Authors: Sabrina de Branco, Bracell; Rodrigo Ladeira, UFBA; and Jorge Cajazeira, FIEB – Federação da Indústria do Estado da Bahia
O PAPEL vol. 81, num. 08, pp. 89 - 97 - AUG 2020
ABSTRACT
Today, debates about eucalyptus plantations in Brazil are
sporadic, as opposed to the past. They involve positive and
negative points of view. Criticisms mostly relate to alleged
environmental aspects of soil and depletion of water resources,
reduction of biodiversity and, in some cases, rural exodus and
impoverishment of communities surrounding large eucalyptus
plantations. Both sides have arguments that are being better
understood by each other thanks to science, communication
and practical examples. This article deals with decision-making
processes of private social investment projects, having as
theoretical basis Sustainable Development, Corporate Social
Responsibility, Private Social Investment and Stakeholder
Engagement. A case study was conducted on an industrial
eucalyptus-reforestation company with industrial purposes,
present in 21 cities in the state of Bahia, Brazil. From this, it was
possible to evaluate the level of engagement that the company
intends to have with the communities in its area of influence
and to engage them in their decision-making processes
regarding private social investment projects. Indeed, the results
do not show discrepancy between the perceptions of both sides.
However, they point out improvements should be made in
projects with communities. As a theoretical contribution, it was
found that there was an image improvement in all audiences
involved, and a manual of good practices was created for
companies and communities.
Keywords: Stakeholder Engagement, Social Responsibility,
Private Social Investments, Shared decision, Eucalyptus culture.