In the business world, credibility is an non-negotiable asset. In a market where consumers are increasingly demanding, transparency has ceased to be a differentiator and has become a necessity. A survey by the Third Sector Observatory, released in 2024, indicates that 77% of Brazilians prefer to buy from socially responsible companies, reinforcing the importance of corporate authenticity. In times of fake news and Artificial Intelligence, it is important to remember that empty speeches and misleading promises can damage reputation and drive customers away, while ethical practices and social commitment strengthen trust and brand loyalty.
Check out some testimonials from CEOs and authentic transparency practices they have adopted in their companies:
Rafael Schinoff, CEO of Padrão Enfermagem, a healthcare staffing company
For the entrepreneur, authenticity and transparency are fundamental for any business to establish itself 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 agencies, such as the Public Ministry of Labor, and that 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. It strengthened our relationship with these agencies and also the trust of our clients and franchisees, who see Padrão Enfermagem as a safe and backed business model," says Rafael.
Angelo Max Donaton, CEO of Lavô, the largest self-service laundry chain in the country
In the network, transparency practices were designed so that franchisees and partners can see in detail all aspects of the business. "I have always noticed that the competition never clearly explained to the franchise candidate what the actual costs were and everything involved in the business. Therefore, I prepared a Franchise Offering Circular (COF) that is as explanatory as possible, with detailed information on investments, which is what most causes doubts. Additionally, with very clear and specific rules. For me, it is important to clarify to everyone working with the brand, directly or indirectly, that resilience is necessary. We present all points so that the franchisee truly understands the business and enjoys working with the public. This process ends up filtering profiles and results in low numbers of partner and employee changes overall because transparency is maintained from the beginning," emphasizes Donaton.
Guilherme Mauri, CEO of Minha Quitandinha,technology startup in retail that operates under the franchise model of autonomous mini-market
One of the network's initiatives to promote transparency in the company's numbers was to adopt a more horizontal and participative leadership, instead of a verticalized model. In our business, we always believe that transparency and authenticity are fundamental. One of the major milestones of this culture was opening the company's numbers to all employees, sharing not only goals but also challenges. This created an environment of trust and engagement, where each person understands their role in the company's growth. Additionally, instead of imposing a rigid system, we introduced a more horizontal model, in which people actively participate in decisions and see the direct impact of their work, comments Mauri.
Leonardo dos Anjos, franchise director of Anjos Colchões & Sofás, a chain specialized in sofas and upholstery
Anjos Mattresses & Sofas's diferencial is the way they treat franchisees and customers: valuing proximity, listening to their needs, and delivering quality products without false promises. "I believe transparency should be a pillar in management. There have been times when, instead of hiding challenges, we chose to communicate openly with the team. One 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, seek solutions together, and further strengthen our team. We always block any approach that could compromise our brand's credibility. In the long run, trust is the most valuable asset of any company – and it can only be built with truth," comments Leonardo.
Elton Matos, co-founder and CEO of Airlocker, the first Brazilian franchise of smart lockers
The great diferencial of Airlocker was certainly supporting its work through local people and franchisees. "Our strategy is strongly based on regional strength. I believe that relying on professionals from the local community makes all the difference, as they understand the specific needs of the area and know how to communicate authentically with clients. This sets us apart from the traditional market model. Additionally, I have always adopted transparency as an non-negotiable principle in business. Being truthful builds credibility – and that is the foundation of any sustainable company. In the end, whether it's a small omission or a big lie, the truth always comes to light," he explains.
Dr. Edson Ramuth, founder and CEO of Emagrecentro, 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 our clients' genuine well-being, offering personalized treatments based on science and without promising miraculous solutions. This has built trust and a lasting relationship with our patients, which has undoubtedly brought great results to our business," he states. When the pandemic affected the market, he had to be transparent with the entire team. Instead of hiding the situation, I was clear with everyone about the necessary changes to ensure the company's sustainability. This level of transparency resulted in greater engagement and commitment from the team.
