{"id":1945,"date":"2025-03-29T14:06:37","date_gmt":"2025-03-29T14:06:37","guid":{"rendered":"https:\/\/execor.vamtam.com\/?p=1945"},"modified":"2026-06-03T13:32:07","modified_gmt":"2026-06-03T10:32:07","slug":"iyi-gorunmek-yeter-mi","status":"publish","type":"post","link":"https:\/\/benchmark.com.tr\/en\/iyi-gorunmek-yeter-mi\/","title":{"rendered":"\u0130yi G\u00f6r\u00fcnmek Yeter mi?"},"content":{"rendered":"
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Greenwashing ve Social Washing\u2019e Kar\u015f\u0131 Sosyal Etkinin G\u00fcc\u00fc<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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S\u00fcrd\u00fcr\u00fclebilirlik ve sosyal sorumluluk alan\u0131ndaki s\u00f6ylemler yayg\u0131nla\u015ft\u0131k\u00e7a, bu s\u00f6ylemlerin ne kadar\u0131n\u0131n ger\u00e7ek oldu\u011fu sorusu da daha s\u0131k sorulmaya ba\u015flad\u0131. Bir \u015firket topluma katk\u0131 sundu\u011funu s\u00f6yl\u00fcyorsa, bu s\u00f6ylemin ger\u00e7ek hayatta bir kar\u015f\u0131l\u0131\u011f\u0131 olmas\u0131 gerekir. Aksi halde ortaya \u00e7\u0131kan sorun yaln\u0131zca bir ileti\u015fim de\u011fil, \u00f6z\u00fcnde g\u00fcven sorunudur.<\/span><\/p>

Bu noktada as\u0131l mesele; kurumlar\u0131n daha fazla ileti\u015fim yapmalar\u0131 de\u011fil, y\u00fcr\u00fctt\u00fckleri sosyal sorumluluk \u00e7al\u0131\u015fmalar\u0131n\u0131n ger\u00e7ekten \u00f6l\u00e7\u00fclebilir bir toplumsal etki \u00fcretip \u00fcretmedi\u011fini g\u00f6sterebilmeleridir.<\/span><\/p>

\u0130klim krizi, artan e\u015fitsizlikler ve \u00e7evresel riskler kurumlar\u0131n yaln\u0131zca ekonomik performanslar\u0131yla de\u011fil, topluma ve \u00e7evreye nas\u0131l katk\u0131 sunduklar\u0131yla da de\u011ferlendirildi\u011fi g\u00fcn\u00fcm\u00fczde, \u015firketlerin s\u00fcrd\u00fcr\u00fclebilirlik ve sosyal sorumluluk alan\u0131ndaki faaliyetleri hi\u00e7 olmad\u0131\u011f\u0131 kadar g\u00fcndemde. Bu nedenle pek \u00e7ok \u015firket sosyal sorumluluk projeleri geli\u015ftiriyor, g\u00f6n\u00fcll\u00fcl\u00fck programlar\u0131 y\u00fcr\u00fct\u00fcyor ve farkl\u0131 payda\u015flarla i\u015f birlikleri kuruyor. Ancak bu noktada ortaya kritik bir soru \u00e7\u0131k\u0131yor: Bu \u00e7al\u0131\u015fmalar ger\u00e7ekten bir de\u011fi\u015fim yarat\u0131yor mu, yoksa yaln\u0131zca kurumlar\u0131n \u201ciyi g\u00f6r\u00fcnmesi\u201dni mi sa\u011fl\u0131yor?<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Greenwashing \/ Social Washing: \u0130yi G\u00f6r\u00fcnmenin S\u0131n\u0131rlar\u0131<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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S\u00fcrd\u00fcr\u00fclebilirlik literat\u00fcr\u00fcnde s\u0131k\u00e7a tart\u0131\u015f\u0131lan greenwashing ve social washing kavramlar\u0131 da tam olarak bu sorudan do\u011far. En yal\u0131n h\u00e2liyle, greenwashing (ye\u015fil aklama) kurumlar\u0131n \u00e7evresel alanda, social washing (sosyal aklama) ise sosyal sorumluluk alan\u0131nda ger\u00e7ekte oldu\u011fundan daha sorumlu g\u00f6r\u00fcnmeye \u00e7al\u0131\u015fmas\u0131d\u0131r.<\/span><\/p>

