{"id":7829,"date":"2021-06-24T13:07:15","date_gmt":"2021-06-24T12:07:15","guid":{"rendered":"https:\/\/risingfuture.eu\/pri-druzbeni-odgovornosti-ne-gre-le-za-neko-vroco-temo-ki-je-le-trenutno-popularna-in-bo-izginila-kot-muha-enodnevnica-temvec-za-druzbeno-stvarnost\/"},"modified":"2021-06-28T07:33:37","modified_gmt":"2021-06-28T06:33:37","slug":"pri-druzbeni-odgovornosti-ne-gre-le-za-neko-vroco-temo-ki-je-le-trenutno-popularna-in-bo-izginila-kot-muha-enodnevnica-temvec-za-druzbeno-stvarnost","status":"publish","type":"post","link":"https:\/\/risingfuture.eu\/en\/pri-druzbeni-odgovornosti-ne-gre-le-za-neko-vroco-temo-ki-je-le-trenutno-popularna-in-bo-izginila-kot-muha-enodnevnica-temvec-za-druzbeno-stvarnost\/","title":{"rendered":"\u00bbPri dru\u017ebeni odgovornosti ne gre le za neko \u00bbvro\u010do temo\u00ab, ki je le trenutno popularna in bo izginila kot muha enodnevnica, temve\u010d za dru\u017ebeno stvarnost.\u00ab"},"content":{"rendered":"\t\t
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RISING FUTURE \u2013 INTERVJU

Odgovarja: mag. Simona Kruhar Gaber\u0161\u010dek, glavna urednica Marketing magazina<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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1. Katere so klju\u010dne prednosti, ki jih vidite v projektu Mediana – Rising Future?<\/b><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Dejstvo je, da svet stoji na mladih. Prihodnost \u010dlove\u0161tva namre\u010d ni odvisna le od generacij, ki trenutno zavzemajo vodilne polo\u017eaje v dru\u017ebi, temve\u010d od ambicioznih mladih, ki znajo prepoznavati dana\u0161nje izzive in se aktivno udejstvovati pri njihovem nagovarjanju in re\u0161evanju. Zato je vsak projekt, ki pomaga opolnomo\u010diti mlade na njihovi prihodnji poklicni poti, resni\u010dno dobrodo\u0161el. Najve\u010dja prednost Medianinega projekta Rising Future je zagotovo v tem, da vklju\u010duje razli\u010dne dele\u017enike, ki bodo mlade opogumili, da se v ve\u010dji meri odlo\u010dijo za raziskovalni poklic. Pri tem je klju\u010dno sodelovanje podjetij, ki bodo mladim omogo\u010dila, da zanje opravijo konkreten raziskovalen izziv, kot tudi fakultet, kjer ti pridobijo teoreti\u010dna znanja, s katerimi se bodo dobro opremljeni podali k re\u0161evanju primerov iz prakse. Klju\u010dnega pomena je, da mladi \u017ee na fakulteti, \u010de \u017ee ne prej, dobijo stik s prakso, se spoznajo s podjetji in \u017ee takoj po pridobljeni diplomi delodajalcu prina\u0161ajo dodano vrednost. Tak\u0161ni projekti so vsekakor prava pot, da podjetja pridobijo informacije o nadarjenih \u0161tudentih, saj jim bo to olaj\u0161alo njihove zaposlovalne na\u010drte. Pri tem je nadvse pomembna tudi vloga profesorjev na fakultetah, saj predstavljajo most med teorijo in prakso \u2013 in ga \u0161tudentom tudi pomagajo pre\u010diti. Pri tem pa ne smemo prezreti niti vloge medijev, ki podpirajo projekt, saj pomagajo \u0161iriti glas o projektu in spodbujati mlade k pridobivanju dragocenih znanj in ve\u0161\u010din \u017ee med \u0161tudijem.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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2. Zakaj ste se pri Marketing Magazinu odlo\u010dili, da postanete medijski partner projekta?<\/b><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Pri Marketing magazinu vedno z veseljem podpremo projekte, ki nagovarjajo mlade, saj na\u0161o vlogo vidimo tudi v tem, da delodajalcem pomagamo dobiti ustrezne kadre. V Sloveniji zaradi njene pregovorne majhnosti podjetja na svojo stran te\u017eko pridobijo nadarjene posameznike, \u0161e posebej, \u010de gre za deficitarne poklice, kar raziskovalna dejavnost zagotovo je. \u0160tudentom, ki jim omogo\u010damo brezpla\u010dno naro\u010dnino na revijo Marketing magazin, posku\u0161amo pribli\u017eati razli\u010dne poklice v svetu ogla\u0161evanja in dokazati, da je lahko vsako delo na tem podro\u010dju vznemirljivo, pa \u010deprav je morda na prvi pogled videti suhoparno. Tudi raziskovalno delo morda velja za dolgo\u010dasno, a ko se enkrat znajdete v svetu podatkov, lahko ugotovite, da \u0161e zdale\u010d ni tako. Sprejemanje odlo\u010ditev na podlagi podatkov lahko pripomore k temu, ali bo neko podjetje pre\u017eivelo ali ne. Tako torej ni \u010dudno, da so med najbolj za\u017eelenimi profili prav podatkovni znanstveniki in analitiki. Zato se za prihodnost vseh, ki se bodo podali v raziskovalne vode, ni treba bati. