CADA ESCOLHA UMA RENÚNCIA: É POSSÍVEL COMPETIR E SER SUSTENTÁVEL?

This study has the objective of analyzing three companies that use Corporate Social Responsibility practices in order to verify if they appropriately align sustainability and competitiveness, noting that corporate actions would not be only superficial practices aimed at promoting their institutional image. The companies analyzed were: Lush Cosmetics, Kimberly Clark and Mercur. The collected data were interpreted by the discourse analysis technique. The results indicated that companies are genuinely concerned with sustainability issues, but the main impact involved the raw materials used, since they are resources that come from the exploitation of natural ecosystems.