\u00dcstelik sorun yaln\u0131zca ileti\u015fimde yap\u0131lan bir abart\u0131yla s\u0131n\u0131rl\u0131 de\u011fildir. As\u0131l mesele kurumlara duyulan g\u00fcvenin zay\u0131flamas\u0131d\u0131r. \u00c7\u00fcnk\u00fc s\u00fcrd\u00fcr\u00fclebilirlik ya da sosyal sorumlulukla ilgili s\u00f6ylemler ger\u00e7e\u011fi yans\u0131tmad\u0131\u011f\u0131nda yaln\u0131zca ilgili marka de\u011fil, kurumsal sosyal sorumluluk alan\u0131n\u0131n tamam\u0131 zarar g\u00f6r\u00fcr. Bu durum hem t\u00fcketicilerin hem de \u00e7al\u0131\u015fanlar\u0131n \u015firketlerin toplumsal katk\u0131lar\u0131na y\u00f6nelik g\u00fcvenini zedeler. Edelman Trust Barometer ara\u015ft\u0131rmalar\u0131 da bunu g\u00f6steriyor: \u0130nsanlar art\u0131k \u015firketlerin s\u00f6yledikleriyle yapt\u0131klar\u0131 aras\u0131ndaki fark\u0131 \u00e7ok daha dikkatle izliyor.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Sorunun Kayna\u011f\u0131: \u00d6l\u00e7\u00fclmeyen Etki<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\u00d6te yandan aklama tart\u0131\u015fmas\u0131n\u0131 yaln\u0131zca k\u00f6t\u00fc niyetli ileti\u015fim stratejileri \u00fczerinden okumak da eksik olur. Pek \u00e7ok kurum ger\u00e7ekten toplumsal meselelerle ilgilenir; projeler geli\u015ftirir, g\u00f6n\u00fcll\u00fcl\u00fck programlar\u0131 y\u00fcr\u00fct\u00fcr ve farkl\u0131 payda\u015flarla i\u015f birlikleri kurar. Ancak bu \u00e7al\u0131\u015fmalar\u0131n yaratt\u0131\u011f\u0131 de\u011fi\u015fim \u00e7o\u011fu zaman sistemli bi\u00e7imde \u00f6l\u00e7\u00fclmez.<\/span><\/p>

\u0130\u015fte sorun tam da burada ba\u015flar.<\/span><\/p>

Bir proje ka\u00e7 ki\u015fiye ula\u015ft\u0131 sorusuna cevap vermek kolayd\u0131r. Ancak o proje insanlar\u0131n hayat\u0131nda ger\u00e7ekten neyi de\u011fi\u015ftirdi sorusuna cevap vermek \u00e7ok daha zordur. \u00d6l\u00e7\u00fcm yap\u0131lmad\u0131\u011f\u0131nda ise iyi niyetli \u00e7al\u0131\u015fmalar ile yaln\u0131zca iyi g\u00f6r\u00fcnmeye y\u00f6nelik uygulamalar\u0131 birbirinden ay\u0131rt etmek g\u00fc\u00e7le\u015fir.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Sosyal Etki: Ger\u00e7ek De\u011fi\u015fimi G\u00f6rmek<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Bu nedenle son y\u0131llarda sosyal etki yakla\u015f\u0131m\u0131 giderek daha fazla \u00f6nem kazan\u0131yor. Sosyal etki, bir faaliyetin bireyler, topluluklar veya \u00e7evre \u00fczerinde yaratt\u0131\u011f\u0131 somut ve \u00f6l\u00e7\u00fclebilir de\u011fi\u015fimi ifade eder. Ba\u015fka bir ifadeyle mesele yaln\u0131zca bir \u015fey yapmak de\u011fil; yap\u0131lan \u015feyin ger\u00e7ekten bir fark yarat\u0131p yaratmad\u0131\u011f\u0131n\u0131 anlayabilmektir.<\/span><\/p>

Sosyal sorumluluk \u00e7al\u0131\u015fmalar\u0131 s\u00f6ylemde de\u011fil, yaratt\u0131klar\u0131 de\u011fi\u015fim \u00f6l\u00e7\u00fclebildi\u011finde ger\u00e7ek anlam\u0131n\u0131 kazan\u0131r.<\/span><\/p>

