{"id":3344,"date":"2024-03-04T13:41:26","date_gmt":"2024-03-04T13:41:26","guid":{"rendered":"https:\/\/act-grupa.hr\/?p=3344"},"modified":"2025-01-08T16:54:26","modified_gmt":"2025-01-08T16:54:26","slug":"zasto-da-kupujem-drustveno-zasto-da-gledam-drustveni-utjecaj-branda","status":"publish","type":"post","link":"https:\/\/act-grupa.hr\/en\/zasto-da-kupujem-drustveno-zasto-da-gledam-drustveni-utjecaj-branda\/","title":{"rendered":"Za\u0161to da kupujem dru\u0161tveno? Za\u0161to da gledam dru\u0161tveni utjecaj branda?"},"content":{"rendered":"<pre class=\"wp-block-verse\">Pi\u0161e: Danijela Paska<\/pre>\n\n\n\n<p>Jeste li ikada \u010duli za <strong>dru\u0161tveno odgovornu nabavu<\/strong>? Mislite li da mo\u017eemo posti\u0107i <strong>solidarnu ekonomiju<\/strong>, ekonomiju koja stvara odre\u0111enu<strong> dru\u0161tvenu<\/strong> vrijednost?<\/p>\n\n\n\n<p>Bio va\u0161 odgovor potvrdan ili nije\u010dan, bacite oko na neke zanimljive \u010dinjenice za\u0161to je dobro kupovati dru\u0161tveno odgovorno i za\u0161to je potrebno govoriti o dru\u0161tvenom utjecaju tih proizvoda i brandova koje kupujete.<\/p>\n\n\n\n<p>Za po\u010detak, \u0161to je uop\u0107e<strong> dru\u0161tveno odgovorna nabava<\/strong><em> iliti<\/em><strong> zelena i odr\u017eiva nabava<\/strong>?&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Iako ne postoji univerzalna ustaljena definicija, <strong>dru\u0161tveno odgovorna nabava<\/strong> odnosi se na nabavu dobara, usluga i radova od strane javnih i privatnih aktera, s ciljem <strong>stvaranja pozitivne dru\u0161tvene vrijednosti<\/strong>. Svrha je pove\u0107ati dru\u0161tvene koristi ili sprije\u010diti potencijalno \u0161tetne prakse.&nbsp;<\/li>\n\n\n\n<li>Sve nam je to donijela<em> <\/em><a href=\"https:\/\/www.forbes.com\/sites\/sorensonimpact\/2018\/06\/25\/the-social-impact-revolution-is-here\/?sh=765c649858f7\" target=\"_blank\" rel=\"noreferrer noopener\"><em>impact<\/em> revolucija <\/a><em>&nbsp;iliti <\/em>revolucija dru\u0161tvenog utjecaja koja traga za dru\u0161tvenim utjecajem, uz financijske ciljeve i profit.<\/li>\n\n\n\n<li>Kako to obja\u0161njava Sir Ronald Cohen za Forbes, tu vrstu revolucije pokrenula je ekonomska kriza 2008. kada smo shvatili da sustav zapravo stvara dru\u0161tvene probleme, umjesto da ih rje\u0161ava.<\/li>\n\n\n\n<li>Dolazi do obrata: Sada se \u017eeli naglasiti kako najve\u0107a upotreba kapitala nije da se zaradi vi\u0161e novca, ve\u0107 da se kroz zara\u0111eni novac ili uslugu i proizvod pobolj\u0161a \u017eivota &#8211; na dru\u0161tvenoj ili ekolo\u0161koj razni.&nbsp;<\/li>\n\n\n\n<li>Sve to ulazi u cirkularni sustav postizanja ciljeva odr\u017eivog razvoja te po\u0161tivanja ESG regulatornih na\u010dela koji procjenjuju odr\u017eivost i eti\u010dki utjecaj tvrtke ili nabave.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Koja je uloga privatnog sektora za postizanje solidarne ekonomije<\/h2>\n\n\n\n<p>Privatni sektor nema samo moralnu obvezu i eti\u010dku odgovornost, ve\u0107 i duboki interes u isporuci dru\u0161tvenog potencijala za javno dobro. Drugim rije\u010dima, uspostavom regulatornog okvira koji se na EU razini odnosi na Direktivu o korporativnom izvje\u0161\u0107ivanju o odr\u017eivosti (CSRD), a na globalnoj razini GRI standardi, profitni sektor dolazi pod sve ve\u0107i pritiskom da poka\u017ee svoju predanost odr\u017eivosti i dru\u0161tvenom utjecaju. Taj pritisak rezultiran je tr\u017ei\u0161nom transformacijom i promjenom o\u010dekivanja, ali i ekonomskim standarda. Iz tog razloga privatni sektor trpi pritisak od strane od strane javnih tijela, investitora, kupaca i zaposlenika. \u0160irok raspon poslovnih praksi koje impliciraju ESG na\u010dela (prakse korporativne dru\u0161tvene odgovornosti, dru\u0161tveno odgovornog poslovanja), kao i oznaka i certifikata (npr. Me\u0111unarodna organizacija za standardizaciju (ISO), Fair Trade, B Corp) pojavio se kako bi se potvrdila njihova dru\u0161tvena i\/ili ekolo\u0161ka odgovornost. Tradicionalno su takve inicijative bile usredoto\u010dene na ideju &#8220;ne\u010diniti \u0161tetu&#8221;, ali u novije vrijeme pozornost se pomaknula prema namjernom stvaranju dru\u0161tvenog utjecaja kroz poslovne aktivnosti, a posebno kupovnu mo\u0107. To zna\u010di da se od tvrtki, industrije, brandova o\u010dekuje da dru\u0161tveni utjecaj postane dio njihovog temeljnog poslovnog procesa &#8211; njihova misija, strategija, kultura poslovanja. <strong>Vi\u0161e nije dovoljno da tvrtka ula\u017ee u filantropske aktivnosti, ve\u0107 da upravlja i mjeri kako proizvod koji proizvodi utje\u010de na zajednicu, kupce, zaposlenike, dobavlja\u010de &#8211; da upravlja vlastitim lancem vrijednosti<\/strong>.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u0160to tra\u017ee potro\u0161a\u010di i za\u0161to kupovati dru\u0161tveno odgovorno?<\/h2>\n\n\n\n<p>Recentna istra\u017eivanja pokazuju kako su potro\u0161a\u010di danas, a sve vi\u0161e mladi iz generacije Z, okrenuti utjecaju branda te da im je bitno da tvrtka\/brand \u010dini dobro za dru\u0161tvenu pravdu i klimatske promjene<sup>1<\/sup>. Na primjer, 94 posto ispitanika generacije Z u anketnom istra\u017eivanju <a href=\"https:\/\/www.prnewswire.com\/news-releases\/gen-z-sees-social-media-activity-as-more-effective-than-community-involvement-according-to-new-research-by-cone-communications-300518245.html\" target=\"_blank\" rel=\"noreferrer noopener\">Cone Communications <\/a>reklo je kako vjeruje da bi tvrtke trebale pomo\u0107i u rje\u0161avanju kriti\u010dnih dru\u0161tvenih pitanja i raditi za op\u0107u dobrobit. Iz og razloga mnoga istra\u017eivanja na tr\u017ei\u0161tu pokazuju kako su potro\u0161a\u010di spremni izdvojiti vi\u0161e novaca za onu marku proizvoda koji brinu o vlastitom dru\u0161tvenom utjecaju te \u010dine dobro u ekosustavu.<\/p>\n\n\n\n<p>Me\u0111utim, razumijevanje va\u017enosti odr\u017eivosti za potro\u0161a\u010de i kako to utje\u010de na izbor mo\u017ee biti te\u017eak izazov za robne marke i tvrtke. Iz tog je razloga potrebno svoje poslovanje prou\u010davati kroz ESG na\u010dela te prepoznati koje poruke i ciljane skupine mogu pru\u017eiti najve\u0107i dru\u0161tveni povrat ulaganja (SROI).&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Za\u0161to je dobro imati dru\u0161tveno odgovornu kupovinu i nabavu? Za\u0161to je dobro ulagati u solidarnu ekonomiju?<\/h2>\n\n\n\n<p>Dru\u0161tveno odgovorna (javna) nabava me\u0111unarodno je prepoznata kao kanal prema odr\u017eivijem razvoju. Nedavno izvje\u0161\u0107e Nordijskog vije\u0107a pokazalo je da se odr\u017eiva javna nabava (SPP) mo\u017ee povezati s 82 posto pokazatelja Ciljeva odr\u017eivog razvoja (SDGs) postavljenih od strane UN-a<sup>2<\/sup>.<\/p>\n\n\n\n<p>UN i druge globalne organizacije solidarnu ekonomiju vide kao novi oblik ekonomije za postizanje odr\u017eivog razvoja<sup>3<\/sup>. Koji je cilj takve vrste ekonomije? Socijalna i solidarna ekonomija (SSE) odnosi se na oblike ekonomskih aktivnosti i odnosa koji daju prednost <strong>dru\u0161tvenim<\/strong> i <strong>ekolo\u0161kim ciljevima<\/strong> u odnosu na profitne motive. Cilj je demokratizirati gospodarstvo za op\u0107e dobro, uklju\u010duju\u0107i proizvo\u0111a\u010de, radnike i potro\u0161a\u010de u sustav solidarne ekonomije &#8211; da svi mislimo na pozitivan doprinos za dru\u0161tvo i okoli\u0161. Stoga se SSE u osnovi odnosi na ponovno uspostavljanje dru\u0161tvene kontrole nad ekonomijom i <strong>povezivanje ekonomije s dru\u0161tvom i prirodom<\/strong>.