2020 Renata, a Natura Beauty Consultant (CE) - Instituto Natura
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Annual report
2020
Renata,
a Natura Beauty
Consultant (CE)
Contents
Our manifesto 03
Purpose, aspirations and beliefs 04
A word from our CEO 05
The Natura Institute and Crer Para Ver products 07
The Natura Institute Brazil’s 4 commitments 10
The Natura Institute in Hispanic America 18
Our network 21
Projects we supported in 2020 23
Our partners 25
Credits 26
Natura Institute
2020 Annual report
2
Natura Institute
Our manifesto Let’s talk about Because together we are stronger. A network that puts Education
center-stage—at the center of
education.
That is why we at the Natura Institute our universe.
are a part of this vast network in
support of Education. An Education that’s there for every
girl and boy.
An Education that’s there for A diverse network made up of people
everyone. and organizations who work each day That transforms the lives of
to ensure that children and youth in children, youth and families. An
That includes children and youth, Brazil can attend high-quality public Education that makes the world a
teachers and families, and entire schools. beautiful place to live in.
communities.
Where the Education they receive
Let’s talk about Education.
The kind of high-quality
gives them the opportunity to dream,
to transform and to achieve; to live a
we need to
public Education that opens
doors, broadens horizons, and
fulfilled life.
make this
makes the world a more just, A network that also includes other
prosperous and compassionate place. third-sector organizations; which help
to make our voices heard and work
education
This is the Education we aspire for.
This is the Education we need to build
collaboratively with the public sector
and broader society. happen.
systemically and at scale.
A network that is funded with the
We know the journey to get there won’t sales proceeds from Crer Para Ver We all learn.
be easy, but is necessary. products, sold by more than 1.5 million We all teach.
Natura Beauty Consultants; who sell We are all responsible.
And we can only get there these products and give their profit.
if we do it together.
Natura Institute
2020 Annual report
3
Purpose Aspiration Beliefs
The world will only be To work together to transform 1. W
e are stronger working
a just, prosperous and Education in Brazil, ensuring together
compassionate place when that all children and youth have 2. W
e respect and value
high-quality Education is access to high-quality learning. diversity
available for everyone.
3. W
e are daring and resourceful
to deliver results
4. N
atura Beauty Consultants
form a network that can
change the world
5. W
e are indignant when
children and youth are not
given the opportunity to learn
Natura Institute
2020 Annual report
4
A word from
our CEO
2020 was a very challenging year for state and municipal governments have
the Natura Institute. As we celebrated primary responsibility for Education We want all
our first decade as an Institute and
rolled out our new strategic plan, the
initiatives, with the third sector playing
a supporting role in implementing
children and
COVID-19 pandemic struck, with all policies and laws to strengthen public youth to have
the resulting impacts on Education. education.
the opportunity
Under our new plan, we will focus Although the task may seem daunting, to attend
efforts on four commitments by which we believe that by working together we
we aim to ensure that all children and can ensure that all children and youth high-quality
youth have the opportunity to attend
high-quality schools that open doors
have access to a transformational
education that will empower them into
schools that
and create opportunities for them to adulthood. open doors
achieve their dreams, as well as giving
Natura Beauty Consultants the oppor- Amid the challenges created by and create
David Saad
tunity to expand their own educational
development.
COVID-19, we worked with govern-
ments and third-sector partners to find
opportunities
CEO, solutions for navigating the pandemic for them to
the Natura Institute Each of our commitments aims to link
efforts to find solutions for better Ed-
and helping children to continue learn-
ing even when away from school.
achieve their
ucation. It is our view that the Federal, goals.
Natura Institute
2020 Annual report
5
We placed an emphasis on activities
that could be done remotely, such as
In 2020, we expanded into Argentina,
Chile and Mexico. And in 2021 we will
We made good progress
training teachers and staff at state have chapters in Peru and Colombia. on our commitments amid
education departments; providing
support in implementing remote and
Institute chapters are independent yet
united in purpose, and all are funded by
the challenges created by
hybrid learning approaches; and pre- local sales of Crer Para Ver products. the pandemic.
paring to safely reopen schools.
