“Sustainability" echoes in corporate corridors, meeting rooms and newspaper headlines. Often associated only with environmentits real scope and impact on the present e future of organizations and society remain, for many people, simplified.
At PlurieBR, we believe that sustainability is a journey made up of continuous steps, choices and practices. Demystifying it is the first step. We need to understand it in its entirety and recognize its central role in building coherent strategies, connected to the challenges and possibilities of now.
Sustainability: an integral approach
The classic definition of sustainability comes from the conceptualization of sustainable development, coined in the 1987 Brundtland Report - published by the World Commission on Environment and Development (WCED), created by the United Nations (UN). It states that it is "development that meets the needs of the present without compromising the ability of future generations to meet their needs". generations to satisfy their own needs". This premise brings a profound approach to the term and advances pillars that are often poorly understood to this day.
Sustainability, in essence, is a tripod connected at three ends: environmental, social and economic.
- Environmental sustainability: This is the best-known layer, which deals with aspects such as responsible management of natural resourcesthe reduction of the carbon footprint, the conservation of biodiversity and minimizing pollution. It's about protecting the ecosystems that nourish us.
- Social sustainability: Focus on belonging, psychological safetyhuman rights, the well-being of communities and inclusion. This means ensuring fair working conditions, promoting diversity and inclusion, investing in local development and respecting cultures with equity.
And herein lies a crucial point for PlurieBR: social sustainability is linked to valuing all people, taking into account their characteristics and plural contexts. For us, a truly sustainable society is one that offers opportunities and dignity on the basis of concrete evidence, such as the data mapping.
- Economic sustainability: It refers to the ability of a company or economic system to generate value in a consistent and lasting way, without depleting its own resources or those of society. This involves resilient business models, innovation, transparent governance e ethicsand the creation of shared value for all stakeholders.
When we talk about sustainability, we are talking about a holistic vision that integrates these three pillars, recognizing that the prosperity in the long term depends on balance e coexistence among them.
Sustainability in business: why do we call it ESG?
When we talk about sustainability in the corporate world, it is very common to refer to it as ESG. But what does this acronym mean and why do we use it? ESG is short for Environmental, Social and Governance (Environmental, Social, and Governance). This terminology was created to organize the various dimensions of sustainability in the business context.
Rather than being just an abstract concept, ESG offers a practical framework for organizations, regardless of their size, to measure, manage and communicate their performance and impact in areas that go beyond financial profit. It encompasses everything from environmental responsibility, such as reducing emissions and the conscious use of resources, to social commitment, which includes valuing all employees, diversity and community relations. Governance, in turn, ensures that the company is run ethically and transparently.
Corporate commitment: from social responsibility to business strategy
For a long time, sustainability was seen as a separate department, a "corporate social responsibility" (CSR) initiative detached from business. This perception has changed. Today, sustainability is a strategic with a direct impact on innovationat competitiveness and relationships with different audiences.
Even so, this transition is still not homogeneous. Many organizations adopt sustainable speeches without concrete actionswhat is known as greenwashing. The term refers to the practice of appearing sustainable only in communication, without implementing real changes in processes, products or social and environmental impacts. In a scenario of greater demand from investors, consumers and regulatory bodies, the reputational risk of greenwashing is high and compromises trust in the brand.
This transition movement, although uneven, is driven by global trends that reinforce the urgency and the relevance of sustainability as strategic pillar:
- Investments and green capital: Investment funds focused on ESG (Environmental, Social, and Governance) are on the rise. According to the Global Sustainable Investment Alliance (GSIA), the sustainable investment The global economy has reached record levels, with investors increasingly demanding transparent impact statements. Companies with strong ESG credentials tend to have a lower cost of capital and more resilience in crises.
- Conscious consumers: Research such as that of the consultancy ESG Insights reveal that 95% of Brazilian consumers show a preference for brands that invest in sustainability. This translates into brand loyalty and willingness to pay more for sustainable products and services.
- Increasing regulation: Governments around the world are implementing stricter regulations relating to emissions, waste, labor rights and transparency. Compliance is not just a legal issue, but an opportunity to innovate and lead responsibly.