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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3. Kaj pri\u010dakujete od \u0161tudentov \u2013 mladih raziskovalcev? S \u010dem mislite, da bodo prepri\u010dali \u017eirijo?<\/b><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Od \u0161tudentov pri\u010dakujem, da se bodo zastavljenih izzivov lotili z vso predanostjo, ki jo premorejo. Zagotovo to za marsikoga ne bo ravno ma\u010dji ka\u0161elj, \u0161e posebej, \u010de se s tovrstnimi projekti spopadajo prvi\u010d, a ravno zagrizenost in predanost (ang. grit<\/i>), \u010de se poslu\u017eim besed Angele Lee Duckworth, ki je napisala izjemno knjigo Grit: Why Passion and Resilience are the Secrets to Success<\/i> (v slovenskem prevodu Predanost: Mo\u010d strasti in vztrajnosti v \u017eivljenju in pri delu<\/i> je iz\u0161la pri zalo\u017ebi UMco in jim jo vsekakor priporo\u010dam v branje), sta tista, ki lo\u010dita uspe\u0161ne od neuspe\u0161nih. \u017dirijo bodo namre\u010d prepri\u010dali prav s svojo energijo in strastjo, ki jo bodo vlo\u017eili tako v samo pripravo in izvedbo zastavljene naloge kot tudi v predstavitev svojih ugotovitev.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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4. Kako pa pri Marketing Magazinu izra\u017eate in udejanjate svojo dru\u017ebeno odgovornost?<\/b><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u017de pred leti smo pri snovanju slovenske konference o digitalnih komunikacijah Diggit, ki jo organiziramo pri MM-u (no, zdaj v koronskih \u010dasih smo se ji \u017eal morali odpovedati) v sredi\u0161\u010de pozornosti postavili dru\u017ebeno odgovornost in trajnostni razvoj. Ne gre le za neko \u00bbvro\u010do temo\u00ab, ki je le trenutno popularna in bo izginila kot muha enodnevnica, temve\u010d za dru\u017ebeno stvarnost. Poleg tega smo kot medij bolj pozorni na dru\u017ebeno odgovorne pobude, ki jih izvaja vse ve\u010d podjetij tudi v Sloveniji, in jih pri njihovih prizadevanjih tudi z veseljem podpremo, \u010de le v njih prepoznamo pristnost in verodostojnost. Kot medij smo odgovorni svojim bralcem in tudi ti so vedno bolj ozave\u0161\u010deni, zato si \u017eelijo ve\u010d primerov dobrih praks s podro\u010dja dru\u017ebene odgovornosti. V sodelovanju s podjetjem Kliping smo tudi izvedli javnomnenjsko anketo o tem, ali je trajnost zgolj modna skovanka ali pa je \u017ee postala komunikacijska ali poslovna prioriteta organizacij, o \u010demer bomo spregovorili tudi na leto\u0161njem Slovenskem ogla\u0161evalskem festivalu (SOF). Skratka, dru\u017ebena odgovornost je vsekakor postala stalnica tudi na\u0161ega medijskega poro\u010danja.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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5. Katere dru\u017ebeno odgovorne akcije pa so vas v zadnjem \u010dasu \u0161e navdu\u0161ile, ali pa so se vam morda zdele \u0161e posebej pomembne?<\/b><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Na mednarodnem festivalu kreativnosti Cannes Lions leta 2019 \u2013 to je bil \u017eal tudi zadnji festival, ki smo ga lahko obiskali v \u017eivo, saj ga lani zaradi pandemije koronavirusa ni bilo, letos pa poteka le preko spleta \u2013 je nagrade kot za stavo pobiral Ikein projekt \u00bbThisAbles\u00ab, ki je tudi mene izjemno navdu\u0161il. Nagovorili so namre\u010d specifi\u010dno skupino ljudi, invalidne osebe, ki jim uporaba obi\u010dajnega pohi\u0161tva pogosto povzro\u010da preglavice. Da bi jim olaj\u0161ali vsakodnevno \u017eivljenje, so zasnovali serijo dodatkov za pohi\u0161tvo, ki so si jih lahko natisnili na 3D-tiskalniku, na primer posebne ro\u010daje za predalnike ali noge za povi\u0161anje kav\u010da. V junijskem MM-u pa si lahko preberete \u010dudovito zgodbo, ki jo je napisala na\u0161a zunanja sodelavka Meta Pavlin Avdi\u0107, ki je pridobila certifikat Sustainability Business Management CISL Univerze v Cambridgeu, in sicer o pojavni (pop-up) trgovini \u0161vedskega trgovca Felixa. Zasnovali so \u00bbpodnebno trgovino\u00ab, v kateri so kupci lahko pla\u010devali le s posebno valuto CO2e, saj so ceno izdelkov dolo\u010dili na podlagi njihovega oglji\u010dnega odtisa. Ve\u010dji ko je oglji\u010dni odtis izdelka, dra\u017eji je. Briljantna ideja, za katero ne vidim razloga, da ne bi \u017ee v bli\u017enji prihodnosti postala tudi nekaj bolj dolgoro\u010dnega.