Everything we’ve achieved over the
We took part in a task force of years has been made possible by sales
organizations that created a platform, proceeds from Natura Crer Para Ver
called Aprendendo Sempre (“Learning products, which for 25 years have been
Always”), for schools and families, with donated to the cause of Education.
curated ideas and content to support
continued learning during the pandemic. Our many thanks to all the Natura
We also organized online seminars to Beauty Consultants – our true sponsors
discuss two topics that are central to our – who inspire us each day to achieve
activities in Brazil: Literacy at the right our best for Education. And we also owe
age and Full-Time Secondary Education recognition to the people and organi-
zations that have accompanied us on
We made significant strides, even in this journey. Together, we have formed a
such a turbulent year, toward our aspi- strong and diverse network that believes
ration to ensure access to high-quality that the world will only be a just, pros-
education for children and youth, both perous and compassionate place when
in Brazil and in the countries where Education is available to everyone.
Natura operates in Hispanic America.
Natura Institute
2020 Annual report
6
The Natura Institute and
Crer Para Ver products
The Natura Institute was founded in Last but not least, 2020 marked the profit to fund improvements in Educa-
2010 to expand the Education initia- first year under our new strategic plan, tion for Brazilian children and youth.
tives that Natura had begun in 1995 which places a major emphasis on
with proceeds from the sales of Natura public education policies, as well as From 1995 to the present, more than R$
Crer Para Ver products—the profit is supporting Natura Leaders and Beauty 360 million* has been invested in Edu-
entirely donated to initiatives support- Consultants in their own education. cation initiatives, all thanks to the dedi-
ing this cause. cation of this vast network.
And speaking of Natura Beauty Con-
As we celebrated a decade of support sultants, they have been at the center We are much indebted to the Natura
for Education in Brazil, the Natura Crer our efforts from the beginning. Beauty Consultants who put Education
Para Ver product line celebrated its at the center and help to transform the
25th anniversary. We are currently supported by around lives of children, youth, families and Consuelo,
1.3 million Natura Beauty Consultants broader society. A Natura Beauty
Also in 2020, the Natura Institute across Brazil, who sell Natura Crer Consultant
(Paraná)
opened local chapters in Argentina, Para Ver products and donate their
Chile and Mexico. The chapters in
each country are separate legal
entities, funded by the proceeds from 1.3 million consultants
local sales of Natura Crer Para Ver
products, in a model similar to the one throughout Brazil sell Crer
in Brazil. In 2021 we will open chapters
in Colombia and Peru.
Para Ver products and donate *Investment amounts have been indexed to
their profits. the Broad Consumer Price Index (IPCA) from
1995 to 2020.
Natura Institute
2020 Annual report
7The Natura Institute and Crer Para Ver products
By the numbers
Crer Para Ver Natura Institute
proceeds Investments
R$ million R$ million
“I’m very happy to work
55.9 with a brand where I
can help children all
38.7 around Brazil by selling
37.4
Crer Para Ver products.
29.1 28.9 I’m thrilled to be a
25.0
part of this.”
Diogo,
2018 2019 2020 2018 2019 2020 A Natura Beauty Consultant (SP)
The amount of proceeds may differ from the amount invested in a given year as the Natura
Institute, in designing its budget, takes account of historical investment in previous years and
its strategic planning in order to ensure that available funds are managed responsibly. Any
surplus is carried forward to the following fiscal years. All funds are audited.
