99 Quanto às tendências para locadoras de veículos, a consultora vê muito boas possibilidades. Mas entende que os empresários devem desde já repensar o seu negócio e realizar planejamento para a próxima década. “Será que a geração que hoje cresce sentindo na pele os problemas ambientais vai querer andar somente de carro, individualmente, mesmo sabendo dos danos que provocam? Quais serão outros meios? Se existem projetos para criação de mais ciclovias, não está aí uma oportunidade? O momento é de trabalhar o hoje, mas também de se preparar para o amanhã”, recomenda. Enfim, Nádia esclarece que sustentabilidade não é um modismo corporativo, nem instrumento de pressão social; é uma necessidade essencial para a sobrevivência de todas as formas de vida no planeta Terra, comprovada inclusive pela Organização das Nações Unidas (ONU). After re-engineering, quality control circles (QCC), outsourcing, and other fads from the corporate world in the 1980s and 1990s, sustainability become a sort of trophy to be won and displayed by companies at the beginning of the millennium. Companies want to be sustainable at all costs, although a lot of managers do not even know what it means. Some adopt a town square or a street and put a sign up announcing their achievement in this field, as if they have done their bit to save planet Earth. Sustainability, however, is not just an isolated act for the good of nature. It is a commitment to the conservation of natural resources for use by future generations, combined with meeting today’s social and financial needs. “Being sustainable means being sympathetic to the environment and to people,” says Nádia Rebouças, a director and consultant at the company that bears her name and whose client portfolio includes companies that are among the largest in Brazil in their segments. Rebouças says new production concepts and parameters for profit, as well as consumer awareness, are the ways to reduce the degradation of the ecosystem, which is already affecting the world.”That which was believed would happen by 2030 is happening now,” she says, warning of rising temperatures, melting glaciers and abrupt climate changes. “This is no longer a forecast - it is a fact,” Rebouças adds. “The planet is connected through am ecosystem that functions as a unit.The water shortage in São Paulo is one example, because the reduction in rainfall in the state has been shown to be a result of deforestation thousands of kilometres away in the Amazon jungle,” she says. As paradoxical as it may seem, these events have made ebouças hopeful. “Disasters are what make people aware. Maybe now that the problem is knocking on the door and affecting everyone, attitudes will begin to change”, she says. Nádia Rebouças sees closer ties between businesses and consumers in the future, in search of balance. “Business organizations will not have customers, they will have partners to exchange information with. Companies will know if their products or services are getting it right,” she stresses. “Consumers will be more demanding and will want to know more about the origin of their products and the procedures followed by who makes them,” she continues. The scarcity of natural resources and excessive pollution are pressuring the planet and impacting all forms of life. Many businesses will be hit hard, but that does not mean chaos. Far from it, it means renewal. With regard to trends for vehicle rental and leasing companies, the consultant sees a lot of good possibilities. However, she believes that businesspeople must now rethink their businesses and plan for the next decade. “Will the next generation, which is feeling the real impact of environmental problems, want to ride in a car alone, knowing the damage it causes? What will the other means be? If there are projects to create more bicycle lanes, isn’t that an opportunity? It is time to work today, but also to prepare for tomorrow,” Rebouças advises. Rebouças adds that sustainability is not a corporate fad or instrument of social pressure - it is essential to the survival of all life forms on planet Earth, and has been proven, furthermore, by the United Nations (UN). The time is now! Sustainability is not a fad. Proof lies in the fact that climate changes forecast for 2030 are already affecting Brazil. These are times for action, says Nádia Rebouças
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