Bu yakla\u015f\u0131m ayn\u0131 zamanda aklama tart\u0131\u015fmas\u0131na g\u00fc\u00e7l\u00fc bir yan\u0131t sunar.\u00a0 \u00c7\u00fcnk\u00fc \u00f6l\u00e7\u00fcm, kurumlar\u0131n s\u00f6yledikleriyle yapt\u0131klar\u0131 aras\u0131ndaki fark\u0131 ortaya koyar. Bir proje ger\u00e7ekten bir sorunu azalt\u0131yor mu? Bir e\u011fitim program\u0131 insanlar\u0131n hayat\u0131nda \u00f6l\u00e7\u00fclebilir bir de\u011fi\u015fim yarat\u0131yor mu? Bir \u00e7evre giri\u015fimi do\u011fal kaynaklar\u0131n korunmas\u0131na katk\u0131 sa\u011fl\u0131yor mu? Bu sorulara veriyle yan\u0131t verilebildi\u011finde, sosyal sorumluluk \u00e7al\u0131\u015fmalar\u0131 yaln\u0131zca ileti\u015fim faaliyetleri olmaktan \u00e7\u0131kar ve kurumun uzun vadeli s\u00fcrd\u00fcr\u00fclebilirlik yakla\u015f\u0131m\u0131n\u0131n bir par\u00e7as\u0131na d\u00f6n\u00fc\u015f\u00fcr.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Pazarlaman\u0131n De\u011fi\u015fen Rol\u00fc<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Bu noktada pazarlama profesyonellerinin rol\u00fc de de\u011fi\u015fiyor. Amerikan Pazarlama Derne\u011fi\u2019nin (AMA) yayg\u0131n kabul g\u00f6ren tan\u0131m\u0131na g\u00f6re pazarlama; de\u011feri yaratma, iletme, sunma ve de\u011fi\u015fim s\u00fcre\u00e7lerini kapsar. Ba\u015fka bir ifadeyle pazarlama yaln\u0131zca bir \u00fcr\u00fcn\u00fc ya da markay\u0131 tan\u0131tmak de\u011fil, hedef kitle i\u00e7in anlaml\u0131 bir de\u011fer \u00fcretmek ve bu de\u011feri do\u011fru bi\u00e7imde ortaya koymakt\u0131r.<\/span><\/p>

S\u00fcrd\u00fcr\u00fclebilirlik ve sosyal sorumluluk alan\u0131ndaki s\u00f6ylemlerin artt\u0131\u011f\u0131 bug\u00fcnk\u00fc ortamda ise pazarlama ekiplerinin sorumlulu\u011fu daha da belirgin hale geliyor. \u00c7\u00fcnk\u00fc payda\u015flar, kurumlar\u0131n s\u00f6yledikleriyle yapt\u0131klar\u0131n\u0131n birbiriyle uyumlu olmas\u0131n\u0131 bekliyor.<\/span><\/p>

Bug\u00fcn pazarlama yaln\u0131zca markay\u0131 anlatmak de\u011fil, ayn\u0131 zamanda kurumun toplumsal katk\u0131s\u0131na ili\u015fkin vaatlerini destekleyen kan\u0131ta dayal\u0131 bir ileti\u015fim stratejisi geli\u015ftirmek anlam\u0131na geliyor. Bu nedenle sosyal sorumluluk \u00e7al\u0131\u015fmalar\u0131n\u0131 de\u011ferlendirirken baz\u0131 basit g\u00f6r\u00fcnen ama \u00f6nemli olan sorular\u0131 sormak gerekiyor.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Ger\u00e7ek Etkiyi Anlamak<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Bir kurumun y\u00fcr\u00fctt\u00fc\u011f\u00fc \u00e7al\u0131\u015fman\u0131n ger\u00e7ekten etki \u00fcretip \u00fcretmedi\u011fini anlamak i\u00e7in \u015fu sorular\u0131 sormak gerekir:<\/span><\/p>

  • \u00c7\u00f6z\u00fclmek istenen toplumsal sorun a\u00e7\u0131k bi\u00e7imde tan\u0131mlanm\u0131\u015f m\u0131?<\/span><\/li>
  • Program\u0131n yaratmay\u0131 hedefledi\u011fi de\u011fi\u015fim i\u00e7in \u00f6l\u00e7\u00fclebilir g\u00f6stergeler belirlenmi\u015f mi?<\/span><\/li>
  • Elde edilen sonu\u00e7lar veriyle izleniyor ve raporlan\u0131yor mu?<\/span><\/li>
  • \u00c7al\u0131\u015fma k\u0131sa s\u00fcreli bir ileti\u015fim kampanyas\u0131 m\u0131, yoksa uzun vadeli bir program\u0131n par\u00e7as\u0131 m\u0131?<\/span><\/li><\/ul>