View our financial statements:
bit.ly/in-demonstracoes-2020
Natura Institute
2020 Annual report
8Natura Institute
States with ongoing
public-policy support
1,321,243 students benefited
partnerships
AP
AM
MA CE
RN
21
state education departments
PI
PB
supported by the Natura Institute
PE
953
AC AL
TO SE
RO
MT
municipalities impacted
GO
2,389
MG
ES
MS
SP
schools
PR
145,020
SC
Natura Beauty Consultants benefited
through education
Natura Institute
2020 Annual report
9The Natura
Institute Brazil’s
4 commitments
Natura Institute
2020 annual report
10Commitment 1 To turn this trend around, the Natura
Institute launched the Collaborative
One of the highlights of the Partner-
ship in 2020 was an online event,
Literacy
Literacy Partnership (PARC) alongside dubbed “Writing Tomorrow”, in collab-
the Lemann Foundation and Asso- oration with the Lemann Foundation,
ciação Bem Comum. Through the Associação Bem Comum, the National
partnership, we support states in de- Council of State Education Secre-
signing and implementing literacy pro- taries (CONSED) and the National
grams—in collaboration with municipal Union of Municipal Education Officials
governments—to increase the number (UNDIME). In a milestone conference,
of children who achieve literacy by 2nd nine governors met with staff from
We want to ensure that all 2020 was a challenging year for us, grade in Primary School. state and municipal education depart-
children can read and write but especially for elementary school ments, experts, teachers, third-sector
by the age of seven students as they are less indepen- We provide technical support in: de- organizations and Natura Beauty Con-
dent in their learning process and veloping supplementary education- sultants to discuss the challenges and
may struggle with distance or hybrid al materials; training teachers and progress made in advancing literacy at
learning methods. Even so, much was school managers; designing and im- the right age through collaboration.
accomplished in the year. plementing assessment methods for
2nd graders; and institutionalizing the
In Brazil, more than half of children do program through legislation and by
not achieve literacy at the right age conducting census-based proficiency
(National Literacy Assessment 2016). assessments for all 2nd grade students
This means they will struggle more in the states we support.
in school, have high truancy rates,
and can reach adulthood without The Partnership was inspired by the
being able to read, write, perform Literacy at the Right Age Program
simple arithmetic calculations or (PAIC) launched by the government of
independently interpret texts. Ceará in 2007.
Natura Institute
2020 Annual report
11Literacy
States we support
“a world where
our children and
students have equal
AP opportunity and an
equal shot at life.”
MA Lígia,
PI
A teacher in the
PE
AL
Child Literacy Program
SE
MS
GO
ES
597,754
children benefited by
the PARC Program
Natura Institute
2020 Annual report
12and builds the entire learning approach tion Model, but suited to local needs.
Commitment 2 and methodology around who they are
and what they dream to be. The knowl-
School expansion prioritizes regions
with the highest social vulnerability.
Full-time
edge-building process also addresses In 2020, 20 states were supported
secondary education learning goals by the Natura Institute, ISG and ICE
and students’ academic development. partnership, benefiting approximately
720,000 students at 2,389 Full-Time
Secondary
The Natura Institute’s efforts draw Secondary Education schools.
inspiration from Pernambuco’s suc-
cessful Full-Time Secondary Education To include more voices in the program,
Program. A study, titled “Mais integral, in December 2020 the Natura Institute
education
mais oportunidade”, by Instituto Sonho organized a three-day seminar on full-
Grande (ISG)—our other partner in this time secondary education with gov-
initiative—found that 63% of students ernors, state education secretaries,
who completed Full-Time Secondary experts and representatives from civil
Education went on to enter college, a society. The event was live streamed
We promote high-quality Improving Secondary Education has rate 17 percentage points higher com- on YouTube for all full-time secondary
education for the all-round been an integral part of our efforts pared to part-time secondary educa- education schools in Brazil. During the
development of youth since 2013, when we began support- tion students. The same survey found seminar, several studies were pre-
ing full-time public schools in São that, when entering the job market, sented on the impacts from Full-Time
Paulo. These efforts have been sup- these students earn 18% more than Secondary Education. The seminar
ported by several institutions, includ- those who completed part-time sec- also featured a brand new study by
ing our then and current technical ondary education, and that there is education expert Ricardo Paes de
partner, Instituto de Corresponsabili- no pay gap between white and black/ Barros about the Full-Time Second-
dade pela Educação (ICE). brown employees who studied at full- ary Education Assessment in Santa
time secondary schools. Catarina. Learn more about the event
Full-Time Secondary Education sup- by clicking here.
ports students’ all-around develop- Each state develops its own program
ment. It puts students at the center within the Full-Time Secondary Educa-
Natura Institute
2020 Annual report
13Full-time secondary education “With the full-time school
States we support model I was told: ‘It’s not just
about secondary education!
