01 | January.2017
WHAT MARK WILL YOU LEAVE ON THE EARTH? life transformation
SMOKE
biodiversity sustainability
future
attitude
INSPIRE[-se], INOVE[-se], TRANSFORME[-se] O SEU PLANETA Uma rede colaborativa de soluções sustentáveis que conecta ideias, produtos, serviços, ações, iniciativas governamentais e sociedade para o fomento de novos modelos de negócios disruptivos. Se o mundo muda a gente, a gente pode mudar o mundo.
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EDITORIAL
EDITORIAL
WHAT MARK WILL OUR GENERATION LEAVE ON THE EARTH?
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Life is a cycle that leaves marks on the physical memory of our Planet and in the abstract imagination of humanity. There are tangible, natural marks, like the millennial fossils of ancient living beings. There are artificial marks like objects, arts and the secular constructions of humanity. There are vivid marks, as the biodiversity web that en-
dures and sustains itself for millions of years. There are intangible marks that perpetuate themselves in human minds, inspiring attitudes and influencing generations of the present and the future. There are positive, aggregating, constructive marks as well as negative, tragic, destructive ones. There are marks that make us proud and motivate us. And marks, from yesterday and today, which embarrass and sadden us. Lastly, there are visible and invisible marks, perennial or fleeting, which elevate us and move us towards the direction of civilization evolution or that collectively dwarf us and delay us. Each of us, however simple and anonymous we are, will leave our individual marks on this Planet. We will leave legacies for our civilization, references and examples, good or bad, for today’s and tomorrow’s generations. Whether we want it or not, consciously or unconsciously, we will leave our unique, original footprint, just like our fingerprint. And it will be the sum and interconnections of all these footprints, no matter how insignificant they may seem to be, which will design the immediate tomorrow and the distant future of human presence in the Universe.
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EDITORIAL
Have you thought about this? The uPlanet Movement aims to reflect on this. To provoke unprecedented critical thoughts about our relations with ourselves, with other people, with other living beings, with the Planet and with the future. Make us think as an individual and as intelligent specie that inhabits the Earth. uPlanet wants to turn crises into sustainable reinventions, integrating knowledge, art, public policy and attitude. We want to contribute to creating a new ecological and collaborative economy that can foster a new inclusive and sustainable development model. uPlanet is a new leap, with international expansion, of the “Pernambuco no Clima� movement, which we created five years ago to build solutions to avoid global warming and climate change. Considering that Pernambuco is in one of the most vulnerable regions to the effects of temperature rise. Currently expanding the network of creative partners which include the public, private, artistic, academic and non-governmental sectors, the uPlanet Movement wants to awaken, inform and inspire people from companies, governments and society organizations about the importance of sustainable innovation as a new paradigm of local and global socioeconomic development. uPlanet is designed to encourage the creation of innovative arrangements, promoting a new, low-carbon, interconnected economy, helping to articulate, implement and test disruptive business models. Therefore, it goes far beyond just a magazine or holding events. It seeks to connect entrepreneurs, public administrators, researchers, activists, innovators and society to systemically formulate a fairer economy with less environmental impact. Models of the past no longer serve to lead us into the future. Faced with a scientifically announced climate disruption there is an urgent need to build sustainable economic processes, connecting multiple partners willing to innovate. This is uPlanet.
EDITORIAL
The marks we leave on the Earth, in society and in the lives of others, depend on the choices we make. It depends on the values and ideas that we follow and practice. It depends on what we consume. And it depends, above all, on what we cultivate on a daily basis and on what we decide to offer, among the contradictory possibilities that we have within us. For better or for worse, our marks depend on what we decide to do with our intelligence, our sensitivity, our divine time. In a nutshell, it depends on what we do with our own life, which is unique and has no rehearsal or replay. But what gives us the flexibility to change, allowing us to evolve, improve and correct the course, whenever we wish. Replacing negative past marks with future positive and vivid marks is the challenge of this century to keep humanity’s carbon footprint from raising the Earth’s temperature above 1.5° C and causing great climatic tragedies. That is, we need to replace our high-carbon polluting mark with a sustainable low-carbon mark and re-equate economic processes, reduce polluting GDP and raise sustainable GDP, migrate jobs from degrading processes to clean processes. Humanity’s mark on the Earth is the balance of the positive and negative individual marks of each one of us. At this moment, the sustainability balance is negative, indicating an imminent collapse, but we can reverse it. There is still time to decide whether our mark on the Earth will be the mark of life’s evolution or whether it will just turn into smoke...
Luciana Nunes and Sérgio Xavier Co-founders of the uPlanet Movement
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SUMARY
10 ATITUDE Would you stop eating meat?
12 CHALLENGE Pernambuco advances in the Low Carbon economy
32 INNOVATION Technologies: always, forever
24 CONNECTION The digital world is already real
28 PUBLIC POLITICS Preserving nature is a good business
36 ECONOMY Companies that think in the green cause
42 PARIS
COLLABORATION Collaborative network among neighbors
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ATTITUDE
WHAT IF YOU STOPPED EATING MEAT? The UN defends the vegan diet as one of the main ways to combat global warming. For those who have doubts about how livestock production is harmful to the planet’s sustainability, the Cowspiracy documentary, available on Netflix, presents some reasons for you to give up filet mignon. We’ve put together some data to keep you on alert.
4.000
A day without meat generates savings of 4,000 liters of water, 20KG OF GRAINS AND 3M2 OF FOREST.
LITRES
HOUSEHOLD USE
5%
X55% RAISING ANIMALS
In the United States,
2,500
5% OF WATER CONSUMPTION IS DOMESTIC, AGAINST 55% USED FOR BREEDING, and this resource,
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High drinking water consumption is directly linked to the grains used as feed for animals. Additionally, it takes 2.5 thousand liters of the liquid to produce a 114 GRAM HAMBURGER.
Font: Documentário Cowspiracy
although finite, is always dumped back into nature polluted. “Water contamination weakens or destroys natural ecosystems that sustain human health, food production and biodiversity. Most polluted freshwater ends up in oceans, damaging coastal areas and fishing”, declared the UN in a 2010 conference.
ATITUDE
65%
Raising livestock produces 65% of the WORLD’S NITROUS OXIDE, a gas with a warming potential 296 times higher than CO2.
130
a cow produces 130 TIMES MORE WASTE than a human being.
Livestock production releases more gases into the atmosphere than the automotive sector. These are the same gases that cause the greenhouse effect. If you stop eating meat then you’ll help prevent GREENLAND’S GLACIERS FROM MELTING.
91%
Animal agriculture is responsible for 515 of the climate changes caused by man; animal rearing occupies 45% of the world’s land and is still responsible for up to 91% of the DESTRUCTION OF THE AMAZON.
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82%
BILLION
Scientists predict oceans with fish until 2048. Just to get an idea, more than 28 BILLION ANIMALS were removed from the sea in 2013.
82% OF THE WORLD’S HUNGRY CHILDREN live in countries where food is given to animals in the livestock system.
TIMES MORE
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In tropical countries, about 100 SPECIES OF ANIMALS AND PLANTS are lost due to the destruction of forests.
