Coca-Cola Brazil and Natura, Brazil's largest multinational cosmetics company, recently launched a groundbreaking social mapping project focused on Amazonian communities, in collaboration with global market research company Ipsos.

The index provides a holistic framework and common language to assess joint programs in a given community and fuel collaboration among government, civil society and the private sector that drives social impact. It offers a common framework for measuring the multiple dimensions of social progress, benchmarking success, and promoting wellbeing. It provides a holistic, objective, transparent, outcome-based measure of a country's wellbeing that is independent of economic indicators. The site chosen for the initial mapping was the Middle Juruá, which includes more than 50 riverside communities along the banks of the Juruá River in the municipality of Carauari (AM). 

The Communities Social Progress Index (SPI) was developed and implemented using a methodology created by U.S. economist Michael Porter. Initially designed to measure the social progress of countries and serve as an instrument for the planning and monitoring of public policies, the SPI was published in 2013 with analyses of more than 150 countries.

"The Communities SPI is the worldwide first application of the index in the universe of communities, which the companies Coca-Cola and Natura have demonstrated can be used as an efficient tool to formulate shared value strategies, increasing the collective impact," Porter said.



Coca-Cola Brazil

The pioneering research uses primary data to measure social-environmental development at a local level. The index has three base dimensions: basic human needs, foundations of wellness, and opportunities. Each is divided into four sub-dimensions and 12 indicators, which measure everything from the nutrition and basic health of a population, to the guarantee of personal rights and access, to advanced education.

The SPI reveals, for example, discrepancies between the reality of the Carauari Municipal Headquarters and other riverside communities. The index, which varies from zero (worst) to 100 (best), was 62 in Carauari, nine points higher than the index for the riverside communities (53). For the municipality headquarters, basic education, water, sanitation and housing are the items that help bring the average up. In the areas of the riverside communities, these are critical points and the priority for all related activities, together with the topics of Communication and Advanced Education. On the other hand, the situation of the Riverside Communities receives a better rating in the areas of Safety, Ecosystem & Sustainability, Freedom of Choice and Tolerance & Inclusion.

With the Communities SPI, Coca-Cola Brazil is working to use its business to promote local development and the generation of shared value, focused on the real needs of the population. With very different realities between the urban centers and remote areas, the data from the Amazonian municipalities is not always an accurate portrait. Accordingly, the needs of the farthest areas are "invisible" to society, the government and business partners, which lack the data and diagnoses that fully represent them.