A responsabilidade social nas empresas de cosméticos: uma análise das relações raciais e de gênero

Abstract

This research aimed to examine the dissemination of social responsibility of the Boticário and Natura groups, regarding intersectionality (gender, racial relations and class) in the formation of the workforce from the Social Balance Sheet and advertising campaigns published in the Instagram social network. To achieve this goal, data were collected from social balance sheets (sustainability reports) of companies and campaigns broadcast on the social network Instagram for Valentine's Day from 2018 to 2020. The research is classified as qualitative, exploratory, and descriptive. Content analysis of social balance sheets and discourse analysis of Instagram campaigns were performed. The criteria for choosing the companies was based on their field of activity, cosmetics, and because they are two leaders in this sector in Brazil. The results of this research indicate that the business groups reflected in their internal structures the gender and racial asymmetries present in society. The subtle phenomenon of the glass ceiling was also perceived within the structures of the companies, and it was observed that even women occupying a greater number of jobs, this data does not reflect when analyzing higher hierarchy positions. In addition, the Boticário group showed greater advances in terms of intersectionality.