Sustentabilidade no setor da construcao civil em sao paulo english version
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Transcript of Sustentabilidade no setor da construcao civil em sao paulo english version
Title: Sustainability in Civil Construction in São Paulo
Vivian Aparecida Blaso Souza Soares Cesar Pontifícia Universidade Católica de São Paulo, Doctoral Researcher and Master
in Social Sciences Professor of Publicity and Advertising Course at Communications and Marketing
College from FAAP and Professor of Graduate Studies in Sustainable Constructions from FAAP-Fundação Álvares Penteado
Research area: Anthropology. [email protected]
[email protected] http://conversasustentavel.blogspot.com/
Area: Ecological Economics Abstract The current environmental alert is pointing out the need to rethink the production
and consumption of goods and services, mainly environmental resources, viewing
the sustainability that will support the survival and continuing existence of
mankind in the planet. Taking into consideration the above scenario, this article
aims at presenting the sustainability efforts in the civil construction sector in São
Paulo. Based on discussions conducted by the present work it was possible to
realize that there is a strong trend to follow the ways towards sustainability in
Brazil. However, if we analyze issues related to consumption, individualism, lack
of defined sustainability strategies, and lack of articulation between public and
private sectors, we can easily assure that, at least in a near future, there will be no
significant change in sustainability practices in the sector. The foundation of
Instituto Ethos de Responsabilidade Social has boosted greater attention from
corporations to both social responsibility and sustainability issues in Brazil. The
institute has steadily been consolidating itself as a reference of producing tools,
organizing figures and information for companies aiming at implementing both
the concept and social responsibility practices in their businesses. Other institutes
and councils have also been searched, such as CBCS - Conselho Brasileiro de
Construção Sustentável (Brazilian Council for Sustainable Construction),
established in 2008 with the purpose of gathering the Brazilian civil construction
participants, to pursue both a better life quality of Brazilians and preservation of
their natural patrimony. Key Words: Social Responsibility, Sustainability,
Sustainable Building
1 – Introduction
The current environmental crisis, also related to the climate changes1, has pointed
out the need of governments, companies and society to gather themselves together
in order to implement policies that aim at low carbon economy, that is, policies
that promote the reduction of the use of materials and energy per each good
produced, by preserving the basic ecosystemic services such as the water supply
and other natural resources that the planet provides us with and also by providing
the society with equity and good life quality which are essential for survival and
the preservation of our species.
According to INPE- National Institute for Space Research- (2010)2, “from the
point of view of climate changes, regardless the population growth, urban
transition itself is alone a contributing factor to the increase of greenhouse gas
emission. This fact is due to the urban life styles that provoke more energy
consumption.
In Brazil, the social responsibility and sustainability movements have received
more attention from companies since the foundation of Ethos Institute for Social
Responsibility that is a reference in creating tools, organizing indicators and
information for companies that seek to insert Ethos Institute’s social responsibility
concepts and practices in their businesses.
1 Climate changes(s) – treaty signed under Multilateral Environmental Agreements by UNEP- United Nation Environment Programme, known as Kyoto Protocol, signed in 1997, in order to reduce CO2 emission between 2008 and 2012, related to 5-7% below the levels recorded in 1990. After ratification by Russia in 2005 Kyoto Protocol entered into force, although skepticism on its effectiveness and without the United States support along with their political followers. The IPCC (Intergovernmental Panel on Climate Change) has defined climate change as a significant statistical variation on average climate parameter or its variability, remaining this way for a long period of time (decades or more). João Salvador Furtado, Termos e Conceitos Relacionados ao Desenvolvimento Sustentável (2010), accessed on November, 29th 2010 at www.intertox.com.br.
For Ethos Institute, social responsibility could be defined as:
Social Responsibility is a management model that is defined as the company’s
ethical and transparent relationship to all publics it relates and as the setting of
business goals that trigger the society sustainable development, by preserving
environmental and cultural resources for future generations and by respecting and
promoting diversity and the reduction of social inequalities.
The civil construction sector has also started acting and the “Tear Project:
Building Sustainable Networks”, promoted by Ethos and by the Multilateral
Investment Fund from the Inter-American Development Bank (IDB), has as its
main goals to increase competition and the sustainability of medium companies
and to expand market opportunities by contributing to the country’s development.
The Tear Project has already been object of previous research and has been
regarded as relevant to the development of civil construction supply chain, mainly
due to the fact that it may incentive small and medium companies to become more
competitive when it comes to social responsibility aspects incorporated to their
business strategies.
Other initiatives from the Brazilian government, such as the new National Policy
for Solid Waste approved on August 2nd, 2010 by the so called president Luís
Inácio Lula da Silva, besides forcing the progressive end of dumps in all cities by
turning them into controlled landfills to prevent the contamination of the soil and
by promoting recycling and reduction of hazardous gas emission into the
environment, it also promotes, among other things, “reverse logistics” which
determines that the manufacturers, importers, distributers and sellers are
responsible for the waste. Therefore, they are responsible for collecting the end
user consumers’ waste: pesticides and its residues, packaging, batteries, tires,
lubricating oils, fluorescent bulbs, electronic products and its components.