- Attracting and retaining talent: Generation Z and Millennials, who today make up the majority of people in work, are looking for employers with purpose. Companies that are committed to sustainability and diversity are more attractive to these talents, which directly impacts productivity and organizational culture.
Sustainability, therefore, is not an optional differentiator, it is a necessity for survival and the business growth. Companies that ignore the ESG agenda run the risk of losing competitiveness, suffering regulatory sanctions and alienating investors.
COP30 in Belém: a global spotlight and a boost for Brazil
November 2025 will mark a historic moment for Brazil and for the global sustainability agenda: the COP30 (The 30th United Nations Climate Change Conference will be held in Belém, in the heart of the Amazon region. This event is a meeting of global leaders and also a magnifying glass on climate urgencies and the opportunities for sustainable development in our country.
COP30 represents a space for Brazil to show the world its potential in the bioeconomy, renewable energies and other solutions. For Brazilian companies, it is a call to constant action:
- Strategic positioning: Companies that have already advanced their ESG agendas will be in a prime position to talk to international investors, partners and governments.
- Innovation and new opportunities: COP30 has the potential to boost investment in green technologies and sustainable business models.
- Legacy and impact: The conference in Belém will also be about the future of the Amazon and local communities. Companies that operate in the region or have value chains connected to it will have the opportunity to demonstrate their commitment and positive impact.
However, it is crucial that this showcase does not translate into greenwashing or superficial actions. The event should be a starting point or impetus for an even deeper and longer-lasting commitment.
Beyond COP30: sustainability starts now!
COP30 will be an important milestone, but there's no need to wait for major events to take place before taking action. Sustainability is not a one-off agenda, it is an ongoing process that requires willingness, commitment, consistency and action on a daily basis. For companies, this translates into:
- Diagnosis and strategy
- Mapping: Assess your environmental impact (carbon emissions, water and energy consumption, waste generation) and develop your social impact (working conditions, diversity and inclusion, impact on the community).
- Set transparent and measurable goals: Establish sustainability indicators in line with the UN's Sustainable Development Goals (SDGs) and constantly monitor the process.
- Integrate sustainability into your business strategy: It should be part of the company, not an annex or the responsibility of a specific area.
- Innovation and process optimization
- Look for energy and water efficiency: Implement technologies and processes that reduce consumption.
- Adopt the circular economy: Rethink your products and packaging to minimize waste and maximize reuse and recycling.
- Invest in renewable energies: Explore the transition to clean energy sources.
- Value chain and suppliers
- Engage your supply chain: Work with suppliers who share your sustainability values and demand commitment to ethical and environmentally responsible practices.
- Track and record: Ensure that sustainability standards are met throughout the chain.
- Diversity, Equity, Inclusion and Belonging (DEIP): the social pillar of sustainability:
- Establish DEIP policies: Seek to include people with different profiles, with career development and practical recognition plans.
- Promote an inclusive culture: Training, mentoring programs, affinity groups and a safe environment where everyone feels valued.
- Ensure fair pay and opportunities: Eliminate bias in recruitment, selection and promotion processes.
- Transparency
- Communicate your progress: Publish transparent and verifiable sustainability reports.
- Engage different stakeholders: Talk to employees, customers, investors, communities and regulators about your sustainability journey.
Your company ready to lead change
Sustainability represents the challenge and opportunity of our time. It calls on us to act consistently, every day, driving innovation, resilience and the creation of long-term value.
In PlurieBRWe believe that companies that integrate sustainability in its entirety, considering the environmental, social and economic pillars, with real attention to diversity and inclusion, are better prepared for the challenges of the present and the future. These are the organizations that lead the way in building practices that generate consistent results: more engaged teams, more loyal consumers, greater attraction of investment and sustainable financial performance.
You don't have to wait for COP30 to start. Every choice you make today can drive real change in business, society and the planet.
Be an agent of change and make your organization an active part of this transformation, with intention, consistency and lasting impact.
Do you want to turn your intentions into sustainable practices based on real data?
Talk to us. PlurieBR can walk alongside you on this journey.