Natura Get Sustainability Right With “Regeneracao”

On July 3rd, the world passed a particular milestone. We are now closer to 2050 than we are to the year 2000, heading towards halfway through the 21st Century. 2050 is also a target date for many brands who have made sustainability and ecological pledges. Natura Cosmetics is no stranger to these – it was the first publicly traded company to gain B Corp Certification and it’s always made a virtue of its ‘green’ credentials. Natura previously set a series of targets for 2030, and has met some of them early, like its pledge to use 95% bio-degradable chemicals in its products.

Now Natura has its sights on 2050, and a stated goal to become a “100% regenerative” company. The details of what that means are revealed in a series of plans and presentations, but the spirit behind them can be found in this minute-long, beautifully shot ad, which combines spectacular nature photography with a voiceover that describes the brand’s continued commitment to sustainability.

In other parts of the world, we’re seeing a backlash against the idea of ‘brand purpose’ among commentators and in some cases consumers too. The root of this isn’t that sustainability and brands doing good in the world are bad ideas. It’s more that when every brand is trying to show its purposeful side, the credibility and excitement around such claims can rapidly fall.

This is where we see a real difference between brands who are only talking the talk, and those like Natura who have always walked the walk too. From its name down, Natura has always been sincere about its commitment to the natural world, especially the Amazon in which it runs many sustainable agricultural communities. So it’s now in a position where it can speak credibly about purpose without backlash.

Of course, Natura is helped by the fact that its ad “Regeneracao” is inspiring and entertaining too. While our Test Your Ad audiences in Brazil appreciated the message of the ad, they particularly responded to its beauty, its celebration of nature and its feelings of peace. The images of waterfalls, flowers, rain and wildlife made the ad a joyful experience. The result was 66% of viewers feeling happiness when they watched the commercial, and a powerful 3.9-Star Rating on Test Your Ad. While Natura is making a brand ad for long-term appeal, they can also be happy with a strong Spike Rating too, which predicts short-term sales boosts.

The proof of Natura’s pledges will be in the actions it takes between now and 2050, and an advert alone won’t fulfil them. But it can remind audiences of the principles the brand holds, and delight them with beautiful images and feelings. “Regeneracao” achieves that aim with style.