Vanessa Vilela, founder and CEO of Kapeh Cosmetics and Specialty Coffees, 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 businesswoman, transparency is one of the pillars that support Kapeh's culture. She emphasizes that "transparency is not just a value, but a fundamental macro guideline for all the company's relationships." From the beginning, the network has stood out for its authenticity in various aspects: from the product mix to the development of groundbreaking research, which has always yielded good results and set it apart from 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 like loyalty and transparency are part of the organizational culture," he/she/they affirms.This is reflected in all decisions, from choosing new products to communication with the team and clients.
Luis Fernando Carvalho, founder and CEO of Homenz, a network of clinics specialized in aesthetics and health for the male audience
"Homenz stands out for its concept of being a comprehensive clinic for men, 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, like many that focus only on one service, such as hair transplants. Here, men find a complete solution, from hair treatments to facial and body treatments. Carvalho still emphasizes the importance of transparency: "I have never lied to anyone. The foundation of our relationship with the team and clients is transparency." For him, the truth will always be the best solution. "Small omissions directly affect trust and the company's culture. Being transparent and learning from mistakes is the key to success."
Doctor Mirelle José Ruivo, founder of Mulherez, the 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, the truth is always the best solution," he/she/they affirms. This posture is reflected in the relationship with clients and in the network's processes. At Mulherez, we believe that truth and transparency are fundamental to earning the trust of our patients. She emphasizes that the commitment to authenticity is a major differentiator. "We do not promise miraculous results, but rather effective treatments, based on science and experience." The founder is also against unfair practices in the market. "Lying about results or deceiving someone is not part of our philosophy."
João Piffer, CEO of PróRir, a network of dental clinics
Telling the truth gives credibility and strengthens the business. That's what happened at PróRir. "Throughout nearly two decades of experience, it became clear to me that there are no miracles or easy money. Whenever I come across a business opportunity that seems 'too good to be true,' I raise a warning. I have 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. At PróRir, we value thorough analysis and strategic planning, avoiding decisions based solely on exaggerated optimism, and we do not practice 'self-deception,'" explains Piffer.
Juciano Massacani, founder and CEO of GraalSeg, a leading network in Occupational Safety and Medicine
In a market where Safety and Occupational Medicine are often limited to complying with legal regulations, GraalSeg dared to take a different path. In addition to creating an additional benefits program for the niche aimed at individuals to improve their quality of life, the entrepreneur decided to prioritize honesty even when it means giving up an immediate gain. "In this business model, we are often tested by companies trying to bypass regulations or bribe us to manipulate information. In these moments, we make a point of reaffirming our commitment to ethics and integrity, refusing any kind of negotiation that could compromise the well-being of our employees," he/she/they reveals. Massacani states that this consistent stance helped gain the trust of the market, attracting clients who align with this value.
Felipe Buranello, CEO of Maria Brasileira, the largest residential and commercial cleaning network in the country
Good communication combined with the principle of telling the truth are the foundation of the business. "The network is present nationwide, which would make it unfeasible to keep franchisees well-informed through in-person meetings or mere email messages. So we created monthly live sessions and weekly podcasts, which are moments of exchange, relaxation, where everyone shares opinions, gives ideas, teaches, and learns. Internally, the attention is equal for all employees, and they are the first to know about the franchisor's news," explains Buranello. "Another point is that transfer permeates the business. I have seen networks lying about the actual number of units. Here, we are truthful and celebrate with a big party when we reach the 500th unit. When we are honest, things flow," he concludes.
Renata Barbalho, founder and CEO of Espanha Fácil, a consultancy specializing in immigration to 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 establishing Espanha Fácil as a respected consultancy in the sector. For Renata, building a solid reputation requires a commitment to the truth. "I have always been against any practice that involves false expectations or impossible promises. A lie, no matter how innocent it seems, can cause future problems such as misunderstandings and lack of trust. I have refused several sales opportunities for not condoning this type of approach. I believe that honesty and transparency are fundamental for businesses that wish to grow ethically and sustainably," he concludes.
