By  on August 9, 2013

Natura’s longstanding tag line, Bem Estar Bem (“Well-being, Being Well,” in English), reflects that sustainable development has been at the heart of its business model since the company’s inception in 1969— long before the concept became a buzzword.

The São Paulo-based direct seller continues to be ahead of the pack, winning 88 awards for its efforts in 2012 and taking second place in the annual Corporate Knights ranking of the world’s most sustainable companies. From its suppliers, manufacturing operations and logistics to its sales representatives and even final product disposal, Natura has developed indicators to assess its business practices. Even the compensation of senior management and performance reviews are calculated according to the “triple bottom line” approach, involving environmental and social factors. Among its most recent initiatives is an “ecological park,” called the Ecoparque Ver a Vida, in Benevides, near the mouth of the Amazon basin. The first stage of its construction began last year, on a soap production plant.

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