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CHALLENGE
FOR A NEW LOW CARBON ECONOMY The global alert was issued with the Paris Accord and now it’s up to the government and the population to seek solutions for a new economy. In this scenario, Pernambuco is already showing the paths for change
CHALLENGE
C
Concern on how to handle and avoid climate change has long been an issue in the events and rounds of specialists. At COP 21 in 2015 in Paris, the issue went beyond the circles of experts and became an international agreement, entering the agenda of governments and populations more concerned about the future. The Paris Accord, already ratified by more than 100 countries, is the first of global extent, with targets to curb greenhouse gas emissions. It has the participation of 195 signatory countries that undertake to act in order to prevent the Earth’s average temperature rise. The intention is that growth remains below 2°C, but with focused efforts to limit the temperature increase to 1.5°C. Although the agreement has been blamed for failing to set a deadline for reducing GHG emissions, all countries, either developed or under development, committed themselves to establish national targets according to the priorities and possibilities of each one. Brazil is viewed favorably by the international community, mainly due to the use of renewable energy sources. Under the agreement, the country is committed to expanding the use of renewable energy, in addition to hydropower, and to reforest and restore 12 million hectares of forests. A great challenge. Even with the reduction of emissions in sectors such as energy and industry, Brazil registered a 3.5% growth in greenhouse gas emissions in 2015, due to the increase in deforestation, according to the Greenhouse Gas Emission Estimate System (Seeg), from the Climate Observatory. Faced with scientific data that point to Pernambuco as one of the regions most vulnerable to climate change, the State has been increasing its environmental protection.
PHOTO: GOLDENCOW IMAGES
It has created more than 126,000 hectares of protected areas in the last 4 years and is implementing innovative public policies. It has already emerged on the national scene as the cradle of initiatives and business development in tune with the low carbon economy, with incentives for solar energy and the deployment of the first electric vehicle sharing system in Brazil (partnership of the Environment and Sustainability Secretariat of Pernambuco – Semas, Serttel and Porto Digital).
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PHOTO: OSVALDO SANTOS
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CHALLENGE
ACTIONS DEVELOPED TO COMBAT AND ADAPT TO CLIMATE CHANGES IN PERNAMBUCO Coastline (advancing sea and marine erosion) _Development of basic and executive enlargement projects for the beaches of Jaboatão, Recife, Olinda and Paulista in order to contain sea advancement and erosion; _Execution of beach enlargement of the Jaboatão dos Guararapes beach; _Defining the High Tide line to regulate the construction limit on the coast; _Mapping vulnerable coastal areas; _State Coordination of the Orla Project, in partnership with municipalities for zoning land use and occupation in order to ensure access to beaches, protect natural resources and ensure implementation of productive activities in a sustainable manner; _Proposal for implementation of new marine conservation units on the coastline; _Creation of a Public Policy for Artisanal Fishing. Forest Zone (rains and floods) _Implantation of dams for flood control (in order to avoid climatic disasters such as those which occurred in 2010 in the municipalities of Palmares, Barreiros, among others); _Recovery of 1,100 hectares of Atlantic Forest in the Suape Ecological Protection Zone; _Creation of new conservation units in the Atlantic Forest.
“To
tackle
this
situation
consistently,
it’s necessary to act on three fronts: environmental protection and recovery, increased social resilience, avoiding climatic tragedies in densely populated areas and, above all, foster a new inclusive and sustainable economy, that makes it possible to increase GDP and jobs with activities of low greenhouse gas emissions”, highlights Sérgio Xavier, Pernambuco’s Environmental and Sustainability Secretary. “Today we have to think in a reverse logic of what has been done so far, the economy and business must strengthen the environment, include all people as well as ensure balance and better quality of life in the future. The old economy, based on burning fossil fuels, pollution and ecological degradation, is not making this possible”. Studies show a direct relationship between global temperature increase and the three major vulnerabilities of Pernambuco’s territory: the prolongation of drought and desertification of the Caatinga (a stunted sparse and dry forest); the intensification of rains and strong winds in the Forest Zone; and the advance of the sea and marine erosion
Semiarid region (extreme droughts) _Zoning of areas vulnerable to desertification;
in several points of the coastline. These
_Creation of new conservation units in the caatinga;
connected public policies and by stimulating
_Implementation of the agro-biodiversity management modules project to generate savings and income in the semi-arid region. (Pernambuco has, by the aridity index criteria, 135 municipalities in areas susceptible to desertification. This area corresponds to about 90% of the state’s territory).
the state. “Our State Plan for Climate Change
vulnerabilities are being tackled by interthe development of the low-carbon economy in focuses on measures to minimize the impacts of global warming, but also pays special attention to the opportunities of the new low-carbon economy. We understand that it’s necessary to reconcile protection actions to vulnerable areas with the creation of a new sustainable and socially inclusive economic model”, emphasizes Sérgio Xavier.
CHALLENGE
15
registered an expansion of 127,000 hectares of protected areas in the Caatinga, with emphasis going to the Tatu-bola Wildlife Refuge, created in 2015, with more than 110,000 hectares in São Francisco’s Hinterland region. The same has happened in the Atlantic Forest region. Over the past five years, the environmental protection Sérgio Xavier, Pernambuco’s Environmental and Sustainability Secretary
area grew 122% in Pernambuco, totaling 17,000 hectares of full protection in this biome. For 2017, new units are planned in the Caatinga and Atlantic Forest and the creation of the first State Marine Conservation Unit in Serrambi.
Pernambuco was the first state in the coun-
On the coast, where the advancing sea is a
try to create a plan focused on climate chan-
concern, prevention measures are underway, such
ge in 2011. Currently, the document built
as the sand enlargement of the urban beaches of
with society’s participation, with goals for
Recife, Olinda, Paulista and Jaboatão, where
various segments of the public and private
the first work has already been carried out. In
sector, is being reviewed and updated.
2015 the governor Paulo Câmara signed a decree defining the High Tide line, which allows re-
CONCRETE ACTIONS
gulating the construction limit on the coast. Also for this year the Coastal Vulnerability
Among the actions taken by the Government to
Atlas of Pernambuco will be launched, developed
prevent and cope with climate change and its
in partnership with the Federal University of
consequences for the state include the creation
Pernambuco and the support of the Climate Fund,
of new protected areas. Since 2011, the State
of the Environmental Ministry, containing the
Environmental and Sustainability Secretariat -
key vulnerability indicators of Pernambuco’s
SEMAS and the State Environmental Agency – CPRH
coastline.
COASTLINE VULNERABILITY Currently, the region with the greatest climate change vulnerability in Pernambuco is the Metropolitan Nucleus, formed by the municipalities of Olinda, Recife and Jaboatão dos Guararapes. The index is one of the project’s results that culminated in the publication of the Vulnerability Atlas, developed with the coordination of Professor Pedro Pereira, from the Department of Oceanography of the UFPE, in partnership with Semas. To construct the map the Coastal Vulnerability Index (CVI) was taken into account, which determine, among other indicators, physical and social criteria,
such as: mean sea level rise, wave height, population density, economic resources and cultural aspects. From the field survey data, dynamic data were compared (such as sea level, exposure angle to waves, wave height). From the sum of these variables, it was possible to relate them to the social data of the coastal inhabitants, such as population density and economic resources. The data were then tabulated generating indexes that could be visualized on the map with indicators, drawn up for each coastal municipality.
CHALLENGE
IN COP22, HELD IN MARRAKECH, PERNAMBUCO ARTICULATES INNOVATIVE PARTNERSHIPS Pernambuco’s Environment and Sustainability Secretary, Sérgio Xavier, presented a program at COP22 to attract sustainable solutions to set up innovative business arrangements in the State. Several global companies in the electric vehicle, solar power, internet of things, sharing applications and energy storage have already confirmed their participation
Following the Paris Agreement (COP21), al-
reducing inequalities. Transforming the Fer-
ready ratified by more than 100 countries,
nando de Noronha Island into a sustainable
which formalized targets to reduce greenhou-
management model and new collaborative busi-
se gas emissions, the UN Climate Conference
nesses – interconnected and with low carbon
– COP22, held in Marrakech – in November,
emissions – is one of the objectives of the
discussed mechanisms to enable practical ac-
partnership.
tions. Rapidly developing a new low-carbon economy is a major challenge.
