Getting to the roots of sustainability

Nuno Calado's Story

“It is easy to get enthusiastic from first results, but you need to keep your own passion and the company's passion alive”
"Change is very social and human-centered. You have to find ways to connect with people individually, understand their motivations, and figure out the best way to align them with the overall sustainability strategy.”

How Nuno's strategic communications hands communications and hands-on engagement foster long-term sustainability

Nuno Calado is a Wood Regulation & Sustainability Manager, Sonae Arauco. Growing up, he spent much of his time on his grandparents farm, where he experienced first-hand how intertwined the different elements of nature are. Since those experiences, he has always wanted to work with nature, now working with forest owners on behalf of Sonae Arauco to optimize both the health of their forests and Sonae Arauco’s operations

With an industrial soul, Sonae Arauco is one of the largest wood-based solutions players in the world. The company’s commitment to sustainable development is borne out in its forest certification, the implementation of a circular bioeconomic model and the permanent integration of recycled wood into the industrial process. 

 

Sonae Arauco resulted from a joint-venture between Arauco, a worldwide player in the forestry and wood sector, and the Sonae Group, a multinational company managing a diversified portfolio of businesses in retail, financial services, technology, real estate and telecommunications.

 

Sector: Wood-based solutions 

 

Employees: 2,600 globally

 

Geography: Headquartered in Spain, with operations globally

 

Website: www.sonaearauco.com

 

Challenges
faced

Due to the private ownership of forests in Portugal (97%), action happens now and impact comes later. Success will only be visible in the long-term and so it’s difficult to show the progress for current operations. Nuno ensures that his projects start early, and that he has the time to walk through the impact he is making.

"It is easy to get enthusiastic from first results, but you need to keep your own passion and the company's passion alive because R&D, for example, on different and improved pines will take years"
"Sometimes colleagues are difficult to engage because companies are like a big ship: every time you want to steer them, it takes time before such a move actually happens. Swift changes are not feasible in such a complex environment"

Nuno is reliant on the commitment from the other Sonae Arauco teams, who usually work on sustainability as well as their day-to-day job. Especially on longer-term projects, a feeling of inertia can easily demotivate these people. Nuno ensures to celebrate the small wins to keep the spirit going, continue the support, and avoid projects going on longer than necessary.

Actions
taken

Nuno has implemented communications to raise awareness and engagement on sustainability initiatives. Recently, he recorded a video podcast summarizing the main drivers and commitments of the company in the area, an initiative that is part of a broader communication plan from the company.

 

From forest projects to the integration of wood recycling in Sonae Arauco’s products, the company is a great example of a circular bioeconomy model. This shows a commitment to further communicate the value created by Sonae Arauco in the creation of a sustainable world. Other initiatives include field trips and volunteering activities to engage employees and help them understand the impact of Sonae Arauco’s sustainability projects.

 

He recognizes that many employees lack a tangible understanding of Sonae Arauco’s forestry work. To bridge this gap, he organizes field visits to project sites.

"The main issue is to show stakeholders that there is really no other way than sustainable action, and showing them the advantage of being proactive rather than reactive"
"Our volunteering work is an effective way to drive engagement where our teams see what we do and become engaged by planting trees. Because it is so different than business as usual for them, it works very well"
"My first task was to create a comprehensive forest strategy. I analyzed what we were currently doing, compared it to our competitors and role models, assessed our risks and the environmental impact of our operations, and then proposed a clear strategy for moving forward."
"We take employees out to the countryside and show them the actual projects, like the areas where we're restoring wetlands and planting trees...they often don't grasp the sheer scale of what we're doing until they see it for themselves"
"I'm lucky to have a colleague in communications who is just as passionate about sustainability as I am. We've been working together to develop various communication initiatives, like podcasts and videos, to highlight our work and give our sustainability efforts a platform."
"200 hectares doesn't say much to most, even 280 football fields doesn't; but seeing how much forest we have in our projects with their own eyes really drives the message home for everyone, from the CEO to the people on the shop floor"

He understands that communication is key to driving change. Nuno partners with Sonae Arauco’s communications team to develop engaging content that showcased the company’s sustainability journey. This included producing podcasts and videos featuring sustainability champions, as well as incorporating sustainability messaging into internal communications.

 

Recognizing the need for a cross-departmental approach, he actively participates in and leverages task forces dedicated to specific sustainability goals. But change is a societal process. Nuno builds relationships with colleagues, actively listening to their concerns, and adapts his approach to effectively engage individuals with diverse perspectives. Building support for sustainability initiatives across the company helps colleagues realize their own role in building change. 

 

With the Executive Committee, whose role is to choose the initiatives to invest in, Nuno builds a business case that expands on the risks and opportunities, and the resources and capabilities needed, enabling the Committee to make informed decisions. 

 

For middle-management he focuses on showing the impact he is having with various initiatives and what they can do to contribute to these initiatives. For this group, the forest initiatives field trips are a great way to make them realize the scale of the impact.

Resonance
of impact

His comprehensive forest strategy became the foundation for Sonae Arauco’s forestry initiatives. By presenting a well-researched plan, Nuno secured buy-in from leadership and demonstrated the importance of sustainable forest management. His field experiences help employees connect with the company’s sustainability efforts. Witnessing the scale of the projects fosters a sense of pride and ownership, boosting engagement and commitment.

This leadership style built trust and encouraged buy-in, creating a more positive and receptive environment for pushing ahead and actioning sustainability initiatives, which holds true to this day.

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