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There is an emerging consensus that the health of the planet depends on the coexistence between rapidly growing cities and the natural world. One strategy for guiding cities towards sustainability is to facilitate a planning process based on positive visions for urban systems among actors and stakeholders. This paper presents the Urban Nature Futures Framework (UNFF), a framework for scenario building for cities that is based on three Nature Futures perspectives: Nature for Nature, Nature for Society, and Nature as Culture. Our framework engages stakeholders with envisioning the three Nature Futures perspectives through four components using participatory methods and quantitative models: identification of the socio-ecological feedbacks in cities, assessment of indirect impacts of cities on biodiversity, development of multi-scale indicators, and development of scenarios. Stakeholders in cities may use this framework to explore different options for integrating nature in its various manifestations within urban areas and to assess how different community preferences result in various cityscapes and distribution of associated benefits from nature among urban dwellers across multiple scales. Published version This work is a joint effort from researchers who participated in the sUrBio2050 working group (https://www.idiv.de/en/surbio2050.html) held in October 2019, in Leipzig, kindly supported by the sDiv, the Synthesis Centre (https://www.idiv.de/en/index.html) of the German Centre for Integrative Biodiversity Research (iDiv) Halle-Jena-Leipzig, funded by the German Research Foundation (FZT 118, 02548816).

This article analyses the role of the communication in an environmental marketing strategy, using as case study the company Aracruz Celulose. With the increase of importance in the environmental questions and transparency in the business practices, the interference of new stakeholders (interest groups which influence an organization) connected to the social environmental actions of the company could have fundamental role in the performance of the organizations. It is not enough to make the necessary investments to have an improvement in the social environmental quality or make a massive investment in advertisement without implementing the legitimate demands of the stakeholders. It has become even more crucial to learn how to make the proper environmental investments and also communicate the actions and results to the different stakeholders, so that an improvement in the image is promoted for these actors and meet their social environmental demands. Therefore, the need to understand the communication tools to identify and expose the company's problems and social environmental results increases as well as the monitorisation of the main stakeholders' perception. In this article, we analyse how the Aracruz Celulose developed its strategy for the environmental improvement and marketing throughout the 1990-2001, in order to understand the role of communication in this effort for the improvement in the image of different sectors: forest, industrial, social economical development., Este artigo analisa o papel da comunicação em uma estratégia de marketing ambiental usando como estudo de caso a empresa Aracruz Celulose. Com o aumento da importância da questão ambiental e da transparência no setor empresarial, a interferência de novos stakeholders (grupos de interesse que influenciam uma organização) ligados à atuação sociomabiental de empresas pode ter papel fundamental no desempenho de organizações. Não basta somente fazer os investimentos necessários para ter uma melhoria da qualidade socioambiental; ou fazer um investimento maciço em propaganda sem implementar as demandas socioambientais legítimas dos stakeholders. É cada vez mais crucial saber como fazer os investimentos ambientais e também comunicar as ações e resultados para os diferentes stakeholders, para que se obtenha uma melhoria de imagem frente a estes atores e responda as suas demandas socioambientais. Assim cresce a necessidade de entender-se as ferramentas de comunicação para identificar e expor os problemas e resultados socioambientais da empresa e monitorar a percepção dos principais stakeholders. Neste artigo examinamos como a Aracruz Celulose desenvolveu sua estratégia de melhoria e marketing ambiental nos anos de 1990-2001 para entender o papel da comunicação neste esforço de melhora de imagem em diferentes setores: florestal, industrial e desenvolvimento socio-econômico.