Comunication of CSR – U.S.A Vs Europe


Many pressures that companies are suffering and their own concerns due to the impacts of their activities are directly related to the dissemination of information, particularly on issues of interaction with employees, customers, community, environmental concerns , among others . The voluntary disclosure of information about social responsibility made ​​by the companies aims to create interactions of firms with society, being an important tool in dialogue with its stakeholders.

Matten and Moon (2008 ), suggest that firms liberal economies like the U.S.A , opt for a more explicit form of social responsibility , while social responsibilities of companies regulated economies , such as European , in which are embedded and are regulated by institutional and legal frameworks . They compared CSR in Europe versus U.S.A and propose a distinction between “implicit” CSR and “explicit”. They define the explicit CSR as that which is seen in the U.S.A, where traditionally it is expected that companies contribute to social improvement, and these therefore developed social responsibility policies and its explicit communication. In Europe, the social initiatives of companies have been incorporated into national, institutional systems are verified so that European companies have not developed strategies for social responsibility explicit and articulated. Matten and Moon (2008) relates that U.S.A companies make more explicit its commitment to social responsibility than European.

Several studies indicate however, that is a evidence of concern in disclosure of social responsibility using the internet tool, part of the largest companies in Europe and USA. However, do not fail to mention that much can still be improved, as it became clear that only one of the companies met all the indicators of communication.


Green or not Green, that is the question.

greenwashingThe term sustainability has been used excessively by many companies, advertisements, consumers, etc. The existence and the announcement by the constant Brands sustainable products, leads us to question whether they are made up by  biodegradable or recyclable components? And their processes of manufactures, these processes are also sustainable? Will the carbon used, is really the same offset? And even if compensated, but the processes of this companies, are not efficient on use the natural resources, it is also a sustainable product or company?

The use of the word sustainability is likely to be eroded, because of indiscriminate use and no real knowledge of the concept and thematic depth. The word sustainability itself is only a word, but she contains, the principles of the great desire of sustainable development. Looking ban the misuse of the concept sustainability, many countries (Canada, France and England), have created legislation to protect the consumer, with regard to messages about green products that often tend to mislead rather than clarify. I´m refering to the famous Greenwashing (term used by an organization with the objective of giving the public an image ecologically responsible, but the organization has a performance deficit to environmental concerns).

However, there shouldn´t be only with the marketing actions that companies should be cautious, because these refers only to the final part of a process of development, production, marketing, communication and sales of same product or service. One of the main issues relates to the fact that communication is carried out by the company, really conveys the values ​​of the same or if it takes only sustainable. The change to more sustainable processes within each company, it is therefore the responsibility of all stakeholders of the company, from top management to other workers, always with the help of professionals with knowledge of this field.

Sustainable development as desired can be achieved, which sometimes fail, is the evolution of our personal development, namely, our awareness.

Who is screwed with the Trash?


The domestic and industrial solid waste, constitute in nowadays a serious challenge for the countries and for the municipalities. There are also those who believe that this time the waste compete with humans for land resources. The waste generated directly affects the local and global environmental quality. The impacts of waste transportation, treatment and disposal affect local air quality and global, polluting the water and contaminating the soil.

In today’s challenges included the need for municipalities to provide a service activities in urban waste management, from generation, collection, storage and safe disposal waste. The management of solid waste in the world is now focusing on the reduction and recycling of waste prior to disposal. Waste disposal, recycling opportunities, composting and energy generation as a result of the availability of organic waste are the main challenges in the present and in the future.

The recycling of materials such as paper, cardboard, plastic, glass, steel and aluminum, from urban waste is significant in many countries because of considered that recycling of the material is greater than any other alternative treatment. The recycling of materials from waste is usually considered to be superior to any other alternative treatment. More recent studies indicate that for fractions of material with a significant amount of energy, this may not be the case if the alternative treatments for a processing plant waste into energy with high efficiency in energy recovery.

In this sense, what is trash? How to deal with the garbage? Whose responsibility is it? Here are some of the issues to be discussed .The planet lives a very special moment in relation to the treatment of solid waste and this scenario is that a famous Lavoisier phrase (Paris , 1743-1794) seems to have been framed to address the outburst : “In nature, nothing is lost, nothing is created, everything is transformed.” In fact anything that is considered useless really useless. Everything depends on what is done with the waste. Will they be mixed without discretion or we run a simple separation between wet and dry? Should have the landfill as a destination or should target a mechanical biological treatment? The rejection of each day you can generate an income and contribute to the sustainability, or rather, degradation and misery. Contribute to a healthy planet or will lead to its destruction.