Luís Schiavo, CEO of Naval Fertilizantes, a company specialized in biological products, nutrition, and application technology in crops
Lying doesn't fit within the company; it's the same as stealing! It is with this premise that Schiavo works in his daily life, in his relationship with rural producers and collaborators. Farmers are very distrustful of products when they do not know them. So I donate fertilizers for their harvest, and the excess production is divided with me as a form of payment for the products, something innovative in my segment. This exchange of goods gives us credibility with the producer and fosters loyalty for future purchases. There is no room for lies in the team. Even during times of crisis in agriculture, we have always maintained a very transparent relationship regarding Naval's mission and vision. There were times when I supported my salesperson, but there have also been dismissals due to the discovery of lies," says Schiavo.
Rodrigo Melo, partner-investor and Expansion Director of Grupo Harõ – holdingof franchisesdark kitchenandtake awayholders of the brands Harõ Sushi, Hapoke, The Roll, Redwok, Mango Salad, and Tio Parma
The truth is not just a value, but the foundation for lasting relationships, as highlights Rodrigo Melo, from theHarõ GroupI joined the team on April 1st, which has always been a reason for jokes with my partners. But beyond relaxation, at Grupo Harõ, one of our main values is the motto 'saying things as they are,' ensuring transparency in all relationships. This culture is reflected in concrete actions, such as listening to employees and franchisees to create successful dishes and maintaining comprehensive communication during challenging times, such as corporate changes. We believe that transparency strengthens the team, generates motivation, and drives the growth of the holding company. Furthermore, we emphasize that we are opposed to lies, omissions, or outsourcing of responsibilities, to ensure an environment of integrity, authenticity, and accountability.
Rosane Argenta, co-founder and CEO of Saúde Livre Vacinas, a network of vaccination clinics for all ages
The commitment to truth with employees and clients is the premise of Saúde Livre Vacinas. "Truth adds value to the company. Our team feels secure and conveys this security to patients, resulting in better outcomes because trust and credibility are the most sought-after factors in a private vaccination service. There is a marketing practice in our field that we at Saúde Livre Vacinas do not adopt, as it involves advertising the arrival of a certain product before it actually arrives at the clinic, leading the customer to make an advance payment to a competitor for an item that is not yet available. We believe that not engaging in this type of practice is an example of transparent conduct with the customer," he points out.
Cristiano Correa, CEO of Ecoville, the largest franchise network of 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: "There's no beating around the bush here. When we faced logistical challenges that could affect franchisees' operations, we told the truth, showed the plan to resolve it, and ensured it wouldn't happen again. The result? Credibility. Those who are with us know they can trust because Ecoville plays it straight and solves problems. A classic lie I've heard is that franchising makes money effortlessly. Here in the network, we show that success comes with work, strategy, and execution. Those who follow the method and make it happen grow."
Lucas André, CEO of Fast Tennis, a tennis academy network
The businessman believes that authenticity guarantees consistency and that this fosters leadership ownership. "All relationships with the team should be based on transparency, but respectful transparency. Being offensive and saying that you speak your mind is not transparency, but honesty and sincerity. Therefore, it is respectful for us to give feedback and provide responses according to our expectations, because this will help the person improve and grow. When you go to a social network or media, your team, stakeholders, and those who relate to you need to understand that what you are saying or representing is consistent with your behavior. This gives more strength and credibility to the company's leader's image. On social media, we apply authenticity by positioning ourselves not as tennis players, but as entrepreneurs who sell time, health, and fun through tennis," highlights.
Fábio Thomé Alves, CEO of 3i Residential Senior, a reference in humanized service and senior residences
The fundamental principle with clients for 3i Senior Residential is the absolute truth. "I usually say that a painful truth is better than a sweet little lie. Since we deal with lives, with relationships, and above all, with the entire emotional condition, not only of the elderly but also of their loved ones, we need to establish strong bonds of trust. Our focus will always be on the improvement we can promote in this relationship process. After all, when a person seeks a senior residence, they already carry some beliefs and difficulties with them, so we need to create this bond so that they return home with the peace of mind that they are sharing and not transferring the responsibility of their loved one to a support network they can trust," he comments.
