A implementação do ESG (Environmental, Social and Corporate Governance) no planejamento estratégico organizacional: um estudo de caso de uma Beauty Tech Beleza em Dia.

Abstract

In recent years, the principles of Environmental, Social, and Governance (ESG) have taken a central role in the strategic decision-making of organizations, especially following the intensified social, economic, and environmental impacts of the Covid-19 pandemic. In this context, the present study aimed to conduct a diagnostic assessment of the presence and maturity of ESG practices within the Beauty Tech company, Beleza em Dia, evaluating how sustainability has been incorporated into its operations and decision-making structures. The research adopted a qualitative approach with exploratory and descriptive characteristics, conducted through semi-structured interviews with organizational leaders and internal document analysis. The study revealed that, despite significant progress in areas such as diversity, organizational culture, and specific environmental initiatives, the company still showed structural gaps in terms of performance indicators, governance, and systemic integration of sustainable practices. The main findings indicated that existing actions were neither formalized into a consolidated plan nor monitored through specific Key Performance Indicators (KPIs), hindering the tracking of outcomes. The study focused on applying an ESG diagnostic to a growing, medium-sized national Beauty Tech company, offering a practical and realistic perspective on the challenges faced in day-to-day management. As added value, the research contributed to providing a clear picture of the organization's current stage regarding sustainability, serving as a foundation for future strategic actions. Among the practical implications, increased leadership awareness of the topic and the perceived need to strengthen governance and impact measurement stood out. As a limitation, the research was restricted to a single case study and a specific time frame, without addressing long-term developments. Moreover, some relevant information was not found in company documents, which hindered parts of the study’s mapping process. It was concluded that Beleza em Dia demonstrated potential to advance in its ESG practices. However, the company still needs to structure its processes, establish clear goals, and ensure alignment between discourse and execution.