The law establishes deadlines for companies to implement the new practice and
inform the consumers about the collecting of used products. Among other terms,
the law requires institutions to prove if they are properly disposing of the waste.
The Law infringement is considered environmental crime and states up to a 5-year
confinement penalty plus fine.
2. What is sustainability?
The issue of sustainability suggests a crack of paradigms, a reinvention, that is, a
process of innovation in an array of fields and sectors.
Giddens (2010) defined the term “sustainable development” as two separate
components: sustainability and development.
According to the author, sustainability is a useful idea, despite being tricky since
it relates to an undefined future and we do not know which technology changes
will occur. Thus, it becomes difficult to base our assumptions on evaluations
about the limits of the natural resources available on the planet, on the grounds
that such issues are usually left with a question mark. Apart from that, it is
possible to understand the term in many ways.
For instance, The World Economic Forum has created the Environmental
Sustainability Index which has been applied in 100 countries. The environmental
sustainability is defined based on five aspects:
1. The state of ecological systems such as air, soil and water.
2. The pressure under which those systems are subjected, including their pollution
levels.
3. The impact of such pressure on human society, measured by the availability of
food and the exploration of diseases.
4. The society social and institutional capability to deal with environmental risks.
5. The capability to supervise global public properties, especially the atmosphere.
(GIDDENS, 2010: 90).
The term “development”, according to Giddens, has been regarded uniquely
through the point of view of the economic growth measured by the GDP- Gross
Domestic Product – or also in reference to economic processes that could rescue
people from poverty. By doing so, it is possible to compare developing and
developed countries in terms of their growth. In developing countries the growth
never ends which causes development separate ways in the world, at least until
poorer countries reach a certain standard of wealth. (GIDDENS, 2010: 91).
Giddens also shows that climate changes are a political issue and that it is
necessary to have an agreement among governments to overcome problems
concerning the issue. Besides, the author believes in technology innovation and in
the search for sustainable technologies to mitigate the causes of global warming
and transform our economy into a low carbon economy.
Michel Serres (2003: 83) bets on ingenuity: it is necessary to exercise the
creativity since it is impossible to reinvent mankind universality without it.
Sustainability suggest a new way of acting and thinking and so does Serres: the
process of Hominescence, through which we can build a new mankind able to link
again culture, science and philosophy, starts with the rupture with the Cartesian,
Ocidental, traditional models that used to establish fixed positions for employees
at companies.
Serres (2003) shows how western thinking has ended up transforming the world.
Nowadays, society does not live the same way because there was a rupture with
the traditions and the way people used to live before the Industrial Revolution.
Families have also changed. They are no longer producers but consumers of goods
and services.
The West has ended up transforming the world. The Earth, seen from a shot taken
by cosmonauts in its totality, has replaced the Earth as a group of societies. This
perspective of the Earth has already transformed our relationships with fauna and
flora, with the season’s period, with the weather, with past time, with spaces and
places, with habitat and with our movements.
That division has also transformed social relationships. We have not been living
in society the same way since the lost link with the countryside, fields, nature and
animals, the occupation of lands and their defense and war. We even have not
been dying the same way. For lack of space in cities, we prefer to cremate our
deads rather than burying them. Serres, (SERRES, 2003: 83).
Perhaps, that rupture of the western Cartesian model that usually cracks culture,
individuals and society, is the contemporary science’s great paradigm that seeks to
leave the old paradigm where men is the center of the universe to state that men is
globally integrated. “Knowing the human being is, above all, to place him in
universe and not separate him from it” (MORIN, 2000: 47).
Morin (2007) points out Ethics as a reconnecting process among individuals,
species and society and in order to make it happen, self-knowledge and reflexion
are needed.
Some of the issues raised by Morin are concerning the difficulty the human being
has to activate the reconnection, on the grounds that the current thought is not
systemic, but fragmented which makes it unable to link again to the whole. Those
restrictions lead to irresponsibilities and to the lack of sympathy that characterize
human beings as individualist rather than altruist.
All knowledge (and awareness) that does promote individuality and subjectivity,
and does not even include the observer, is not strong enough to embrace all the
problems, mainly, the Ethical ones. Such knowledge may be effective to obtain
material things, to control energy and to manipulate living things. However, it has
become blind to capture human realities and therefore, it has become a threat to
the future of the human being. (MORIN, 2007: 62).
In this background, Morin and Serres, authors of the systemic thought, point out
the human beings’ need to reconnect to the society as well as to themselves in
order to understand that those individualist attitudes will not lead them to ethical
attitudes able to systematically think how much those attitudes can impact on a
society’s mechanisms of solidarity.
The systemic paradigm, thus, points out a break up with the traditional thought,
since it shows an array of other possibilities to express feelings which are not
solely through the consumption of goods and services. Perhaps, those possibilities
arise because before consuming, an individual who thinks systemically is able to
realize that the action of consuming will have other impacts on society, such as
littering.
