{"id":390,"date":"2020-11-18T10:40:35","date_gmt":"2020-11-18T10:40:35","guid":{"rendered":"http:\/\/blog.valoraconsultores.com\/?p=390"},"modified":"2023-12-07T07:55:18","modified_gmt":"2023-12-07T07:55:18","slug":"gran-paradoja-proposito-sostenible","status":"publish","type":"post","link":"https:\/\/blog.valoraconsultores.com\/index.php\/gran-paradoja-proposito-sostenible\/","title":{"rendered":"La gran paradoja del prop\u00f3sito y las finanzas"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"390\" class=\"elementor elementor-390\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-aafe060 e-flex e-con-boxed e-con e-parent\" data-id=\"aafe060\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-88ff4c1 elementor-widget elementor-widget-heading\" data-id=\"88ff4c1\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.17.0 - 08-11-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h3 class=\"elementor-heading-title elementor-size-default\">Despu\u00e9s\u00a0de\u00a018 a\u00f1os impulsando\u00a0la sostenibilidad empresarial, nunca hab\u00edamos recibido tantas consultas y reflexiones, con una gran inquietud de fondo y dos grandes preguntas: \u00bfqu\u00e9 tengo que hacer para tener un prop\u00f3sito sostenible? Y si empezamos ahora, \u00bfllegamos a tiempo?<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-fa88282 e-flex e-con-boxed e-con e-parent\" data-id=\"fa88282\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0b12149 elementor-widget elementor-widget-spacer\" data-id=\"0b12149\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.17.0 - 08-11-2023 *\/\n.elementor-column .elementor-spacer-inner{height:var(--spacer-size)}.e-con{--container-widget-width:100%}.e-con-inner>.elementor-widget-spacer,.e-con>.elementor-widget-spacer{width:var(--container-widget-width,var(--spacer-size));--align-self:var(--container-widget-align-self,initial);--flex-shrink:0}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container,.e-con>.elementor-widget-spacer>.elementor-widget-container{height:100%;width:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer{height:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner{height:var(--container-widget-height,var(--spacer-size))}.e-con-inner>.elementor-widget-spacer.elementor-widget-empty,.e-con>.elementor-widget-spacer.elementor-widget-empty{position:relative;min-height:22px;min-width:22px}.e-con-inner>.elementor-widget-spacer.elementor-widget-empty .elementor-widget-empty-icon,.e-con>.elementor-widget-spacer.elementor-widget-empty .elementor-widget-empty-icon{position:absolute;top:0;bottom:0;left:0;right:0;margin:auto;padding:0;width:22px;height:22px}<\/style>\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-779aa481 e-flex e-con-boxed e-con e-parent\" data-id=\"779aa481\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-35be37a3 elementor-widget elementor-widget-text-editor\" data-id=\"35be37a3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.17.0 - 08-11-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><!-- wp:paragraph --><\/p>\n<p>Estas inquietudes que tienen la mayor\u00eda de los directivos, son el reflejo de un escenario en el que muy pocas compa\u00f1\u00edas globales y muy pocas pymes han estado trabajando la sostenibilidad empresarial en serio en los \u00faltimos a\u00f1os. Y esta dura afirmaci\u00f3n tiene su sustento objetivo en clar\u00edsimos indicadores cuantitativos y cualitativos que manejamos en nuestro \u00e1mbito profesional. Por tanto, los actuales resultados oportunistas de las encuestas a directivos que presentan algunas firmas, sobre su voluntad de cambiar el modelo, chocan de manera radical con los datos de descarbonizaci\u00f3n o transici\u00f3n circular, las pol\u00edticas de derechos humanos y de diversidad, o la gesti\u00f3n del impacto real de la compa\u00f1\u00eda en el planeta y la sociedad.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><!-- \/wp:image --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><!-- \/wp:paragraph --><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1223550 e-flex e-con-boxed e-con e-parent\" data-id=\"1223550\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c93a486 elementor-widget elementor-widget-text-editor\" data-id=\"c93a486\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><!-- wp:paragraph --><\/p>\n<p><span style=\"background-color: var(--ast-global-color-5); color: var(--ast-global-color-1); font-size: 1.25rem; font-style: inherit; text-align: var(--text-align); font-weight: inherit;\">\u00bfPor qu\u00e9 hemos llegado a este punto?<\/span><\/p>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><span style=\"color: #000000;\">La realidad que tenemos es que la priorizaci\u00f3n del enfoque de maximizaci\u00f3n de beneficios y retribuci\u00f3n al accionista de las \u00faltimas d\u00e9cadas ha penalizado la necesaria integraci\u00f3n de criterios adicionales de <a style=\"color: #000000;\" href=\"https:\/\/valoraconsultores.com\/areas\/\">sostenibilidad<\/a> y ASG en la toma de decisiones directivas, que permitiesen equilibrar el impacto sobre la econom\u00eda, el planeta y las personas.<\/span><\/p>\n<p><span style=\"color: #000000;\"><!-- \/wp:paragraph --><\/span><\/p>\n<p><span style=\"color: #000000;\"><!