How to be a good citizen and an active participant in society: The main challenge for a multinational corporation operating abroad may well be to responsibly exercise its rights and fulfill its duties. As a good citizen, a corporation is expected to be sustainable, competitive and profitable, and to promote through its activities the social, economic and environmental advancement of society where it operates.

In exercising its corporate rights, Henkel should assert its leadership by overcoming difficulties due to institutional conditions, as related to the stage of development of the specific country, in a lawful and ethical manner. In Brazil, this would entail focusing on:

• strengthening the local capital market;
• setting high standards for suppliers of materials and services and reaching all income levels and regions with quality products.

In fulfilling its duties towards society, Henkel should develop a set of actions that contribute to the common good, while enhancing its corporate profile. For Brazil this could mean addressing.

• consumer information about sustainable practices;
• use of natural products and water savings in the production process;
• support of the young, especially the urban underprivileged, through educational and sports initiatives;
• and strict safety and security measures in the workplace, in transportation and in product use and disposal.