Many brands, one reputation

The president of Instituto Ethos, Ricardo Young, believes the companies will play a key civilizing role in the new development models necessary for the construction of a sustainable society. Even if companies have not realized it, they are being prepared in events like the Instituto Ethos’ 2007 Conference to take on new responsibilities.

Aligning the business logotype to an innovative concept like this does not just mean paying for one of the most relevant annual events carried out in Brazil. It is also a way to commit the organization to the principles discussed in detail during the four days of the conference. For Petrobras, which has sponsored the event for many years, this is a way to contribute to diffusing the concepts that, otherwise, would hardly reach such a diversified and qualified audience with regard to organizations. "Being part of it means being able to contribute more quality and qualification to the whole value chain in society," said Alyne de Castro Costa, professional of Petrobras’ Social Responsibility area. The company launched, during the Conference, its 2007 social report, updated to the newest generation of the Global Reporting Initiative (GRI).

For Repsol, a company that is building its sustainability reputation in Brazil, this was a chance to work with other companies that keep the theme aligned with their management processes. "We’re working with organizations that know how to spread their messages, hence our partnership with Ethos," explained Josiane Costa, of the Institutional and Community Relations area.

This approach is followed by several other partners of Instituto Ethos, who supported the event. Henrique Lian, Sustainability and Corporate Responsibility manager at CPFL Energia, believes this event ensures that sustainability will not be put off. "A lot of what is done here enables an effective action within the companies," he said. He thinks it is necessary to broaden the knowledge of concepts and ways to implement the actions to go beyond the mere fulfillment of obligations.

Coca-Cola, which has had its logotype in the Conference banner for three years, believes being sustainable is a matter of business survival. "We must have CSR values and reach a planetary dimension," said Marco Simões, the company’s Communication officer. According to him, this planetary vision starts being built when large organizations share common principles.

This point of view is shared by Simone Guimarães, Corporate Communication & Social Investment manager at Shell, who regards Instituto Ethos as a driver of a modern management vision. "We need to align society’s expectations and wishes so as to ensure development arising from new values," she said. According to her, it is important to create opportunities for companies, NGOs and governments to share experiences without boundaries or prejudices.

Altogether, 28 companies supported the 2007 Conference with various resources, products and services, all of them committed to improving the sustainability theme and disseminating it throughout society. Aché, Banco do Brasil, Caixa Econômica Federal, Companhia Vale do Rio Doce, Copesul, Eletrobras, Fundação Belgo, Grupo Pão de Açúcar, Infraero, McDonald’s, and Suzano were also among the main organizations supporting the event.

Also present with various services and supports were CTBC, HP, Amazônia, SPCom, Unimed Paulistana, Grupo Eco, CDN, and MaxPress, as well as TAM and Gelre, who offered diversity in hiring local support assistants. Revista Digital Envolverde was responsible for the online coverage of the Conference and updated the Instituto Ethos’ website with texts and reports along the event.