Brasil Pack Trends 2020

BrasilPackTrends2020 201 sustainabi l ity & ethics responsible for the definition of forest certification criteria all over the world, attesting that the product is from an ecologically handled forest, socially fair and economically viable (BRAZILIAN COUNCIL OF FOREST HANDLING, s.d.; INMETRO, s.d.). PICTURE 7.29 Products with ecolabel to cellulosic materials Source: Press release The English company Carbon Trusts has obtained notability in the world offering consultancy for the reduction of the use of energy and carbon footprint. Besides the commercialization of low carbon technology, the company also offers the Carbon Trust independent certification, which involves the verification of the carbon footprint associated to a product or service. The carbon footprint is related to the knowledge and to the measurement of all the greenhouse gases emissions, measured in equivalent CO 2 , during the whole life cycle, from the raw material production, transportation, fabrication until the final disposal. That initiative helps the company to identify the points for cost reduction and opportunity for developing new products. When they clearly communicate their initiatives related to the carbon footprint, it brings an increase on the trust and reputation of the brand, which helps to increase sales. Two categories of labels can be used (Picture 7.30): the label Working With the Carbon Trust, which indicates the efforts for measuring the carbon footprint of a product or service and the label Reducing with the Carbon Trust, which indicates the commitment of the company or sector with the reduction of the environmental performance of products and services, with a great importance for the implementation of environmental policies aimed to consumers, helping them at choosing products less aggressive to the environment. The “green label” is generally given by a national certification organ (third part) and is based on multiple criteria from studies of Life Cycle Assessment of a given sector, with focus on reducing the environmental impacts associated to the selected product category. In Brazil, the Brazilian Association of Technical Standards -ABNT, offers the ABNT’s Ecolabel or green label, through the Ecolabeling Program, represented by the “hummingbird”. There are some products categories in Brazil that use the ABNT ecolabel, for example, the products for hand hygiene aimed to the institutional or professional market (Gojo Latin America Ltd.), reformed tyres (Paludo Pneus), steel products for civil engineering (ArcelorMittal), offset paper for printing (International Paper) and furniture for offices (DIV Design), among others (ABNT, s.d.). The certification of cellulosic materials by internationally recognized agencies have become a more intense reality in Brazil and around the world day by day (Picture 7.29), highlighting the label Forest Stewardchip Council (FSC), applied on the cellulosic packages sector. The Brazilian Program of Forest Certification (Cerflor), applicable nationwide, prescribed on the standards elaborated by ABNT and integrated to the Brazilian System of Conformity Assessment and to the Inmetro is another forest certification program used in Brail, internationally recognized by the Programme for the Endorsement of Forest Certification (PEFC), an international organization that congregates systems of forest certifications all over the world. Both programs attest the sustainable forest handling and the traceability of the custody chain, offering to the consumer the guarantee that the product follows criteria based on practices that promote the biodiversity preservation, responsible use of forest resources and the maintenance of soil, air and water quality. They still analyze the actuation of the companies in the economical and social development of the region where they work at. They are governments’ entities