From São Paulo to Rio de Janeiro: when Social Responsibility is a way of being

‘Bem estar bem’: at Natura wellbeing is not a buzzword, but the overall company mission. The holding company of ‘Aesop’ who recently acquired also ‘The Body Shop’ showcases right from its tagline the dedication in making a positive impact not only for its clients, but for the overall planet. To pursue this objective, Natura has introduced a number of innovative tools, such as the Environmental P&L, the triple bottom line management of suppliers and various projects aimed at preserving the best of Brazil, such as the effort in teaching local populations in the Amazonia how to exploit what natures has to offer while preserving the native environment.

Customer service is in Brazil’s DNA: Azul, the airline founded in 2008 by David Neeleman (the owner of JetBlue and WestJet), is already the 3rd best airline in the world for 2017 according to TripAdvisor’s ratings. The unconventional approach in the airline industry allows Azul to be the number 1 in 75% of routes served and to achieve customer loyalty through a focus on punctuality and proximity to customers’ needs.

Different city, but same priorities: headquartered in Rio De Janeiro, BNDES in one of the largest development banks in the world. With a net profit of roughly 6 billion reals in 2016, BNDES’ priority is to help Brazil prosper. From micro-enterprises to companies and municipalities, BNDES has issued 5.600 disbursements only in 2016, with the overarching objective of making money while helping Brazil’s advance both at the local and global level. As BNDES teaches during the very first training given to its employees ‘Our name starts with a ‘B’ which stands for ‘Bank,’ and that it’s first. But our name also ends with an ‘S’ which stands for ‘Social,’ and this comes second’.

Helping pursue the priorities of the country is something that many Brazilian businesspeople have at heart: it has for sure been a driving value for Jorge Paulo Lemann, the founder of Gera, a VC focused in investing in early-stage education who wants to make a difference in the lives of many young kids. To touch with hands the impact that this VC is already achieving, our meeting was hosted in one of the main (and most beautiful!) schools in which Gera has invested money and talent. Latest technologies and unconventional teaching methodologies (negotiation and public speaking classes are the bread-and-butter of kids from kindergarten to 12th grade), the ambitious goal of the VC is to close the Brazilian education gap, using a bottom-up approach which should complement the parallel work done by the government itself.

Enough of speaking about business: Rio’s incredible vibe and its break-taking views have not gone unnoticed by our CBS crew. Watching the sunset at the Sugarloaf was worth the trip: the sun slowly dropping into the sea was a natural wonder (and a great Instagram favorite).

Finally, the long beaches which surround Rio’s lagoons are a sweet and irresistible call. With temperatures reaching 93 degrees Fahrenheit these days, we are really looking forward to our Friday afternoon at the beach. After all, that’s not how all Friday should look like?

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Natura’s factory
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Natura’s shop
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Azul Headquarter
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BNDES presentation
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Tour of Eleva School with Gera
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Sunset at the Sugarloaf
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Farewell Dinner in Rio de Janeiro

~Alice Signori ‘18

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