The difficult thing is not to think about individuals, species and society, but to
think about the ethical attitudes that Morin and Serres’ reflections propose: to
think about the past by living the present and by looking at the future and taking
into account that our actions impact on other people’s lives and, therefore, on
society.
Sachs e Giddens, on the other hand, point out that the concepts of sustainability
and development must be taken to companies as an innovation proposal that seek
to promote a low carbon economy. Such proposal should include social aspects in
accordance with international treaties on the greenhouse gas emissions. The
authors bet on the development of new sustainable technologies.
ON this regard, companies have been seeking to insert sustainability in their
businesses. In business, sustainability should be more than a green ad or a
products line, a philanthropy action or planting trees to save the planet. It should
be a management strategy targeted at social, economic, environmental and
cultural aspects.
2.1 What is sustainability for companies?
Fernando de Almeida (2007), president of CEBDS – Brazilian Business Council
for Sustainable Development states that companies have the greatest force to
trigger the necessary changes concerning sustainability. According to the author,
the greatest stake of power in the contemporary world is concentrated in
companies and, therefore, they are responsible for the ways the society will take,
that is, if we really want to build a sustainable future, the imminent rupture has to
begin in businesses by leaving old paradigms behind.
Elkington (1998) developed the concept of Triple Bottom Line that focuses on
economic, social and environmental aspects that give positive feedback to
companies that are concerned with sustainability issues as it is shown below:
Figura 2 – Triple Bottom Line (SAVITZ, 2007: 5)
Economic Environmental Social
Sales, Profit, ROI Air Quality Labor Practices
Taxes paid Water Quality Impacts on the
community
Financial flows Energy consumption Human rights
Job posts Waste generation Responsibility for the
products
TOTAL TOTAL TOTAL
The Triple Bottom Line could be compared to a balance that shows results in
those three dimensions proposed as important parameters for sustainability. For
the shareholders they refer to the quantitative data. Profits are generated from a
management model that evaluates the impacts according to a systemic view and
takes into account the interdependence among the parties, that is, the stakeholders.
The stakeholders are divided into three categories, according to Savitz:
• External, who have no direct relationship with the company: members of
the community, governmental institutions, press, etc.;
• Internal: employees, managers, shareholders, etc.;
• External with direct relationship with the company: customers and
suppliers. (SAVITZ, 2007: 65)
Another classification is based on the level of influence on businesses. According
to Werbach:
“The word sustainability started being used in the environmental contexts in 1987,
after occurring on a United Nations’ report written by the Norweigian prime
minister Gro Harlem Brundtland” She defined sustainable development as “to
meet the needs of the present without compromising the capability of future
generations to meet their own needs” (WERBACH, 2010: 8).
In doing so, according to Savitz:
sustainability in practice can be regarded as the art of doing business in an
interdependent world. Sustainability is about respecting the interdependence
among living beings and the environment. Sustainability means to run the
company without harming the living beings and without destroying the
environment. Sustainability is a question of restructuring and enriching the
environment. (SAVITZ, 2007: 8).
The environmental movements and the spread of environmental issues in mass
media and, specially, in the internet, have made companies pay special attention to
their reputation in the market.
According to Almeida:
the information society already has the available tools to change simple actions,
for instance, to shop online in order to avoid energy waste. Companies should
make more use of teleconferences for the same reason. (ALMEIDA, 2007: 40).
A research carried out in Brazil in 2010 by the Environment Ministry, Walmart
and Synovate Brazil, on Sustainability and Buying Habits, has shown that the
society is willing to avoid the contamination of the environment by taking care of
the disposal of batteries and solvents. 45% of the people involved in the research
said that they are concerned about the proper disposal of hazardous materials
while 13% said that they tried to use their cars fewer times.
The habit of fixing things to extend products’ service life has also been spread.
Nevertheless, only 17% of people stop buying a certain product because they
believe it causes harm to the environment. 22% have stated that they reduced the
consumption of red meat for health reasons and 27% have declared they had
already bought some kind of organic products when they shop for food.
It is said that companies have an important role as social transformation agents, on
the grounds that they influence and are influenced by their consumers. According
to Bauman (2008), consumers are, at the same time, promoters of products and
products of promotion because they are all inserted in the same social space, the
market.
In view of that, we can realize that companies also have a role of influencing the
transformation of buying habits, due to the fact that they interact according to the
expectations and wishes of the society that associates the consumption of goods
and services to happiness. On the other hand, when it comes to capitalism,
innovation and saving of natural resources are essential so that companies remain
in the market. This way, companies end up committing to improve products and
service quality.
The Access and speed of information have made consumers pay close attention to
companies that cause harm to the environment, make use of slave or children
labor, use toxic products harmful to health without stating that on their packages,
among other issues related to social responsibility.
In this scenario, the economy has been impacted and a there has been a significant
change related to the level of interest of consumers in companies environmental
issues.
For instance, in 2008 Pão de Açúcar started getting engaged in sustainability
issues when they built a “green supermarket”, located in Indaiatuba, São Paulo.
