Communication, Marketing and Social Responsibility: the case Natura

Abstract

This paper examines the marketing practices and social responsibility developed by Natura SA, a publicly traded company, with operations in the area of cosmetics and health, appointed by the Ethos Institute of Business and Social Responsibility, for six consecutive years, as highlighted by its social. To achieve the proposed objective, a literature search was performed on the theoretical concepts of marketing and social responsibility, and prepared a case study of the company, having as object, corporate practices aimed at meeting demands for social and ethical social responsibility of its key stakeholders. As a data source we used the Social Balances for the period 2000 to 2005 and conducted interviews with directors and managers of the company. The results of content analysis of documents and interviews show a relation between the demands of stakeholders and behavior modification business, suggesting that the company takes into account aspects of social marketing in its management. The results also indicate that the quality of the relationship with stakeholders contributes to the development of citizenship, highlighting the company's performance and guidance for Social Responsibility practices due to the existence of a market-oriented corporate culture and focused on quality relationships with stakeholders, developing activities and programs addressed to meet the needs of both internal customers, company employees, and external customers and other stakeholders.