Brasil Pack Trends 2020

BrasilPackTrends2020 200 sustainabi l ity & ethics PICTURE 7.28 Examples of products with ecolabels Source: Press release PICTURE 7.27 Examples of ecolabels Source: Press release sectorial reports, such as the one by the National Industry Confederation (CNI, 2012). The report, available in Portuguese and English, has the objective to describe the Brazilian aluminum industry profile to the global community. Brazil has some peculiarities such as the use of a renewable energetic matrix, formed of hydroelectric power plant renewable energy and a high recyclability rate (36% of total produced aluminum and 97.6% of the manufactured packages), which gives it a competitive differential for its carbon footprint of 4.2 The credibility of the products has been attested using standardized environmental labels and declarations. Both are volunteering and offer information about the environmental benefits of a service or product in general terms or one or more specific environmental aspect. The objective of the ecolabeling is to promote the demand and the supplying of a product or service with less environmental impact, stimulating, this way, the potential for continuous environmental improvement dictated by the market (ABNT, 2002). In order to achieve that objective, environmental declarations and ecolabeling must be accurate and verifiable and also must have a high reliability level so their communication is effective and can be understood by the consumer, the ecolabeling target audience. The environmental performance certification of tons of CO 2eq per ton of produced aluminum, comparing to the world annual average of 9.7 t CO 2eq . On that report, it is disclosed that 85% of the mined areas for bauxite has already been renewed and gave back to their original purpose, with native vegetation replanting. The sector shows its social representativity to the country by creating 384 thousand of direct and indirect jobs in 2010 and by the investment of 17 millions of Reais, in 2009, in projects involving education, culture, health and safety for employees and society (CNI, 2012). a product or service is a world-wide practice, having Germany, in 1977, as the first country to implement a National Program of Environmental Labeling for products, the Blue Angel (COLTRO, 2007). That kind of program has been used as a model for many other countries, becoming a strong world trend, as an example of Canada (Environmental Choice), Japan (Eco Mark), United States (Green Seal), Nordic Countries – Denmark, Norway, Sweden, Finland and Iceland (The Swan), and Europe (Eco-Label), among others (Picture 7.27 and 7.28). Those programs belong to the Type I Environmental Labeling, established on the ISO 14024 or ABNT NBR ISO 14024 standard (ABNT, 2004b) and are also known as “green labels” or “ecolabels”. It is a volunteer methodology of certification and labeling for Accreditation