The action is part of the Global Leadership Memorandum of Understanding – signed in 2015
In tune with the opportunities of this sce-
by the governor of Pernambuco, Paulo Câmara
nario, the Government of Pernambuco, repre-
and the governor of California, Jerry Brown
sented by the Environment and Sustainability
along with more than 170 sub-national go-
Secretary, Sérgio Xavier, presented at COP22,
vernments, which make up a large network of
in Marrakesh, a program to attract sustaina-
governments committed to building a new low-
ble solutions to set up innovative business
-carbon economy.
arrangements in the State. The program is
“We are formulating innovative arrangements
integrated with the partnership established
that serve as a sustainable development mo-
among the State Government, the Government of
del for Fernando de Noronha, but that can be
California and the Consulate General of the
replicated elsewhere and on a large scale,
United States in Recife to develop technical
considering the global challenges of redu-
cooperation actions and disruptive business
cing greenhouse gas emissions that pollute
prospecting that are aligned with the global
our atmosphere and cause climate change”,
objectives of combating climate change and
highlights the Secretary, Sérgio Xavier.
PHOTO: EKATERINA POKROVSKY
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CHALLENGE
18
CHALLENGE
“
We are formulating innovative arrangements that serve as a sustainable development model for Fernando de Noronha, but that can be replicated elsewhere and on a large scale Sérgio Xavier, Pernambuco’s Environmental and Sustainability Secretary
The Program seeks to promote international cooperation actions to attract the best practices, businesses and sustainable technologies to Pernambuco and, especially, to the Fernando de Noronha Island, transforming the site into Brazil’s first carbon neutral Mobility
territory. The idea is to prospect companies
truction:
(electric
and
shared),
to develop innovative products and services
Water, Recycling (selective collection and
aligned with a low carbon economy for the axes
circular economy), Retrofit (green architec-
of mobility, energy, waste, water, systemic
ture), Renewable Energy (including biofuels)
management, education, soil, architecture and
and Systemic Management (new integrated pu-
urbanism. The focus is to transform Noronha
blic management tools in the Network).
into a living laboratory for sustainable so-
Each platform is developing practical in-
lutions that can be replicated in other parts
novations in its production chain as well as
of Brazil and the world. The project will also
having an Innovation Council, composed of all
be expanded to Recife and semiarid municipa-
partners (companies, governments, NGOs, aca-
lities, a region that will suffer most from
demia) and guests (innovative) to connect and
the impacts of global warming.
consolidate the ideas to be implemented. The government encourages the arrangements,
INTERCONNECTED PRODUCTIVE CHAINS
but the idea is to make private partnerships and investments viable, creating sustainable
“The program encourages the creation of in-
market solutions, without the need to use pu-
novative arrangements, promoting a new lo-
blic resources.
w-carbon interconnected economy, deploying
After implantation in Fernando de Noronha,
and testing unprecedented business models.
the next step is to replicate the model on a
We’re
governments,
larger scale in Recife and other cities. Also
such as California’s, research institutes,
planned is its use in other islands and places
NGOs and society to jointly create disrupti-
of great environmental and tourist relevance.
ve models for an economy with less environ-
The participation of companies with global
mental impact”, explains Sérgio Xavier.
presence will facilitate exporting the ‘Made
integrating
companies,
Six integrative platforms are under cons-
in Pernambuco-California’ models.
PHOTO: SANDRA MORAES
CHALLENGE
ELECTRICAL AND SHARED MOBILITY The mobility platform has advanced the most.
wledge and changes in individual and collec-
vehi-
tive attitudes. Therefore, the plan considers
cle manufacturers, internet of things pro-
the community’s involvement fundamental and
viders, solar-generating companies, battery
counts on environmental education actions and
manufacturers, sharing applications, finan-
collaborative-creative workshops”, emphasi-
cing banks, rental companies and a network
zes Sérgio Xavier.
It’s
already
integrating:
electric
of partners that will be connected, offering interconnected services. The companies that
BIOFUELS
are part of the mobility platform will be announced in 2016.
In the bio-energy area, among other planned ac-
The next cooperation steps will be built
tions, investors and airlines are being sought
collaboratively with the people of Noronha,
to support the implementation of a Pernambuco
Recife and other places where the program
platform for aviation bio-kerosene production.
will be implemented. “After integrating the
With large-scale production, required to meet
companies and interested partners, and before
a growing international market, all flights
establishing the actions, we’ll hold meetings
to the Island could use the “green” fuel and
with various sectors representing Noronha’s
thus reduce CO2 (carbon dioxide) emissions,
population for a purposeful debate aimed at
currently responsible for 54% of the total
improving and implementing the ideas, con-
emitted by the economic activities of the ar-
sidering that the success of the new models
chipelago. Other actions planned for reducing
depends directly on the people’s involvement.
emissions foresee investments and research to
Energy efficiency, rational water use, was-
increase the renewable energy matrix, elec-
te recycling, shared mobility, applications’
tric car circulation, production of sustaina-
use, new land use methodologies and retrofit
ble applications and technologies, as well as
of old structures require access to new kno-
the use of the internet of things.
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20
CHALLENGE
NEW PATHS FOR CLEAN ENERGY Energy is at the center of answers for the new low carbon economy. With government support and investment from the private sector, new energy and micro-generation sources start to become a reality
Pernambuco is already considered a leadin-
tall photovoltaic panels, PE Solar foresees
g-edge state in developing the renewable
attracting up to 150 new users, which would
energy production chain. In 2013, it was a
represent a 30% growth in the user base. “Our
pioneer by launching the country’s first so-
state has earned a prominent position in the
lar energy auction, promoting an equipment,
national electricity sector in recent years,
technology and knowledge chain focused on
particularly with regard to clean energy.
renewable energy. Currently, it has positio-
Today we have a consolidated chain, ranging
ned itself in the still little explored seg-
from equipment production to actual power
ment of micro-generation along with advances
generation”, affirms the Economic Develop-
to consolidate itself in the position as the
ment Secretary, Thiago Norões.
clean-energy generating State.
The initiative has placed Pernambuco in
One of the tools in this journey is the PE
alignment with the national scenario. Accor-
Solar Program. Launched in 2015, the project
ding to data from Aneel – National Electric
promotes micro and mini-scale solar power
Energy Agency – as of September of this year
generation for self-consumption by micro,
Brazil has already surpassed the mark of
small and medium companies, making enterpri-
five thousand connections of micro and mini
ses more sustainable and competitive. With
power generation. The number may seem small
investments from Banco do Nordeste (BNB),
compared to the millions of consumers the
providing a specific financing line to ins-
country has, but it represents a major ad-
PE SUSTAINABLE The Government of Pernambuco took a big step in setting up a clean energy generation matrix by launching, in 2013, the first solar energy auction in the country, stimulating the equipment, technology and knowledge chain for renewable energy. Enel Green Power’s Fontes Solar I and II project, inaugurated in Tacaratu, in Itaparica’s hinterland, has an installed capacity of 11 MW. The photovoltaic generation park is connected to an 80 MW wind power plant. Together, they are the first Brazilian hybrid wind-solar park, capable of generating 340 GWh per
year, enough to supply 250 thousand homes. The energy generated by the photovoltaic park will prevent the emission of more than 5,000 tons of CO2 into the atmosphere each year. While the Fonte dos Ventos Park is composed of 34 turbines and an investment of €$130 million. The park was Enel Green Power’s first wind energy investment in Brazil and reduces CO2 emissions by 126,318 tons. In August 2015 two more contracts were signed for the delivery of 50 MW by the companies Kroma Energia and Cone. The solar parks represent an investment of R$200 million and will be installed in the city of Flores, Pajeú hinterland.
