Responsabilidade social e desempenho Latam: um modelo que integre a melhoria do fator de ocupação nos voos com seu papel social

Abstract

In recent years ESG practices - Environmental, Social and Governance (in Portuguese: Ambiental, Social e Governança) have become a fundamental agenda for companies, as it contributes to ensuring the visibility of their business and attracting large investors in the financial market. The admission of sustainable habits and social concern are examples of business actions that can attract more investment, as companies with practices of this nature are considered stronger in times of crisis. ESG companies also stand out positively for their good reputation and values that delight attention from customers, strengthening loyalty to their service or products and implying an improvement in financial performance. In addition, ESG practice make the adaptation to laws and regulation fluid. Over time, non-ESG companies tend to lose credibility in the market. In view of this scenario, an opportunity was identified to develop an application project with Latam Airlines, which aims, through the practice of social fare, to include beneficiaries of a portion of society, more specifically, beneficiaries of social programs, by air transport, allowing, for example, immigrants from inland cities, in search of better job opportunities in the main capitals of the country, to return to their cities and visit family members more frequently. To this end, a model of inclusion and social responsibility was developed based on the aircraft occupancy factor, which presents, on average, an idleness of 20% of the seats in domestic trips vis a vis the wide population eligible to participate in this project, considering thousands of beneficiaries registered in social programs. The first test denoted technical, operational, strategic and legal feasibility, all aligned with the company's processes, implying not only an increase in revenue, but above all, the expansion and consolidation of the company's image for the consumer, society and government.