Microsoft has voice power, but now it needs to give speech space to those who need it.
Microsoft has put together a list of around 60 sustainable marketing service providers. Available for sharing, the list features local entrepreneurs to produce coffee distributed between corporate events, stand assemblers that already work with lighter raw materials to include female workforce, businesses that operate in the circular economy to deliver the correct destination of waste, in addition to inclusive labor such as Galera do Clique, which trains and employs photographers with Down syndrome.
Mapping started in May, from the discomfort I experienced at an event. I turned my discomfort into an invitation. It’s not about criticism, revolt or blame. about attitude, clarifies Luciana Lancerotti, Microsoft CMO.
Carpets and plants have already been donated to institutions, communities of seamstresses have made T-shirts with sustainable cotton, ceramic mugs made with leftover plastic have given away to partners, and tasting pots of honey produced in the interior of So Paulo have surprised guests at the event. Luciana noticed that the receptivity is positive, but many companies report the difficulty of finding workers compatible with the sustainable chain.
New solutions were thought of even for those moments that demand more sophistication. We gave a wine, which was elected the most sustainable in the world. Microsoft has voice power, but now it needs to give speech space to those who need it, says Luciana. Wunderman Thompson, Dentsu, Oliver and Marcom, in addition to the event companies TM1, Motivare, Popi and Living Brands, have already joined the project led by Luciana.
Each agency has a designated representative to feed the catalog with previously tested suppliers, consolidating a collaborative effort. Based on the 17 Sustainable Development Goals (SDGs) of the United Nations (UN), the program is divided into the areas of direct protection of the environment, reduction of inequality, human development, consumption and responsible production.
For your convenience, the list is categorized by industry, including food, beverage, and transportation, among others. We have already doubled the volume of suppliers since the beginning of the project, says Luciana. One of them helped Microsoft find a partner that managed to transform more than 200 square meters of certified wood, used in an event, into sawdust and, finally, into energy.
Today, to have Microsoft as a sponsor, the event has to give space for the brand to talk about ESG (Environment, Social and Governance) in the practice of marketing. The company also seeks to understand the structure of spaces, influencing the organization’s own chain. The model of continuous maturation is part of the journey of transformation not only of the companies, but of the individual values of executives who work on the most diverse work fronts in the communication industry.
