{"id":14726,"date":"2025-02-08T07:00:58","date_gmt":"2025-02-08T07:00:58","guid":{"rendered":"https:\/\/www.ruydelacerda.pt\/sustainability-as-a-strategy\/"},"modified":"2025-11-26T16:03:10","modified_gmt":"2025-11-26T16:03:10","slug":"sustainability-as-a-strategy","status":"publish","type":"post","link":"https:\/\/www.ruydelacerda.pt\/en\/sustainability-as-a-strategy\/","title":{"rendered":"Sustainability as a Strategy?"},"content":{"rendered":"\t\t
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(English Below) \ud83c\uddf5\ud83c\uddf9<\/p>\n

ESG – persona non grata ou oportunidade de valor?<\/em><\/strong><\/p>\n

O tema da Sustentabilidade \u00e9 controverso, ou n\u00e3o, dependendo do conhecimento e da vontade de ades\u00e3o a um projeto que se deseja Europeu e Global. Talvez controverso por ser apresentado em termos de introdu\u00e7\u00e3o \/ exig\u00eancia legal em vez de o ser apresentado como uma Oportunidade baseada numa Estrat\u00e9gia Empresarial?<\/p>\n

Recentemente a ACEGE-N\u00facleo do Porto<\/strong> convidou para uma abordagem sobre este tema, um orador de excel\u00eancia, Nuno Moreira Cruz, Director – Cat\u00f3lica Lisbon School of Business and Economics e Executive Director – Center for Responsible Business and Leadership,<\/em> tendo a palestra sido orientada para uma abordagem sobre o tema da \u201cSustentabilidade como Estrat\u00e9gia\u201d em modo de conversa provocadora, o que permitiu uma interac\u00e7\u00e3o intensa com os empres\u00e1rios e gestores presentes.<\/p>\n

Sem lucro n\u00e3o h\u00e1 Sustentabilidade? Tema consensual ou ESG como persona non grata?<\/em><\/p>\n

Colocar a Sustentabilidade como o centro de novos modelos de neg\u00f3cios, pela cria\u00e7\u00e3o de valor em novas oportunidades e de melhorias ao n\u00edvel reputacional, estando o interesse de todos os stakeholders balanceado e o prop\u00f3sito no interesse da empresa, sua afirma\u00e7\u00e3o, pela promo\u00e7\u00e3o do bem-estar dos colaboradores e de toda a sociedade.<\/p>\n

Claro que \u00e9 importante que os CEO\u00b4s se sintam a proteger o nosso Planeta, mas num pensamento para um business case com oportunidade de ganho de valor, ou ningu\u00e9m acreditar\u00e1?<\/p>\n

A Europa, como aponta o Relat\u00f3rio Draghi, tem de se reformar e aplicar a desburocratiza\u00e7\u00e3o regulat\u00f3ria a favor da simplifica\u00e7\u00e3o (nomeadamente para as PME\u00b4s), facilitando o reporting ESG, at\u00e9 pelo facto de existiriam nuvens ao n\u00edvel da pr\u00f3pria m\u00e9trica, pela procura de equil\u00edbrios! Ou assistirmos \u00e0 banca, ancorada em consultorias, a exigir report de sustentabilidade, criando a desconfian\u00e7a?<\/p>\n

Ou seja, apostar na Sustentabilidade ESG como uma necessidade, mas aplicada de forma simplificada e numa l\u00f3gica de Sustentabilidade Estrat\u00e9gica Empresarial?<\/p>\n

Ver a \u00e9tica como um activo, at\u00e9 porque a \u00e9tica tamb\u00e9m vende, tamb\u00e9m \u00e9 factor de diferencia\u00e7\u00e3o?<\/em><\/p>\n

Muitos foram os temas em debate sobre a Sustentabilidade, da banca aos seguros, do mundo do trabalho \u00e0 IA, at\u00e9 \u00e0 necessidade crescente de espiritualidade!<\/p>\n

Num mundo de maioria ao n\u00edvel das Empresas Familiares o C\u00f3digo de Governo ESG (Ambiente-Social-Econ\u00f3mico) para a ACEGE (Associa\u00e7\u00e3o Crist\u00e3 de Empres\u00e1rios e Gestores<\/em>) a proposta da Certifica\u00e7\u00e3o EFR (Empresas Familiarmente Respons\u00e1veis<\/em>) <\/strong>pode ser uma ponte para a elabora\u00e7\u00e3o de um C\u00f3digo de Governo ESG, pois vai muito para al\u00e9m do pilar \u201cAmbiente\u201d\u00a0 (A) e concentra-se nas condi\u00e7\u00f5es e ferramentas de trabalho, na flexibilidade laboral, na concilia\u00e7\u00e3o trabalho-fam\u00edlia, na forma\u00e7\u00e3o cont\u00ednua, no colocar as Pessoas no centro das organiza\u00e7\u00f5es, no ambiente\u00a0 humanista, pela \u00e9tica e no dar voz e autonomia de ac\u00e7\u00e3o aos mais novos (S e G)?<\/p>\n