So, what choices we must do?

So simple, yet decisions are made every day, every moment that we reject what we do not want more. If we do it correctly, there is a raw material for use or for creating new things, otherwise it produces the useless junk and destructible.

Those responsible for such choices are the public and private sector and the general population. Each of us is responsible for they own waste. And businesses, governments, everyone, finally have their own responsibility for debris generated by their activities.

The idea is that the products must be developed to minimize the generation of useless waste, from a proper planning before its conception, involving logistics and renewable energy use in production, is gaining momentum around the world. The whole process is carried out with respect for the planet, in contrast to the current industrial model linear extraction, manufacturing, use and disposal.

Who is screwed with the trash?

Nobody gets away, people, companies and government agencies, all are responsible. Each has a duty to worry about, but the main agents of change, all of us, humans. The garbage problem is serious and urgent because we have a growing population of almost seven billion humans on the planet and many still learned to deal with their waste daily.

The shared responsibility for the lifecycle of products includes manufacturers, importers, distributors, traders and consumers themselves. Anyway, everyone has a responsibility for the waste generated.


The global food waste scandal by Tristram Stuart

Tristram Stuart sounds the warning bell on global food waste, calling for us to change the systems whereby large quantities of produce and other foods end up in trash heaps.

You can see more about his cause in

Is possible apply the sustainability intelligence to small business?


Different studies report the majority of small business contributes little and in some cases didn’t know about the possibility of collaboration with sustainability. In many, the accounting and compensation of emissions of greenhouses gases of your activity, is possible over carbon inventories, like the multinational companies. A small business can thus participate on sustainable development, and be well ahead of your competition, helping the planet. Over the recent years, the business environment has changed significantly. Small businesses also operate increasingly global business networks, so confronting the current economic crisis, which requires them to pay more attention to profitability and cash flow.

With changing climate unfavorable environmental and social situation, also small businesses need to manage the growing risks and enjoy the new opportunities to increase profitability.

The management of compliance regulations is obviously conducive to errors, difficult and expensive. In this direction, there is urgent need of small businesses automate these compliance processes, enabling the reduction of risks and in turn reducing costs, developing simultaneously, competitive differentiation against your competition.

The requirement of stakeholders today, which includes customers, requires sustainable business practices and operations. The technology and best practices in sustainability, allows small enterprises, measure, analyze and improve their sustainability performance, thus supporting management decisions and improving the enabling brand and preparing the company in the coming years an increase in its market share.

Natural resources are becoming increasingly rare and expensive. In this theme, small businesses should also take control of their processes in order to optimize the consumption of energy and natural resources in all its operations, thereby protecting their profitability.

Small businesses need this way of seeking solutions that enable the collection, analysis and database management in an easy way, standardized and efficient in terms of cost, with all relevant information available, thus enabling decision-making in an integrated across the enterprise and supported by factual information.


‘How Much Is (Your Mother) Earth Worth?’

Joss Tantram, partner of company Terrafiniti, has conceived and written a short animation about the challenges to pricing attribute to the nature. So Joss Tantram, decided compare it giving a good price to “sell” his mother. “How Much is (Your Mother) Earth Worth?

You can see the original movie in

Global perspectives on responsibility

Montage of a pretty color isolated eye with the world continents.The Ethical Corporation magazine of September 2013, published a study conducted by Ipsos, about global perspectives of Corporation Social Responsibility. In this study, it was found that four in ten workers, of twenty four companies consider it is “very important” for their own employers to be “responsibility to society and the environment”. Of the 18.150 interview adults, 25% said that investment on local community was a priority for the companies. This answer stayed ahead of fulfillment local law importance (24%). Almost 66% of the interviewees “strongly agree”, that companies should contribute more to protect environment and 52% consider that companies should contribute more for society.

The results show a different concern between developed countries and developing countries. The principals countries that reflect this position was brazil (78%), Saudi Arabia (78%) and Mexico (76%).  In contrast of this position, a most workers of Japan (78%), USA (67%), United Kingdom (66%) and Australia (66%), said that companies do it enough.