There are signs that the sustainability movement is suddenly gathering pace in Brazil, but filtering out the noise can be difficult in this exciting economy
In Brazil’s booming economy, sustainable business, and an awareness of the importance of corporate responsibility, are gaining footholds.
“There is no way back,” says Vivian Blaso, a professor at the Fundação Armando Alvares Penteado university in São Paulo, who runs her own sustainable business consultancy, Sustainable Conversation.
Business in Brazil certainly wants to be more sustainable and will spend money to achieve that goal. “The field has changed a lot in the last two years,” says Andre Degenszajn, general secretary of the Institutes, Foundations and Companies Group (Gife), a non-profit network working in social investment since 1989.
“When Gife was created there was the idea that social investment should be different to the business of the company,” Degenszajn says. “This paradigm has been broken. Today companies want to align social investment with their business.”
Ricardo Voltolini, director-president of the São Paulo consultancy Ideia Sustentável, which works with business leaders on business strategy, argues that the change is even more far-reaching.
“We have had a migration to sustainability in business management,” he says. “It is as if corporate responsibility was , then everything changed so that sustainability in business management started to have a central role in strategic plans.”
Voltolini highlights Brazilian cosmetics brand...