Corporate Sustainability as a Competitive Strategy in Brazilian Companies

Only sustainable practices make it possible to guarantee the existence and usufruct of natural resources for coming generations. Certain Brazilian companies were classified in 2016 as the most sustainable companies in the cosmetics sector, according to the Exame sustainability guide; the objective of this study was to describe the sustainability activities that they implemented. The deductive method and qualitative approach were adopted, with reading and data analysis of the companies classified in the ranking of Revista EXAME in 2016. Research of an exploratory and descriptive character was used to organize, describe and compare the sustainable practices of the companies. The attitudes in the companies were perceived to involve awareness but some restriction in the steps of sustainable practices and beliefs, with some way still to go, since not all the companies are normally aware of the importance of these practices, and they often intend merely to respect the laws and environmental rules, not taking into account the fact that the environment should be respected. The results obtained confirm that the continuous sustainable actions developed by Natura, Avon and Grupo Boticário are essential and such activities contribute to the renovation, preservation, and conservation of natural resources, which should serve as a reflection and alert not only for other companies but also for society as a whole.