The activity of Natura from the perspective of sustainable development and of corporate social responsibility

Purpose – The purpose of this paper is to discuss whether it is possible to reconcile the objectives of sustainable development (SD) with a company's socially responsible performance in the Brazilian Amazon. The relationship between the concepts of SD and corporate social responsibility (CSR) is presented. Design/methodology/approach – The case study method was used, based on the analysis of the Saboaria (soaps factory) of the Brazilian cosmetics company Natura. Findings – The study demonstrated the coexistence and integration of both concepts, translated into strategies and practices of organizational management. Research limitations/implications – The fundamental limitation of the paper is that it is formed using secondary data, collected from the internet and printed media. Conducting further research using primary data, such as interviews or surveys with Natura's managers, Natura's consumers, or Natura's employees/community, and for a longer period to analyze the Natura Saboaria experience is necessary. Practical implications – The major implication for practice is that a sustainable strategy is necessary on a wide sense, not just in line with economic dimension. Originality/value – This study integrates the literatures on SD and CSR to a series of business projects geared towards the sustainable use of the Amazon's resources, in pursuit of socially responsible behavior.