By doing so, their goal was to show the society that besides investing in more
sustainable building systems that are capable of reducing water use, energy use
and greenhouse gas emissions, the company intends to develop and spread the
culture of sustainability and make stakeholders aware of that.
By means of marketing and communication strategies, the company has provided
consumers with clear ads and notices in order to show them the benefits of their
new actions. At the supermarket parking lot, for example, there are parking places
especially for alcohol-run cars which are considered, by environmentalists, as
being more sustainable compared to traditional cars. At the supermarket entrance,
the selective garbage collection system is available to all the community and the
results of that action are weekly informed and converted into social projects in the
community. Inside the supermarket, there is also a “green aisle” showing
sustainable products so that the consumers can understand which criteria those
products carry.
After Pão de Açucar´s initiative to start inserting that new culture into the
consumers’ actions, marketing and communications professionals now face a new
challenge: to cope with the pressure from shareholders and to deal with
sustainability issues in ethical and respectful way so that consumers are not
cheated on by the products they find at points of sales. Facilitating
communication and language, explaining the benefits of sustainability and, above
all, opening a direct channel to clear out doubts and meet the demands that may
arise are the right procedures to be followed by professionals who want to stand
out in the market and to be sustainably responsible.
It could be said that sustainability occurs when a company precisely diagnoses
their management practices by taking into account social, environmental and
economic aspects through the point of view of their various stakeholders.
Moreover, it occurs when the risks of the process related to the target consumers
are taking into consideration. That approach along with better governance
practices in sustainability provides the shareholders with more value and enable
the company to continue their business at long term.
3. São Paulo and sustainability
Nowadays, 75% of the Brazilian population live in cities and part of it is
concentrated in large urban areas that have the following characteristics in
common: too much high water, energy, goods and services consumption.
According to Ignacy Sachs (2009), every city is an ecosystem and, therefore, has
wasted resources that could be converted into benefits to the population. Sachs
states that urban issues can not be detached from the organization of the territory
and consequently, solutions to urban issues should be raised. For example, how
can energy waste be reduced or minimized?
According to IBGE data (Brazilian Institute of Geography and Statistics), only
17% of the 900 Brazilian municipalities have selective collection; about 40% have
landfills and only 11% of the Brazilian houses separate domestic garbage.
Like all world metropolises, São Paulo has also been facing great growth and
development problems which, consequently, have been negatively affecting the
life quality of the population. In a survey carried out by the movement “Nossa São
Paulo” in 2010 the population showed dissatisfaction with the city well-being: in a
1 to 10 scale the population rated their life quality an average of 4,8. Problems
such as security, fear of floods, traffic, robberies and thefts are among the main
causes of dissatisfaction.
Today, the number of cars in São Paulo is around 13 million. This fact shows us
how the consumption phenomena and individualism have been contributing to
worsen air quality and life quality of the population.
According to Professor Ricardo Abramovay, interviewed by IHU2 online
newspaper, the consumption standard in Brazil is one of the triggering factors of
unsustainable lifestyle. In São Paulo:
Who lives in São Paulo can observe that it is really important
to buy car, and its transformation not into a useful property,
but into something with status value is one example that the
increase of the income does not necessary means an
improvement of the well-being. This, of course, does not mean
that the income of lower classes should stop its upward trend.
This means that the current consumption standard, which is
2 To check: http://www.ihuonline.unisinos.br/index.php?option=com_content&view=article&id=3654&secao=351
concentrated in food products of lower quality, in a non
sustainable urban mobility system, and in houses based on a
huge waste of resources, should be reviewed and changed.
The Brazilian Action Plan for Sustainable Production and
Consumption (Plano Brasileiro de Ação para Produção e
Consumo Sustentáveis – PPCS), currently being discussed, is
an important step forward in this direction.
The civil construction sector, specially the real estate sector, is responsible for
setting public-private business partnerships, which aim at promoting an
improvement of the constructed area, impacting on the quality of life of the
citizens. However, the legislation or the plans drawn up by the governments or
investors are not always able to meet a latent social demand for service
infrastructure, health, transportation and education.
The urban development model in São Paulo is an example of gaps that need to be
properly treated. Only a glance over the city reveals issues related to urban
mobility, household garbage collecting system, floods, occupation of vulnerable
areas, among many other existing problems.
3.1 Civil Construction Sector in São Paulo
The civil construction sector is composed by companies such as property
developers, construction companies, manufacturers, dealers of building materials,
project companies and independent professionals, real estate agencies, and other
related activities. “The property developers have an important role in the
economy, since they are responsible for providing durable assets which affect all
the society and generate infrastructure conditions, leisure, commerce, shelter and
comfort for the life of people” (SOUZA, 2004: 24).
According to IBGE, the Civil Construction Sector in Brazil is responsible for
generating approximately 7.3% of all formal employments, largely impacting on
the basis of our economy. On the other hand, it is responsible for the generation of
40% of the world greenhouse gas emissions. This suggests that sustainability is a
strategic factor for the sector survival.
NGOs like “Nossa São Paulo”, “Instituto Polis” and other social organizations in
the metropolitan region of São Paulo act towards the city development, the
decrease of urban social black spots and the solution of serious issues such as
violence, drugs, accessibility and etc..