A experi\u00eancia ensina-nos que quando temos colaboradores bem formados, com caracter e princ\u00edpios e se lhes d\u00e1 “espa\u00e7o”, se lhes d\u00e1 \u201cvoz\u201d, eles destacam-se e surpreendem, at\u00e9 pelo aumento da produtividade. Forne\u00e7amos orienta\u00e7\u00f5es, removamos barreiras e deixemos o caminho livre.<\/p>\n

E s\u00e3o muitos os exemplos, no mundo empresarial, a aplicarem a Sustentabilidade nos seus investimentos, simplesmente porque existem orienta\u00e7\u00f5es e alertas dos \u201cmercados<\/em>\u201d, n\u00e3o porque se exige um cumprimento legal!<\/p>\n

Com a guerra na Ucr\u00e2nia e a subida abrupta do pre\u00e7o do g\u00e1s, assistimos \u00e0 Ind\u00fastria Portuguesa a tomar medidas, como s\u00e3o os exemplos do sector das porcelanas, t\u00eaxteis, pl\u00e1sticos, metal, etc., atrav\u00e9s da an\u00e1lise sectorial do verdadeiro consumo de g\u00e1s e electricidade afim de poderem reduzir esse consumo e manterem-se competitivos, seja pelo investimentos em tecnologias alternativas de baixo consumo, seja com o apoio da Academia na procura de novas solu\u00e7\u00f5es de poupan\u00e7a energ\u00e9ticas (Inova\u00e7\u00e3o Tecnol\u00f3gica), seja pelo investimento em energia fotovoltaica, e\u00f3lica, geot\u00e9rmica, hidroel\u00e9ctrica, etc., at\u00e9 novas politicas de investimento na \u00e1rea da mobilidade el\u00e9trica e em novos conceitos de modelos de circularidade industrial. Como s\u00e3o claros os fortes exemplos no sector da reciclagem de pl\u00e1sticos, politicas de sustentabilidade por parte das Associa\u00e7\u00f5es Sectoriais, das empresas de distribui\u00e7\u00e3o (retalho alimentar nacional e internacional), at\u00e9 na cria\u00e7\u00e3o da RECAPS, a primeira entidade em Portugal a estabelecer um sistema integrado de recolha, transporte, tratamento e reciclagem de c\u00e1psulas de caf\u00e9, sociedade foi constitu\u00edda com a colabora\u00e7\u00e3o da Associa\u00e7\u00e3o Industrial e Comercial do Caf\u00e9 (AICC) e com a assessoria jur\u00eddica especializada por parte da SRS Legal, reunindo neste momento catorze das maiores marcas do sector que juntaram esfor\u00e7os em prol de um valor social maior: a promo\u00e7\u00e3o da sustentabilidade ambiental.<\/em><\/p>\n

E todas essas ac\u00e7\u00f5es, nacionais e a n\u00edvel global, foram realizadas porque o sentido empresarial est\u00e1 sempre presente na procura de solu\u00e7\u00f5es de continuidade para a sua empresa, na cria\u00e7\u00e3o de valor, a favor da estabilidade no seu n\u00facleo empresarial, extensivo aos seus familiares. Com um sentido do bem comum!<\/p>\n

A aposta na Sustentabilidade ESG \u00e9 super actual, pela cria\u00e7\u00e3o de verdadeiros C\u00f3digos de Governo ESG (Ambiental-Social-Econ\u00f3mico), paradigmas de um \u201dnovo mindset empresarial<\/em>\u201d, no respeito pelo Planeta e pela Sociedade, com orienta\u00e7\u00f5es pol\u00edticas, mas desburocratizando!<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t

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\ud83c\uddec\ud83c\udde7<\/p>\n

SUSTAINABILITY AS A STRATEGY?<\/strong>
ESG \u2013 Persona Non Grata or Value Opportunity?<\/strong><\/p>\n

The topic of sustainability is controversial \u2013 or not, depending on knowledge and willingness to adopt a vision that is both European and global. Perhaps it is seen as controversial because it is introduced as a legal requirement rather than an opportunity rooted in a business strategy.<\/p>\n

