Reputação e a relação com Stakeholders/ESG de maneira prática para ampliar a reputação empresarial nos diversos stakeholders

I was recently reading an article about theZiel Cosmeticsthat addressed the technique ofUpcycling– process to transform waste or discarded products into new materials or products of higher value, what reduces waste and promotes the circular economy

The termupcycling, according to theEcyclewas coined by the German environmentalist Reine Pilz, in 1994. In 2002, became popular with the publication of the bookCradle to cradle: repensando a forma como fazemos as coisas(in Brazil, Cradle to cradle: create and recycle endlessly), 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, what minimizes waste and reduces the carbon footprint. Furthermore, the company collaborates with local communities, does not conduct tests on animals, and adopts sustainable packaging, reinforcing your 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 where 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 your manifesto by associating values related to social responsibility and engagement with environmental causes, so necessary nowadays. On the other hand, this contributes to expanding your relationship with thestakeholdersin order to bring more attractive results for the company

1. Collaborators – A good place to workPractices ofupcyclingcan positively impact employees, especially from the younger generation, that value companies that show 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 bodies. Some regions offer tax benefits or green seals for companies that demonstrate sustainable practices, what contributes to strengthening your reputation
   
3. Suppliers and Partners–sustainable supply chainBy choosing suppliers that useupcyclingin your processes, the company can strengthen its business partnerships and create a sustainable value chain, what can lead to a cascading effect, encouraging other suppliers to adopt similar practices. In addition to the possibility of joint product development. An example is the partnership between theAdidas and Parley for the Oceans, that 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 agro-industry and transforms them into a new moldable raw material that can be disposed of directly in nature. With this new raw material, it is possible to develop decorative pieces, construction materials and even furniture
   
4. Investors– increase in market value – These environmental practices and circular economy tend to be more valued in the financial market and increase attractiveness in the market when adopted and communicated in their ESG reports
   
5. NGOs and Sustainability Institutions– development of partnershipsCompanies can collaborate with NGOs that promote sustainability by providing recyclable materials or co-creating projectsupcycling. 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 – 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 packaging leftovers to local artisans, that transform you into sellable products, generating jobs and income. Companies can promote events or workshops in the communities where they operate, teaching techniques such as furniture recycling or sustainable fashion
   
7. Clients – strengthening of the relationship and increase in salescreation of programs that encourage customers to return old or used products to be recycled or transformed into new products throughupcycling. Shoe companies, how theTimberland, they do that, attracting eco-conscious consumers and improving brand reputation

These factors, комбінова, help to consolidate a solid and trustworthy reputation in the market, what can generate long-term competitive advantages