Where do you want to
AP go? Do you want to go to
university? Do you want to
start a business? What do
AM
CE
you aspire for?’. So I realized
MA RN
PB
that my goal was more than
PI
PE just completing secondary
AC AL
RO
TO SE education—my childhood
MT dream was to be a teacher.”
GO
Sinelandia,
A former Full-Time
723,489
MG
ES
MS Secondary Education student (PB)
SP
PR
students enrolled in full-time
SC secondary education
2,389
full-time secondary
education schools
in Brazil
Natura Institute
2020 Annual report
14Commitment 3
Coordinate priority
address major priority areas for improv-
ing Education in the country. Six prior-
ities have been chosen, two of which
are within the Natura Institute’s scope
education agendas
of activity: Literacy and Secondary Ed-
ucation.
Within this systemic model and using
a coordinated approach, we have part-
nered with organizations that support the
public sector in building robust, struc-
turing public policies in order to achieve
progress on these other priorities.
In 2020, as a way to minimize impacts
We catalyze priority education In our new strategic plan, we High-quality public Education is a fun- from the pandemic on the scholastic
agendas by coordinating with recognize that to achieve our damental right; achieving this requires performance of children and youth,
the public and third sector aspiration, i.e., for all children and a systemic, integrated, multi-stake- we joined a task force of third-sec-
youth to have access to high-quality holder approach that coordinates all tor organizations that, among other
education, we need to go a step the actors involved, including govern- initiatives, launched a platform fea-
beyond. We can no longer focus ments and civil society. turing free curated content and
only on Literacy and Secondary solutions for teachers, school man-
Education, and neglect other In 2018, several Brazilian Education agers, students and their families
priorities that are as important for the experts organized a civil-society move- (aprendendosempre.org).
Education we aspire for. ment called “Educação Já” (“Educa-
tion Now”), a non-partisan initiative to
Natura Institute
2020 Annual report
15Commitment 4 Surveys of our Natura Beauty Con-
sultants and Leaders have shown that
portant initiatives for Natura Beauty
Consultants and Leaders. The first
Education and
around 70% have knowledge gaps was the creation of an education loan
in Financial Education, and 17% still fund with proceeds from Natura Crer
struggle from a lack of digital profi- Para Ver product sales. Using a simpli-
ciency. Not to mention those who, for fied loan application process, Natura
engagement for
various reasons, were never able to Beauty Consultants and Leaders can
complete basic education, or even to apply for interest-free student loans
learn to read and write proficiently. We for technical, professional, higher
need to ensure that these consultants, education and basic education pro-
Natura beauty
who have enabled us to guarantee a grams. Another important initiative
high-quality education for so many was the development of our COVID-19
children and youth, are themselves Response Plan, including a series of
consultants and
given the opportunity to develop fully. 40 videos on different topics related to
the pandemic response.
Since 2016, we have provided a range
of education opportunities for Natura A second part of our commitment to
leaders
Beauty Consultants. Through partner- Natura Beauty Consultants is engag-
ships, we offer education grants and ing them around the cause of Edu-
discounts for technical and university cation. There is tremendous power
programs, language courses, and prep when 1 million women work together
courses for the National High School in support of Education as a way to
Exam (ENEM) and National Proficien- transform the country as a whole. With
We support the all-round development cy Certification Exam for Youth and this is in mind, in 2020 we launched a
of Natura Beauty Consultants and Adults (ENCCEJA). national mobilization movement under
leaders, and work to engage them the theme #WritingHistory. The goal
around the cause of Education Year 2020 was marked by two im- of the movement is to raise awareness
Natura Institute
2020 Annual report
16145,000
among Natura Beauty Consultants
Natura beauty consultants
benefited by at least one Crer Para
about our ambition to ensure that all
Ver education opportunity in 2020
154,000
children in Brazil can read and write by
the age of seven, and emphasize the signed a statement on
role that the Natura Institute and our achieving literacy by the
Beauty Consultants and Leaders play age of seven
in championing this cause. We distrib-
uted more than 850,000 copies of the
children’s book “Um sonho feito de
linhas” to Natura Beauty Consultants, “my message to
and collected more than 150,000 sig- all Natura Beauty
natures on an online statement about
the importance of achieving literacy by Consultants is to
the age of seven. The statement was seize this opportunity,
then delivered to several education embrace it, because
departments.
