Cleavage in the understanding of sustainability: Sustainable pulp industry versus sustained local livelihood

"Sustainability" is used as a catchword, with different meanings depending on the actor. This paper examines how the term "sustainability" is used by the Brazilian pulp maker Veracel Cellulose, and other major cellulose pulp producers in South America, and the cleavage between the companies and the local communities in their understanding of the term sustainability. The analysis was based on annual or sustainability reports from companies in Brazil (Aracruz, Fibria, Suzano and Veracel) and Chile (Arauco and CPMC), and Nordic Stora Enso and UPM. The main emphasis is on Veracel for 2008 and 2009, which is contrasted with a letter to the Forest Stewardship Council (FSC) from the local Bahian NGO, CEPEDES. Although the companies use "sustainability" as a catchword, in the actual reporting the wording "environmental and social responsibility" is preferred. A new reporting standard, GRI, encourages a narrower focus on selected business-related indicators, rather than a broader view in accordance with the Brundtland and Rio definitions. The cleavage between business-and a livelihood-oriented understanding of "sustainability" reflects a difference in understanding of the underlying concept of "development". To ensure long-term sustainability of company operations, sustainable business development of the pulp and paper industry should include local livelihood perspectives to a greater extent than at present.