THE 02 VECTORS OF SUSTAINABILITY
Autor: Jairo Cantarelli | Publicado: 2015-03-21T03:14:00-07:00






When we talk about sustainability, one of the
approaches respect to levels of analysis, studies and application. Are The 03
Levels of Sustainability: the individual level, the corporation level and the
society level. Subject discussed previously on this blog.



Another approach to the subject is done through
its dimensions or its pillars for analysis, studies and application. Are The 06
Pillars of Sustainability considered by this blogger: economic, environmental,
social, cultural, aesthetic and political. All of them discussed earlier on the
blog.



Levels and columns cross each other. Thus, for
each level of analysis, there is a distinct interaction with each pillar. 











Today I would like to introduce a new concept:
the 02 Vectors of Sustainability, which are the drivers to run the subject sustainability
within corporations, or individuals or society. They are responsible for the
sustainability flows and take shape within each level. They are which make the
agents realize the gain opportunities to invest in sustainability. They create
a virtuous circle within each agent.



The 02 vectors, which I am speaking, are the Ethics
Vector and the Efficiency Vector.



Without ethical and without efficiency there is
no sustainability. One can not exists without the other one. It does not help
be efficient if we have no ethics, and it does not work be ethical without
being efficient. These 02 vectors go together. And, when applied, generate a
virtuous cycle of results.



Take for example my country, Brazil. Land of large
dimensions and wealth, with a good climate, soil and topography, with a large
domestic market, plenty of workers, without natural disaster of major
proportions and many other positives aspects. But this country, with all these
positives points, presenting all the conditions to appear among the major
powerful countries in the world, can not advance compared to other ones.



And this is due, from my point of view, because
the 02 Vectors of Sustainability does not work in the country.



The British magazine The Economist, in April
2014, said that the total productivity of the country, as measured by the
efficiency with which capital and labor are used, is at a level below the
productivity of 1960 (!!!). Also according to the magazine, between 1990 and
2012, labor productivity accounted for 40% of the Brazilian GDP growth,
compared to 91% in China and 67% in India. Clearly, the vector of efficiency
does not work in my country.



As to the Ethics Vector, our public authorities
are always involved in scandals and shady dealings. From local authorities to
the highest spheres of the nation. Apparently, all that is public in Brazil is
treated for private benefit of people or groups who can come to power, even
local or national power.



In 2014 we had the condemnation of 24 people
involved in the scandal called “mensalão” (monthly allowance), a purchase
scheme of parliamentary votes that moved a few hundred million dollars.



Just when we thought the sentences could have
been the beginning of a "new ethics era" for the country, we are
witnessing another scandal, even greater, the so-called "petrolão"
(petroleum allowance), which changed the level of this type of corruption from
a million scale to a scale of billion dollars. Investigations of
"petrolão" follow in progress, with dozens of companies,
institutions, businessmen and politicians being investigated, some of them
already arrested.



Thus, without ethics and without efficiency,
Brazil keeps stopped in time. A country without sustainability.



Within the corporate world, however, we have
several organizations which appear quite sustainable and able to grow
significantly, both within the national scene as international. These are
companies where the vectors of ethics and efficiency are working properly.



In the Ethics Vector, companies could
positioning their level of commitment to the subjects:

• Comply fully with
the laws (the lowest of them).

• Anticipate the laws.

• Comply with the
laws and rules of most advanced countries.

• Working above any
law, committed to certain causes and with the future.



Ethical positioning itself generates elements
for corporate communication and also for products marketing. Communication and
marketing work its way to the growth of the company's reputation, going to
impact positively on the name or the brands that the company owns. Ultimately,
become part of the "branding", building the brand management.



Of course, with the growth of the brand image,
grows the ability of the company to obtain higher margins on the products it
sells and also reach new and better markets. This generates and moves resources
that can be invested in the Efficiency Vector.



In the Efficiency Vector, companies work to
improve their indicators in all the pillars, making better use of all resources
them use and demand for their business. The higher the level for the Ethical
Vector, the higher the level of efficiency that can be achieved.



In turn, efficiency gains are direct generators
of resources (by costs and expenses reduction), which can be invested in the
area of communication and marketing, strengthening the "branding" or
reinvested in new projects and process of efficiency. 











Thus, it is stablished a virtuous circle
between the 02 vectors with the Ethical Vector reinforcing the Efficiency
Vector and this, in turn, reinforcing the Ethical Vector.



The development towards sustainability is
guaranteed !!!




Until the next post !!!