Desafios da Sustentabilidade nos Mercados Globais

Nuno Gaspar de Oliveira
CIGEST | Environment &
Sustainability, ISG | Business &
Economics School
Desafios da
Sustentabilidade
no Mercado
Global
Workshop
“Vencer no mercado Global”
ISG, 4 de Dezembro de 2012

Desafios da Sustentabilidade no Mercado Global
• Biólogo da área da Ecologia e Conservação da Natureza
(FCUL, 1998);
• Coordenador da Área de Ambiente & Sustentabilidade e
investigador na área da Economia Natural no CIGEST - Centro
de Investigação em Gestão ISG – Business & Economics
School;
• Professor Assistente de Economia da Energia e dos Recursos
Naturais da Licenciatura de Economia do ISG;
• Delegado do ISG no BCSD Portugal;
• Doutorando na Faculdade de Ciências Sociais e Humanas
(UNL) na área de Geografia e Ambiente, com o tema
“Biodiversidade e Planeamento Territorial: Da Política à
Estratégia, da Estratégia à Prática”;
• Consultor em Gestão Florestal Sustentável, Gestão de Risco
Ambiental e Sustentabilidade, gestão de Biodiversidade e
Conservação de Recursos Naturais

• The only option to soften the impact of high oil prices that is likely to meet the magnitude of the
challenge is a transition to a low-carbon economy. But this will require political leadership and policy
certainty to create a long-term, sufficient and consistent incentive structure for renewable energy.
• We recommend the government employs available and new mechanisms for public sector finance,
such as a Green Investment Bank to change investor behaviour in favour of new, low carbon sectors.
• Adaptive responses such as investment into mass public transit systems, more efficient vehicles,
people travelling less due to home working, and cheaper, low carbon energy alternatives will also all
help.
• In addition to issues of security and sustainability, the impact of economic peak oil is another
important reason to reduce an economy’s energy intensity and dependence on oil.
“Historical evidence
shows that shocks
lie in wait for
unprepared
nations. Well
prepared
economies,
however, should
still prosper”

European waters - current status and future challenges„ - a synthesis

• Inorganic phosphate-based fertilisers have done much to alleviate the grave problem of global
hunger, yet these gains have also come at the expense of a critical dependence on a finite mineral
resource.
• According to various projections, current economic global reserves of phosphate rock,
approximately 90% of which is used to manufacture chemical fertilisers, are diminishing and will
be depleted within as few as 40–150 years – a phenomenon commonly known as peak
phosphorus.
• This article argues that much like the idea of peak oil before it, the peak phosphorus claim tends not
to distinguish between long-term concerns about one day ‘running out’ of phosphate rock and the
more immediate, multi-dimensional socio-economic causes and effects of poor resource
management.
• The article shows the importance of a more nuanced understanding of the problem of resource
scarcity to the sustainable investing agenda.
the concentration of the
majority of remaining global
phosphate reserves in a handful
of geopolitically sensitive
countries and state-capitalist
corporations presents a number
of unexplored challenges to
investors.

The Perverse Pyramid: The US Farm Bill's skewed system of subsidies helps explain why unhealthy foods are often
cheap and plentiful, while healthy foods are more expensive and less available. The priorities in the subsidy system
stand in stark contrast to the federal government's own advice on nutrition.

http://www.beyond-gdp.eu/

• The European Commission has proposed
a new Environment Action Programme
for the EU. Entitled "Living well, within
the limits of our planet", it will guide
environment policy up to 2020.
• The proposal aims to enhance Europe's
ecological resilience and transform the
EU into an inclusive and sustainable
green economy.
• Protecting natural capital, encouraging
more resource efficiency and
accelerating the transition to the low-
carbon economy are key features of the
programme, which also seeks to tackle
environmental causes of disease.
• The results should help stimulate
sustainable growth and create new
jobs to set the Union on a path to
becoming a better and healthier place
to live.
http://ec.europa.eu/environment/newprg/index.htm

Unfortunately, market prices do not
take into account the full economic
value of many goods and services we
obtain from our environment. From
clean air and water to timber, food and
strolls in nature, we often pay for only
a fraction of the benefits we receive.
Recent studies, including the European
Environment Agency’s State and
Outlook Report 2010 (SOER 2010),
underline that we cannot look at
environmental issues in isolation. To
preserve and manage our natural
capital wisely, Europe needs to
reshape its economy and improve
resource efficiency.
Environmental tax reform is one of the
measures that could contribute to
Europe’s transition towards a greener
economy.

