Columnist for propmarkexecutive competes in the ‘Business’ category with the book ‘Green Consumption: the construction of a sustainable mass market
Ricardo Esturaro is one of the finalists for the Jabuti Prize, considered one of the most traditional in Brazil, organized by the Brazilian Book Chamber (CBL). Esturaro competes with Jabuti in the ‘Business’ categories with his ‘Green consumption: the construction of a sustainable mass market’, launched by the publisher Tira de Letra.
The work talks about environmental, social and business issues in an objective and direct way, far from the fad, obscurantism and excessive alarmism that has taken over this subject. It begins with an approach to various subjects such as the evolution of the consumer market, the green movement and companies and their side effects on the planet and society.
To then analyze the challenges of decarbonizing the economy, a fair social transition, environmental communication and opportunities and strategies for the implementation of a sustainable mass consumer market. Esturaro says that the book is not just about business or marketing, for example, but explores all disciplines with the aim of explaining the topic of sustainability.
He says that, in the work, he tried to link his business experience with sustainability. And Esturaro explains that the solution to climate problems lies with companies, which need to deliver good, cheap products, within the best environmental practices.
“The subject of sustainability began to gain traction in recent years, with the acronym ESG, but there are specific areas, and it is not knowledge that is present in all areas of the company.”
Esturaro, of course, was happy with the nomination because it was, in a way, a thermometer for the book. “This nomination to Jabuti is important feedback to show that I think I got it right, that I managed to deliver relevant content. I think the seal, this evaluation, brings great joy for carrying out a job”, he stated.
Columnist for propmarkRicardo Esturaro was CMO at Globo for 16 years and is currently a specialist in strategy, marketing and sustainability, as well as a speaker.
The winners of the 2024 Jabuti Prize will be announced on the 19th.
