In the business world, credibility is a non-negotiable asset.In a market where consumers are increasingly demanding, transparency has ceased to be a differential to become a necessity. A survey by the Third Sector Observatory, released in 2024, points out that 77% of Brazilians prefer to consume from socially responsible companies, reinforcing the importance of corporate authenticity.In times of fake news and Artificial Intelligence, it must be remembered that empty speeches and misleading promises can compromise reputation and drive away customers, while ethical practices and social commitment strengthen trust and loyalty to the brand.
Check out some testimonials from CEOs and authentic transparency practices they have adopted in their companies:
Rafael Schinoff, CEO of Standard Nursing, agency company for health professionals
For the entrepreneur, authenticity and transparency are fundamental for any business to consolidate in the market. “We always take this very seriously, especially when it comes to inspections. From the beginning, we chose to be completely transparent with regulatory bodies, such as the Public Ministry of Labor, and this made all the difference. This commitment has brought us credibility and authority in the sector, because we have always done everything the right way, without shortcuts. This has strengthened our relationship with these bodies and also the trust of our clients and franchisees, who see in the Nursing Standard a safe and backed business model”, says Rafael.
Angelo Max Donaton, CEO Laundry, the largest self-service laundry network in the country
In the network, transparency practices were designed so that franchisees and partners can see in detail all points of the business. “I have always noticed that the competition never made clear to the candidate to franchisee what were really the costs and everything that involved the business. Thus, I prepared a Franchise Offering Circular (COF) as explanatory as possible, with a great detailing of the part of investments, which is what most generates doubts.In addition, with very clear and very specific rules. For me, it is important to clarify for everyone who works with the brand, directly or indirectly, that we filter the business, that is necessary to understand the fact that it is all the business that it ends up.
Guilherme Mauri, CEO of Minha Quitandinha retail technology startup that operates in the autonomous minimarket franchise model
One of the network's initiatives to promote transparency in company numbers was to adopt a more horizontal and participatory leadership, rather than a verticalized model. “In our business, we always believe that transparency and authenticity are fundamental. One of the great milestones of this culture was to open the company's numbers to all employees, sharing not only the goals, but also the challenges. This created an environment of trust and engagement, where each person understands their role in the growth of the company.In addition, instead of imposing a rigid system, we brought a more horizontal model, in which people actively participate in decisions and see the direct impact of their work”, says Mauri.
Leonardo dos Anjos, franchise director of Anjos Mattresses & Sofas, a network specialized in sofas and upholstery
Anjos Mattresses & Sofas has as a differential the way they treat franchisees and customers: valuing proximity, listening to their needs and delivering quality products without false promises. “I believe that transparency should be a pillar in management. There have been times when, instead of camouflaging challenges, we chose to communicate openly to the team. An example was during the pandemic, when we faced difficulties in the supply chain. We could have tried to minimize the impact, but we chose to be frank, Leonardo seek solutions together and further strengthen our team, We always bar any approach that could compromise the credibility of our brand.
Elton Matos, founding partner and CEO of Airlocker, the first Brazilian smart cabinet franchise
The great differential of Airlocker, certainly was to support their work in the people and local franchisees. “Our strategy is strongly based on regional strength. I believe that having professionals from the community itself makes all the difference, because they understand the specific needs of the place and know how to communicate authentically with customers. This distances us from the traditional market model. In addition, I have always adopted transparency as a non-negotiable principle in business. Being true generates credibility and this is the basis of any sustainable company. In the end, whether it is a small omission or a great untruth, the truth always comes to the fore,”, explains”.
Dr. Edson Ramuth, founder and CEO of Slimmingcenter, a reference in healthy weight loss and body aesthetics
For Ramuth, authenticity and transparency are essential for the consolidation of any business. “Since the beginning of Emagrecentro, we have always prioritized the genuine well-being of our customers, offering personalized treatments based on science and without promising miraculous solutions. This has generated trust and a lasting relationship with our patients, which undoubtedly brought great results to our business”.When the pandemic affected the market, it had to be transparent with the entire team. “Ao instead of hiding the situation, I was clear to everyone about the changes needed to ensure the sustainability of the company.