-- wp:paragraph --><\/span><\/p>\n<p><span style=\"color: #000000;\">Obviamente, surgen muchos aspectos de an\u00e1lisis para intentar entender qu\u00e9 ha pasado y por qu\u00e9 hemos llegado a este punto, pero me centrar\u00e9 en dos grandes cuestiones: \u00bfcu\u00e1l era el prop\u00f3sito sostenible de la maximizaci\u00f3n del dividendo y de un criterio puramente financiero? Y segundo, los asesores y consultores que impulsaron esas pol\u00edticas de m\u00e1xima rentabilidad, haciendo caso omiso de la visi\u00f3n de los profesionales de la sostenibilidad, \u00bfest\u00e1n realmente preparados para integrar nuevas pol\u00edticas y estrategias que den paso a un nuevo prop\u00f3sito y compromiso? Personalmente, creo que es dif\u00edcil, y que el riesgo de <em>socialwashing<\/em> y <em>greenwashing <\/em>se volver\u00e1 en contra de muchos.<\/span><\/p>\n<p><span style=\"color: #000000;\"><!-- \/wp:paragraph --><\/span><\/p>\n<p><span style=\"color: #000000;\"><!-- wp:paragraph --><\/span><\/p>\n<p><span style=\"color: #000000;\">Por tanto, estamos llegando tarde en muchos aspectos y esto nos va a obligar a hacer los deberes con mayor intensidad y calidad profesional, pues la aceleraci\u00f3n requiere tomar decisiones mas r\u00e1pidas y mejores, y por tanto necesitaremos a los mejores profesio<\/span>nales.<\/p>\n<p><!-- \/wp:image --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><!-- \/wp:paragraph --><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0be7fcf e-flex e-con-boxed e-con e-parent\" data-id=\"0be7fcf\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b14391d elementor-widget elementor-widget-text-editor\" data-id=\"b14391d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<!-- wp:paragraph --><!-- \/wp:paragraph --><!-- wp:heading {\"level\":4} -->\n<h4>Referentes en el mercado<\/h4>\n<!-- \/wp:heading --><!-- wp:paragraph -->\n<p><span style=\"color: #000000;\">El an\u00e1lisis positivo es que disponemos de experiencias y ejemplos de compa\u00f1\u00edas que llevan a\u00f1os con otra preocupaci\u00f3n y haciendo los deberes, sin ruido, pero sin pausa. Algunas de ellas, destacadas multinacionales de diversos sectores como Coca-Cola, Inditex, Adidas, Acerinox, Ence, ACS&#8230; y algunas entidades financieras como Santander o Bankia, de las que podemos aprender muchas pr\u00e1cticas. Y tambi\u00e9n destacadas empresas familiares espa\u00f1olas como Mahou, Puig, Pascual, Jealsa, Incarlopsa, entre otras, que ya ten\u00edan un compromiso y prop\u00f3sito sostenible, y que han avanzado en la integraci\u00f3n en su estrategia y en su toma de decisiones.<\/span><\/p>\n<p><span style=\"color: #000000;\"><!-- \/wp:paragraph --><!-- wp:paragraph --><\/span><\/p>\n<p><span style=\"color: #000000;\">En nuestros <a style=\"color: #000000;\" href=\"https:\/\/valoraconsultores.com\/es\/inicio-2\/\">18 a\u00f1os de especializaci\u00f3n profesional<\/a> hemos tenido la oportunidad de apoyar a muchas de ellas, y el orgullo de ver c\u00f3mo el liderazgo sostenible es compatible con la competitividad empresarial.\u00a0 \u00a0<\/span><\/p>\n<!-- \/wp:image --><!-- wp:paragraph --><!-- \/wp:paragraph -->\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a99c89c e-flex e-con-boxed e-con e-parent\" data-id=\"a99c89c\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-32c9ece elementor-widget elementor-widget-text-editor\" data-id=\"32c9ece\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<!-- wp:paragraph --><!-- \/wp:paragraph --><!-- wp:heading {\"level\":4} -->\n<p><span style=\"color: #000000;\">Publicado por:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-43\" src=\"https:\/\/blog.valoraconsultores.com\/wp-content\/uploads\/2020\/05\/apd_logo.jpg\" alt=\"\" width=\"120\" height=\"69\" \/><\/p>\n<!-- \/wp:paragraph --><!-- wp:image {\"align\":\"right\",\"id\":43,\"sizeSlug\":\"large\"} --><!-- \/wp:image --><!-- wp:paragraph --><!-- \/wp:paragraph -->\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Despu\u00e9s\u00a0de\u00a018 a\u00f1os impulsando\u00a0la sostenibilidad empresarial, nunca hab\u00edamos recibido tantas consultas y reflexiones, con una gran inquietud de fondo y dos grandes preguntas: \u00bfqu\u00e9 tengo que hacer para tener un prop\u00f3sito sostenible? Y si empezamos ahora, \u00bfllegamos a tiempo? Estas inquietudes que tienen la mayor\u00eda de los directivos, son el reflejo de un escenario en el &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"\" href=\"https:\/\/blog.valoraconsultores.com\/index.php\/gran-paradoja-proposito-sostenible\/\"> <span class=\"screen-reader-text\">La gran paradoja del prop\u00f3sito y las finanzas<\/span> Leer m\u00e1s &raquo;<\/a><\/p>\n","protected":false},"author":2,"featured_media":1706,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","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":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","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-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-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-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-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-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-gradient":""}},"footnotes":""},"categories":[28,29],"tags":[41,51,48,52,46,4,53,14,50],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La gran paradoja del prop\u00f3sito sostenible<\/title>\n<meta name=\"description\" content=\"\u00bfQu\u00e9 tengo que hacer para tener un prop\u00f3sito sostenible? 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