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Lucro E Reputação: Interações Entre Bancos E Organizações Sociais Na Construção Das Políticas Socioambientais

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Lucro E Reputação: Interações Entre Bancos E Organizações Sociais Na Construção Das Políticas Socioambientais 1 UNIVERSIDADE DE SÃO PAULO Programa de Pós-Graduação em Ciência Ambiental - PROCAM Lucro e reputação: interações entre bancos e organizações sociais na construção das políticas socioambientais Reginaldo Sales Magalhães São Paulo 2010 2 REGINALDO SALES MAGALHÃES Lucro e reputação: interações entre bancos e organizações sociais na construção das políticas socioambientais Tese apresentada ao Programa de Pós- Graduação em Ciência Ambiental da Universidade de São Paulo como requisito parcial para a obtenção do título de Doutor em Ciência. Orientador: Prof. Dr. Ricardo Abramovay São Paulo 2010 3 AUTORIZO A REPRODUÇÃO E DIVULGAÇÃO TOTAL OU PARCIAL DESTE TRABALHO, POR QUALQUER MEIO CONVENCIONAL OU ELETRÔNICO, PARA FINS DE ESTUDO E PESQUISA, DESDE QUE CITADA A FONTE. 4 5 Para Ana 6 AGRADECIMENTOS Começo agradecendo a todos os amigos e colegas de trabalho que me receberam e me ajudaram ao longo de quatro anos a compreender a complexa rede de relações da IFC e do Banco Mundial. Agradeço de forma especial a Karina Manasseh, com quem trabalhei por três anos no gerenciamento das relações com organizações sociais e das estratégias de comunicação para os projetos da IFC. Agradeço também a Andrew Gunther, Marcelo Lessa e Atul Mehta, da IFC, e John Garrison, do Banco Mundial, pessoas que sempre me desafiaram e me apoiaram no desenvolvimento de uma nova estratégia de relacionamento com a sociedade civil. Muitas foram também as pessoas que me auxiliaram direta ou indiretamente na realização desta pesquisa, e dedico um agradecimento especial aqueles que concederam seu tempo para compartilhar preciosas informações e reflexões. Trabalhar com Amar Inamdar, Adrea Repetto e Emily Horgan da equipe do CAO/IFC, me ajudou a compreender como são gerenciados os conflitos entre as ONGs e a IFC, assim como, no trabalho com Irina Likhachova, do departamento de agronegócios e Adriana Gomes do Departamento da América Latina da IFC, passei a ter uma visão global dos stakeholders deste setor. Graças à Anna Horta Tive a oportunidade de promover a interação entre uma grande instituição financeira internacional e comunidades pobres do semi-árido nordestino. Agradeço também aos colegas que me introduziram no universo das organizações européias, Rachel Winter do escritório do Banco Mundial em Paris, Guggisberg Laryea, do Banco Mundial e Andrea Engel, do escritório da IFC, ambos em Bruxelas. Agradeço a Johan Frijns, do BankTrack, Mark Ekstein, do WWF Estados Unidos, Frank Mechielsen e Derk Byvanck, da Oxfam Holanda, Richard Piechocki, do Rabobank, Jan Maarten Dros e Pieter Sijbrandij, do Solidaridad, Gerard Zwetsloot, da ICCO, na Holanda, e Clemence Pajot e Jerome Auriac, da 7 Coordination Sud, em Paris. Nos Estados Unidos, as reuniões de trabalho com Jason Clay, do WWF, John Buchanan e Christine Dragisic, da Conservation International, Vincent McElhinny, do Bank Iinformation Center, Steve Schwartzman e Kristen Hite do Environmental Defense Fund, e Andrew Deutz, da TNC, foram muito importantes para conhecer as formas de ação de algumas das mais importantes organizações americanas. No Brasil tive diálogos imensamente valiosos com meus amigos Fátima Cardoso, minha colega na USP, Renata Brito, na época na Fundação Getúlio Vargas, Roland Widmer, da Amigos da Terra da Amazônia Brasileira, e Joe Sewood, da Accountability. As reuniões com Christopher Wells, do Santander, Marcelo Battisti, então presidente global do Equator Principles, Daniela Mariuzzo, do Rabobank, Envira Cruvinel, do Banco Central do Brasil e diversos outros colegas, me forneceram importante conhecimento sobre como os bancos privados atuam no relacionamento com organizações sociais. Deram uma enorme contribuição os professores Michael Conroe, Nadya Guimarães e Luis Carlos Beduschi, que fizeram críticas muito importantes durante a elaboração e qualificação da tese. Todos os colegas do Núcleo de Economia Socioambiental da USP, da International Finance Corporation, todas as ONGs e bancos com os quais me relacionei nos últimos anos ajudaram também a entender melhor as questões relacionadas ao tema da pesquisa e as particularidades das organizações envolvidas. Meu amigo, professor e orientador Ricardo Abramovay foi quem ao longo de todo o tempo me estimulou, sempre preocupado em fazer com que esse trabalho se orientasse pelos mais altos padrões das ciências sociais. Finalmente, minha companheira Ana, leu diversos trechos díspares da tese e discutiu vários argumentos ainda em suas fases embrionárias. Seus comentários me ajudaram a tornar minhas idéias mais claras e sua companhia constante foi um grande incentivo para a realização deste trabalho. 