Corporate generosity is a global movement in which companies expand their role in society, going beyond the simple goal of generating profit, to become true protagonists of social and environmental transformation.
With governments in different countries experiencing moments of short-sightedness in their management, the leading role of companies, which was previously important, becomes fundamental.
In all parts of the world, companies have incorporated into their strategies the responsibility of actively contributing to the well-being of communities, to the preservation of the environment and to the promotion of diversity and inclusion.
This new mentality translates into concrete actions that range from philanthropy to disruptive innovations in business models.
Internationally, inspiring examples demonstrate that corporate generosity is possible – and necessary. The American outdoor clothing brand Patagonia, for example, has become a symbol of this movement by donating a significant part of its revenue to environmental causes and, more recently, by transferring all of the company’s capital to environmental preservation funds, channeling its profits towards combating climate change.
The multinational Unilever leads a sustainability agenda, involving its entire production chain in efforts to reduce environmental impacts and improve living conditions.
Ben & Jerry’s ice cream is known for its activism in human rights and racial justice, promoting public campaigns and investing in social projects.
In the technology sector, Salesforce innovated with the “1-1-1” model, dedicating 1% of its employees’ time, 1% of its products and 1% of its capital to social causes, creating a real and scalable impact.
In Brazil, corporate generosity is also a highlight. Natura is a global reference in sustainability, promoting the conservation of the Amazon and investing in educational and cultural projects, while sharing value with local communities through ingredients and technology.
Banco Santander stands out for its social inclusion programs, support for female entrepreneurship and financial education projects in underprivileged communities.
Magazine Luiza is committed to social transformation by creating digital inclusion programs for small businesses and promoting diversity and inclusion among its employees.
These actions reflect different models of corporate generosity in this fundamental movement. Many businesses embrace strategic philanthropy, with planned donations that seek to make a lasting impact. Others are born with a social or environmental purpose at the center of their business model, known as impact businesses. The ESG (Environmental, Social and Governance) agenda has also established itself as a guideline for public and measurable commitments in the social, environmental and governance areas, becoming a reference and fundamental criterion for investors and consumers. In addition, corporate volunteering is growing, involving employees in actions that strengthen community ties and promote positive transformations.
The future points to increasingly generous companies that leave a legacy, build a solid reputation and generate shared value. The new era is marked by collaboration between organizations, governments and civil society, with the understanding that major global challenges can only be overcome by joining forces. In this context, businesses are now being judged not only by their financial performance, but by the positive impact they have on the world.
The era of corporate generosity is just beginning, and national and international examples show that adopting a generous stance is no longer just a differentiator, but has become a strategic and ethical requirement.
Companies that embrace this commitment earn the admiration of society, inspire other organizations, and establish themselves as key agents of a fairer, more sustainable, and more prosperous future for all.
Let’s do it together!
Cristina Souza is CEO of Gouvêa Foodservice.
*This text reflects the author’s opinion and does not necessarily reflect the position of Mercado&Consumo. This text was translated with AI.
Image: Envato
