Action carried out together with Africa Creative aims to raise awareness that the preserved forest has a wealth valued at US$317 billion
With wealth valued at R$317 billion, Natura, together with Africa Creative, placed the Amazon on the cover of the annual edition of Forbes magazine’s ranking of the world’s richest in digital and subscriber versions.
The data was presented in the World Bank report, which also highlighted that the profit from preserving the standing forest exceeds seven times that obtained through different economic exploration activities in the region, which depend on the destruction of the Amazon.
“For us, at Africa Creative, it is an incredible achievement to be able to show on the Cover of Forbes Billionaires of the Year how much the standing Amazon is worth. We all already know the importance of the Amazon for the planet, but it is essential to talk about the monetary value when it is conserved. And no one better than Natura, which is celebrating 55 years and has dedicated a large part of its journey to regenerating and valuing the Amazon, to do this”, concludes Joanna Monteiro, co-CCO of Africa Creative.
The magazine also features an article that reveals to the public the brand’s operations in the Amazon, explaining the work carried out to make the forest standing more valuable than when it is destroyed.
Currently, Natura maintains relationships with more than 10 thousand families from 44 supplier communities in the Amazon and, in 2023 alone, shared R$42.8 million in direct resources to the communities and contributed to the preservation of 2.2 million hectares of forest .
“Over more than 20 years of intense activity in the Amazon, we have had the privilege of demonstrating to Brazil and the world that it is possible to respect the region’s socio-biodiversity and value the knowledge of traditional communities through regenerative practices. Now, more Once again, we have proven this and highlighted the incomparable wealth that comes from the standing forest, achieved through the sustainable development of the Amazon region, which enables us to create high-performance products based on bio-innovation and biodiversity”, said Tatiana Ponce , CMO and head of global innovation at Natura.
