O Papel da Empatia na Promoção da Responsabilidade Social Corporativa em Instituições Financeiras

Uma Análise Qualitativa

Abstract

The relationship between Corporate Social Responsibility (CSR) and empathy in the financial sector is recent but increasingly relevant due to growing demands for sustainable practices. The objective is to analyze the perceptions and experiences of financial sector managers regarding the importance of empathy in CSR-related decision-making. The study explores the concepts of empathy, organizational empathy, decision-making, and CSR. A qualitative and interpretivist approach was adopted, involving semi-structured interviews with financial sector managers who influence CSR practices. Data collection included the analysis of public documents, and the data were transcribed and analyzed using content analysis, manual coding, and Atlas.TI. Empathy plays a significant role in the formulation and implementation of CSR, serving as a predictor of pro-social and pro-environmental behaviors. Managers emphasized that empathy balances strategic demands and socio-environmental impacts, leading to more responsible decisions and strengthening corporate reputation. Its incorporation occurs through training, inclusive policies, and social projects, making CSR initiatives more effective. Despite its benefits, challenges such as pressure for quick results and cultural barriers hinder its full adoption. The study reinforces empathy as a competitive advantage and a strategy for generating sustainable value, contributing to the advancement of the literature and suggesting further investigations into its influence on organizational culture and corporate governance.