Vanessa Vilela, founder and CEO of Kapeh Cosmetics and Specialty Cafes, a pioneer in the use of coffee in cosmetics and the 2-in-1’ model, which combines a specialty coffee shop with a cosmetics store
For the entrepreneur, transparency is one of the pillars that support the culture of Kapeh. She highlights that “a transparency is not only a value, but a macro guideline, fundamental for all company relationships.”, the network has been differentiated by authenticity on several fronts: from the mix of products to the development of unpublished research, which has always brought good results and highlighted it against the competition. Vanessa believes that clarity should be applied at all times. “For me, there is no room for omissions or falsehoods within the company, since values such as loyalty and transparency are part of the organizational culture, says, from the choice to the team, to all the company.
Luis Fernando Carvalho, founder and CEO of Homenz, a network of clinics specialized in aesthetics and health for the male audience
“A Homenz stands out for the concept of being a complete clinic for the male audience, offering a variety of services in a single location”, says Luis Fernando Carvalho, founder and CEO of the network.“We are not a single-product clinic, as many that focus only on one service, such as hair transplantation. Here, the man finds a complete solution, from hair treatments to facial and body” Carval still emphasizes the importance of transparency: “Nunca menti for anyone. The basis of our relationship with staff and clients is the transparency”.For him, truth will always be the best solution.
Dr. Mirelle Jose Ruivo, founder of Mulherez, first network of intimate rejuvenation and intimate surgery
For the entrepreneur, transparency is an essential value in her business. “I'm always transparent. I don't like lies; regardless of the situation, truth is always the best” solution, she says. This attitude is reflected in the relationship with clients and in the processes of the network. “In Womanhood, we believe that truth and transparency are fundamental to win the trust of our patients.”. “We don't promise miraculous results, but effective treatments, based on science and experience.” The founder is also against unfair practices in the market.“Legain about results or make our philosophy no part of deluding.
Joao Piffer, CEO of ProRir, a network of dental clinics
Speaking the truth gives credibility and strengthens the business. That's what happened at ProRir. “Over almost two decades of experience, it was clear to me that there are no miracles and no easy money. Whenever I come across a business opportunity that seems too good to be true in PRORir. “.I've seen many companies and entrepreneurs fall into the illusion of quick gains, only to discover, too late, that they were dealing with an unsustainable model. In ProRir, we value the careful analysis and strategic planning, avoiding decisions based only on exaggerated optimism and we do not practice the”ferex.
Juciano Massacani, founder and CEO of GraalSeg, reference network in Occupational Safety and Medicine
In a market in which Safety and Occupational Medicine is often limited only to compliance with legal standards, GraalSeg dared to tread a differentiated path. In addition to creating an additional niche benefits program aimed at individuals in order to increase the quality of life, the entrepreneur decided to prioritize honesty even when he needs to give up an immediate gain. “In this business model, we are often put to the test by companies that try to circumvent the norms or bribe us to manipulate information. In these moments, we make a point of reaffirming our commitment to ethics and integrity, refusing any type of negotiation that can compromise the well-being of employees who contribute to this value, reveals the value that has contributed to the market.
Felipe Buranello, CEO of Maria Brasileira, the largest residential and business cleaning network in the country
Good communication combined with the principle of speaking the truth are the basis of the business. “A network is present nationally, which would make it impossible to keep franchisees well informed in face-to-face meetings or mere e-mail messages. Then we create monthly lives and weekly podcasts, which is a moment of exchanges, of relaxation, where everyone expresses opinions, gives ideas, teaches and learns. Internally, attention is equal to employees, and they are the first to know the news of the franchisor” explains Buranello. “Other transfer permeates the business. Already seen networks lying about the real number of 0 we are.
Renata Barbalho, founder and CEO of Spain Easy, specialized immigration consultancy for Spain
Transparency, one of the company's principles, strengthened the organizational culture by creating an environment of mutual trust, serving as an example for the entire team and consolidating Spain Easy as a respected consultancy in the sector. For Renata, building a solid reputation requires commitment to the truth. “I have always been against any practice that involves false expectations or promises impossible to fulfill. A lie, no matter how innocent it may seem, can generate future problems, such as misunderstandings and lack of trust. I have already refused several sales opportunities for not agreeing with this type of approach. I believe that honesty and transparency are fundamental for businesses that wish to grow ethically and” sustainable, I have never been able to.