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/act-grupa.hr\/web\/wp-content\/uploads\/2024\/03\/in-text-1024x1024.png\" alt=\"Socijalna i solidarna ekonomija\" class=\"wp-image-3347\" srcset=\"https:\/\/act-grupa.hr\/web\/wp-content\/uploads\/2024\/03\/in-text-1024x1024.png 1024w, https:\/\/act-grupa.hr\/web\/wp-content\/uploads\/2024\/03\/in-text-300x300.png 300w, https:\/\/act-grupa.hr\/web\/wp-content\/uploads\/2024\/03\/in-text-150x150.png 150w, https:\/\/act-grupa.hr\/web\/wp-content\/uploads\/2024\/03\/in-text-768x768.png 768w, https:\/\/act-grupa.hr\/web\/wp-content\/uploads\/2024\/03\/in-text-12x12.png 12w, https:\/\/act-grupa.hr\/web\/wp-content\/uploads\/2024\/03\/in-text.png 1080w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Kupovati dru\u0161tveno odgovorno &#8211; kupovati dru\u0161tvene proizvode &#8211; bilo kao pojedinci ili bilo kao dio privatne i\/ili javne nabave &#8211; prilika je za suradnju s pru\u017eateljima koji su usredoto\u010deni na postizanje pozitivnih u\u010dinka za dru\u0161tvo i okoli\u0161. Zbog niza \u0161tetnih kapitalisti\u010dkih praksi, potrebno je odmaknuti se od tradicionalnog vrsta ulaganja, proizvodnje profita te brze potro\u0161nje. Odmaknuti se na na\u010din da postanemo usredoto\u010deni na <strong>ekonomske i poslovne prakse koje se bave dru\u0161tvenim (tj. dru\u0161tvenim i\/ili okoli\u0161nim) potrebama i temelje se na participativnim oblicima upravljanja.<\/strong>&nbsp;<\/p>\n\n\n\n<p>Dru\u0161tveno odgovorna (javna i privatna) nabava ima razne prednosti i pozitivne posljedice. Jedne od njih su da: doprinosi zadovoljavanju potreba ranjivih skupina i zajednica, zadovoljstvu i motivaciji kupaca i zaposlenika koji rade za odre\u0111enu marku\/tvtrku, ne \u0161teti okoli\u0161u, a naposljetku poziitvno utje\u010de na reputaciju i rast poslovanja kroz povjerenje i lojalnost me\u0111u potro\u0161a\u010dima.<\/p>\n\n\n\n<p class=\"has-small-font-size\">______<br><sup>1<\/sup> Prema podacima IPSOS USA.<br><sup>2<\/sup> Nordijsko vije\u0107e ministara, 2021 prema OECD (2023) \u201cBuying social with the social economy: Global Action Promoting Social and Solidarity Economy Ecosystem\u201d.<br><sup>3<\/sup>\u00a0Izvor: United Nations Economist Network, URL: <a href=\"https:\/\/www.un.org\/sites\/un2.un.org\/files\/social_and_solidarity_economy_29_march_2023.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.un.org\/sites\/un2.un.org\/files\/social_and_solidarity_economy_29_march_2023.pdf<\/a>\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p>Pi\u0161e: Danijela Paska Jeste li ikada \u010duli za dru\u0161tveno odgovornu nabavu? Mislite li da mo\u017eemo posti\u0107i solidarnu ekonomiju, ekonomiju koja stvara odre\u0111enu dru\u0161tvenu vrijednost? Bio va\u0161 odgovor potvrdan ili nije\u010dan, bacite oko na neke zanimljive \u010dinjenice za\u0161to je dobro kupovati dru\u0161tveno odgovorno i za\u0161to je potrebno govoriti o dru\u0161tvenom utjecaju tih proizvoda i brandova koje [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":3345,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":null,"ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":null,"ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":null,"ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":null,"astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[13],"tags":[],"class_list":["post-3344","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vijesti"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Za\u0161to da kupujem dru\u0161tveno? 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