It was perceived by the authors that their Business undergraduate students have crescent difficulties to understand themselves as part of the society and its needs, as to give attention to social problems as their problems: the students are thinking and acting in a displaced form, far away from their territories and its social dynamics. Thus, the author proposed to work from a social perspective over a semester in three disciplines named Marketing Research, Entrepreneurship and Organizational Experiences. The work involved different activities: reading and critical analysis of academic and everyday texts, images and sounds; creativity exercises; presentations of realistic problem situations, in order to identify causes and consequences, generate decision-making, planning interventions and ways of evaluating actions and results. The activities generated discussions about public safety, environmental sustainability, drug trafficking, social and environmental vulnerability. The authors believe that this work brought more and better reflections about the social reality around the students and give them capabilities to propose, plan and evaluate interventions.