The power of interaction

Natura constantly monitors relations with its main stakeholders through loyalty and satisfaction rates

 

In its Essence, Natura expresses the value of relationships by defining everything in the universe as interdependent. At a moment when the prevalence of virtual relationships over personal contact is the subject of debate, the company reaffirms its belief in the power of interaction and connection between people, be it employees, consultants, suppliers or society as a whole. The power of relationships is a fundamental element in Natura’s Sustainability Vision and will permeate its growth strategy for the coming years. The Natura Network model, established to connect consultants via the worldwide web and bring them closer to their consumers, is one of the key innovations in the company’s direct selling model.

To nurture these relationships, Natura tracks satisfaction and loyalty indicators among its priority stakeholder groups. The 2013 results show important progress, with advances in the employee climate survey, which reached the highest rate since the survey began, as well as growth in supplier loyalty.

The results also highlight the need for constant attention to these relationships. After growing significantly in 2012, NC and NCA loyalty remained practically stable during the year, falling short of company targets.

Natura believes it is part of a relationship ecosystem and that, in a network, it may expand its reach and its contribution to the evolution of society and to sustainable development. For this reason, Natura reaffirms its commitment to upholding the quality of relationships and to investing continually in its entire network, with a special focus on education and sustainable entrepreneurship.

Quality of relationships

2011

2012

2013

Climate survey – Employee favorability1

70

72

78

NC loyalty Brazil2

19

24

23

NCA loyalty Brazil2

24

40

38

Supplier loyalty Brazil2

27

23

30

Consumer loyalty Brazil2

66

51

52

1 Climate Survey: Hay Group.
2 Loyalty Survey: Ipsos Institute.