La sustentabilidad no es una moda
Este año, el Congreso Internacional de IARSE inauguró la jornada con una inquietante frase existencialista que aún resuena en mi cabeza: Estar en el mundo.
Partiendo de este punto, el compromiso con la sustentabilidad como modo de desarrollo y la responsabilidad de cada actor en la sociedad frente a su prójimo depende de cómo decidamos justamente, estar en este mundo.
Podemos vivir el hoy como si no hubiera mañana, consumir nuestra vida en placeres efímeros que acrecientan nuestra sed de nuevas experiencias pero no calman la ansiedad de ser reconocidos. O podemos creer que nuestra existencia sí ha hecho una diferencia, y con esa actitud encarar cada decisión que tomamos, cada proyecto que emprendemos, cada relación que entablamos.
Este compromiso intergeneracional es el que está detrás del imperativo ético de la sustentabilidad. No son sólo las empresas quienes deben asumir sus responsabilidades y dar cuenta de sus acciones en torno a qué tipo de desarrollo es el que necesita nuestra sociedad, sino también las organizaciones sociales, el Estado y cada ciudadano tienen un rol que asumir en esta red de interrelaciones. Desde dónde iniciemos el cambio, dependerá del nivel de conocimiento y autoconciencia que tengamos del impacto de nuestras acciones en los demás.
Una práctica en proceso de cambio
Hace 15 años la responsabilidad social de las empresas se reducía en una gestión ambiental apegada a la ley, a establecer vínculos amigables con las comunidades vecinas y a satisfacer a los clientes y a los empleados.
Hoy la filantropía corporativa es un estadio inicial de una evolución hacia la sustentabilidad, seguido por la inversión social privada y el voluntariado corporativo. Sin embargo, seguimos escuchando como las empresas las mantienen dentro de sus estrategias de sustentabilidad como resabios de un cambio que no termina por afianzarse, un diálogo intersectorial que no fluye y una articulación público-privada cargada de sospechas y desconfianza mutua.
El vínculo y la comunicación con públicos de interés sobre los temas que realmente impactan en sus vidas o sus actividades, el compromiso con la huella de agua y de carbono, el desarrollo de productos y servicios más saludables, más humanos y a precios más justos y en algunos casos de forma colaborativa con empleados, proveedores, clientes y usuarios parecen ser algunas de las nuevas tendencias en sustentabilidad. Así como la inversión en la generación de energías limpias, la reducción del consumo (y derroche) de agua potable, el reciclado de residuos y la remediación ambiental, el respeto y la promoción de los derechos humanos y la biodiversidad.
La sustentabilidad no es una moda, llegó como una reacción a un modo de desarrollo que pone en jaque nuestra expectativa de vida, no sólo ya la de las generaciones futuras. No puede dejar de ser parte de cualquier agenda política, de gobiernos, de empresas, de organizaciones. El liderazgo se demuestra haciendo. Hagamos.
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