Recently, ACEGE-N\u00facleo do Porto invited an outstanding speaker, Nuno Moreira Cruz, Director at Cat\u00f3lica Lisbon School of Business and Economics and Executive Director at the Center for Responsible Business and Leadership, to address the topic “Sustainability as a Strategy”<\/em>. His thought-provoking talk fostered intense interaction with business leaders and managers.<\/p>\n

No profit, no sustainability? Is this a consensus or is ESG a persona non grata<\/em>?
Placing sustainability at the core of new business models creates value, opens new opportunities, and enhances reputation\u2014balancing stakeholder interests while reinforcing a company\u2019s purpose, well-being of employees, and social responsibility.<\/p>\n

Of course, CEOs should care about protecting our planet, but will they only commit if sustainability is positioned as a business case with real value creation? Europe, as highlighted in the Draghi Report, must reform and simplify regulations, making ESG reporting more accessible for SMEs. Otherwise, will we see financial institutions, backed by consultancies, demanding sustainability reports and fostering distrust?<\/p>\n

The goal should be to integrate ESG as a necessity\u2014executed in a simplified manner and aligned with strategic business sustainability. Ethics, after all, is an asset\u2014it sells and differentiates.<\/p>\n

Many topics were debated at the event, from banking and insurance to the future of work, AI, and even the growing need for spirituality. In a world dominated by family businesses, ESG Governance Codes (Environmental, Social, and Economic) must go beyond just the \u201cE\u201d (Environment). The EFR Certification (Family-Responsible Companies), proposed by ACEGE, offers a bridge to a broader ESG framework, focusing on working conditions, labor flexibility, work-life balance, continuous training, and putting people at the center of organizations.<\/p>\n

Experience shows that when employees are well-trained, principled, and given both space and voice, they thrive and exceed expectations driving productivity. Let\u2019s provide guidance, remove barriers, and open the way forward.<\/p>\n

Numerous business examples prove that sustainability is not just about legal compliance but about market-driven decisions. The war in Ukraine and rising gas prices have forced Portuguese industries such as porcelain, textiles, plastics, and metal\u2014to analyze their energy consumption and adopt cost-saving measures. They have invested in alternative low-energy technologies, partnered with academia for innovation, and expanded renewable energy initiatives in solar, wind, geothermal, and hydroelectric power, as well as electric mobility and circular economy models.<\/p>\n

A clear example is the plastics recycling sector and sustainability policies embraced by industry associations and major retailers. Another is RECAPS, Portugal\u2019s first integrated system for collecting, transporting, processing, and recycling coffee capsules, established through a partnership between the Industrial and Commercial Coffee Association (AICC) and legal advisors at SRS Legal. It currently includes 14 major brands working together for a greater social value promoting environmental sustainability.<\/p>\n

These initiatives both national and global demonstrate that businesses always seek continuity and value creation, ensuring stability for their employees and families, with a mindset for the common good.<\/p>\n

The ESG sustainability movement is more relevant than ever, calling for real ESG Governance Codes (Environmental-Social-Economic) that drive a new business mindset <\/em>one that respects both the planet and society while simplifying bureaucracy.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t

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The topic of Sustainability is controversial, or perhaps not, depending on one\u2019s knowledge and willingness to engage in a project that aims to be both European and global. Maybe it becomes controversial because it is often presented as a legal requirement rather than as an Opportunity based on a Business Strategy? Recently, ACEGE \u2013 Porto Chapter invited\u2026<\/p>\n","protected":false},"author":2,"featured_media":13763,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_joinchat":[],"footnotes":""},"categories":[181],"tags":[],"class_list":["post-14726","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-rdl-institutional"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.ruydelacerda.pt\/en\/wp-json\/wp\/v2\/posts\/14726","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ruydelacerda.pt\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ruydelacerda.pt\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ruydelacerda.pt\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ruydelacerda.pt\/en\/wp-json\/wp\/v2\/comments?post=14726"}],"version-history":[{"count":1,"href":"https:\/\/www.ruydelacerda.pt\/en\/wp-json\/wp\/v2\/posts\/14726\/revisions"}],"predecessor-version":[{"id":14727,"href":"https:\/\/www.ruydelacerda.pt\/en\/wp-json\/wp\/v2\/posts\/14726\/revisions\/14727"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ruydelacerda.pt\/en\/wp-json\/wp\/v2\/media\/13763"}],"wp:attachment":[{"href":"https:\/\/www.ruydelacerda.pt\/en\/wp-json\/wp\/v2\/media?parent=14726"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ruydelacerda.pt\/en\/wp-json\/wp\/v2\/categories?post=14726"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ruydelacerda.pt\/en\/wp-json\/wp\/v2\/tags?post=14726"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}