    Bu sorular teorik bir tart\u0131\u015fma i\u00e7in de\u011fil, yap\u0131lan \u00e7al\u0131\u015fmalar\u0131n ger\u00e7ekten bir de\u011fi\u015fim yarat\u0131p yaratmad\u0131\u011f\u0131n\u0131 anlayabilmek i\u00e7in sorulmal\u0131d\u0131r.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    G\u00fcven Yaratman\u0131n Yolu<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    T\u00fcrkiye\u2019de de son y\u0131llarda sosyal sorumluluk projelerinin say\u0131s\u0131 h\u0131zla art\u0131yor. Bu geli\u015fme olumlu bir tablo ortaya koysa da etki \u00f6l\u00e7\u00fcm\u00fc ve etki raporlamas\u0131 h\u00e2l\u00e2 geli\u015fmekte olan bir alan olarak kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor. Pek \u00e7ok kurum i\u00e7in sosyal sorumluluk \u00e7al\u0131\u015fmalar\u0131 ileti\u015fim taraf\u0131nda g\u00fc\u00e7l\u00fc, etki taraf\u0131nda ise s\u0131n\u0131rl\u0131 kalabiliyor.<\/span><\/p>

    Oysa s\u00fcrd\u00fcr\u00fclebilirlik \u00e7a\u011f\u0131nda kurumlar\u0131n kar\u015f\u0131 kar\u015f\u0131ya oldu\u011fu en b\u00fcy\u00fck risklerden biri yaln\u0131zca iyi g\u00f6r\u00fcnmeye \u00e7al\u0131\u015fmak olabilir. \u00c7\u00fcnk\u00fc g\u00fcn\u00fcm\u00fcz\u00fcn bilin\u00e7li t\u00fcketicileri, \u00e7al\u0131\u015fanlar\u0131 ve yat\u0131r\u0131mc\u0131lar\u0131 art\u0131k yaln\u0131zca anlat\u0131lan s\u00f6zlerle yetinmiyor; bu s\u00f6zlerin arkas\u0131ndaki ger\u00e7ekli\u011fi de g\u00f6rmek istiyor.<\/span><\/p>

    Bu nedenle sosyal sorumluluk \u00e7al\u0131\u015fmalar\u0131n\u0131n de\u011feri yaln\u0131zca ne kadar g\u00f6r\u00fcn\u00fcr olduklar\u0131nda de\u011fil, yaratt\u0131klar\u0131 ger\u00e7ek de\u011fi\u015fimde ortaya \u00e7\u0131kar.<\/span><\/p>

    Gelece\u011fin pazarlama d\u00fcnyas\u0131nda ba\u015far\u0131l\u0131 olan kurumlar muhtemelen en etkileyici s\u00f6ylemleri geli\u015ftirenler de\u011fil, s\u00f6ylediklerini kan\u0131tlayabilenler olacak.<\/span><\/p>

    Ve belki de bu alanda \u00e7al\u0131\u015facak gen\u00e7 profesyoneller i\u00e7in en \u00f6nemli sorumluluk \u015fu:<\/span>
    <\/span>Bir kurumun topluma katk\u0131 sundu\u011funu s\u00f6ylemesi yeterli mi, yoksa bu katk\u0131n\u0131n ger\u00e7ekten bir fark yarat\u0131p yaratmad\u0131\u011f\u0131n\u0131 g\u00f6sterebilmesi mi gerekir?<\/span><\/p>

    Fadile Paksoy<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

    S\u00fcrd\u00fcr\u00fclebilirlik ve sosyal sorumluluk alan\u0131ndaki s\u00f6ylemler yayg\u0131nla\u015ft\u0131k\u00e7a, bu s\u00f6ylemlerin ne kadar\u0131n\u0131n ger\u00e7ek oldu\u011fu sorusu da daha s\u0131k sorulmaya ba\u015flad\u0131.<\/p>","protected":false},"author":1,"featured_media":991770,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[9],"class_list":["post-1945","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-business-strategies"],"yoast_head":"\n\u0130yi G\u00f6r\u00fcnmek Yeter mi? - Benchmark Toplumsal Yat\u0131r\u0131m ve Sosyal Etki Y\u00f6netimi Ajans\u0131<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/benchmark.com.tr\/en\/iyi-gorunmek-yeter-mi\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u0130yi G\u00f6r\u00fcnmek Yeter mi? 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