Reputation and the relationship with Stakeholders/ESG in a practical way to expand the corporate reputation among different stakeholders

I was recently reading an article aboutZiel Cosmeticswhich addressed the technique ofUpcycling– process to transform waste or discarded products into new materials or products of higher value, which reduces waste and promotes the circular economy.

the termupcycling, according to theEcycleIt was knifed by the German environmentalist Reine Pilz in 1994. In 2002, it became popular with the publication of the bookCradle to cradle: rethinking the way we make things(in Brazil,Cradle to cradle: create and recycle unlimitedly), written by American architect William McDonough in partnership with chemist Michael Braungart.

The BrazilianZiel Cosmeticsis a pioneer in the concept ofupcycling beauty, reusing by-products of winemaking (such as grape seeds) to create cosmetics, which minimizes waste and reduces the carbon footprint. Furthermore, the company collaborates with local communities, does not conduct animal testing, and adopts sustainable packaging, reinforcing its commitment to ethical and environmentally responsible practices (Ziel Natural Cosmetics).

Upcyclingandbusiness reputation

We realized that the relationship betweenupcyclingandbusiness reputationis increasingly relevant, especially in a context in which sustainability is one of the important factors for the relationship between consumers, investors and business partners with companies or their brands.

The very presence of this concept expressed in the brand strengthens its manifesto by associating values related to social responsibility and engagement with environmental causes, which are so necessary nowadays. On the other hand, this helps to expand your relationship with thestakeholdersin order to bring more attractive results for the company.

1. Collaborators – A good place to work: Practices ofupcycling can positively impact employees, especially the younger generation, who value companies that demonstrate concern for environmental impact;
   
2. Government and Regulatory Bodies – Compliance and public recognitionCompanies can align their operations with environmental laws and regulations, gaining positive recognition from governments and regulatory agencies. Some regions offer tax benefits or green seals for companies that demonstrate sustainable practices, which helps strengthen their reputation;
   
3. Suppliers and Partners–sustainable supply chain: When choosing suppliers that useupcycling In its processes, the company can strengthen its commercial partnerships and create a sustainable value chain, which can lead to a ripple effect, encouraging other suppliers to adopt similar practices. In addition to the possibility of joint product development. An example is the partnership between theAdidas e a Parley for the Oceans, which transforms plastic removed from the oceans into sports products. This strengthens both the brand's reputation and that of the involved partners. Another example we can mention is the Brazilian companyMush- that uses organic by-products from agribusiness and transforms them into a new moldable raw material that can be directly discarded into nature. With this new raw material, it is possible to develop decorative pieces, civil construction materials, and even furniture;
   
4. Investors– increase in market value– These environmental and circular economy practices tend to be more valued in the financial market and increase market attractiveness when adopted and communicated in their ESG reports;
   
5. NGOs and Sustainability Institutions– development of partnerships.Companies can collaborate with NGOs that promote sustainability by providing recyclable materials or by co-creating projects.upcycling. For example, a fashion company can donate leftover fabrics to an NGO that teaches sewing to underprivileged communities, promoting social inclusion and income generation;
   
6. Local Communities – a company promoting social development –A company can engage with communities to develop projects that directly benefit the local economy. For example, a food factory can donate leftover packaging to local artisans, who transform them into sellable products, generating employment and income. Companies can promote events or workshops in the communities where they operate, teaching techniques such as furniture recycling or sustainable fashion;
   
7. Customers – strengthening relationships and increasing sales:creating programs that encourage customers to return old or used products to be recycled or transformed into new products throughupcycling. Footwear companies, such asTimberland, they do this by attracting eco-conscious consumers and improving brand reputation.

These factors, combined, help to consolidate a solid and trustworthy reputation in the market, which can generate competitive advantages in the long term.