Brands are understanding that sustainability is not a fad, but a real necessity, and that they must change the way they act to be profitable in a sustainable way. In this session Alvaro Almaida of Report Sustentabilidade discussed the challenges brands encounter in this context with several guests.
By Ale Kalko
These days, new consumer relations are shaped. Every act of buying is also a political act. It is through consumption that people have the power to reward or punish a brand, moderator Alvaro Almaida said. In Brazil, however, this form of persuasion through consumption is not much used. Financial and social issues were pointed out as a reason.
In the following discussion with independent consultant Tarcila Urcini and Cyrille Bellier (Utopies Brasil), it was stated that brands should develop lasting ethical relationships focused on preservation. This transformation seeks a better consumer connection and better care for the environment. Brands must take into account the environment and the impact on the community.
Designers and communicators should educate their clients on the importance of a sustainable profile and their practice should be consistent with this discourse. The engagement and actions of the company should be communicated to consumers. Consequently, consumers will become more conscious.
This all is a process of medium to long-term change that requires the involvement of companies, society and government alike. The latter, it was said, must develop stronger public policies of sustainability that both stimulate and control the actions of companies.
Top image, from left to right: consultant Tarcila Ursini, Cyrille Bellier (Utopies Brasil) and Alvaro Almaida (Report Sustentabilidade) / photo José de Holanda