Author name: Vitor Ferreira

Communicating a sustainability program (which most companies should be working on today) has enormous benefits. A well-crafted communication strategy can be a powerful tool, allowing companies to engage employees and drive internal change towards sustainability, while also sparking stakeholder interest in major sustainable goals. On the other hand, communication can help companies gain a competitive advantage, as their position on social and environmental issues sets them apart from competitors. Sustainability communication also assists in addressing growing challenges, such as new reporting regulations, declining consumer trust in brands, and increased scrutiny from investors. Today, the standard for companies is to communicate their sustainability progress. Consumers increasingly prefer sustainable brands, with one-third of consumers choosing to buy brands they believe have a positive social and environmental impact. Regardless of where companies operate, it is likely that governments, financial regulators, or stock exchanges will establish sustainability reporting rules and recommendations that will affect all companies. This trend is unlikely to reverse, so it is essential to understand that every company should not only start sustainability programs but also communicate and report on their efforts. By meeting mandatory or voluntary reporting requirements today, the company will be better positioned to respond to new regulatory requirements tomorrow. This inevitability is even more evident in the context of the EU’s Green Deal, focused on a more sustainable world and European leadership in driving that change. Simultaneously, a sustainability story is an excellent way to engage employees. Sustainability helps build employees’ sense of purpose and pride in what the company collectively achieves, motivating them to pursue its overall strategy. Moreover, it enhances the employer’s value proposition, making it easier to attract top talent, as people increasingly want to work for companies with a purpose beyond profit. In the U.S., 75% of millennial workers, when deciding who to work for, consider the organization’s social and environmental commitments, and around 66% refuse to work for a company without sustainable practices. It is crucial that our companies recognize they must not only initiate genuine sustainability efforts but also communicate this commitment—otherwise, they risk compromising their own economic sustainability. Excerpt written by Vítor Ferreira. Published in Jornal de Leiria on December 13, 2021 *Cover Photo by Jeff Sheldon on Unsplash

One of the biggest difficulties in management is managing change. We live in times of climate urgency. The last 14 months have successively broken the record for the hottest months of all time, on a global scale. On the other hand, it increasingly seems evident that less attentive consumers are beginning to worry today, joining the voice of political entities and economic agents more actively involved in environmental concerns. Sustainability is no longer a nice word in annual reports to become a daily imperative to ensure economic and social permanence. In the business world, this transition is no longer a choice, but a matter of survival. Companies that resist the call of sustainability risk being consigned to history. Let’s get to the facts: the UN Sustainable Development Goals (SDGs), the ISO 14001 environmental management standard and the ESG (Environmental, Social, Governance) principles are today inescapable standards. These are not mere acronyms to decorate speeches, but structural pillars that shape the future of business. ESG criteria offer an integrated approach. Talking about sustainability without considering social impacts and governance is covering the sun with a sieve. Global investors are increasingly looking at these criteria (and financing itself now depends on ESG criteria – so-called green finance). And for good reason, companies that integrate environmental, social and governance concerns are more resilient and profitable in the long term. Of course, the transition to more sustainable practices remains strangely difficult despite everything. There are internal resistances, implementation costs and the inertia of the status quo. One of the biggest difficulties in management is managing change, and yet, as Resource Theory tells us, companies that prosper are those that learn and reconfigure their skills to create product and process innovations. The benefits far outweigh the challenges, as companies that invest in sustainability not only improve efficiency and reduce costs, but also increase employee satisfaction and customer loyalty. It is no coincidence that so many companies in Leiria are taking great steps in this direction. Our region is showing that it is possible to combine profit with purpose. From the adoption of renewable energy to the development of ecological products, we are witnessing a true green revolution (as proven by some initiatives of which the PRR’s mobilizing agenda – “packaging of the future” is an example). In times of climate crisis and increasing regulation, sustainability has gone from being a niche to becoming mainstream. Companies that fail to realize this risk being marginalized and those that lead this change will be building a lasting legacy. Excerpt written by Vítor Ferreira. Published in Jornal de Leiria on July 13, 2024 *Cover Photo by Yaniv Knobel on Unsplash