Most of the times, the municipal government and agencies in charge of the urban
planning of the city and its public areas are not able to face the exponential growth
of the city. Therefore, the intervention actions made by civil social organizations,
corporations and institutions are of utmost importance.
3.2. Market behavior towards sustainability in civil construction sector
The actions towards sustainable constructions in Brazil are motivating the whole
civil construction sector to adopt the best three practices for sustainability: water
and energy saving and reduction of building materials consumption.
The building materials manufacturers are pursuing competitive advantages in
relation to their competitors, as consequence of their organization improvement
and a better performance of their products.
3.3. Basic construction raw materials: steel, cement and wood
The manufacturers of raw materials for civil construction are also standing out in
discussions concerning sustainability. Companies such as Holcim (Cement),
Camargo Correa and Arcelo Mittal are steadily concerned about their products
lifecycle. In large companies, like those before mentioned, this movement is
gaining a greater importance, because their industrial activities are related to the
mining sector, which incur many social or environmental risks. In addition to that,
in the case of ceramic industries, there is the risk related to the corporate image,
since the toxic dust (particulates) generated by their industrial activity can impact
the neighboring communities.
The society, the press as well as environmental organizations have greater impact
towards environmental improvements in production sites, which have to be
implemented to meet the demand for a better quality of life of people living in the
vicinities of those sites.
On March 18, 2009 the São Paulo State Government, the São Paulo Municipal
Government, the Instituto de Pesquisas Tecnológicas – IPT (Institute for
Technologial Research), the NOG WWW Brasil, the Sindicato da Indústria de
Construção Civil –SindusconSP (Union of Civil Construction Industry in São
Paulo) and entities such as the Conselho Brasileiro de Construção Sustentável
(Brazilian Council for Sustainable Construction) have signed a Protocol of
Accession for the use of legal wood. This protocol is part of the Legal Wood
Programme which aims at boosting and promoting the use of legal and certified
wood. Both the state and the city of São Paulo are the greater consumers of
tropical wood in the country, and the civil construction consumes approximately
70% of wood obtained in Amazonia. (MILLER, TAYLOR E WHITE, 2008).
Unfortunately, the greater part of our consumption is not composed of legal or
certified wood, what originates a predatory action in Amazonia and illegal
businesses in the construction sector as a whole, impacting on the consumers who
buy wood from illegal origin.
Legal wood means that its origin is declared on licenses issued by IBAMA, by
environmental agencies, such as DOF – Documento de Origem Florestal (Forest
Origin Document) or in Forest Licenses, and the use of wood-based forest
products produced by the listed companies of the Cadastro Estadual de
Madeireiras Paulistas – CADMADEIRA (State Listing of São Paulo Wood
Industry), authorized by the State Decree 53,047, of June 02, 2008. A certified
wood means that besides its declared origin, the forest exploitation is rationally
preserved, assuring the forest existence and contributing to the social and
economical development of the forest communities.
Many isolated initiatives taken against the degradation of the forest have been not
enough to change this unsustainable consumption of woods obtained in one of the
most important natural biome of the world: the Amazonia.
3.4. Water supply
Water supply is already one of the State Government's concerns. After the United
Nations World Conference concerning water held in 1992, where the participants
stressed that water is a vulnerable and finite resource, many efforts have been
driven to preserve and maintain water resources worldwide. In Brazil, one of the
actions was the creation of ANA - Agência Nacional das Águas (National Water
Agency) with the mission “to implement and to coordinate an integrated and
shared management of water resources, to control the access to water, by
promoting its sustainable use in benefit for both present and future generations”.
The available water resources are no longer enough to provide water to
approximately 20 million inhabitants of the São Paulo Metropolitan region. Thus,
the concern about this natural resource has been motivating Sabesp - Companhia
de Saneamento Básico de São Paulo (The Basic Sanitation Company of the State
of Sao Paulo) to maintain the partnership with CEDIPLAC and ProAcqua to
structuring, developing and producing technical and functional documentation for
individual measuring systems of the water consumption in buildings.
The objective of the Programme is to guarantee the services quality in many
systems phases (project, execution and maintenance), the assurance of consuming
profiles, as well as the water rational consumption.
With this Programme driven to the professional qualification and the certification
of both companies and processes towards the establishment of appropriate
measuring criteria, Sabesp aims at achieving a model of rational water
consumption, that generates savings for the consumers and looking forward
environmental awareness. The Programme was set up in 2007 by CEDIPLAC -
Centro de Desenvolvimento e Documentação da Habitação e Infraestrutura
Urbana.
Individual Water Measurement in Real Estate Ventures
The individual measurement is already being used by construction companies in
São Paulo. The main objective is to make consumers pay for their exact
consumption. This way, they will be able to evaluate their water waste per month.
This system allows a change of consumer’s habits to a more rational consumption.
Based on this analysis, it is possible to detect possible leaks. This system requires
the installation of a hydrometer in each housing unit.
