Mata Atlântica 2030: The Next Frontier

Forest sustainable management and their use of resources are key to combating climate change, and to contributing to the prosperity and well-being of current and future generations. Forests also play a crucial role in poverty alleviation and in the achievement of the Sustainable Development Goals (SDGs). Yet despite all these priceless ecological, economic, social and health benefits, forests are endangered by fires, pests, droughts, and unprecedented deforestation”. – United Nations

The theme of today’s International Day of Forests, is "Forests and health.” To celebrate this day, a new short documentary film “Mata atlantica 2030: The Next Frontier” is being released by LBS alumni Ione Anderson and Ricardo Assumpção.

Speaking about the film, Ione Anderson observes that the Atlantic Forest is the “first frontier of unsustainable development in Brazil”. As this biome is a provider of fertile soil for food, water, biodiversity and a climate regulator, it offers grand opportunities to be the next frontier to put in place sustainable development for the region. We as consumers, investors and producers can help by recognizing and ensuring that the products that we invest in, produce and consume are responsibly sourced in ways that avoid deforestation and help keep communities and nature thriving.”

“The Atlantic Forest is the place where 70% of the Brazilian population lives today. Companies need to understand how to create value from natural capital. Biomes are the central point to leverage this agenda and the film shows how the future depends on our relationship with the nature”, Ricardo Assumpção says.

Dr Ioannis Ioannou, LBS Professor on Sustainability Leadership and Corporate Responsibility is interviewed in the film. He says:

“We are currently in an existential crisis. We have crossed several planetary boundaries. The future of life on earth is at risk. The window to take action is closing fast. We need to act and we need to act now.

“Every scientific report that comes out on environmental issues reminds us how much worse we are doing compared to how we thought we were doing. The recent IPCC report, for example, explicitly reminds us that the time to act is now. We have many challenges, including climate change, loss of biodiversity, acidification of the oceans and rising temperatures, plastics pollution, and deforestation, to name a few. We have reached a point at which minimizing the destruction is not enough. We need to have a positive impact. That’s where corporates and executives can meaningfully contribute.

“First by, of course, absolutely minimizing the harm that they inflict on the environment through their current business model and operations. But second, and most importantly, by establishing new business models that can have a positive impact on Nature. That function alongside and in harmony with Nature. For example, it is not just about stopping deforestation, it’s about reforestation. We need to regenerate our ecosystems, not to merely stop destroying them. It’s not about zero impact, it’s about a regenerative impact.

“We know that businesses that establish ground-breaking business models, like the circular economy, or regenerative agroforestry, business models that rely on nature-based solutions can save and revitalize our collapsing ecosystem. And importantly, we know that companies that develop business models that integrate environmental issues at their core can also perform better financially. They can positively disrupt even traditional industries: think about electric vehicles and plant-based diets.

“These are the businesses that are fit for a sustainable, responsible, and inclusive future. These are the businesses that built robust stakeholder relationships and adopt a long-term time horizon. These are the businesses that benefit both shareholders and stakeholders. These are the businesses that can help us scale up quickly and efficiently innovative solutions to the world’s biggest challenges so that we have a fighting chance against these challenges.”

Mata Atlântica 2030: The Next Frontier follows Ricardo and Ione first documentary film initiative, Amazonia 4.0. Launched on Earth Day, April 22nd 2021, Amazonia 4.0 highlights the foremost opportunities and threats to the Amazon rainforest. The documentary is available here