For a Living Amazon

During the 3 seconds it took you to read the title of this article, 54 trees were felled in the Amazon. It’s shocking, scary, sad. According to platform Full Forestwhich shows real-time data on deforestation in the region, every second 18 trees in the forest are cut down.

The damage is immense for the fauna, for the flora, for the local communities and, also, for all the inhabitants of the planet.

Recently, an article published in the scientific journal NewScientist warned about the impacts of deforestation on biodiversity, carbon storage and climate change on a global scale, signaling that if urgent measures are not taken to combat destruction, in 5 years the Amazon will no longer be a rainforest to become a savannah, dry and arid.

There is no standing forest if we stay seated

It is necessary to race against time to regenerate the region, that is, to recover what has already been lost through deforestation. And everyone can do their part. Yes, because small day-to-day attitudes, added to those of so many other people, make a big difference in defending the Amazon.

Are you distant and don’t know where to start? You can, for example, learn more about the Amazon, its riches and the current situation of deforestation. Knowledge is an important step to change this scenario. through the channel Living Amazon on Twitter it is possible to access rich and reliable content.

And whenever possible, share this information and data with others. Many people are still unaware of the situation in the region and the way in which its residents live. Social networks are an important tool to put pressure on those who really have the power to protect the forest.

It is also worth participating in movements and institutions that contribute to this cause, monitoring the progress of bills and signing petitions in favor of the Amazon.

And try to have, in your routine, a more conscious consumption. In what way? Questioning how what you buy impacts the ecosystem and making good choices. For example, give preference to products created by Amazonian peoples or by companies that seek to positively impact the region.

THE naturefor example, has been present for more than 20 years in the Amazon, developing cosmetics from Natura Ekos Line from ingredients of natural origin, from renewable sources and from Amazonian socio-biodiversity.

For a Living Amazon

Believing that a beauty brand can also make the world more beautiful, the company launched the Natura Amazônia Program in 2011 and assumed the commitment to develop and implement more sustainable economic and socio-environmental strategies in the region.

Since then, the company has been working intensively in the conservation of the forest and biodiversity, in the development of local communities and in the appreciation of culture, while keeping a careful eye on environmental issues.

The value of sustainable management

It is not enough to fight deforestation, it is also necessary to invest in the regeneration of the forest and act in a sustainable way so that it can remain standing and productive. Determined to collaborate with this mission, Natura invests in scientific research and technologies to take advantage of the full potential of Brazilian biodiversity as a raw material in the composition of the Ekos line items, promoting a real connection between those who use the product and nature and communities. from the Amazon.

Harvested one by one by forest guardian communities, the nuts and seeds of ucuuba, andiroba, açaí, tukumã and murumuru are sold to Natura, which transforms these raw bioactives into high-performance cosmetics. And as the idea is to implement sustainable development in the region, the harvest respects the time and rhythm of nature: only organically available bioactives are harvested, and only in the amount necessary for production, in order to conserve the entire ecosystem.

Thanks to the action of Natura and its numerous partners, such as national and international companies, research institutions and non-governmental organizations, since the brand turned its attention to the conservation of the Amazon, there are already more than 1.8 million hectares of forest in foot. The number is 12 times the size of the city of São Paulo, 14 times the size of the city of Rio de Janeiro and almost 26 times the size of Salvador.

Beware of the forest, beware of those who live in it

More than buying raw materials, it is also necessary to form partnerships with agro-extractive communities in the region, involving and engaging them in all stages of the value chain, from the handling of ingredients to the recycling of packaging.

Through the Natura Amazônia Program, Natura establishes a careful relationship with the families that supply the bioactives. The relationship of trust and partnership ranges from the definition, together with the community, of the fairest price for the assets, to investment in training, technical assistance and the contribution of technologies, so that agro-extractive cooperatives adopt good management practices and prosper. .

Through the sharing of benefits – which aims to maintain a fair relationship between companies that work with biodiversity and their peoples, Natura develops several initiatives. It was through this mechanism, for example, that the company structured the Sustainable Development Fund together with the Cooperativa Mista dos Produtores Extractives do Rio Iratapuru (Comaru, with expressive results. In 2018, the company distributed around R$ 36 million to supplier communities , an increase of 50% compared to the previous year, which represented, on average, an annual income of around R$ 3 thousand for each family supplying assets.

There is no future without the Living Amazon

The forest is in a race against time and we can no longer wait to act. More than helping to conserve it, we need to help regenerate it. Natura is already doing its part, and you can also get involved in this cause. Remember: the power is in our hands.