• expand energy access worldwide,
improve energy efficiency and
increase the share of renewables.
• 19 “Industry Opportunity” reports
focusing on individual sectors,
including retail; food and
agriculture; automotive;
information and communications
technology (ICT); chemicals; mining;
utilities; transportation; healthcare;
financial services; travel and leisure;
and renewable energy.
• The reports aim to provide guidance
and inspire companies across all
industries to take action in pursuit of
sustainable energy.
http://newsroom.accenture.com/news/the-un-global-compact-and-
accenture-identify-business-opportunities-of-sustainable-energy.htm

https://www.mckinseyquarterly.com/special_topics.aspx?stid=111
• By 2025, more than half of the world’s
population will have joined the
consuming class, driving annual
consumption in emerging markets to
$30 trillion, from $12 trillion.
• Emerging markets could account for
more than 70 percent of global
economic growth during this period.
• While executives recognize that
winning in emerging markets in the key
to long-term growth, many companies
remain reluctant to commit resources
and talent at scale.
• McKinsey research shows that the
largest companies headquartered in
developed economies currently derive
only 17 percent of their revenues from
emerging markets, even though these
markets already represent 36 percent
of global GDP

• Between 2010 and 2020, the continent is set to add
122 million people to its labor force.
• An expansion of this magnitude should set the
stage for dynamic growth, but capturing this
potential will require a change in economic
development strategy.
• At its current pace, Africa is not generating wage-
paying jobs rapidly enough to absorb its massive
labor force, which will be the largest in the world
by 2035.
• Africa's most developed economies have a better
record in producing wage-based employment, but
shortfalls persist even in countries like South Africa,
Egypt, and Morocco.
• Without wage-paying jobs, millions will be forced
to turn to subsistence activities to survive,
squandering vast potential.
• To change this picture, Africa's leaders must move
to accelerate job creation in order to entrench
economic growth and continue to expand Africa's
emerging consuming class. But it won't be easy

“Nós não conseguimos mudar
padrões olhando apenas para
a sociedade. Empresas e
entidades também precisam
se engajar”
Ana Maria Neto, gerente do
departamento de consumo
sustentável do Ministério do
Meio Ambiente
• A cartilha Construção Eficiente, elaborada pelo Ministério do Meio Ambiente em
parceria com a Basf foi abordada no painel. A publicação traz dicas e orientações
simples, que estão ao alcance do consumidor no momento de planejar a obra. A
proposta é ajudar as pessoas a entender melhor como é possível economizar recursos,
evitar desperdício, aperfeiçoar tempo e minimizar impactos ao meio ambiente na hora
da execução. Com uma tiragem de 300 mil exemplares, o documento será distribuído em
todo o Brasil.
• A Unilever ressaltou que o Plano de Ação para Produção e Consumo Sustentáveis foi
importante para a elaboração das políticas da empresa com foco na sustentabilidade.

FUTURE DIRECTIONS
• Sustainability will become integrated into the business.
• The drive to manage supply chain impacts will transform retailer-
supplier relationships.
• Retailers can help spur positive change, making the supply chain a
platform for continuous sustainability improvement. The retailer-
supplier relationship will continue to evolve, using sustainability as an
opportunity for generating shared value.
• Industry collaboration will become the standard. Industry and
stakeholder collaboration will help retailers identify and address the
root causes of deeply embedded social and environmental challenges.
• Business models will evolve as consumption habits change. Business
models will embrace closed-loop product design and manufacture,
recapturing resources and products and incorporating the value of
ecosystems services.
• Innovations in how goods are produced and consumed will progress
the consumer goods industry toward sustainability.

BENEFITS OF SUSTAINABILITY
• Develop an efficient business. Looking at business operations
through the lens of sustainability finds environmental and financial
efficiencies through the reduction of energy, fuel, materials, waste,
packaging, and other resources.
• Actively mitigate risks. Decreasing dependence on natural resources
like fuel and materials, both internally and in the product supply
chain, reduces exposure to price fluctuations and market volatility.
• Source new innovations. Sustainability is increasingly seen as a
platform for identifying and driving innovative business practices.
• Recruit and retain top talent. Employees, now more than ever, enjoy
working for a company they can be proud of.
• Enter new geographies. Retailers that constantly reinforce the value
they bring to communities, beyond that of simply economic value or
job creation, are more likely to be welcomed in new locations.
• Enter new product markets. As the green, natural, conscious, and
healthy consumer segments grow, retailers will benefit from
developing products and services that cater to these markets.
• Improve reputation with the industry’s stakeholders. When
sustainability efforts address the concerns of NGOs, suppliers,
vendors, consumers, and other stakeholders, those stakeholders
provide support rather than resistance to all dimensions of company
growth

Success factors issues - retail sector
• Coherent international brand management,
disciplined distribution control, and retail
presentation consistent with the marketing image
• Better services in store, shopping ambience,
advertising, temporary price reductions
• Productivity led differentiation, pricing, customer
service, unique market positioning, strong customer
franchise, location advantage, cost effective
• Green and sustainable business practices as a
means to reducing costs. Also, personalised
offerings, differentiation via service, realignment of
offerings with changing consumer values, reduced
costs and investment.

"Scalability clearly remains crucial for
true business innovation, but this
report shows that, as small-scale
green innovators with novel business
models are gaining traction and
market share across the world, large
firms need to reconsider business
models to ensure they don't get left
behind," said Dax Lovegrove, head of
business and industry, WWF-UK.
"Enlightened business are learning
that, with increasing pressure on
natural resources and changing
patterns of consumption, that they
need to adopt ‘disruptive' business
models – or be disrupted. There are
huge opportunities out there for
businesses that are willing to change,
as well as threats for the ones that
fail to adapt."

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