As per Sabesp, the installation of hydrometers in each apartment does not interfere
in the company´s activities, because the reading is obtained by one hydrometer
installed at the building main entrance. The major difficulties faced for the
individual measuring in already constructed buildings are the high installation cost
of an individual hydrometer, since it is necessary to change the whole internal
pipeline, besides a measuring system that requires technical and administrative
adjustments in the property. In new ventures, the solution is easier since the
individual hydrometers are included in the architecture project.
The ideal in multi-family condominium complexes is also to establish a
Programme for environmental education towards rational water consumption,
because the system can not work miracles if the condominium member does not
react to the obtained results. The change of the inhabitants’ habits is necessary.
Presently, there are 5,548 housing units in the São Paulo State Housing
Programme using this system, and other 8,472 units were already foreseen until
the end of 2010. However, this quantity is very low in comparison with the total
existing housing units in the state.
3.5. Energy efficiency
Today, the housing units are responsible for 22% of the energy consumption, and
therefore the Federal Government in partnership with Eletrobras and Inmetro have
launched some initiatives to help consumers reduce the electrical energy
consumption in their buildings.
Consumers are able to evaluate electrical devices such as television sets,
refrigerators, and others, through the Selo Procel – National Programme for
Electrical Energy Saving, launched in 1993 by Eletrobrás.
The Selo Procel is part of the Programa Brasileiro de Etiquetagem - PBE
(Labeling Brazilian Programme) a partnership with Instituto Nacional de
Metrologia, Normalização e Qualidade Industrial – Inmetro (National Institute of
Metrology, Standardization and Industrial Quality). The main product is the
National Label of Energy Saving: products are assessed to check their energy
saving potential.
After many studies carried out by the Programme, the Selo Procel Edifica was
launched in 2009, with the main objective to motivate the preservation and
efficient use of natural resources (water, energy, ventilation, etc.) in buildings,
reducing waste and environmental impacts.
Sustainability is made by choices, for example: someone who goes shopping,
besides analyzing the products technical features, has also to pay attention to the
quality and origin of the product. Nowadays, when a consumer chooses any kind
of electrical and electronic device, he/she must pay attention if the product meets
safety and energy efficiency requirements.
Saving energy is very important, since, in Brazil, the energy is generated by
hydroelectric power stations, which means that the greater the energy
consumption is, the greater will be the need to construct new hydroelectric power
stations. This action brings as consequence the flood of many areas, an
unnecessary environmental impact to the natural water flow of the rivers, besides
the socio-environmental burden to the neighboring population.
Source: Procel Edifica
In Brazil there are studies for alternative energy sources. However, this deficit has
to be balanced with investments and technology. The consumers affected by the
environmental impacts generated by the degradation must change the reality by
means of useful attitudes, for example, buying electrical devices with higher
energy efficiency. According to Almeida, the conscious consumer will probably
accept paying more for energy produced by renewable sources. Public policies
and energy pricing aligned with new social objectives and sustainable consuming
habits”. (ALMEIDA, 2007: 40).
3.6. Sectoral actions towards sustainability
3.6.1. The Government
The Federal Government by means of incentives to real estate financing launched
in 2008 the PAC - Programa de Aceleração do Crescimento (Growth Acceleration
Programme), and in view of the world economic crisis, has recently launched the
Programme “Minha Casa Minha Vida”, in partnership with Caixa Economica
Federal, in order to meet the demand originated by the Brazilian housing deficit,
presently of 6,273 million housing units, as per Inês Magalhães.
Housing units deficit, which requires reposition or number of houses increase, is
composed by temporary shelters, rustic houses, poor domiciles, part of the
family cohabitation, the excessive burden with rent (a commitment higher than
30% of the family income among families earning up to three minimum wages,)
and, lately included, the excessive overcrowding in rented domiciles”.
This initiative aims at boosting the construction of popular houses, introducing
some sustainable criteria in the construction, generating significant reduction of
the consumers’ energy and water bills, besides decreasing environmental impacts
due to the civil constructions. In a global scale this sector is responsible for 40%
of the greenhouse gases emissions, interfering in climatic changes and in social
dynamics.
The Secretary of the State Housing Department and president of Companhia de
Desenvolvimento Habitacional e Urbano - CDHU (Urban and Housing
Development Company), Lair Krähenbühl during the 9th Construbusiness, a
business event driven to the civil construction industry, held on November 29,
2010 in São Paulo, stressed the need of “Minha Casa Minha Vida” Programme to
focus on the construction of housing units for the population with low income,
living in the country’s metropolitan regions.
“Nowadays the price of plots is high and people who earn up to three minimum
wages do not have access to the Programme, since the subsidy of R$ 52,000.00
per housing unit in metropolitan regions is not realistic, making it difficult the
construction of a house of social interest besides introducing sustainable criteria.
The alternative would be to establish partnership with the private sector, to offer
wider bank credit lines for population of low income, besides a joint action of the
Federal, State and Municipal Governments.
