Page 24 - respond-cop30-draft3

MORE SUSTAINABLE EVENTS IN

SHOPPING CENTRES: JCPM Group

implements guidelines with best practices

Written by Thayara Paschoal - Sustainability Manager at JCPM Group

BRAZIL IS THE FOURTH LARGEST GENERATOR OF MUNICIPAL SOLID WASTE IN
THE WORLD, PRODUCING MORE THAN 82 MILLION TONNES PER YEAR, OF WHICH
ONLY 4% IS RECYCLED. IN THE NORTHEAST REGION, WHERE JCPM GROUP
OPERATES, GENERAL SELECTIVE WASTE COLLECTION IS PRESENT IN ONLY 38%
OF MUNICIPALITIES, COMPARED TO THE NATIONAL AVERAGE OF 60.5%. ONE OF
THE MAJOR CLIMATE CHALLENGES IS THE CONSTANT DEMAND FOR NATURAL
RESOURCES, WITH LOW REUSE OF RAW MATERIALS, SOMETHING DIRECTLY RELATED
TO THE INCORRECT DISPOSAL OF WASTE, CAUSING GLOBAL PROBLEMS THAT
AFFECT PEOPLE, ESPECIALLY IN URBAN CENTRES.

We began to reflect on our role as a shopping strategy, and as a result of this reflection, we
centre company that hosts up to 1,000 events created a guidance document, aligned with our
a year, with teams spread across four states. Materiality Matrix, featuring initiatives capable
Medium- and large-scale entertainment activities of maintaining the dynamism of entertainment
can generate up to 5 tonnes of waste per day, as while also pointing to viable ways to reduce
well as being responsible for significant emissions environmental impacts, promote inclusion and
related to the transport of people, equipment and stimulate decarbonisation — without undermining
materials, accounting for as much as 80% of the the prominence and positive effects that events
total carbon footprint of these activities. have.

This led us to conduct an in-depth analysis with Attractions are extremely important for the sector,
our teams on the impacts and opportunities such but it is also necessary to turn these moments
occasions present. As part of our sustainability into an opportunity to establish a position that

Shopping centres managed by the group receive over 130 million visitors per year and host 1,000 events.

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