In the era of the low-carbon economy, the pressures for corporate responsibility have never been greater. For sectors traditionally seen as a source of emissions, such as logistics and the movement of heavy goods, the challenge is twofold: ensuring efficiency and, at the same time, mitigating their impact on the environment.
It is no longer an option, but rather a market requirement. A recent survey by PwC (Global Consumer Insights Survey 2023) revealed that more than 70% of consumers (including B2B buyers) are willing to pay more for products and services provided by companies with a strong track record of ESG (environmental, social and governance) practices. The market no longer accepts “greenwashing,” the practice of promoting superficial sustainability rhetoric and actions without real evidence. The new demand is for measurable and, above all, transparent sustainability.
Given this, operations involving cranes, waste trucks, and industrial removals are looking for ways to create a positive, auditable environmental legacy. This initiative, which has just concluded its seventh edition, shows a viable path forward.
The Guindastão Verde campaign, implemented by Guindastão Logística, a company specializing in artificial lift, between September 21 (Arbor Day) and October 30, transformed tax documents issued into environmental assets: every invoice issued during this period was converted into a planted tree.
The goal, according to the creators, is to stop treating sustainability as a separate department and integrate it into daily operations. “Freight movement logistics only fulfills its role in moving the world when it is sustainable over time. Every operation must leave a positive balance – in safety, efficiency and environment,” says Silvio Carvalho, CEO of Guindastão Logística. “The 7th Edition is how we make this commitment measurable, year after year.”
The ruling behind the implant
The initiative depends not only on the goal of reforestation, but also on the management structure built around it. Therefore, the campaign was organized with clear audit mechanisms. The company provides a public tree counter and issues bi-monthly monitoring reports during the event, as well as sending digital certificates bearing the “Cliente que Planta” stamp to participating customers.
“It worked, it issued notes, it planted – simple for the client, and powerful to manage,” explains Ricardo Carvalho, general manager of the company. “Behind the mechanics, there is technical planning of planting, maintenance and transparency of numbers. Thus, each decade leaves the leaf as a living forest, with a monitored survival rate and an ecological legacy that we continue to care for.”
The efficiency of environmental compensation is directly related to the methodology. To avoid a low survival rate, the campaign was developed in partnership with specialized environmental institutions, following a strict technical protocol:
- Careful selection: exclusive use of local species, appropriate to the biome of the growing area.
- Correct timing: Planting during the rainy season, which increases the success rate.
- Active monitoring: Monitoring the survival rate of seedlings, replanting and maintaining them when necessary.
- Traceability: Georeferencing of all reforested areas, allowing location to be verified.
ESG in operational practice
The annual campaign is a showcase of the culture of sustainability that, according to Guindastão Logística, permeates daily operations. The initiative is based on the three pillars of ESG:
- Environment: Reforestation of native species, predictive maintenance of equipment to reduce emissions, correct management of oils and fluids and improved travel routes.
- Socially: Involving employees and customers in farming efforts and environmental education actions in surrounding communities.
- Governance: Providing up-to-date campaign and public tree counter data and bi-monthly reports, ensuring traceability and compliance with corporate transparency practices.
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