The São Paulo State Housing Department has today a Housing Project of
Sustainable Social Interest, which presents four Programme criteria: legalization
of land or properties titles, action in urban slums and precarious settlements,
integrated action in projects for urban and environment recovery and urban
requalification. Additionally the Programme foresees the sustainability and the
improvement of the quality of the product to be delivered.
The legalization of land titles counts with the support of the “Cidade Legal”
project, created by the state decree no. 52.052/2007, which has 407 registered
cities and 11,000 supporting sections. Under the support of the state law no.
13.290/2008, the legalization process of housing units has 57,000 units, out of
155,000 yet to be legalized, including a reduction in 90% of the total fees due to
the legalization process.
The new system for legalization of land titles foresees infrastructure systems in
the neighborhood, such as: water supply, sewage collecting, commerce and
services, rationalization of public transportation and integration of health, leisure
and education services, benefiting the families’ quality of life.
Figure 3 – Life standard
Nos. globais preliminares para o PEH – Plano Estadual de Habitação
Preliminary global figures for State Habitation Plan
Necessidade Habitacionais Housing deficit % de domicílios Total of domiciles Total de domicílios do ESP Total of domiciles in the São Paulo state Déficit Deficit Inadequação Inappropriate housing Fonte Source Elaboração Responsible
In relation to the improvement of domiciles of social interest, the Programme
foresees new project alternatives, as three restrooms, higher floor-to-ceiling
heights, providing more ventilation and comfort, hard floor covering in all rooms,
tile floors in the kitchen and bathroom, cover for the service area, aluminum
frames, dividing walls, gardening and afforestation.
The project also foresees sustainable aspects viewing a reduction of consumer’s
water and energy expenses, besides new building technologies and the universal
design enabling anyone with or without total or partial mobility impairments to
live in.
Professor Alex Abiko, from Universidade de São Paulo (São Paulo University), in
the 3rd. Brazilian Construction Symposium presented three important aspects
towards more inclusive and sustainable cities: the need to introduce green areas,
the adoption of transportation management guidelines and society engagement.
These principles integrate new technologies of green buildings into a new
approach of cities planning.
3.6.2. UNO’s strategy towards sustainable building
Since the 1972 Stockholm Conference the United Nations Organization has been
boosting Programmes with the purpose of motivating the Heads of States to align
their strategies and actions with the sustainable development of nations.
The United Nations Environment Programme (UNEP) has been coordinating
many initiatives in the civil construction sector aiming at reducing greenhouse
gases emissions, one of the causes of the global climate change.
The SBCI - Sustainable Buildings and Construction Initiative, for example, is
motivating the government and the construction industry to promote public
policies and greener practices, in order to decrease impacts and assure a
worldwide commitment for the reduction of greenhouse gases.
In Brazil, CBCS – Conselho Brasileiro de Construção Sustentável (Brazilian
Council for Sustainable Construction) – in partnership with SBCI is working to
achieve the aimed reductions, the targets of an inclusive low carbon economy.
In 2009, UNEP launched a guideline to evaluate the products lifecycle, and
pointed out in its studies that the products lifecycle can induce a greater corporate
social awareness, in socio-economic and political context.
CBCS Conselho Brasileiro de Construção Sustentável (Brazilian Council for
Sustainable Construction)
In Brazil, CBCS – Conselho Brasileiro de Construção Sustentável, one of the
SBCI’s members, is also developing Programmes with the purpose of reducing
CO2 emissions, minimizing impacts on the climate, which deserves our close
attention nowadays.
The Brazilian Council for Sustainable Construction was in August 2007, as an
OSCIP, with the aim to motivate the construction industry to apply more
sustainable practices, improving the quality of life of consumers, workers and
environment around the buildings. The Council is a result of the articulation
among leading corporations, researchers, consultants, professionals of the area
and opinion makers. CBCS maintains a close relationship with national and
international organizations acting in this field with different perspectives, based
on an environmental point of view, with business and socio-economic
responsibility. Additionally, the on going team committees discuss and indicate
goods practices for crucial aspects of the constructions, for example energy, water
supply, materials, projects, sustainability assessment and financial and economic
issues (CBCS,2008).
Since 2009, SBCI, PNUMA Brasil and CBCS have been developing the “Sushi
Project”.
The SUSHI Project, Sustainable Social Housing Initiative, is part of SBCI
Sustainable Building Initiative and is represented in Brazil by PNUMA and
CBCS - Conselho Brasileiro de Construção Sustentável (Brazilian Council for
Sustainable Construction).
The project has been drawn up as consequence of the need to improve the final
product of social housing projects carried out by the government, because in many
countries this kind of project results in houses with low durability, low
construction quality, inappropriate internal comfort and high maintenance costs.
Those factors lead to a reduction of houses lifecycle, waste of non-renewable
natural resources, waste of consumed water and energy impacting on the family-
income and consequent high bills.
The SUSHI Project was developed in partnership with PNUMA local
representatives in Brazil and Thailand, and as part of the Resource Efficiency –
SCP – Norway Partnership, coordinated by DTIE – Division of Technology,
Industry and Environment, of United Nations Environment Programme
(UNEP/PNUMA). Its final product will be a social housing with better
environmental performance, lower lifecycle costs, and that may provide a greater
satisfaction to the final consumer. Besides that, the project final target is to
promote changes in current construction practices of social housing units applying
public financial resources, by putting into operation the sector production chain
engaged with the project.