Luis Schiavo, CEO of Naval Fertilizantes, a company specialized in biological products, nutrition and crop application technology
The lie does not fit within the company, it is the same as stealing! It is with this premise that Schiavo works in his day to day, in the relationship with rural producers and employees. “Farmers are very suspicious of products when they do not know them. So I donate fertilizers for his crop and what exceeds production, he shares with me as a form of payment for products, something innovative in my segment. This currency gives us credibility with the producer and loyalizes the next purchases. In the team there is no room for lies. Even in times of crisis in the agro, we always had a very transparent relationship about the mission and vision of Naval.
Rodrigo Melo, partner-investor and Expansion Director of the Haro Group – holding of franchises dark kitchen and take away the brands Haro Sushi, Hapoke, The Roll, Redwok, Mango Salad and Uncle Parma
Truth is not only a value, but the basis for lasting relationships, as Rodrigo Melo points out Haro Group: “ joined the team in a 1 April’, which has always been a reason to joke with my partners. But, in addition to the relaxation, in the Haro Group, we have as a key values the motto 1 April’, ensuring transparency in all relationships. This culture is reflected in concrete actions, such as listening to employees and franchisees to create successful dishes and maintain complete communication in challenging moments, such as societal changes. We believe that transparency strengthens the team, generates motivation and drives the growth of holding. Outside this, we reinforce that, we reinforce that we are contrary to lies, omissions or outsourcing to ensure an environment with accountability.
Rosane Argenta, founding partner and CEO of Vaccine Free Health, a network of vaccination clinics for all ages
The commitment to truth with collaborators and clients is the premise of Free Health Vaccines. “The truth adds value to the company. Our team feels safe and transmits this safety to patients, making the results better because trust and credibility are the most sought factors in a private vaccination service. There is a practice in marketing in our area that we at Free Health Vaccines do not adhere to, because it consists of announcing the arrival of a certain product before the effective arrival of the same in the clinic, leading the client to make the advance payment in competition of an item that is not yet available. We believe that, not adhere to this type of practice, it is an example of conduct with the same.
Cristiano Correa, CEO of Ecoville, the largest franchise network for cleaning products in Brazil
Ecoville stands out for its specialization and transparency, prioritizing results for clients and franchisees. Lying is out of the question for the CEO, who prefers to act with transparency, regardless of the size of the problems: “Aqui has no relationship. When we had logistical challenges that could affect the operation of franchisees, we speak the truth, we show the plan to solve and guarantee that it would not be repeated. The result? Credibility. Who is with us knows that we can trust, because Ecoville plays clean and solves. A classic lie I have heard is that franchise grows money without effort. Here in the network we show that success comes with work, strategy and execution follows.
Lucas Andre, CEO Fast Tennis, tennis academy network
The entrepreneur believes that authenticity ensures coherence and this generates leadership property. “Every relationship with the team should be guided by transparency, but respectful transparency.To be offensive and say that you speak is not to be transparent, but to be honest and sincere. So it is respectful we apply feedback, give returns according to our expectation, because this will make the person improve and evolve. When you go to a social network or media, your team, your stakeholders and those who relate to you need to understand that what you are talking or representing is consistent with your behavior. This gives more strength and credibility to the image of the leader of the company, we sell time, in the network, in the network, in the company we have fun and in the way we are talking about the company.
Fabio Thome Alves, CEO of 3i Residencial Sr., a reference in humanized care and senior residential
The main basis with clients for the 3rd Senior Residential is the absolute truth. “Iostumo say that it is better a crazy truth than a sweet little lie. As we deal with lives, with the relationship part and, above all, with a whole emotional condition, not only of the elderly, but also of their loved one, we need to establish strong bonds of trust. Our focus will always be on the improvement that we can promote in this relationship process. After all, when a person seeks a senior residential, he already carries with him some beliefs and difficulties, so we need to create this bond so that he returns to the house with the quiet awareness that he is sharing and not transferring the responsibility of the loved one can trust with a person.
