A sociedade de risco mundial e a responsabilidade penal das pessoas jurídicas : o papel das empresas e suas marcas como elementos indutores à conscientização ambiental

Abstract

The world risk society is characterized for its negative dimension of equality, since citizens are not equal anymore for their rights or benefits that they share, but in detriment, for the common risks which they are exposed. The technological development as well as the scientific knowledge addressed the man to a modernity context promising to integrally accomplish the many and uncountable benefits to the well living. However, and with the qualitative life winnings, what we have seen are nuclear accidents, atomic wars, environmental damages and other effects caused by the radicalization of the inserted pattern. This fact filled the society with doubts and uncertainness, resulting on a forced redemocratization, which put all the terrestrial globe individuals in the same condition: victims of a possible annihilation. In this idea, the ambivalence that comes from the risks infiltrates the various segments of the social reality, not any knowledge has the same meaning as it had a few years ago. Concepts, paradigms and contemporaneity institutions need to be now rethought. Thus, the magnitude of the risks requires a new way of social and political engagement in a worldwide ambit: active participation of the individuals as citizens, adoption of global policies modeled in educational bases preventing environmental damages, insertion of companies as moral agents, production improvement, alternatives instead of consumption, critical debate about the science discoveries, inclusion and valorization of the other individuals, among others. This hard reality that terrorizes us is, at the same time, the fuel that gives us motivation in search of better solutions and alternatives for the reconstruction of the production, consume and living patters applied so far. The environmental crises may become an opportunity. In this idea, the scientific knowhow and the technological knowledge, although sometimes seem to be contradictory, detain central character for the human life continuity in the planet because they are used as means for the recognition of the new risks, criticizing and improving either in the environmental field or in the entrepreneurial field , in the development of new production policies. In the same context small companies or big corporations abandon the old label as responsible for the planet life condition degradation and thus, taking the position of protagonist in the socio-environmental issues. It´s about the adoption of a double winning policy (win x win). Companies win positive corporative image, expand customers, approach new market niche, improve and reduce production costs and also increase profits. The society, wins with the production improvement, rational natural resources use, alternative instead of consumption ways as well as wins an important support to humanitarian social and environmental projects. Ethical action, active individual´s participation as citizens, inclusion of the others and fraternal conduct, are just some of the factors that prove human life in society may still be have a future.