Momentum

It can’t be postponed

* Marcos Gouvêa de Souza, CEO, GS&MD – Gouvêa de Souza

The movements have been converging to increase the importance of

Sustainability and Conscious Spending create what one uses to call a self-
fulfilling prophecy.
There are so many sources bringing awareness on the subject, in all levels, that
its importance in the life of people, companies and the society at large will
become much more important, in an irreversible way. Until one can’t help
considering its implications in the discussions about any subject.
In the press these issues have got a growing space, with constant reports on
newspapers, weekly magazines and TV shows. In the schools, no matter what
level, these issues have been debated, schoolworks have been done and visits
made to make students more aware of it.
New books have been released focusing this theme. Amazon.com reports 433
books on Sustainability, from global discussions until personal allignment to the
best practices.
Many retailers, as Walmart, Pão de Açúcar and Carrefour, just to mention
Brazil’s top three, have understood the importance of the matter and have been
disputing the leadership on the positive consumer perception on their initiatives
in this area.
And the importance of retail in the transformation of the global scenario is
pivotal, as the segment’s pressure on suppliers triggers a multiplying effect all
over the supply chain, reaching even the seed suppliers in the produce chain.
The consequence is the companies may be more favourable to suppliers more
alligned to these proposals, cutting others who don’t comply to that, as has
happened to Office Depot in the United States, who cut paper suppliers due to
the destruction of forests in Asia.
Large corporations, as Petrobras, Vale, Banco Itaú, Bradesco and Santander,
just to name a few, also fight for the leadership, or, at least, the
acknowledgement of their green and sustainable approach.
Small and mid-size companies, somehow, also try to get into the bandwagon,
involving suppliers and employees in the green wave. Governments become
obliged to strengthen the importance they’ve been giving to the matter, due to
the growing consciousness and demands of the societies, prioritizing the
debates and the adoption of coercitive measures to be alligned to the best
practices.
NGOs and other non-profit entities blossom to defend the environment. Several
venture capital and equity funds started analysing their investments based on
the project’s allignment to the best sustainability practices, in some cases
refusing to invest in organizations with undefined policies and practices.
Consulting, auditing, evaluation and project implementation companies in the
environment, social responsibility, sustainability, tracking, organic crops and all
areas multiply. The natural consequence of all this process is that Sustainability
and Conscious Spending, in the past peripherical issues, have gone
mainstream and have become a strategic issue for the top executives,
demanding more time, investments and attention to avoid a scenario of
misallignment and bad future results. An even closer future.