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Positive environmental impact in Salvador with glass recycling
In 2023, the partnership between ESG Tech so+ma and the HEINEKEN Group reached a significant environmental milestone in Salvador, recycling more than 477 tons of glass. This initiative resulted in the prevention of around 147.520 kilos of CO2 emissions, equivalent to loading 34 large trucks. This achievement contributes to HEINEKEN's global goals of becoming a net zero company by 2040 and reflects a remarkable advancement in sustainable waste management.
Efficient reinsertion of glass into the production chain
Reusing glass in the production of new packaging is a process that requires less energy and, consequently, emits less CO2. However, the recycling rate for this material is still around 25%. Claudia Pires, CEO of so+ma, emphasizes the awakening of environmental awareness in Bahia and the challenges of establishing the glass recycling chain in the region, an arduous task in the past.
Ornella Vilardo, Director of Sustainability at the HEINEKEN Group, highlights the importance of the five-year partnership with so+ma, highlighting the positive impact of the circular economy and the change in behavior encouraged by the startup. Collaboration not only preserves valuable resources, but also engages society towards a more sustainable lifestyle.
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Engagement and social impact strategies
so+ma plays a crucial role in the locations where it operates, working intensely to close the glass cycle and reduce city councils' landfill costs. This effort guarantees the circularity of the product, connecting public authorities, recyclers, cooperatives and citizens.
The success of these initiatives is evident in the company's incentive campaigns, which mobilize the population to register on the application and deliver materials to the receiving units. With the support of the HEINEKEN Group, more than eight campaigns were carried out in 2023, culminating in a high engagement rate, especially during the “Vidro Vale o Triple” campaign, which attracted more than 3,7 participants.
Users of the units and the so+ma app receive an individualized environmental statement, providing clarity about their impact and positive contribution to the environment. This technological and innovative approach, which promotes environmental practices among users, has already been exported to Jakarta, Indonesia.
Rewards and Awareness through the so+ma Campaign
So+ma's recent campaign aims to raise awareness among tourists and locals during the summer. For every 30 kilos of material delivered to so+ma homes, participants receive a lucky number to compete for prizes such as electric bicycles, sneakers made from recyclable material and coupons for digital services such as Netflix and Play Store. With this strategy, so+ma recognizes and rewards the greatest contributors to sustainability goals.
The campaign, active until January 2024, has weekly draws and aims to collect more than 500 tons of recyclables at its units distributed across Salvador, Camaçari, Curitiba and Campo Largo (PR).
This HEINEKEN and so+ma initiative exemplifies how recycling actions, combined with social engagement and rewards strategies, can generate a significant impact on sustainability and environmental awareness. The innovative approach of these organizations not only contributes to the preservation of the environment, but also fosters a cultural shift towards more sustainable and responsible practices.
Source:
| so+ma press |
