Boticário adopts Natura’s ESG and intensifies rivalry – 06/18/2023 – Panel SA

Natura evaluates what measures could be taken against Boticário, which recently publicly assumed an ESG position equal to its own without going through the so-called System B certification process.

ESG is the acronym for Environmental, Social and Governance, which means the set of environmental, social and corporate governance policies adopted by a company.

System B is a kind of ESG seal of quality and, to achieve it, companies need to go through a long and rigorous auditing process.

Natura obtained this certificate in 2020 and, to maintain it, it pays around BRL 55,000 per year.

There is a renewal fee and a fixed amount to be paid according to the company’s billing.

Who is approved starts to show a marketing speech known as “do-para”. The company ceases to be the best “in” the world and becomes the best “for” the world.

Just check Boticário’s publications on social networks and compare them with Natura’s, from years ago, to realize the similarity.

However, it cannot be considered plagiarism. This is because the “from-to” concept is not exclusive to System B.

And that is precisely what bothers Natura. Privately, company representatives claim that the situation weakens the B System and the engagement of certified companies, which today number around 300 in the country and more than 7,000 worldwide.

Reports indicate that the beauty market leader is still evaluating what measures could be taken. Officially, however, she declined to comment.

In a note, Sistema B said that it is not necessary for a company to join the movement to say that it wants to be better for the world or that it has become a B company. environment and society, is defended by several organizations that seek the implementation of a new economy.

“Having this idea spread and seeing companies that want to follow what we stand for is a necessary path so that we can really have a systemic change in the model of doing business. Certified B Corps lead the movement and because they have exemplary management practices, they will always be a showcase for its segments, guiding trends and influencing other businesses. We encourage, including the exchange between all aiming at collaboration to improve the business environment”, says the organization.

Grupo Boticário declined to comment.

With Diego Felix

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