A processualidade do Design Estratégico facilitando a criação e sustentação do Valor Social

Abstract

The contemporary context, marked by complex global challenges and unsustainable production and consumption patterns, demands alternative solutions at the local level. The co-creation of enabling solutions that foster partnerships among diverse social actors emerges as a promising approach to drive social innovation initiatives. However, these initiatives face constraints in establishing connections and partnerships among diverse interests, limiting their transformative potential. The difficulty in creating and maintaining Social Value consistently and inspiringly, despite efforts to optimize resources, expand capacities, and stimulate engagement, constitutes the research gap this thesis explores. This research aims to propose a prototype of an enabling solution based on Strategic Design to facilitate the creation and maintenance of Social Value in social innovation initiatives. The methodology adopted is qualitative and exploratory, seeking to deepen the understanding of the studied phenomenon and contribute insights on existing and emerging concepts. The research path is structured around design capabilities revealed by five movements inspired by Theory U: Co-initiating, Co-feeling, Copresencing, Co-creating, and Co-developing. The research developed in three main stages: (1) deepening the understanding of Social Value in social innovation initiatives; (2) understanding the processuality of the creation and maintenance of Social Value; and (3) prototyping the structure of an enabling solution. The analysis of the collected data was interpretative, with the Co-feeling movement using elements of Gioia methodology. The research field was defined by documentary research on social initiatives during the COVID-19 pandemic, especially the Guardians of Jardim Lapena, recognized for their self-management, horizontality, and focus on the empowerment of women in vulnerable situations, embodying characteristics of social innovation. The results reveal that Social Value is configured as a set of dynamic processes involving the strategic combination of resources, inputs, and collaborative relationships to overcome social obstacles and promote significant changes for well-being. The processes and characteristics of Social Value can be categorized into three interconnected dimensions: relational, innovative, and sustainable. The most recurrent results identified include social innovation, social empowerment, social inclusion, and shared economy. The research delivers metrics indicators from theory and practice, addressing the challenge of monitoring and evaluating Social Value. It highlights the importance of social mobilization for creating and maintaining Social Value, requiring care, sensitivity, and the implementation of five key movements: mapping critical points, connecting micro-networks and leaderships, publicizing and raising awareness, qualifying the actors involved, and making visible. Two practical artifacts were prototyped: a physical toolkit with conceptual and project cards, and a digital space (website) inspired by the Social Value Journey. The Social Value Journey proposed in this study is presented as a path for reflection on central stages of social innovation development. The research contributes to identifying three main actor profiles and emphasizes the role of the orchestrator in engaging participants. Demonstrating that the empowerment of beneficiaries is a tangible result of Social Value, the research shows how active participation in co-creation processes strengthens the capacity of people and communities to act on their own lives. The enabling solution developed has the potential to positively impact how organizations and individuals approach complex social challenges, in addition to facilitating the creation and maintenance of Social Value.