The project final result will be a report presenting the developed methodology
applied in SUSHI Project, together with case studies of each one of the pilot
functions both in São Paulo and Bangkok.
3.6.3. Sectoral entities’ strategy towards sustainability
On July 06, 2009, SindusconSP – Union of Construction Industry held an event to
promote discussions on the climate changes. The specialists participating in the
event pointed out to some necessary changes, such as the implementation of
greener production processes and the change of our consuming profile. In São
Paulo, some government initiatives towards the CO2 emission reduction have
already generated positive results. For example, the gases generated in two
landfills provide electric energy for two country cities, serving more than 700
thousand citizens. It means that today we already know what has to be done. So,
let’s do it!
Another important point to promote a fast change is to make companies aware of
their “carbon footprint”. The internet site
http://www.ghgprotocol.org/calculation-tools/all-tools offers a free-of-charge tool
that calculates the carbon footprint of the companies. This tool has been
developed by: MMA - Ministério do Meio Ambiente, FGV - Fundação Getúlio
Vargas, CEBEDS – Brazilian Council for Sustainable Development, WBCSD -
World Business Council for Sustainable Development and WRI - World
Resources Institute.
Based on this data, the companies will be able to set objectives to reduce their
impacts and improve their processes. It is important to point out that for the time
being this is a voluntary report, but the government is already discussing a project
that will make all companies to present it annually. Some companies are already
engaged: Alcoa, AmBev, Arcelor Mittal, Banco Real, Sadia, Boticário, Suzano
Papel Celulose, among others.
Concerning energy efficiency, as per Eletrobrás, the use of air conditioners is
responsible for 40% of the consumed electric energy in the North region of the
country. That means that it is necessary to change the projects, applying shading
techniques to façades, solar energy, among others. Thus, the consumer has to
consider these important and sustainable aspects when he chooses a venture.
CIBIC – Chamber of Construction Industry
Since 2005, the CIBIC – Chamber of Construction Industry has been rewarding
companies that have excelled themselves in social responsibility, via FASC –
Social Action and Citizenship Forum, which settles the guidelines for the CBIC
Social Responsibility Prize. This prize is given to social projects carried out by
entities and construction companies, in the base year of 2009 and previous
periods.
The Social Responsibility Prizes aims at:
- Boosting and motivating the development of social actions of the
Construction and Real Estate Industries, rewarding joint efforts of the
sector towards a society with a better quality of life.
- Divulging the culture of social responsibility in the sector, debating the
subject, highlighting its importance to the whole society, especially among
all players of the Construction and Real Estate Industries.
- Promoting an information interchange among corporations dedicated to
social responsibility issue, building up a permanent source of information
and news concerning social actions in the sector.
Who can participate?
- Companies related to the Construction and Real Estate Industries, located
in Brazil, of any size, which are developing social responsibilities actions,
projects or Programmes;
- Class associations of the Construction and Real Estate Industries affiliated
to CBIC which are developing social responsibilities actions, projects or
Programmes.
Secovi – Union of Companies related to the Trade, Rental and Administration of
Private or Commercial Properties, by means of Projeto Ampliar aims at promoting
education and professionalization among young people at risk, providing work
skills for them to enter into the work market.
The project has two approaches. The first is the “Engraxate” Project which offers
an earning alternative and boosts the development of poor young people between
the ages 16-20 years, providing them a real work opportunity: shoe shining. The
second is the “Jovem Farmácia” Project that consists of giving courses in
“Pharmacy Assistant” to young people between the ages 18-23 years, at Unidade
Ampliar’s Paulista/Brigadeiro Unit.
With all these initiatives it is possible to see that the social responsibility sector
gained a new configuration with both green ventures and environmental
certifications recently implemented. In turn, the sustainability idea is stronger,
mainly because there is a favorable sectoral articulation towards this movement
carried out by representative entities.
Conclusion
The real estate sector in São Paulo is an important conducting agent of the city
concept project, because it smoothly articulates urban operations, by means of
public-private partnerships with huge ventures developers. The city outskirts and
slum’s population are excluded, what makes it difficult for these people to have
access to infrastructure services, for example transport, leisure, health and
education. This denotes a gap in many areas of the city’s urban planning.
The present work aims at providing a context to the incorporation of social
responsibility aspects to companies, based on the awareness of worldwide
environmental issues. On this regard, it was possible to observe that in Brazil
there is a strong trend to follow the sustainability way. However, if we think about
consuming issues, the individualism, the lack of sustainable strategies defined for
corporate management, the lack of articulation between public and private sectors,
it is possible to assure that there will be no significant change concerning
sustainable practices in the near future.
In face of this information, it is possible to observe that important changes are
occurring in the civil construction sector by means of the articulation among
companies, manufacturers, unions, NOGs, government and society. However, the
social responsibility issue in the industry sector practically does not meet the
expectations.
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