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FOTO: MAJECZKA
CHALLENGE
vance when measured against the same period last year when the figure was just over a thousand connections. Using the sun’s energy for specific purposes can already be seen practically in the Suape Highway Complex, in the toll highways PE-009 and VPE-052. Administered by the Rota do Atlântico Concessionaire, the power source is used to ensure the uninterrupted operation of the high-ways’ traffic safety cameras. Off-grid photovoltaic systems – autonomous, without connection to the local network
–
are
responsible
for
generating
about 1.3 kWh per day; however, the cameras only consume on average 0.3 kWh per day. The energy that isn’t consumed is stored in the battery banks to ensure systems’ autonomy on days without sunshine. According to the concessionaire, the return on the investment made will be in 10 years. Since, on average, photovoltaic panels are used for up to 25 years, the company envisions 15 years of savings in energy bills. “Especially in the Northeast, with a high incidence of solar rays, we have an energy source that needs to be potentialized”, says the president of
Rota do Atlântico, Elias Lages.
POWER THAT COMES FROM THE WINDS According to a survey conducted by the National Electric Energy Agency (Aneel), 29 wind farms located in the municipalities of Paranatama, Araripina, Poção, Macaparana, Venturosa and Caetés operate in Pernambuco, generating 595.3 MW. Another ten should start construction, with forecasted production of 272 MW. The share of wind energy in the state’s energy matrix reached 15%, with the start of operations of the São Clemente Wind Complex, located among the municipalities of Caetés, Venturosa, Pedra and Capoeiras. Considered one of the sector’s largest projects in Brazil, the complex had investments of R$ 1.2 billion from the company Casa dos Ventos. It consists of eight wind farms and 126 wind turbines. The complex is capable of supplying 550,000 homes, corresponding to 8% of all consumption in Pernambuco. The Ventos de Santa Brígida Wind Complex, located among the municipalities of Caetés, Paranatama and Pedra, in the Hinterland of the state, is formed by seven parks with installed capacity of 181.9 MW. The energy generated can supply 350 thousand housing units per year. Its operation will avoid annual emissions of 300 thousand tons of carbon dioxide into the atmosphere. Pernambuco’s wind farms have also attracted two service centers from GE Wind, the wind power subsidiary of the multinational General Electric (GE).
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CHALLENGE
“
Our state has earned a prominent position in the national electricity sector in recent years, particularly with regard to clean energy. Today we have a consolidated chain, ranging from equipment production to actual power generation Thiago Norões, Pernambuco´s Economic Development Secretary
sides a network structure of suppliers, proFor Leonardo Leão, CEO of Bluesun Brasil and
ducts and services. Even more challenging, but
president of the supervisory board of the Per-
having an equal positive action in reducing
nambucan Solar Energy Association – APESOLAR –
emissions and combating climate change, wind
micro-power generation is a viable alternative
energy micro-power generation faces obstacles
for securing electric energy in regions such
starting from the lack of consumer knowledge.
as Pernambuco’s hinterlands. “In the State,
The Windservice company, from Pernambuco, has
the worst solar production area is twice the
signed a partnership with the American company
best area in Europe. We believe that the nor-
XZERES to develop the Brazilian wind genera-
theastern hinterlands can become an important
tion market. “Unfortunately there are very few
energy matrix in the country with assistance
discussions about wind micro-power generation,
from the sun”, he affirms. However, while ex-
we’re working to develop this market both in
pectations couldn’t be better, Leo points out
the Northeast and in the entire country”, says
that access to attractive credit lines and
Alexandre Almeida, CEO of the company, the
dissemination of social, economic and environ-
country’s exclusive dealer of the American te-
mental benefits are the major challenges for
chnology. The executive explains that the Nor-
expansion of this type of generation. To over-
theast is a highly promising region for the
come these obstacles, the company has created
sector, having good horizontal wind possibili-
its own financing line to reach the final con-
ties, with up to 50 meters high and up to 9m/s.
sumer and ensure business expansion.
“The region has a very large market potential.
To circumvent this problem, the Government of Pernambuco, through PE Solar, has secu-
We believe that in the short and medium term it will be a reality throughout Brazil”.
red investments of R$ 5 million from Banco
The company already has 2.4 kW turbines
do Nordeste – BNB – for a specific financing
installed at Cupe Beach, in Porto de Gali-
line for photovoltaic panel installation, be-
nhas, and on the Island of Fernando de Noronha. Now, it plans to set up a distribution center
in
Pernambuco
with
investments
of
R$24 million, to attend the Northeast market and then import into South America turbines of 2.4, 10 and 50 kW.
CHALLENGE
Programa Compesa Conexão Cidadã Projeto Casa Verde Compesa
Projeto Florestar – Viveiros Educadores
Sustentabilidade. Faz parte do nosso DNA. Para uma empresa que tem a água como matéria-prima, cuidar do meio ambiente não é só obrigação: é parte do seu próprio negócio. A Compesa desenvolve ações e projetos com foco em desenvolvimento sustentável e socialmente responsável.
Projeto Florestar – Viveiros Educadores Capacitação de alunos de escolas públicas e privadas como viveiristas florestais para arborização de espaços públicos. Um milhão de mudas de árvores serão plantadas até 2018. Projeto Casa Verde Compesa Cursos, oficinas e palestras com foco na educação socioambiental. Sensibilização através de um processo educativo transformador. Programa De Bem Com a Rede Melhoria na prestação dos serviços e redução dos índices de desperdício por meio do fortalecimento do relacionamento da Compesa com os públicos atendidos. Programa Compesa Conexão Cidadã Inclusão social por meio de ações culturais, esportivas e de responsabilidade socioambiental.
24
CONNECTION
THE FOURTH REVOLUTION There are no more doubts: the internet of things will soon be present in the daily life of the entire society. Creative, practical and efficient solutions will eliminate the distance between the physical and the digital world. These are connections that go beyond daily life, having already reached new management models that will redirect the future.
T
The world we live in is undergoing a revolution. Day after day, new technologies come to leave their mark on our society. And they go beyond entertainment: today, they’re part of
our lives and, increasingly more, of management models that redirect the planet’s future. The internet is the engine of this revolution – and the gears that will provide solutions to the complex problems of our era are turning. For approximately 20 years, the internet has been part of people’s
CONNECTION
lives. Until then, it could only be accessed by computers and, in a way, it was impossible to imagine its true potential. It has also been during this time that the Internet of Things concept has begun to emerge in universities, already with a new way of thinking about technology use: why not provide connectivity, intelligence and autonomy to objects that, until then, had not been thought to be connected, such as cars, refrigerators and the like? “The Internet of Things is an ecosystem that is expanding to become the Internet of Everything. If the Internet of Things is a network between objects that weren’t connected, in the
PHOTO: JAMESTEOHART
Internet of Everything we have these same objects interacting with the data analysis system and other systems connected to people and plants, for example”, explains the consultant from Tendências do Porto Digital, Jacques Barcia. “In Israel, for example, some farms are already fully connected and it’s possible to know, in real time, what’s happening in the plantations and consequently, make predictions about what that harvest will look like and how even greater performance can be achieved”, he says. “This concept refers to a set of new technologies that are aggregated to industrial machinery, among them digital manufacturing, with 3D printers, but mainly it refers to automation, robotics, connectivity and intelligence”, explains Barcia. An example: imagine a mechanical lathe that is endowed with intelligence via software that not only controls the lathe’s speed and direction but also monitors its energy performance and when it will require maintenance.
