Philanthropy Day: How can the "new normal" become the new morality in Brazil?

In an article, Carola Matarazzo, executive director of the NGO Movimento Bem Maior, argues that the pandemic may leave behind a legacy of greater solidarity.

An Indian writer described the pandemic as a portal that allows us to choose what will follow us when we cross it. Will we take our prejudices, individualism, and apathy, or will we find ways to leave them behind and begin to nurture values ​​and build a new social dynamic, a new morality that benefits everyone?

The COVID-19 crisis has generated important reflections on the reality we live in and the relevance of our individual and collective choices in building a future that leaves no one behind.

On National Philanthropy Day, October 20th, we need to raise awareness and share responsibility for creating solutions to the problems that afflict us collectively, in our neighborhood, city, country, and the world.

I am referring here to all those who volunteer to exercise their role as citizens, and especially to those in leadership positions, opinion leaders, and businesspeople. Everyone can be a protagonist in this mission, and they need to find in action the motivation to contribute and build a nation for all.

In Brazil and around the world, we are seeing a movement towards a new economy, where companies, in addition to seeking financial results, are beginning to look at ESG criteria and also assume a proactive and intentional role in creating positive socio-economic and environmental impacts throughout their supply chain and the life cycle of their products.

Strategic philanthropy is a great ally for companies seeking to participate in and enable the innovations necessary for the creation of this new economy. Historically, the areas of social responsibility and sustainability existed to mitigate risks and direct resources, which were not always aligned with their purposes and regions of operation.

During one of the most challenging moments in our history, we witnessed the agility and strength that multi-sector alliances can have in mobilizing, coordinating, and directing resources. According to ABCR, R$ 6.3 billion in philanthropic resources were raised up to September to mitigate the impacts of the pandemic. This number illustrates the potential of philanthropy in Brazil and motivates us to work even harder for a culture of giving and solidarity.

Now that the emergency has passed, we need to address the urgent issues we face. It is essential to continue joint efforts focused on technology, research and experimentation with innovative ideas, fostering initiatives with local impact, funding structuring pilot projects at the state or national level, and coordinating technical advocacy groups. All of this aims to achieve tangible social results that can scale up changes and help address new public policies.

Intersectoral dialogue is necessary so that we can understand the complexity of the demands, so that private social investors can change the course of expectations, value the processes, recognize the relevance of social organizations and the sector, far beyond simply evaluating the results of an impact investment through an Excel spreadsheet.

Unlike the immediate and measurable results obtained when changing a machine within a production line, evidence of transformation in the real world takes time to generate tangible results and is subject to other social factors.

Exploring this new path is possible through a shift in individual mindset, but also through corporate social responsibility, where current issues such as inclusion, diversity, equity, and socio-environmental balance truly become cornerstones for building a society robust in values.

Civil society has a responsibility to address new agendas and new forms of collaborative work, guaranteeing and deepening democracy and citizenship, universal rights and opportunities, and shared and inclusive sustainable development for all.

Therefore, philanthropy offers a range of powerful tools, where donation and volunteer work are the main means of engagement and social transformation. What's truly important is reflecting on the power our choices have to redefine our legacy as individuals and as a society.

On this date, I invite you to reflect: new normal or new morality?

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Text originally published on the Exame magazine website.

Image Credit: Press Release/MBM