Within the scope of sustainable development, the Portucel Soporcel Group, as a member of the WBCSD – World Business Council for Sustainable Development – is committed to applying sustainability in its business strategy. In promoting awareness of this concept, the Group supports the publication of Impactus magazine (a magazine specializing in corporate sustainability and socially responsible practice). With this goal in mind, on January 27, the Portucel Soporcel Group took part in a conference on “Sustainability and the Media” organized by the Luso-American Foundation and Impactus magazine. This event was aimed at promoting closer and more effective links between journalists with editorial expertise in this field and companies wishing to improve their communications with the media on corporate sustainability. The Group participated in a panel composed of company representatives from various economic sectors to discuss the issues with journalists from different sectors of the media (notably the BBC and “The Guardian”). The conference’s main goals were: •to inform and educate the Portuguese media about the importance and implications of Corporate Sustainability (CS) for both Portuguese companies and the Portuguese population in general; •to raise awareness of CS in the Portuguese media; •to create a platform for CS debate between associations, companies and journalists; •to promote better coverage of CS in the Portuguese media; •to create, through the media, information channels that increase public awareness of CS. Companies have a fundamental role to play in achieving the goals of sustainable development. As a company that seeks to frame this vision in its management practices, the Portucel Soporcel Group was proud to participate in an event that promotes and publicizes such a relevant subject.