A Banca em Portugal

: os desafios à responsabilidade social

Abstract

The object of this dissertation is the study of analysis of challenges within the social responsibility in banking. The social responsibility of any organization is a mirror of its form of leadership and ethical commitment. So, it is mandatory to realize that social responsibility in a company is not found within a department or a voluntary action, but it is the corner stone of organizational management. Throughout this study, I introduced the United Nations' Sustainable Development Goals(SDG) as a “background”. I did it so, to align the challenges to the decisions of social responsibility in banking, with the economic, inclusive and sustainable growth proposedby the UN, to also adopt urgent measures to combat climate change and its impacts.I investigated the CSR programs, in three banks, through documentary analysis, and therealization of ten interviews, which have added an extraordinary value to thisinvestigation.The analyzes allowed us to conclude that the new generations are the engine of changefor the social, technological and financial transformation that we are experiencing, andthat is why banks keep up with this new digital rhythm if they want to have satisfiedcustomers. There is still a long path of transformation from the entire bank, to become atruly digital bank, where the elements of trust with customers, creative fidelity, a new language with future generations, are fundamental in keeping up with this pace of society. The relationship with employees, the relationship with customers, and the relationship with our planet, guided by new principles and values, will dictate the sustainability of the banking business.

Date of Award	21 Jun 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Isabel Vieira (Supervisor)