there’s so much we
can transform through
Education.”
Dalva,
A Natura Business Leader
(SP)
Natura Institute
2020 Annual report
17The Natura
Institute in
Hispanic America
Natura Institute
2020 Annual report
18As part of an ongoing international- In Argentina, efforts are focused on
ization process, in 2020 the Natura literacy and transforming second-
Institute expanded into three Hispanic ary education schools; in Mexico, Mexico
American countries: Argentina, Chile the focus will be on what have been
and Mexico. The chapters in each termed in the country as fundamental
country are separate legal entities, learning goals: achieving literacy by
funded by the proceeds from local the age of eight (across the country’s
sales of Crer Para Ver products, in a more than 40 native languages) and
model similar to the one in Brazil. In proficiency in mathematics; in Chile, Colombia*
2021 we will open chapters in Peru efforts are targeted at increasing the
and Colombia. quality of education in public schools,
where academic achievement is
The approach will be similar to the significantly lower than in private
Natura Institute’s operating model in schools, which account for more than The Natura Institute
Brazil: supporting the implementation 60% of schools in the country. in Hispanic America Peru*
of transformational public policies;
coordinating with the third sector In both Peru and Colombia, efforts
and public sector to catalyze priority will be informed by the findings
education agendas; and supporting from a survey in 2021 about local
Chile
the all-round development of Natura education conditions.
Beauty Consultants—a contingent of Argentina
more than 700,000.
However, initiatives in each country
are being designed to suit local needs.
*from 2021
Natura Institute
2020 Annual report
19Natura Institute In 2020 we also identified priority
In Hispanic America areas to be addressed in our educa-
tion efforts for Natura Beauty Consul-
tants, to ensure the courses we offer
are suited to their needs. The priority
areas are: formal education; math and
45,000
reading comprehension; financial and
digital education; health and wellness;
mental health; and childcare.
In 2020, the proceeds from Natura
Crer Para Ver product sales in Hispanic
consultants attended at
A large event was organized in 2020 America were channeled for the first
least one course offered
to mark the launch of the Natura Insti- time toward the development of con- by the Natura Institute in
tute in Hispanic America. During the sultants in these countries. Through- Hispanic America
event, we launched the Institute-spon- out the year, 45,000 consultants
sored book “The Keys to Educa- attended at least one course offered
tion—a comparative study on educa- by the Natura Institute in Hispanic
1,970
tion system improvement in Hispanic America. Our goal is for this number
America". The online event, featuring to reach 60,000 in 2021. One of our
prominent education experts, was at- planned initiatives will be a digital
tended by 1,970 people from different mentoring program in which digitally
countries to discuss ways to improve proficient Natura Beauty Consultants
Education in the region. One of our will support peers who are still unfa- people from
priorities going forward is to coordi- miliar with the digital world. different countries
nate efforts across non-government participated in the
organizations involved in Education online event
efforts in these five countries.
