A Global Company with a Purpose

Uwe G. Schulte

A chapter in Sustainable Business, 2024, pp 95-107 from Springer

Abstract: Abstract Natura’s CEO João Paulo Ferreira describes their journey, from its inception in 1969 as a Brazilian-born cosmetics company focused on nature and ingredients, to its status as a global entity encompassing Natura, Avon, and AESOP and underscores its unique evolution and success in the international market. This trajectory is marked not only by impressive business growth but also by a deeply ingrained commitment to sustainability. Natura’s “reason for being” transcends conventional corporate purpose statements, integrating social and environmental challenges into its core business model. This approach has fostered continuous innovation, from product development to commercialization strategies. Natura’s 2030 Sustainability Vision, titled “Commitment to Life”, is built on three pillars: combating climate change and protecting the Amazon, advocating for human rights, and promoting circularity and regeneration. This vision exemplifies Natura’s dedication to transforming environmental and social challenges into business opportunities, reinforcing its role as a catalyst for systemic change, particularly in the Amazon. This dedication to sustainability, aligned with their Brazilian heritage, positions Natura well in promoting economic growth alongside environmental protection and social development.

Date: 2024
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DOI: 10.1007/978-3-031-58596-8_6

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