The measurement of the impact of a new economic activity on a territory beyond the economic impact is a topic of special interest for different sectors of a society, especially for activities involving the use of natural resources. In Uruguay, forestry has been increasing its relevance on the national economy over the last decades. As a consequence, the adoption of a comprehensive assessment of its impact is of common interest for the population. The changes in forest sector the Northern region lead to raising questioning of the sustainability of the forest-related investments and their long-term impact on the territory. A multidisciplinary approach was used to elucidate the perception of the forestry sector and to learn on the society´s perceptions. The project consisted on: a review of different approaches of sustainability assessment; a collaborative construction of the sustainability assessment of the forestry sector on the northern region of Uruguay; and a collaborative definition of the communication strategy of the assessment parameters previously obtained. The local peculiarities of the forestry sector were investigated through interviews to a set of experts and workshops with targeted audiences. A web-based consulting platform have been launched in order to elucidate and construct the society perception to assess the forestry sector and its sustainability. Preliminary results indicate that the perception of the population on the sector and its impact varies by sub - regions. It confirms the existence of some "myths" about the sector, as well as the demand for available and reliable information for the population.
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