In October 2016, we conducted a survey to evaluate Fibria's image and reputation. The work analyzed the brand attributes and public perception about the company.
A total of 3,779 people were interviewed, of whom 1,647 were familiar with Fibria. The survey encompassed 40 municipalities in the states of São Paulo, Espírito Santo, Bahia, Mato Grosso do Sul, and in the Federal District: all of the cities in which the company has direct operations, the city of Vila Velha, Espírito Santo, and the capital cities of Brasilia, Campo Grande, Salvador, São Paulo, and Vitória.
In the group that was familiar with Fibria, a higher percentage of people (22.6%) associated the company with eucalyptus. Another 14.8% connected the company to pulp. The employment aspect was mentioned by 9.6%.
It should be taken into consideration that the survey occurred in a scenario of skepticism regarding the private sector due to Operation Lava Jato and the consequences of the environmental accident with the tailings dam in Minas Gerais. In addition, other regional issues, such as water shortage in Espírito Santo and the South of Bahia, were considered in the context.
Nevertheless, 76.7% support Fibria's performance in their states. The company was considered ethical by 63.9% of the respondents. For 74.4% of the respondents, Fibria practices sustainable development, and 55.31% agree that the company shares wealth in the regions where it operates. Our relationship with the communities is well evaluated by society. Almost two-thirds of the respondents acknowledge the company's contribution to people's well-being, and 70.1% consider Fibria a good company to work.
The survey also identified points that deserve attention, such as:
For 38.6% of the respondents, planted forests, the basis of Fibria's business, are not viewed as important in tackling climate change.
60% do not acknowledge the role of the company's forests in the conservation of water sources and rivers.
And 40.6% believe that Fibria deforests native forests - an alarming indicator, since all wood harvested and processed by the company comes from planted forests.
Photo: Fibria archive.