25
26
CONNECTION
CITIES The Internet and technology are chan-
-making. In the United States, for exam-
ging the relationship model between go-
ple, the platform can identify influen-
vernment and citizens and, in some ca-
za outbreaks up to two weeks in advance.
ses, influencing the management model
“We see this interaction between new
of cities. Infrastructure is the first
technologies and society in a way that
item to be impacted by hyper-connec-
depends on how mature the society is to
tivity. In New York, for example, te-
receive it and make use of it, incorpo-
lephone booths have been replaced by
rate it into the routine”, ponders the
Internet access totems offering Wi-Fi
founder of Epitrack, Onício Leal.
connection for free. In Pernambuco, the
“Technology is the main pillar of the
Recife neighborhood has an audio moni-
new economy”, agrees the co-founder of
toring system that recognizes gunfire
the Colab.re platform, Gustavo Maia, a
sounds, cameras connected to the city’s
network in which the citizen points out
public security network and intelligent
the city’s problems, proposes solutions
traffic lights.
as well as evaluates public management
Another example: founded in 2009 in
from an application of the same name.
the United States, Uber is a company
“We will observe the increase of ini-
that’s
the
tiatives where technology will be the
world moves. In a short period of time,
revolutionizing
the
way
great engine to bring more collabora-
the company has had a positive impact
tion among people - by reducing the dis-
on transport networks. In Paris, about
tance and the flow of communications;
65% of the trips made by the applica-
allowing exchanges to happen while peo-
tion start or end up within 200 meters
ple are on the move; making the social
of subway stations. In Frankfurt, this
be an important part of relations”, he
index reaches 49%. “People have thought
details.
of other ways, with other means to get
The political sphere will be one of
around the city”, explains Uber’s di-
the most affected by the new stage of
rector of Communication in Brazil, Fá-
technological and economic development
bio Sabba.
that the world faces. “Previously, the
Created in 2013, Epitrack uses techno-
maximum access that we had for colla-
logy to identify areas at risk of epi-
borative management were in condominium
demics. The data obtained are passed on
meetings”, analyzes Carla Link, from Co-
to governments, streamlining decision-
letivo Ocupe & Abrace, who studies urban
PHOTO: JAMESTEOHART
CONNECTION
and cultural solutions to improve life of the Pompeia district, in the city of São Paulo. “What we’re going through now is a remodeling moment of political systems, but mainly of political participation”, she defines. For Gustavo Maia, from Colab.re, relations between institutions will be closer and will modify the whole so“Technology
ginning to the end of our lives, inter-
enables greater transparency, proximity
fering with virtually everything around
and fluidity of communications. There
us. It will become increasingly easier
are no longer asymmetries of informa-
to use these instruments”, points out
tion that previously guided many of the
Belfort. “Every individual will be te-
relationships between companies, peo-
chnologically enabled. And because of
ple and governments. Leadership beco-
this, he can individually impact the
mes more ephemeral and more fragile,
world more forcefully.”
cial
organization
chain.
creating more horizontal organizational
Jacques Barcia’s expectation, by the
models, with much autonomy and indepen-
way, is that in the next ten years, a new
dence for its members”, he believes.
type of citizen will become responsible
For Rui Belfort, director of new busi-
for changes in the cities: the maker.
ness at Bemind, Porto Digital startup,
“He will be a digital native, who likes
no moment of our daily lives will be
the city where he lives and who will use
offline. “Technology is and will be, in-
digital tools and digital manufacturing
creasingly more, available from the be-
to make the city more connected.”
27
28
PUBLIC POLICIES
THE VALUE OF GREEN
Payment for Environmental Services (PES) is emerging in Brazil and in the world as a way to stimulate preservation. Pernambuco has already adhered to the practice
H
How much is a preserved forest worth? The question – let’s face it – is difficult to answer. When we try to put a certain value on nature, we usually take into account what it can offer us directly, such as the wood that can be extracted or the use of areas for agricultural activities However, this logic has been changing with the adhesion of several countries and states to the so-called Payment for Environmental Services (PES). Within this new perspective, our preserved forest mentioned in the beginning of this text means much more than just the wood that can be extracted and sold. Within it, there is the source of the oxygen we breathe, the maintenance of biodiversity and the quality of the soil and the water we consume. The “services provided” by nature need to be taken into consideration by landowners before deforesting areas that need to be preserved. But for this, it’s necessary to transform preservation of these areas into something financially more attractive than their exploitation.
PUBLIC POLICIES
This is where PES comes in – an initiative
their exploitation. This is where Payments
that is gaining more and more supporters in
for Environmental Services come in. The pro-
the world and in Brazil. In Pernambuco, for
posal also acts as a way to avoid the pressu-
example, the state government, through the
re of agriculture on forests”, explains the
Environmental and Sustainability Secretariat
Environmental
(SEMAS) and the State Environmental Agency
of Pernambuco, Sérgio Xavier.
and
Sustainability
Secretary
(CPRH), created Law No. 15.809/16, sanctioned by Governor Paulo Câmara, establishing a Sta-
PERNAMBUCO ADVANCES IN PROTECTING
te Policy on Payment for Environmental Ser-
THE ATLANTIC FOREST
vices (PES). The project, conceptualized by
Besides the Payment for Environmental Servi-
SEMAS, aims to encourage a new environmental
ces (PES) Policy, the State of Pernambuco has
services economy, providing financial bene-
advanced increasingly more projects related
fits for property owners who create Private
to the conversation of natural resources. In
Natural Heritage Reserves (RPPNs - acronym
the last five years, with the creation of the
used in Brazil) or develop projects that ex-
Environmental and Sustainability Secretariat
pand ecosystem protection. To implement the
(SEMAS) and the strengthening of the State
new policy the State Fund for Payment for En-
Environmental Agency (CPRH), there was a 122%
vironmental Services will be used, which will
growth in the total protected area of Per-
have an initial contribution of R$5 million.
nambuco’s Atlantic Forest. Greatly contribu-
In the rural environment, where maintaining
ting to this increase was the creation of new
preserved areas is generally considered as
Conservation Units - CUs (Bita and Utinga in
a loss by some producers, projects such as
Suape as well as Sirigi Forest and Água Azul
the PES generate some apprehension. However,
Forest in the municipalities of São Vicen-
for many experts, payment for environmental
te Ferrer, Timbaúba, Vicência and Macaparana)
services is one of the most efficient ways to
and also expansion of old CUs, such as Dois
encourage
sin-
Irmãos Park which had its forest area prac-
ce it innovates by reconciling preservation
tically tripled (from 384 to 1,158 hectares)
with income generation. FAO (Food and Agri-
and the Engenho Uchoa forest, in Recife, which
culture Organization of the United Nations)
had its area expanded from 20 to 171 hectares.
has published a report in which it advocates
To further advance the positive indica-
PES as the main way to avoid the pressure
tors, the state secretary, Sérgio Xavier,
of agriculture, which tends to increase more
signed a partnership agreement with the SOS
and more on forest areas. “It’s necessary to
Mata Atlântica Foundation to enable elabora-
transform preservation of native areas into
tion of Municipal Plans for the Protection
something financially more attractive than
and Recovery of the Atlantic Forest, in ac-
environmental
preservation,
29
30
PUBLIC POLICIES
cordance with Federal Law 11.428/2006 (Atlantic Forest Law). In Pernambuco, more than 50 municipalities are in areas where this Biome occurs. “We’re articulating the drafting of these Plans by Watershed Basins, seeking to integrate protecting the forests and our rivers, simultaneously. There’s water, only where forest exists”, emphasizes Xavier. With the new plans, native
PES around the world
forests located near river basins can be trans-
Costa Rica The government has created a financing mechanism based on a fund –FONAFIFO – financed by a tax on fossil fuels, to compensate rural landowners who conserve and restore the native forest.
was signed at an event sponsored by the SOS Mata
Mexico The SCOLEL TE project uses the sale of carbon credits on the Chicago volunteer exchange (CCX – Chicago Climate Exchange) to finance agro-forestry efforts that reduce greenhouse gas emissions. The project is being jointly managed by the Edinburgh Centre for Carbon Management; (ECCM) and by the Mexican cooperative AMBIO.