Natura Institute
2020 Annual report
20Our network
Natura Institute
2020 Annual report
21Our team
David Amanda Anita Caio Carla Carolina Elaine
Board of Directors
Chair
Pedro Villares
Eliane Elis Eloá Fabiana Fabiane Florencia Gabriela
Members
Antonio Luiz da Cunha Seabra
Denis Mizne
Diego Fernando de Leone
Guilherme Peirão Leal Glória Haline Juliana Karina Lucila Marcela Márcia
João Paulo Ferreira
Pedro Luiz Barreiros Passos
Ricardo Henriques
Audit Board – Brazil Maria Natália Priscila Regiane Ricardo Rodolfo Rodrigo
Chair
Lucilene Prado
Member
Sabrina Santiago Sarah Saraí Silvia Victoria Yuri
Lavínia Junqueira
Natura Institute
2020 Annual report
22Projects we
supported in 2020
Natura Institute
2020 Annual report
23TRILHAS portal Comunidade de Conviva Educação Rede de Apoio
portaltrilhas.org.br Aprendizagem convivaeducacao.org.br à Educação
comunidadedeaprendizagem.
The TRILHAS portal supports com Conviva Educação, an initiative As a member of Rede de Apoio
continuing education for ele- led by the National Union of à Educação (RAE), we support
mentary school teachers and This initiative promotes a Municipal Education Officials the municipal education depart-
university students pursuing school model that enhances (UNDIME), is a system that ments of Benevides (PA) and
bachelor’s degrees in educa- learning and interaction among provides management support Cajamar (SP), where our oper-
tion. In 2020 the management students, is open to families to municipal education depart- ations are located. Our support
of the project was transitioned and residents in a school dis- ments in Brazil. In 2020, the aims to improve management
to Fundação Telefônica Vivo. trict, and helps to drive efficien- Natura Institute’s last year as practices and enhance the
cy, equity and social cohesion. manager of the initiative, we quality of education in these
In 2020, Grupo Baobá was undertook an intensive and municipalities. With the incum-
tasked with leading the imple- closely coordinated process to bent mayoral administrations
mentation of the initiative in transition the project to its new coming to an end in 2020, our
Escola Digital Brazil, with support from the co-managers, UNDIME and Itaú RAE activities were wound up
escoladigital.org.br Natura Institute. Social. in these municipalities.
Escola Digital is a platform of-
fering teachers, school manag-
ers and students a collection of
free digital resources, with more
than 30,000 content titles. The
focus in 2020 was on transition-
ing the platform to Fundação
Telefônica Vivo, which now
manages the platform.
Natura Institute
2020 Annual report
24Our partners
in 2020 • Fundação Lemann • Instituto Unibanco
• Fundação Maria Cecília Souto Vidigal • Instituto Votorantim
• Associação Bem Comum • Fundação Roberto Marinho • Itaú Educação e Trabalho
• Associação Cidade • Fundação SM • Itaú Social
• Avante • Fundação Telefônica Vivo • Jeduca
• BCG • Fundação Vanzolini • Movimento Colabora Educação
• Inter-American Development Bank • Fundação Victor Civita • Movimento pela Base
(IDB) • Instituto de Corresponsabilidade pela • Movimento Profissão Docente
• FGV Center of Excellence and Educação (ICE) • Center for Social and
Innovation in Education Policy (CEIPE) • Instituto Ayrton Senna Educational Research and
• Center of Innovation for Brazilian • Instituto Chapada de Educação e Action (NIASE)
Education (CIEB) Pesquisa Instituto Conceição Moura • Oi Futuro
• National Council of State Education • Instituto Humanize • Parceiros da Educação
Secretaries (CONSED) • Instituto Península • Porticus
• Center of Research in Theories and • Instituto Positivo • Todos pela Educação
Practices that Overcome Inequalities -
• Instituto Reúna • National Union of Municipal
University of Barcelona (CREA)
• Instituto Sonho Grande Education Officials (UNDIME)
Natura Institute
2020 Annual report
25Credits
General coordination Photos
Natura Institute Biscos Comunicação LTDA
Tração Live Marketing
Design and layout
Flavia Ocaranza, Gisele Fujiura, English version
Gustavo Inafuku, Luciana Mafra LatAm – Latin American Translations
and Naná de Freitas
Writing
Tita Berton
Natura Institute
2020 Annual report
26institutonatura.org
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