This document discusses the concept of social awareness and how companies can develop and enhance their own social awareness. Social awareness is defined as how interactions between social groups are valued, and involves reciprocity, reliability, morality, civic merit, and cooperation. Social awareness can be both an individual and collective phenomenon, as an individual's social awareness impacts the larger group, for better or worse. Companies can practice empathy, take a holistic view, and know when to step back to develop social awareness.

1. Ethics & Social Awareness
Ana Brambilla
Feb/19

2. What is Social Awareness?
It’s how much worth
are the interactions
between social
subjects.
RECIPROCITY
RELIABILITY
MORALITY
CIVIC MERIT
COOPERATION
Pierre Bourdieu

3. Is the Social Awareness an
individual or a collective
phenomenon?
Is the Social Awareness an
individual or a collective
phenomenon?

4. It’s individual because it
leverages the individual’s
interesting to belong to some
tribe to his/her own benefit.
It’s collective because the social
awareness of each individual impacts
in the collective, both as onus or
bonus.

5. Social networks are volunteer
associations which embrace the
base for the development of all
social awareness...
… never free of conflicts
or relationships of power.

6. How can a company develop and enhance its social
awareness?
Practicing the EMPATHY
Adopting HOLISTIC view
Knowing when give a STEP BACK

7. https://www.youtube.com/watch?v=Qgn9Lb-j3AA

11. RECIPROCITY
BELONGING
Acknowledgement and
awareness of all participants
of a tribe
Symbolic Capital
Economic Capital Cultural Capital Social Capital (Social
Awareness)

12. 1922, Marcel Mauss
Gift Economy
GIVE
RECEIVE
RETURN

13. “... since companies look for relationship
building with their customers, the
transactions will no longer judged just
according the law and the market value,
but at least something will be judged
based on the gift economy.”
Jenkins, H. 2015

15. COGNITIVE MARKETING