SUSTAINABILITY EXPERT ADVICE
EXPERT ADVICE
Building sustainable storytelling
The Head of Strategy at planet activism streaming platform WaterBear discusses its partnership with Natura & Co
W
aterBear Network is a free streaming platform dedicated to the future of
the planet, which bridges the gap between storytelling and action. The company works collaboratively with partners to tell emotive and empathetic stories that people can connect to, rather than scaremongering. Brazil-based beauty company Natura & Co is a founding partner of the platform and recently worked with WaterBear on a short film called Tree of Plenty.
Sam Sutaria, Head of Strategy at
WaterBear, answers some of Cosmetics Business’ questions.
What is Natura & Co’s relationship to WaterBear Network?
Purpose-led cosmetic company Natura & Co, a B Corp certified beauty group, home to Avon, Natura, The Body Shop and Aesop, became a Founding Partner of WaterBear Network back in August. As part of a multi-level brand partnership, Natura & Co has its own unique, dedicated channel on the WaterBear platform and app, in which it can showcase its own sustainable stories while being fully integrated into the WaterBear Network. Through storytelling, advocacy, distribution across the WaterBear platform, events and cross-marketing, together we’ve been able to bring together a new form of brand-led storytelling and raise awareness of the beauty company’s ‘Commitment to Life’ sustainability drive – from protecting the Amazon to defending human rights and embracing circularity.
How did the Tree of Plenty come about? Tree of Plenty has been in the pipeline with Natura & Co for the last few months. A big focus for the company is looking at the impact that the cosmetics industry has on local communities. So, telling a story through the lens of a
cosmeticsbusiness.com
Sam Sutaria, Head of Strategy,WaterBear Sam Sutaria is Head of Strategy for the WaterBear Network, a new interactive video platform dedicated to supporting life on planet Earth via storytelling, tech and its network of partners
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reshaping the narrative that economic profitability and conservation can co-exist.
Our objective with the film is not only to spread awareness of Natura & Co’s sustainability mission while reaching an audience that goes beyond its usual consumer, but also to educate viewers on something new, equipping them with the tools to help fight the climate crisis globally.
community in Brazil felt like the perfect way to highlight how humans and nature can live alongside each other, rather than being two separate entities. For us, storytelling, rather than traditional advertising, offers a new avenue to reach non-typical audiences in a deeply engaging and authentic way.
What is the objective of the film? The Amazon rainforest is one of the most amazing ecosystems on earth. Not only is it home to incredibly diverse wildlife, but also to native communities who hold a huge level of knowledge that can be used to help tackle the climate crisis. Tree of Plenty is a documentary film following the journey of a community
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For us, storytelling, rather than traditional advertising, offers a new avenue to reach non-typical audiences
How can other beauty players work with WaterBear Network to highlight important ecological issues? With trust towards brands being at an all-time low, finding new ways to engage with citizens beyond the traditional advertising model will become essential to catalyse change towards a more sustainable future. With the beauty industry relying on natural resources for products, it has the opportunity to emphasise that people are not separate from our ecosystem, but rather that we are part of it.
Indigenous communities are an example of people who already embrace the symbiosis between humans and nature. For this reason, it’s important that brands who talk about the future of sustainability consider giving a platform to these voices.
Is WaterBear able to work with other beauty brands, or does it have an exclusive agreement with Natura & Co? While we know the future is only secure
through collaboration, our strategy is to deepen partnerships with a core group of brands from different sectors. Within beauty, we’re pleased to have an exclusive relationship with Natura & Co, which continues to grow over time
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