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Tudi v Sloveniji izvirnih dru\u017ebeno odgovornih pobud ne manjka. Na pamet mi jih pride kar nekaj, na primer NLB-jeva pobuda \u00bbGledali\u0161ki tolma\u010d\u00ab, ki je gluhonemim omogo\u010dila ogled gledali\u0161kih predstav, ali njihov \u00bbOkvir pomo\u010di\u00ab, namenjen podjetnikom, ki so se v \u010dasu pandemije koronavirusa borili za pre\u017eivetje. Odli\u010dna je tudi na festivalih ve\u010dkrat nagrajena Sparova akcija \u00bbMle\u010dne knjige\u00ab s pravljicami, odtisnjenimi na embala\u017ei mleka, s \u010dimer so spodbujali bralno kulturo med otroki \u2013 in njihovimi star\u0161i. V zadnjih tednih smo lahko spremljali Lidlovo komunikacijsko akcijo \u00bbNi\u010d mi ne manjka\u00ab, s katero izra\u017eajo svojo podporo slovenskim para\u0161portnikom in tako nagovarjajo \u0161e eno pere\u010do tematiko na svetovni ravni \u2013 vklju\u010devanje raznolikih skupin ljudi v tr\u017eno komunikacijo. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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6. Kako pa sicer vidite stanje na podro\u010dju dru\u017ebene odgovornosti podjetij v Sloveniji? Smo \u0161ele na za\u010detku poti, ali \u017ee nekje na sredini?<\/b><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Z vsemi, tudi slovenskimi primeri, ki sem jih navedla, se mi zdi, da smo v Sloveniji na dobri poti, kar zadeva dru\u017ebeno odgovornost, ki ne bo ostala zapisana le na papirju, temve\u010d tudi za\u017eivela v praksi. Vse ve\u010d podjetij namre\u010d prepoznava, da je dru\u017ebena odgovornost nujnost in ne le nebodigatreba, ki se mu morajo posve\u010dati poleg vseh drugih projektov, ki jih imajo. Seveda je vedno prostor za izbolj\u0161ave in napredek; tega pravzaprav nikoli ne bo zmanjkalo. A vsak dan postajamo malce bolj\u0161i, kar mi vpliva optimizem. Zadnji\u010d smo se na SOZ debati o kreativnosti v lu\u010di trajnostnega razvoja pogovarjali tudi o zelenem zavajanju (ang. greenwashing<\/i>) in ugotavljali, da je majhnost Slovenije v tem primeru tudi prednost \u2013 ker se \u00bbvsi\u00ab poznamo med seboj, bi bile nepo\u0161tene ali zavajajo\u010de prakse takoj izpostavljene, \u010desar pa si podjetja seveda ne morejo privo\u0161\u010diti, saj bi bil njihov ugled mo\u010dno na\u010det. Tudi zato menim, da so slovenska podjetja pri svojih dru\u017ebeno odgovornih namerah ve\u010dinoma resnicoljubna in po\u0161tena \u2013 v nasprotnem primeru je zanje torej bolje, da se jih niti ne lotevajo.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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7. Kaj bi vi sporo\u010dili \u0161tudentom \u2013 mladim raziskovalcem, ki sodelujejo v projektu?<\/b><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Nikoli ne odnehajte. Ves \u010das se izobra\u017eujte, i\u0161\u010dite razli\u010dne informacije, ki vam bodo po va\u0161i lastni analizi ponudile najbolj\u0161i pribli\u017eek resnici, in spoznavajte raznolike ljudi, ki vam bodo odstirali nove, neznane svetove. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

RISING FUTURE \u2013 INTERVJU Odgovarja: mag. Simona Kruhar Gaber\u0161\u010dek, glavna urednica Marketing magazina 1. Katere so klju\u010dne prednosti, ki jih vidite v projektu Mediana – Rising Future? Dejstvo je, da svet stoji na mladih. Prihodnost \u010dlove\u0161tva namre\u010d ni odvisna le od generacij, ki trenutno zavzemajo vodilne polo\u017eaje v dru\u017ebi, temve\u010d od ambicioznih mladih, ki znajo 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