Protection and Recovery of the Atlantic Forest
France The goal is payment to forest owners, improvement of agricultural practices and reforestation of aquifer recharge areas in dairy cow farms, located in the upper basin area and forest owners. Approximately US$230 was paid per hectare per year for seven years. The group found that it would be cheaper to invest in land conservation around their aquifers than to build a filtration plant to address water quality issues.
private conservation units, where the owner as-
United States The City of New York makes investments in agricultural properties 200 kilometers away, to ensure the quality of water consumed in the city. For New Yorkers it’s advantageous to pay farmers for the environmental services they provide for supplying clean, pure water. New York doesn’t have a treatment plant, just a filtering station. For every dollar invested in preserving the environment, New York has saved seven in relation to conventional water treatment. For 19 years the population of the city has been paying for the environmental services of farmers.
formed into Conservation Units. The agreement Atlântica Foundation in Rio de Janeiro, which brought together representatives from 17 states and the Environment Minister, Sarney Filho. In addition to the Municipal Plans for the (PMMA), new projects are already under way to increase the protection of the Atlantic Forest in the municipalities of Pernambuco wherever there is the presence of mangrove or sandbank biomes. SEMAS will launch in the second half of this year a state program focused on creating Private Reserves of Natural Heritage (RPPNs) – sumes a conservation commitment through public recognition. Currently, there are 12 state RPPNs in the Atlantic Forest, recognized by the State Environmental Agency – CPRH. In the Suape Complex, the Forest Nursery has more than 1.6 million seedlings already planted in the territory. The site – where former governor Eduardo Campos, in June 2012, started the Atlantic Forest Recovery Program – received a visit from Governor Paulo Câmara and Secretary Sérgio Xavier last June for the inauguration of a commemorative plaque in honor of Eduardo Campos. The first seedlings of the thousand one hectare of the reforestation complex were also planted.
> Payment for Environmental Services
(PES) appears in Brazil and in the world as a stimulus to preservation. Pernambuco has already started
PUBLIC POLICIES
31
32
INNOVATION
INNOVATION
TECHNOLOGIES: ALWAYS, FOREVER BY SILVIO MEIRA1
T
The myriad of technologies that our species uses characterizes us as humanity – for many tens of thousands of years. In many ways, such concepts as humanity and technology are inseparable, as if the words were synonymous. Especially because they were the ones that gave us a sustainable and definitive competitive advantage over all other candidates to lead life on the planet – for good or evil (in a large part, particularly in the last 200 years, for evil). This evil is due, mainly, to the trail of destruction caused by the heavy use of primary technologies on a large scale and with dramatic side effects. Right now, one thing seems clear and certain: to have a “there in the future” to discuss errors, successes and learnings from here in the past, it’s necessary and urgent to make sure that there is real, balanced and sustainable development. Supporting this are the ICT, in-
PHOTO: ALCIONE FERREIRA
formation and communication technologies, at the moment entering the decade of things, the fifth wave of innovation (which is highly compact). Nowadays chips are everywhere, bringing with them the potential to computerize and connect each silvio@meira.com boletim.de/silvio; twitter @srlm
Professor Emérito do Centro de Informática da UFPE, Professor Associado da FGV DIREITO RIO, Presidente do Conselho do PORTO DIGITAL e Chief Imagination Officer da IKEWAI.com.
[1]
existing object on the planet, from shirts and glasses to refrigerators and doors. Such objects, connected and measuring their universe, will generate an immense amount of data about their behavior and context and, on the other hand, can receive small missions to complete (commands), such as setting a lamp to go into sleep mode be-
33
34
INNOVATION
cause nobody needs it on. A city like Recife
nents, equipment and systems depend on heavy
has more than 120,000 streetlights, many with
metals and rare earths, but the use, reuse,
multiple light bulbs. How much energy would
recycling and disposal present serious chal-
we save if the lights had motion sensors and,
lenges. Many of the current systems, used
in unison, the lighting followed those who
globally by billions of people and millions
needed it?
of organizations, are services that rely on
Another example: precision agriculture is
data centers, an essential part of global
one of the next systems where ICTs will be as –
computing and communication capacity, which
or more – important than the earth and seeds.
have a significant dependence on energy ge-
From the satellites and the processing of their
nerated from coal. It’s estimated that such
images (whose level of detail and diversity
centers, where the data, that we and all our
increases dramatically while at the same time
things use, are stored and processed, have
the cost falls at the same rate) to forecas-
consumed no less than 415 TWh in 2015, about
ting the weather, increasingly instrumented
40% more than England, the world’s fifth lar-
by a greater number and more diverse sensors,
gest economy. This represents 3% used by the
everything has each time more ICTs, used in an
planet’s economy in 2015 and 2% of all gree-
ever more effective and efficient manner. The
nhouse gases. And the forecast is for a two
new green revolution is digital and it’ll have
to three times larger consumption by the end
an even greater impact than the first, because
of the next decade¹.
it’ll affect the entire food life cycle, from
Always and forever, technology and hu-
well before planting until well after consump-
manity are and will be synonymous. The great
tion – creating new global value chains in each
challenge, from now on, is to make use of much
square centimeter of the Earth.
more information, computerization and automa-
But there are problems: by far, there’s
tion, generate more desired results and fewer
the impression that digital is environmen-
unwanted side effects than any other type of
tally clean, but this is definitely not the
technology has generated up to now, in our, at
case. Not only does the production of compo-
the same time long and short, history
“
Quanta energia economizaríamos se as lâmpadas tivessem sensores de presença?
Global warming: Data centres, The Independent, 23/01/2016 edition, ind.pn/1pHY0gq.
[2]
36
ECONOMY
HOPE COMES FROM THE SUN by Linda Murasawa
N
No nation is safe if it fails to take full
solar radiation. A resource that, unlike wa-
advantage of its energy production poten-
ter and wind, is abundant in any part of the
tial. Brazil is proof of this: unmatched in
national territory, throughout the year. The
the availability of resources, it coexists
sun, our Star-King, needs to be considered in
with a growing threat of energy shortages.
this quest to find solutions to the crisis.
Water scarcity is the most visible face of
Some of the world’s leading specialists in
the coming crisis. In São Paulo, there’s al-
renewable energy — the Brazilians Luiz Pin-
ready a lack of water for industries and even
guelli Rosa, Emilio La Rovere, Ladislau Do-
for agricultural production. This is a threat
wbor and the French Ignacy Sachs — have as-
to the economy and food security in the state
sessed how much natural light can contribute
that accounts for 30% of the national wealth
to our energy matrix. In a theoretical exer-
production. And the drama is repeated on a
cise, they calculated what would happen if
national scale. Floods in the North contrast
we installed photovoltaic panels in an area
with the agony of the hydroelectric reser-
equivalent to that which would be flooded if
voirs of the South/Southeast.
we took advantage of the country’s entire
Water, from being a solution, appears to
hydroelectric potential. The 142,000 square
have become a problem — originating from fo-
kilometers of panels would generate 15 tril-
rest deforestation, which affects the climate
lion kWh/year, equivalent to 20 times the
and forces us to use polluting energy sour-
estimated hydropower potential.
ces, closing the vicious circle.
Silicon photovoltaic panels produce, ins-
The only way is to diversify our energy
tead of heat, electrical energy. Whether in
sources. We have commendable initiatives see-
a concept of centralized generation (in the
king more autonomy and security, but no so-
form of solar farms) or micro-generation (re-
lution sustains itself on a single generation
sidences and companies), they can even return
modality. The good news is that Brazil is
surplus energy to the conventional electri-
showing signs of having found, in sunlight, a
city grid. This is what happens, for example,
viable alternative to its energy matrix.
in Denmark, Spain and Germany. In the latter
Our country has the second largest incident
country alone, photovoltaic energy is ins-
ECONOMY
talled in 2.5 million homes, with a capacity
The first reserve energy auction of 2015, sche-
close to three Itaipu power plants, with 38
duled for August 14, will exclusively contract
thousand MW per year.
photovoltaic sources. The tender can stimulate
With the right policies, the timeframe to
the arrival of large suppliers, but the energy
make the solar alternative in Brazil viable
contracted will only be delivered in 2017. We
should not be a problem. Let’s take the Ameri-
can have, and should want, the benefits of pho-
can example. One of the few countries with more
tovoltaic generation in the near future.
than 10,000 MW of photovoltaic generation, the
Depending on the equipment commercialization
United States has installed 83% of this capa-
model and the sale of surplus energy, it’s pos-
city in the last three and a half years. With
sible to think of photovoltaic panels as a gua-
economies of scale, the average cost dropped
rantee to supply all corners of the country,
from US$6 to US$4.25, in residential projects,
especially rural areas. Brazil, with its immense
and only US$3 in industry. A pool of installa-
agrarian potential, has in solar generation a
tion companies was created, and it was ensured
pathway to new productivity levels.
that the equipment cost could be deducted from Income Tax returns until 2016.