8 RESUMO MAGALHÃES, Reginaldo Sales. Lucro e reputação: interações entre bancos e organizações sociais na construção das políticas socioambientais. 2010. 285 f. Tese (Doutorado) Programa de Pós-Graduação em Ciência Ambiental, Universidade de São Paulo, São Paulo, 2010. Lucro e reputação são as duas referências básicas para as decisões tomadas pelos bancos em projetos com fortes impactos socioambientais e fazem parte de uma estratégia que busca combinar resultados econômicos com a estabilidade de acesso aos mercados. O aumento das pressões sociais sobre os grandes financiamentos provocou profundas mudanças nos critérios de avaliação dos riscos dos projetos e nos padrões de relacionamento entre os agentes. Os objetivos desse trabalho são compreender a gênese social do campo formado pela introdução dos critérios socioambientais no mercado financeiro, analisar os padrões de interação entre os bancos e as organizações sociais, e compreender porque os novos padrões foram construídos através da interação entre bancos e organizações sociais. Para compreender essas novas formas de interação, este trabalho se baseia numa abordagem relacional da reputação e faz uma análise histórica das interações entre bancos e organizações. A análise conclui que as novas estratégias de relacionamentos entre bancos e organizações sociais foram moldando novas instituições e hábitos no mercado, constituindo um campo específico das políticas socioambientais no mercado financeiro. Uma nova forma de organização e regulação de mercado que ampliou a transparência e onde decisões estratégicas dos agentes privados passam a ser objeto de debate público. Palavras-chave: bancos, organizações sociais, sustentabilidade, sociologia econômica. 9 ABSTRACT MAGALHÃES, Reginaldo Sales. Profit and reputation: interactions among banks and social organizations building socioenvironmental policies. 2010. 285 f. Thesis (Doctoral) Programa de Pós-Graduação em Ciência Ambiental, Universidade de São Paulo, São Paulo, 2010. Profit and reputation are two basic references for the decisions taken by banks on projects with strong social and environmental impacts, and are part of a strategy that seeks to combine economic results with stable access to markets. The increasing social pressures on financial institutions are provoking deep changes on the risk assessment criteria in projects and relationships among agents. The objectives of this study are to understand the social genesis of the field performed by the introduction of social and environmental criteria in the financial market, analyze the interaction patterns among banks and social organizations, and understand why new standards were constructed based on the interaction between banks and social organizations. To understand these new forms of interaction, this work is based on a relational approach of reputation, and presents a historical analysis of the interactions among banks and organizations. The analysis concludes that strategies for new relationships among banks and social organizations were based on new institutions and habits in the market, performing a specific field of socioenvironmental policies in the financial market. A new kind of market organization and regulation is increasing transparency, and strategic decisions of private agents become the object of public debate. Key words: Banks, social organizations, sustainability, economic sociology. 10 LISTA DE FIGURAS Figura 1 - Iniciativas globais de compromissos socioambientais para o mercado financeiro nos últimos 20 anos. ................................................................................................................. 53 Figura 2 - Equator Banks segundo número de projetos divulgados financiados segundo Princípios do Equador em 2008 ............................................................................................... 61 Figura 3 - Projetos avaliados e financiados pelo Citigroup segundo Princípios do Equador .. 77 Figura 4 - Projetos avaliados e financiados pelo HSBC segundo Princípios do Equador ....... 85 Figura 5 - Aumento das campanhas do Greenpeace contra instituições multilaterais e grandes corporações ............................................................................................................................ 145 Figura 6 - Capital reputacional das ONGs ............................................................................. 149 Figura 7 - Rede de organizações da sociedade civil no mercado financeiro ......................... 221 Figura 8 - Rede de interações entre os bancos ....................................................................... 225 Figura 9 - Rede de interações entre bancos e organizações da sociedade civil ..................... 231 11 LISTA DE TABELAS Tabela 1 - Fundamentos institucionais da regulação financeira prudencial e socioambiental 91 Tabela 2 - Objetivos das políticas de relacionamento ..........................................................
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