Until December 8, research institutions, medium and large companies, technology developers, startups, entrepreneurs, and specialists can register for the Natura Innovation Challenge: Zero Waste Packaging
Annually, Natura reuses 665 tons of plastic in its packaging – which means that about 22 million 1-liter PET bottles do not end up in the trash. This is equivalent to the waste produced by 4.4 million people during this period.
With this in mind, we spoke with Roseli Mello, Director of Innovation, and Paula Martins, Global Head of Packaging, to learn more about the biggest challenge ever launched by Natura. Check out below what happened – and get more information on how to register for the Innovation Challenge!
Why launch a challenge to eliminate waste? Why does Natura need to be the one to launch this challenge?
Roseli Mello: At Natura, we define causes that give purpose to our direction for innovation, for growing the business, and for everything we do. In our vision for 2050, we set a quite ambitious goal: to generate positive impact. This involves tireless, entrepreneurial work at the frontier of sustainable business.
One of our causes is to generate more beauty and less waste. We are a leading brand in implementing ecodesign and actions to care for the environment. In 1983, we were the first Brazilian company to use refills. We reuse 665 tons of plastic in our packaging.
With all our actions, including all types of materials, we save annually the equivalent of the waste produced daily by 4.4 million people. But we want to go much further: the world is in a hurry, the planet needs this urgency, and the transformation must happen soon. That’s why we are mobilized to act internally, and, in addition, to foster a huge global network and together innovate in materials, logistical and commercial models, among other possibilities.
What is Natura's vision on networking and open innovation? And how is this being applied in the Zero Waste Packaging Challenge?
Roseli Mello: We believe in the power of networks to transform humanity's challenges. That’s how we built Natura: giving meaning to every step and decision to engage more people in the belief that life is a chain of relationships.
Since 2006, we have our Collaboration Program for Technology Development, the Natura Campus. Currently, we have more than 600 technology partners that we have accumulated over the years. It is a very diverse network involving large companies, startups, government agencies, cooperatives, universities, research institutions, NGOs, and specialists. This brings richness in the approaches and also in the solutions we implement.
For the Innovation Challenge, our connection effort is global. We activate our partners, social media channels, the Brazilian and international press, in addition to using conversation tools like webinars and participation in events. We want to establish partnerships of different models according to the type of audience that brings solutions. We will also seek to combine, integrate, and enhance solutions, all following the best practices of network interaction that we have developed over the last 15 years.
What is the importance of being a company that calls and mobilizes other organizations in the innovation ecosystem to reduce waste through the conscious use of packaging?
Paula Martins: We are a certified company by the B System, which brings together the highest standards of reporting on environmental, economic, and social indicators. Along with this, we are constantly recognized as a leading brand in sustainability and innovation, with awards in Brazil and abroad such as the Champions of the Earth from the UN. All of this increases our responsibility and capacity to mobilize. It is our duty to make relevant calls and connect people who want to innovate for positive impact.
Having experience in partnerships also counts a lot: the solid relationships we have already established are a foundation for new movements to thrive.
Moreover, we operate in direct sales channels with 1.7 million consultants, 4.8 million online consumers, and 52 retail stores. We see this network as a great laboratory for building the future.
What will be the evaluation criteria to define the proposals that will work with Natura? How will they be chosen?
Paula Martins: Among other evaluation points, it is important for us to look at criteria such as: the feasibility of the solution; the impact it generates for sustainability; the level of readiness to apply the solution; the multidisciplinary nature of the solution, observing if it creates synergies between different fields of solutions such as, for example, materials, logistical and commercial chains; and the maturity and expertise of the proposing team of the solution.
Candidates will be contacted directly as they progress through the stages. We will hold a presentation event for the solutions for an executive board with the presence of vice presidents of innovation, technology, and business, integrated with a technical board. From there, solutions will be chosen for testing and prototyping with Natura and the implementation of partnerships and solutions in the market. By March, all candidates will receive feedback on their proposals.
What can we expect from the packaging of the future? What path has Natura already taken to get closer to that future and what does it see as the next goals to achieve in order to transform the paradigms of the present and connect society with this more innovative and sustainable future?
Paula Martins: We believe that, in the near future, our packaging will be designed to generate zero waste. The solutions will be based on radical dematerialization and strengthening the circular economy of materials.
Today, we already prioritize the use of materials with the least environmental impact possible, through the use of recycled and renewable source items. We also develop solutions that allow for the reuse of packaging through refills and a design that facilitates recycling.
Our next goals are: to reduce material consumption; to increase recyclability; and to enhance the use of post-consumer recycled, renewable, biodegradable materials, among other attributes.
The Innovation Challenge is an important step to put into practice a principle that Natura considers fundamental: to make the world more beautiful. Additionally, it values one of its most powerful fronts of innovation: networking with its partners.
The deadline ends on Sunday, December 08. To register, just access the challenge website!