We must improve the financing models that, combined with good incentive policies, can allow
Here we have an abundance of the main raw
the savings on the electricity bill alone to pay
materials for photovoltaic energy – sun and
the loan’s installments, enabling large-scale
silica —, however the technology still doesn’t
residential use. Credit lines for photovoltaic
exist in the national territory. As a result,
system installation, available since the end of
the average photovoltaic panel installation
2013, will allow complete amortization of the
cost in a residence is still high. In general,
investment beginning from the eighth year, ac-
it exceeds R$40 thousand.
cording to the project.
The Brazilian legislation has already allo-
The financial sector’s role goes even further.
wed for the “feedback” of energy to the grid
It can be decisive to stimulate attracting large
and the use of credits for the surplus genera-
equipment manufacturers to Brazil. In addition
ted since December 2012, when Resolution 482
to medium and long-term credit, the sector has
of the National Electric Energy Agency was
access to various capital market mechanisms.
published. Despite this, the infrastructure in
The list of tasks and alliances seems extensi-
most cities is still far from the intelligent
ve, but it’s feasible. Given the initial steps,
systems deployed in other continents — a good
the conjunction of the need for energy alter-
example of the so-called smart grid is the
natives with the benefits of solar energy will
Seville Platform in Spain, which serves 180
be enough to illuminate this new pathway to the
thousand homes.
future.
Our challenge is to bring here the necessary know-how for local production of panels, train the workforce to manufacture and install the panels in homes and develop the necessary initial stimuli chain to scale up and give commercial viability to the modality.
Linda Murasawa is the executive superintendent for sustainable development at Santander
37
38
ECONOMY
REINVENTION THAT WORKED How the need for a raw material has resulted in an environmental project of surprising scope
W
www.asanet.com.br
When soybean dregs (a residue from the pro-
in cash, to the Institute of Integrative
duction of food oil) started being used in
Medicine Professor Fernando Figueira (IMIP)
biodiesel generation tests in 2008, the com-
in Recife. Then another difficulty arose.
pound became scarce and represented a problem
“Our next step was to understand how we would
for the ASA group. The residue served as raw
be able to do this collection. At the time
material for Bem-te-vi bar soap, a product
no one talked about this, so we went after
with a history and great market acceptance,
finding out ways of how to reach out to com-
and it became necessary to find a replacement
panies and people and raise awareness”, ex-
fast, so that this didn’t disrupt the item’s
plains the industrial chemist Flávia Moura,
delivery to consumers. They found the source
ASA’s manager of Quality, Development and
for what they needed in cooking oil, and this
Social-Environmental Responsibility.
discovery gave rise to what would become one
The first action they took was to con-
of the sustainability programs, developed by
tact schools, understanding that the best
the private initiative in Pernambuco, with
way to educate adults would be to take this
great recognition in the state.
instruction to their children. Through part-
Since the habit of pouring cooking oil
nerships with Recife’s public and private
into the sink’s drain is a problem, both
school systems, the company began discussing
for being highly polluting and for clogging
the environmental importance of avoiding oil
sewage networks, the company decided to com-
disposal with students, mostly in elementary
bine two purposes: collect already used oil
school. “And all the schools we talked to
and, as an incentive, for every liter dona-
were interested in the subject and started
ted, the company would also make a donation,
collecting oil for the project. Students and
ECONOMIA ECONOMY
39
“
The population’s acceptance was so great, people were so interested in donating oil, that it turned into a service provision. We had to create conditions for everyone to participate Flávia Moura, Manager of Quality and Sustainability of the ASA Group celebrates that the project has already prevented more than 5.5 million liters of oil from being discarded in nature. +55 81 3073 5066
mundolimpovidamelhor@asanet.com.br
teachers were very enthusiastic about the
in avoiding clogs and water pollution, the
opportunity to help prevent environmental
agency
damage”, recalls Flávia. “As some teachers
most of its offices.
has
installed
oil
collectors
in
work in more than one school, the initia-
“Our initial idea was to collect oil
tive began to reach other places without
just from large donors. It would be easier
us looking for them, and this generated
for logistics. But the population’s accep-
a spontaneous movement that continues to
tance was so great, people were so interested
this day.”
in donating oil, that it turned into a ser–
vice provision. We had to create conditions
ranging from restaurants to large compa-
for everyone to participate”, she explains.
nies and public agencies –, ASA was able to
Because of this, a telephone number already
solve an internal problem and still meet a
exists for those who want to know where the
socio-environmental demand. Without major
nearest PEV collection point to their house
investments, the project, which was na-
is (and it doesn’t stop ringing).
Now,
with
numerous
partnerships
med ‘Clean World, Better Life’, has Moura
The ‘Clean World, Better Life’, cur-
Batteries in Belo Jardim, and the Pernam-
rently, already reaches 47 municipalities
buco government as two of its main part-
of Pernambuco and also Fernando de Noro-
ners. “The Government, not only through
nha. There are more than 500 collection
the Secretariat of Education, which opened
points and 2,700 partners (of these, more
many doors for us, but also through other
than 350 are schools). In 2008, the avera-
Secretariats such as the Environment as
ge collection was 1,500 liters of oil per
well as Science and Technology, began to
month. In 2016, it was 80 thousand. More
include us in their events’ programming to
than 5.5 million liters were no longer
present our case”, explains Flávia. Ano-
discarded in nature and 85,000 people were
ther important partner for the project is
qualified in the training workshops. “The
Pernambuco’s Sanitation Company (Compesa).
great construction of this work is forming
As one of the most interested stakeholders
a network”, finalizes Flávia.
40
ECONOMY
WHY REPORT ON SUSTAINABILITY? by Marina Grossi and Tatiana Botelho
T
The sustainability report has been harshly
formation is the market’s oxygen. In today’s
criticized by both social and environmen-
world where intangible assets represent, on
tal groups as well as by its opponents. The
average, 80% of the market value of a publi-
most serious of convictions is related to the
cly-held company, disclosure of socio-envi-
instrument’s objective: “greenwashing”. That
ronmental performance becomes essential.
is, companies use the sustainability report
Companies should report their metrics on
to create a “green” image without actually
the assets they influence rather than tho-
improving their environmental performance.
se they control.
