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Natura-Ekos: From the Forest to Cajamar
內容大綱
By 2000, Natura was a leader in the Brazilian cosmetics and personal care industry. The company had participated in social projects developed in communities surrounding its plants and offices. However, when it launched the Ekos product line, Natura drove social responsibility to the core of its business. Ekos' distinctive feature was its rooting in Brazilian biodiversity. The new product line incorporated several substances that had been used only by traditional indigenous communities in the hinterlands. Instead of simply buying the raw materials from them, Natura built a partnership with these communities to share with them the economic benefits resulting from responsible resource exploration. These communities had the key expertise needed to develop Ekos products and lived in extremely primitive conditions at remote locations. Thus, Ekos' success would potentially affect their living conditions dramatically. The civil society organization Imaflora also participated in the alliance to ensure that this natural resource exploration was socially, economically, and environmentally sustainable.