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Comunicação responsável como pilar estratégico no setor dos seguros
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A presente dissertação analisa o papel da Comunicação Responsável (CR) como pilar estratégico no setor segurador português, considerando os referenciais éticos, os critérios ESG e ODS, com especial destaque para o proposto 18.º ODS pela Global Alliance for Public Relations and Communication Management (GAPRCM), centrado na ética, na transparência e na responsabilidade comunicacional. Embora os ODS oficiais sejam 17, a sociedade civil tem apresentado propostas para um 18º e a GAPRCM sustentou a sua no reforço e centralidade da ética, da transparência e da responsabilidade comunicacional nas práticas organizacionais, ampliando o alcance dos ODS tradicionais.
Num setor marcado pela proteção de pessoas e bens, e por exigências regulatórias e reputacionais elevadas, a forma como as seguradoras comunicam influencia diretamente a confiança, a sustentabilidade e a diferenciação institucional. Ao adotar uma CR, as companhias de seguros fortalecem a confiança do público, reduzem conflitos e reclamações, e constroem relações de longo prazo, essenciais num setor baseado na premissa de proteção e segurança. Num cenário de transformação digital e mudanças nas expetativas dos consumidores, a CR torna-se não apenas uma estratégia, mas uma obrigação para empresas que ambicionam sustentabilidade e legitimidade.
Através da aplicação da grelha CARE, estruturada nos eixos Content, Aim, Reporting e Engagement, foram examinadas dez dimensões que correspondem às dez metas do ODS 18 em 17 códigos de ética de seguradoras com maior quota de mercado em Portugal. A análise revelou uma incorporação parcial e assimétrica dos princípios da CR, com variações significativas entre entidades. Destacam-se seguradoras, que evidenciam práticas consistentes nos três pilares centrais da CR: diálogo institucional, responsabilidade e transparência, e empatia organizacional. Em contrapartida, outras seguradoras apresentam afastamento dos referenciais éticos, com ausência de propósito claro e limitada integração dos pilares da CR. Estes resultados permitem concluir que não existe um alinhamento sistemático com os princípios e propósito da comunicação no setor dos seguros, em Portugal, pese embora os desafios da sustentabilidade a que estão sujeitos e que decorrem da sua área de atuação. O estudo contribui para a reflexão sobre a maturidade ética do setor segurador, evidenciando a necessidade de revisão normativa, integração estratégica dos ODS e desenvolvimento de indicadores específicos de responsabilidade comunicacional. A CR revela-se, assim, não apenas como uma prática ética, mas como um instrumento de sustentabilidade e diferenciação reputacional.
This dissertation examines the role of Responsible Communication (RC) as a strategic pillar in the Portuguese insurance sector, considering ethical frameworks, ESG criteria, and the Sustainable Development Goals (SDGs), with particular emphasis on the proposed 18th SDG by the Global Alliance for Public Relations and Communication Management (GAPRCM). Although the official SDGs number seventeen, civil society has introduced proposals for an eighteenth goal, and the GAPRCM advocates for one focused on reinforcing the centrality of ethics, transparency, and communicational responsibility in organizational practices, thereby expanding the scope of the traditional SDGs. In a sector defined by the protection of people and assets, and subject to high regulatory and reputational demands, the way insurers communicate directly influences public trust, sustainability, and institutional differentiation. By adopting RC practices, insurance companies strengthen stakeholder confidence, reduce complaints and conflicts, and build long-term relationships—essential in a sector grounded in protection and security. In a context of digital transformation and shifting consumer expectations, RC becomes not only a strategic approach but a necessary commitment for organizations seeking legitimacy and sustainable success. Using the CARE framework—structured around the axes of Content, Aim, Reporting, and Engagement—ten dimensions corresponding to the ten targets of the proposed 18th SDG were examined across 17 codes of ethics from insurers with the largest market share in Portugal. The analysis revealed a partial and uneven incorporation of RC principles, with significant variation among entities. Some insurers demonstrate consistent practices across the three core pillars of RC: institutional dialogue, responsibility and transparency, and organizational empathy. In contrast, others show limited alignment with ethical benchmarks, lacking a clear purpose and integration of RC principles. These findings suggest that there is no systematic alignment with the principles and purpose of responsible communication in the Portuguese insurance sector, despite the sustainability challenges inherent to its field of activity. This study contributes to the reflection on the ethical maturity of the insurance sector, highlighting the need for normative revision, strategic integration of the SDGs, and the development of specific indicators for communicational responsibility. RC thus emerges not only as an ethical practice but as a tool for sustainability and reputational differentiation.
This dissertation examines the role of Responsible Communication (RC) as a strategic pillar in the Portuguese insurance sector, considering ethical frameworks, ESG criteria, and the Sustainable Development Goals (SDGs), with particular emphasis on the proposed 18th SDG by the Global Alliance for Public Relations and Communication Management (GAPRCM). Although the official SDGs number seventeen, civil society has introduced proposals for an eighteenth goal, and the GAPRCM advocates for one focused on reinforcing the centrality of ethics, transparency, and communicational responsibility in organizational practices, thereby expanding the scope of the traditional SDGs. In a sector defined by the protection of people and assets, and subject to high regulatory and reputational demands, the way insurers communicate directly influences public trust, sustainability, and institutional differentiation. By adopting RC practices, insurance companies strengthen stakeholder confidence, reduce complaints and conflicts, and build long-term relationships—essential in a sector grounded in protection and security. In a context of digital transformation and shifting consumer expectations, RC becomes not only a strategic approach but a necessary commitment for organizations seeking legitimacy and sustainable success. Using the CARE framework—structured around the axes of Content, Aim, Reporting, and Engagement—ten dimensions corresponding to the ten targets of the proposed 18th SDG were examined across 17 codes of ethics from insurers with the largest market share in Portugal. The analysis revealed a partial and uneven incorporation of RC principles, with significant variation among entities. Some insurers demonstrate consistent practices across the three core pillars of RC: institutional dialogue, responsibility and transparency, and organizational empathy. In contrast, others show limited alignment with ethical benchmarks, lacking a clear purpose and integration of RC principles. These findings suggest that there is no systematic alignment with the principles and purpose of responsible communication in the Portuguese insurance sector, despite the sustainability challenges inherent to its field of activity. This study contributes to the reflection on the ethical maturity of the insurance sector, highlighting the need for normative revision, strategic integration of the SDGs, and the development of specific indicators for communicational responsibility. RC thus emerges not only as an ethical practice but as a tool for sustainability and reputational differentiation.
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Palavras-chave
Comunicação Responsável Sustentabilidade Setor Segurador Código de ética empresarial ESG ODS Transparência Diálogo Empatia Responsible Communication Sustainability Insurance Sector Corporate Code of Ethics SDGs Transparency Dialogue Empathy