{"id":36958,"date":"2025-08-27T18:17:51","date_gmt":"2025-08-27T21:17:51","guid":{"rendered":"https:\/\/cebds.org\/?post_type=artigo&#038;p=36958"},"modified":"2025-09-23T19:09:37","modified_gmt":"2025-09-23T22:09:37","slug":"a-importancia-de-medir-a-sustentabilidade","status":"publish","type":"artigo","link":"https:\/\/cebds.org\/en\/artigo\/a-importancia-de-medir-a-sustentabilidade\/","title":{"rendered":"The importance of measuring sustainability"},"content":{"rendered":"<p class=\"has-text-align-left\"><strong>Branko Sevarlic*<\/strong><\/p>\n\n\n\n<p><br>We live in a world where sustainability challenges are becoming increasingly complex and require collaboration to promote structural change. Society seeks social justice and environmental conditions that sustain human well-being in the long term. In this scenario, global companies like Philip Morris can play a decisive role in creating\u2014or eroding\u2014value for the community and the environment.<br><br>Our sustainability materiality assessment is the foundation of our strategy. It ensures that our initiatives are targeted at the areas where we can generate the greatest impact and that we continue to provide relevant and transparent information to our stakeholders. The result of this process is a framework that defines the priority topics on which we direct our resources. This structure is organized into two fronts: issues related to our products (what we produce), grouped under the &quot;Product Impact&quot; pillar, and those linked to our operations (how we produce), under the &quot;Operational Impact&quot; pillar.<br><br>The health impact of cigarettes is the main negative externality we seek to address. Reducing this impact is the most significant contribution we can make to society and forms the foundation of PMI&#039;s purpose and strategy. Investing in innovation and developing solutions that address some of the world&#039;s most pressing challenges represents not only a growth opportunity but also our key competitive advantage.<br><br>Our audiences and consumers want to understand how sustainability connects to our business across different dimensions: investors and the company itself need to understand the risks and opportunities of ESG topics mapped by materiality; business partners, NGOs, and consumers want to understand how our activities and products affect their interests; and society as a whole seeks to assess the real and potential impacts of the value chain to make more assertive decisions.<br><br>This vision is not unique to Philip Morris. Many companies recognize the value of a pragmatic sustainability strategy, capable of generating benefits for all links in the value chain \u2013 from farmers to shareholders. As sustainability matures and gains relevance within and outside organizations, the challenge of how to measure this performance also grows.<\/p>\n\n\n\n<p>To this end, we developed the PMI ESG KPI Protocol, a protocol that establishes indicators specific to our reality and clearly connects our purpose, strategic direction, financial performance, and environmental and social responsibilities. By publishing this protocol, we seek to increase transparency regarding the metrics we use to assess progress toward our purpose and the creation of value for our shareholders and other stakeholders.<br><br>Everything we do is part of our commitment: to accelerate the end of combustion cigarettes and strive to generate a net positive impact for the company, shareholders, consumers, and society in the long term. This is only possible by integrating sustainability into all our practices, addressing the impacts of our products and operations, and leveraging opportunities to generate shared value. To ensure we focus on the areas of greatest impact, our strategy and goals are anchored in a rigorous materiality assessment. Based on this, we established our priority objectives, consolidated in the 2025 Roadmap, and identified a clear set of indicators, organized into a unique index that allows us to quantitatively measure our progress annually.<br><br>We recognize the need for greater transparency, more robust methodologies, and clearer definitions. Therefore, we have established a rigorous process to create definitions, documentation, and controls that standardize how we measure our sustainability performance. Transparency doesn&#039;t mean having perfect metrics, but rather understanding that results cannot be achieved in isolation.<br><br>With this goal in mind, Philip Morris structured a transparent and consistent process for defining sustainability concepts, documentation, and controls, enabling the standardization of ESG performance measurement. We have made this material public with the conviction that it will contribute to the evolution of non-financial performance measurement and reporting, helping other organizations strengthen their own sustainability incorporation and accountability journeys.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><em>*Branko Sevarlic is the CEO of Philip Morris Brazil. Born in Serbia, he graduated in Accounting and Financial Management from the University of Balgrad. He later completed a postgraduate degree in Business Administration and Management at the Stockholm School of Economics. He started at Philip Morris International in his home country as a Financial Operations Analyst in 2006 and has held senior management positions in countries such as Jordan and Switzerland, including General Manager. In 2023, he became Managing Director at Philip Morris Brazil.<\/em><\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Branko Sevarlic* Vivemos em um mundo onde os desafios da sustentabilidade tornam-se cada vez mais complexos e exigem colabora\u00e7\u00e3o para promover mudan\u00e7as estruturais. A sociedade busca justi\u00e7a social e condi\u00e7\u00f5es ambientais que sustentem o bem-estar da humanidade no longo prazo. Nesse cen\u00e1rio, empresas globais como a Philip Morris podem desempenhar um papel decisivo na cria\u00e7\u00e3o [&hellip;]<\/p>\n","protected":false},"featured_media":36960,"template":"","meta":{"_acf_changed":true},"categories":[99],"class_list":["post-36958","artigo","type-artigo","status-publish","has-post-thumbnail","hentry","category-cop30"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A import\u00e2ncia de medir a sustentabilidade - CEBDS<\/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:\/\/cebds.org\/en\/artigo\/a-importancia-de-medir-a-sustentabilidade\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A import\u00e2ncia de medir a sustentabilidade - CEBDS\" \/>\n<meta property=\"og:description\" content=\"Branko Sevarlic* Vivemos em um mundo onde os desafios da sustentabilidade tornam-se cada vez mais complexos e exigem colabora\u00e7\u00e3o para promover mudan\u00e7as estruturais. 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