A Success Story
Natura & Co, a South American cosmetics giant and the fourth largest cosmetics group in the world, is a splendid example of how commitment to sustainability can drive business success. Although it may not be well known in Europe, its reputation as a leader in sustainability is well established at home and beyond.
Natura’s B Corp certification, first obtained in 2014, reflects its deep commitment to social and environmental sustainability. This certification is not just a badge of honor, but a testament to the value that sustainability can bring in terms of market differentiation and consumer trust.
With ambitious goals outlined in its Sustainability Vision 2050, Natura stands as a model of how a company can operate with integrity and responsibility while creating value for shareholders and the broader community.
Natura shows that with a genuine commitment to sustainability, a company can thrive financially, attract top talent and contribute positively to the world. His story is an inspiration to all companies that aspire to create a positive impact through their operations.
What is B-Corp Certification ?
B Corporation (or B-Corp) certification is an award given to companies that meet certain standards of social and environmental sustainability. Here is an in-depth summary of the B Corp. certification:
- Definition and Issuance: B Corp certification is issued by B Lab, a U.S.-based nonprofit organization, and is widespread in 78 countries and 155 different industries. To obtain and maintain certification, companies must achieve a minimum score on a questionnaire analyzing their environmental and social performance and integrate their commitment to stakeholders into their statutory documents.
- Goals and Purpose: The purpose of the global B Corp movement is to ensure that companies’ environmental and social performance is measured as robustly as their economic performance. B Corp certification is recognized as a third-party standard that requires companies to meet high social and environmental sustainability performance, making the score achieved through the B Impact Assessment protocol publicly transparent.
- Benefits: Obtaining B Corp certification can lead to several benefits, including:
– Get a benchmark of its environmental and social performance against other companies.
– Access global conventions, discounts and campaigns for the company and employees.
– Differentiate in the market, attract talent, and protect the corporate mission. - Disadvantages: Some disadvantages include:
– B Lab’s evaluation and the data provided are not entirely public.
– Some companies find the questionnaire rigorous and difficult to complete.
– B Lab is not an IAF accredited certification body and the model adopted is not an ISO standard. - Certification Process: To obtain certification, the company completes the B Impact Assessment questionnaire, a free and confidential online analysis tool. Companies that achieve a minimum score of 80 points out of 200 are verified through a validation process. The company must then produce supporting documentation to continue and obtain certification. The assessment tool covers various areas of the company and measures positive impacts in different areas, providing useful insights into the company’s economic, social and environmental performance, even without initiating the certification process.
- Global Impact: B Corp certified companies are seen as leaders in the global movement for an inclusive, equitable and regenerative economy. Unlike other certifications, B Lab is unique in its ability to measure a company’s entire social and environmental impact.
- Sustainability Standards: B Corp certification requires a rigorous process of measuring and analyzing the company’s sustainability profile by B Lab. If the required standards are met, the company can obtain B Corp. certification.