The question is whether the sustainability
faults, the reporting of social and envi-
report is a valid instrument. Everyone agrees
ronmental
that companies should inform, with transpa-
management of these assets. Once the data
rency and efficiency, their positive and ne-
and practices gathering exercise has been
gative socio-environmental impact.
completed, the company starts a surveying
Besides correcting market
information
boosts
the
business
There are even those who consider this in-
and monitoring process of such data, a step
formation as or more important than finan-
necessary to advance the business management
cial information.
and, consequently, its best performance. Un-
Information disclosure by companies is the
til the late 90s, the corporate sustainabi-
health base of modern financial markets. Ca-
lity report was virtually unknown. In just
pital cannot be wisely and securely allocated
under a decade, it has become a widespread
in companies that do not adequately report
practice among large companies and, nowa-
the risks to which they are exposed. The rea-
days, more than two-thirds of Fortune 500
son is simple: less information represents
companies publish sustainability reports.
less certainty for investors. Just as omit-
A major problem of the reports, however,
ted financial data led to millions in losses
is the lack of context, which results in
in the Enron scandal in 2000, BP’s investors
decision makers misunderstanding the infor-
faced losses of up to US$32 billion from the
mation. Today, a company finds it difficult,
company’s market value because they were not
for example, to measure and disclose their
informed about the risk of accidents. In-
efforts to reduce the consumption of a cer-
ECONOMY
tain natural resource. For the investor the
lecting carbon, water and forest data from more
added value that these efforts will bring to
than five thousand companies. With this, it
the company still cannot be seen. Additio-
brings to the market reliable and comparable
nally, with the lack of geographic informa-
past performance metrics and future strategy,
tion on the consumption of this resource,
seeking supply chain integration.
the government has no inputs to guide public
The second piece of news was the launch for
policies. Customers and consumers, in turn,
comments of the Integrated Reporting (IR) fra-
can’t compare the performance of this com-
mework in April. The IR seeks mainly a process
pany with that of the competition. And the
change, aiming to measure the gains and losses
chain of misunderstanding goes on.
in six capital flows: financial, manufactured,
The report is also unbalanced, with the
intellectual, human, social and relationship,
past occupying a much larger space than fu-
and natural. The main objective is to make ex-
ture plans and commitments. In this context,
plicit the value creation of the extra-finan-
neither investors nor consumers nor NGOs nor
cial aspects to the investors. Brazilian com-
partners can understand the company’s con-
panies such as CCR, Natura, Petrobras, BNDES,
tribution considering social and environmen-
AES, Itaú and Votorantim have already joined
tal issues.
this initiative with pilot programs.
It’s time to turn this game around and mea-
Finally, the new generation of Global Repor-
sure progress towards sustainability. This
ting Initiative (GRI) guidelines brought grea-
requires the use of real-world metrics, that
ter focus on materiality and a simple but revo-
is, to place companies in a larger context.
lutionary change in the scope of the reports:
To do so, one must consider metrics such as
companies should report their metrics on the
the planet’s limits, millennium goals and,
assets it influences instead of reporting on
in the near future, sustainable development
those it controls. In this context, it’s impos-
goals. Because a company won’t be success-
sible to talk about material issues without in-
ful when there is a socially fragmented en-
corporating the productive chain. When we bring
vironment around it, or an environmentally
suppliers and consumers to the discussion, it
irresponsible one. In the future, the com-
becomes difficult not to integrate sustainabi-
pany’s valuation should consider all forms
lity, not only with the financial sector, but
of capital in a balanced way: economically,
with all the company’s areas.
socially and environmentally. And the report
We believe these tools will help build equi-
plays a key role in this transformation: pro-
table and resilient economies, where companies
viding the market and society with a deci-
operate seamlessly with their supply chain,
sion-making tool. It should be understood as
markets, society and economies, and with the
easily as the financial statement.
planet. And that these instruments can better
Three major changes that have occurred this
encompass the entire corporate sustainability
year promise to revolutionize the way com-
complexity, promoting increasingly simple and
panies understand and report on sustainabi-
understandable reporting to all.
lity. Earlier this year, the Carbon Disclosure Project, now just called CDP, announced the creation of the world’s largest natural capital database. The CDP, which has the support of 722 investors, managing US$87 trillion in assets – that is, a third of the capital invested in the world – began col-
Marina Grossi is executive president of the Brazilian Business Council for Sustainable Development (Cebds). Tatiana Botelho coordinates the transparency and reporting initiative of Cebds.
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PARIS COLABORATION
W
COLLABORATIVE NETWORK AMONG NEIGHBORS IS SUCCESSFUL IN FRANCE by Sâmar Razzak
When the Frenchman Davi Rouxel decided to
for animals or water plants – and have the
create a collaboration network among neighbors
possibility to discover a number of existing
two years ago, he had two things in mind: to
services
create a small town atmosphere, where people
the group in which they’re in. Carpooling,
know each other and help each other, and ga-
storage space (very useful in cities like
ther in one place all collaborative services
Paris, where the apartments are very small),
available near each user. Within months, more
loaning objects or ads for services or events
than four thousand people were enrolled in the
that may be of interest to everyone.
and
sharing
opportunities
within
Mon P’tit Voisinage (My Little Neighborhood,
To participate, just register on the site,
in free translation), and soon afterwards the
by entering your personal data, address and
network won over all of France.
find out immediately if there’s a network es-
Currently, there are about nine thousand
tablished near you. Since this is a non-pro-
users, 2,500 volunteer ambassadors and 8,200
fit network based on spontaneous exchange, se-
networks spread out across the country. Just
curity is essential. Therefore, the site is
in Paris alone, there are about 500 groups of
concerned about collecting as much information
neighbors, with 17 thousand subscribers. For
as possible from each user to ensure that only
2017 the goal is to launch the concept abroad,
those who are really interested in participa-
mainly in French-speaking countries, such as
ting in the proposed concept join the network.
Switzerland, Belgium and Canada (Quebec). In
monptivoisinage.com
May of this year a cell phone application was
FINANCIAL AND ENVIRONMENTAL SAVINGS
launched to make life easier for users.
The basic idea is collaboration and conscious
The idea is simple: to gather, in one
consumption. Giving a ride to a neighbor or
place, all the possibilities to exchange col-
promoting collective purchases (of fruits
laboration services and opportunities among
and vegetables, for example), in addition
people living nearby. The goal is to offer
to substantial savings at the end of month,
concrete
people’s
reduces emissions of toxic gases into the
daily lives through sharing. Each registe-
atmosphere. For the site’s founder, the col-
red person offers what they want – donations
laborative system is the “green energy of
of objects or clothing, willingness to care
tomorrow.”
solutions
to
facilitate
PARIS COLABORATION
The site offers a virtual calculator to simulate the savings that a person living alone or a family could save by being part of a collaborative economy. From carpooling to group buying: it’s estimated that by adhering to the collaborative system, each person can save up to 500 euros per month. Besides the cash savings, the participant finds out the amount of CO2 which would no longer be released into the atmosphere due to more conscious behavior. By supporting carpooling, collective shopping and mutual assistance, a group of 100 neighbors can reduce CO2 emissions by up to 500 kilograms per year. AMBASSADORS WORK TO ATTRACT USERS The communication coordinator Veronique Bahuet is what the P’tit Voisinage network calls an ambassador – very active users who aim to attract participants to the network. She lives in Paris and is one of the group’s oldest members – she joined the service a few months after its creation. Veronique states that she has always wondered about the possibility of establishing a cooperation network among neighbors. “I live in a condominium that has more than 250 apartments and I always thought it would be interesting to take advantage of the large number of people gathered in one place to put in practice a network”, she says. At first, she thought of creating a website and tried to set up a network from scratch. But the amount of work discouraged her, since she already had a very busy routine. However, Veronique didn’t give up on the idea and continued doing research until she discovered Mon P’tit Voisinage. “I found the network to be simple, clear and it was what I was looking for”, she recalls. But for the system to work, she needed to raise interest around her. Veronique, with the site’s help, began distributing flyers and inviting neighbors as she met them in the hallways. Persistence and determination worked: today the network, created by Veronique, is one of the site’s largest and most active, with 108 subscribers. She said she’s already been asked to water plants, feed animals, among other things. “Each one proposes what they can do or states what they need. The idea is to facilitate people’s lives and discover that the solution to a momentary problem might be right next to us”, she explains. Besides exchanging assistance and services, the network established by Veronique managed to convince the condominium to provide a room where the group holds regular meetings, parties and has also set up a library. “The best thing is that, in addition to helping people and receiving help, I’ve managed to make true friends through the group”, she says.
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DIÁLOGOS
DIÁLOGOS
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DIÁLOGOS