID-19<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A empresa de alimentos GSA fez uma doa\u00e7\u00e3o no valor de R$ 500 mil para o Fundo de Combate \u00e0 Propaga\u00e7\u00e3o do Coronav\u00edrus da Organiza\u00e7\u00e3o Volunt\u00e1rias de Goi\u00e1s (OVG). Os recursos devem ser destinados para ajudar a minimizar os impactos econ\u00f4micos e sociais gerados pela paralisa\u00e7\u00e3o de diversas atividades econ\u00f4micas com o objetivo de prevenir a doen\u00e7a. <\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">O consumidor mais atento \u00e0s a\u00e7\u00f5es sociais das marcas em sua decis\u00e3o da compra <a href=\"https:\/\/www.drfi.com\/blog\/tendencias\/as-principais-tendencias-de-consumo-de-alimentos-e-bebidas-para-2020\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (abre em uma nova aba)\">\u00e9&nbsp; um movimento que tem crescido nos \u00faltimos anos<\/a> e ganha um refor\u00e7o especial neste cen\u00e1rio de uni\u00e3o de esfor\u00e7os para combater a propaga\u00e7\u00e3o do novo coronav\u00edrus. Diversas ind\u00fastrias aliment\u00edcias j\u00e1 entenderam que esta \u00e9 uma grande oportunidade junto ao consumidor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Para voc\u00ea, as empresas v\u00e3o ampliar a sua estrat\u00e9gia em investimentos sociais a partir da pandemia da Covid-19? Conhece outras iniciativas interessantes neste sentido que j\u00e1 est\u00e3o no mercado? Conte para n\u00f3s!<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>O movimento crescente de pessoas interessadas no consumo com prop\u00f3sito tende a ganhar ainda mais express\u00e3o nas ind\u00fastrias aliment\u00edcias a partir desta mobiliza\u00e7\u00e3o global em prote\u00e7\u00e3o \u00e0 vida A mobiliza\u00e7\u00e3o global em torno do combate \u00e0 pandemia da Covid-19&nbsp; est\u00e1 evidenciando o debate sobre a responsabilidade das marcas diante do coletivo e seu papel na [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5042,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3978],"tags":[124,126,128,130],"class_list":["post-5041","post","type-post","status-publish","format-standard","has-post-thumbnail","category-gestao-estrategia","tag-coronavirus","tag-covid-19","tag-estrategia","tag-papel-social-das-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pandemia da Covid-19 estimula reflex\u00e3o sobre o papel social das marcas - Blog Duas Rodas<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.drfi.com\/blog\/gestao-estrategia\/pandemia-da-covid-19-estimula-reflexao-sobre-o-papel-social-das-marcas\/\" \/>\n<meta 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