With the aim of guiding professionals from different departments to apply sustainability in the day-to-day lives of organizations, the Business Council for Sustainable Development (CEBDS) developed a set of sustainability guides for companies – “How to Insert Sustainability into your Processes”, which is part of a collection of around 70 publications already released by the organization. Inspired by cases of good practice and successful experiences in leading companies in the country, two new volumes of the series were launched, this time focusing on Innovation It is Marketing. The launch took place on the first day of the Sustainable Brands 2015 event, in Rio de Janeiro. In 2014, the Finance and People Management guides were published.
The guides bring concepts, specificities of the industrial, retail and service sectors, as well as recommendations, tips and positive experiences from companies that have already implemented this management. The material works as an invitation for companies to think about sustainability in all departments. From there, adaptations and new initiatives can be developed and shared, enhancing the organizations' sustainable strategy, which affects the company's reputation and, consequently, its performance and the acceptance or rejection of its stakeholders.
O Sustainability Guide for Companies – Innovation aims to support the Innovation, Research & Development departments and all areas that consider transformations in an organization to develop their sustainable projects. This Guide seeks to encourage the adoption of practices that promote sustainable development, understanding the company's interdependence with the market in which it operates.
already the Sustainability Guide for Companies – Marketing presents ways to support the department to become more sustainable, considering its transversality and relationship channel with all of the corporation's stakeholders, especially clients and consumers. Fundamental in the process of selling products and services and in the customer's understanding of the company's positioning in the society in which it operates, the department is decisive in the adoption of sustainability as a strategic guideline for a corporation in an organic way.
At a time when consumers are starting to decide to purchase in a more engaged way, considering sustainability parameters and creating identification with brands positioned with sustainable development, marketing definitely leaves behind its role as disseminator to lead the debate, promoting initiatives and practices with each department of the organization with its external audiences.
In this scenario, the principle of sustainable development begins to guide every action developed by the area. Therefore, commercial tools, materials used in campaigns, events, internal marketing strategies, formats and communication channels need to be reviewed. Products must be re-evaluated from the perspective of sustainability and prices re-discussed. Furthermore, the product life cycle becomes a priority. Packaging becomes an integral part of the product, and not just where it is packaged for sale, becoming relationship platforms for the company, from the format and materials that make it up, to the transparency of data that informs the consumer.
The Guides are sponsored by Editora Abril, Arcelor Mittal, Itaú, Bradesco, Brasken, Santander, Alcoa and Shell.
