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Social media influences the purchase of nostalgic products for 92% of people, research shows

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Social media influences the purchase of nostalgic products for 92% of people, research shows

Social networks play a decisive role in the popularization of nostalgic products, according to research carried out byMission Brazil, the largest rewarded services platform in the country.The study reveals that 92.3% of respondents perceive the direct influence of digital content on vintage product consumption. Of these, 38.7% consider the impact of social media significant, 34.6% feel some influence, and 19% say they are little affected. Only 7.62% claim not to be influenced.

The study, which surveyed over 400 people, also indicates that 62% believe technology is a decisive factor in the consumption of nostalgic products, while 38% disagree with this statement. According to Julio Bastos, CCO of Mission Brasil, platforms like Instagram, TikTok, and YouTube are powerful engines in spreading these consumption trends, especially when it comes to nostalgic items. "These networks are designed to highlight viral content, so, as nostalgia and past trends are in high demand, the algorithms of these social networks end up 'recommending' such content, creating a spiral where what was already popular in the past is amplified again," he explains.

Millennials and Gen Z drive the vintage phenomenon

The research highlights that most consumers of nostalgic items belong to generations Y (millennials, born between 1981 and 1996) and Z (born between 1997 and 2012), representing 50% and 43% of the audience, respectively. For Bastos, digitalization has made these references more accessible. Today, anyone can revisit or even reimagine a style, a song, or an aesthetic from the 90s and 2000s, for example. This makes brands especially attentive to these consumption patterns and how to bring trends, and even products from such periods, to light that may arouse consumer interest.

Nostalgia and consumption: video games and fashion lead preferences

The survey data still shows that the influence of social networks on the consumption of nostalgic items directly reflects consumers' choices. Video games appear at the top of the list of most purchased vintage products, with 25% of responses, followed by clothing (22%), food and beverages (17%), candies and chocolates (10%), and board games and toys (8.5%). Footwear and cell phones each account for 4% of the recommendations, while magazines/books and makeup follow closely with approximately 3% and 2.5%, respectively. Finally, cameras (2%), bags (1%), and glasses (1%) complete the list.

In addition to the most consumed categories, the survey indicates that product design is the most attractive factor for those seeking nostalgic items, cited by more than 35% of respondents. The brand's history also influences the purchase decision, with 24% of mentions, while functionality and exclusivity appear as relevant factors for 23% and 15% of consumers, respectively. Other unspecified reasons are cited by nearly 2% of people.

Emotional connection strengthens retro trend

The study reveals that the main motivation for consuming vintage products is related to emotional memory. The connection to a happy memory leads the ranking of motivations, cited by 42% of respondents. Next, there is the emotional bond with the brand, at 22.9%, and the feeling of comfort and closeness, mentioned by 20% of the participants. Already, 7.62% claimed that they seek to stay updated with a trend, while 6.9% said that the main factor is the feeling of belonging to a group or period.

For Bastos, the revival of references from the past goes far beyond a passing fad; "nostalgia marketing, although fueled by digitalization, is primarily driven by the desire for emotional connection with experiences that marked generations," explains the CCO.He concludes by saying that "the brands that understand this movement and incorporate nostalgic elements authentically are able to create products and campaigns that are highly engaging today."

The day after a hacker attack: find out what to prioritize in your company

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The day after a hacker attack: find out what to prioritize in your company

The occurrence of a security incident resulting in a hacker invasion is, without a doubt, one of the biggest nightmares for any company today. In addition to the immediate impact on the business, there are legal and reputational implications that can last for months or even years. In Brazil, the General Data Protection Law (LGPD) establishes a series of requirements that companies must follow after such incidents occur.

According to a recent report by Federasul – Federation of Business Entities of Rio Grande do Sul – more than 40% of Brazilian companies have already been targeted by some type of cyber attack. However, many of these companies still face difficulties in complying with the legal requirements established by the LGPD. Data from the National Data Protection Authority (ANPD) reveal that only about 30% of hacked companies officially reported the incident. This discrepancy can be attributed to various factors, including lack of awareness, the complexity of compliance processes, and fear of negative repercussions on the company's reputation.

The day after the incident: first steps

After confirming a hacker invasion, the first measure is to contain the incident to prevent its spread. This includes isolating the affected systems, stopping unauthorized access, and implementing damage control measures.

In parallel, it is important to assemble an incident response team, which should include information security specialists, IT professionals, lawyers, and communication consultants. This team will be responsible for a series of decision-making processes – mainly those involving the continuity of the business in the following days.

In terms of LGPD compliance, it is necessary to document all actions taken during the incident response. This documentation will serve as evidence that the company acted in accordance with legal requirements and may be used in any audits or investigations by the ANPD.

In the first days, the response team should conduct a detailed forensic analysis to identify the origin of the breach, the method used by the hackers, and the extent of the compromise. This process is vital not only to understand the technical aspects of the attack but also to collect evidence that will be necessary to report the incident to the relevant authorities and also to the insurer – in case the company has taken out cyber insurance.

There is a very important aspect here: forensic analysis also serves to determine whether the attackers are still within the company's network – a situation that, unfortunately, is very common, even more so if after the incident the company is suffering some kind of financial blackmail through the release of data that the criminals may have stolen.

Furthermore, the LGPD, in its article 48, requires the data controller to notify the National Data Protection Authority (ANPD) and the affected data subjects about the occurrence of a security incident that may pose a risk or significant harm to the data subjects. This communication must be made within a reasonable timeframe, in accordance with the specific regulations of ANPD, and must include information about the nature of the affected data, the involved data subjects, the technical and security measures used to protect the data, the risks related to the incident, and the measures that have been or will be taken to reverse or mitigate the effects of the damage.

Based on this legal requirement, it is essential, immediately after the initial analysis, to prepare a detailed report that includes all the information mentioned by the LGPD. In this, forensic analysis also helps to determine if there was data extraction and theft – to the extent that the criminals may eventually be claiming.

This report must be reviewed by compliance professionals and the company's lawyers before being submitted to ANPD. The legislation also requires the company to provide clear and transparent communication to the data subjects affected, explaining what happened, the measures taken, and the next steps to ensure the protection of personal data.

Transparency and effective communication, by the way, are fundamental pillars during the management of a security incident. Management must maintain constant communication with internal and external teams, ensuring that all parties involved are informed about the progress of actions and the next steps.

Evaluation of security policies is a necessary action

Alongside communication with stakeholders, the company should initiate a process of assessment and review of its security policies and practices. This includes the reassessment of all security controls, access, high-level credentials, as well as the implementation of additional measures to prevent future incidents.

In parallel with the review and analysis of affected systems and processes, the company should also focus on system recovery and restoring its operations. This involves cleaning all affected systems, applying security patches, restoring backups, and revalidating access controls. It is essential to ensure that systems are fully secure before being put back into operation.

Once the systems are operational again, a post-incident review must be conducted to identify lessons learned and areas for improvement. This review should involve all relevant parties and result in a final report that highlights the causes of the incident, the measures taken, the impacts, and the recommendations to improve the company's security posture in the future.

In addition to technical and organizational actions, managing a security incident requires a proactive approach to governance and security culture. This includes implementing a continuous cybersecurity improvement program and promoting a corporate culture that values security and privacy.

The response to a security incident requires a set of coordinated and well-planned actions, aligned with the requirements of LGPD. From initial containment and stakeholder communication to system recovery and post-incident review, each step is essential to minimize negative impacts and ensure legal compliance. More than that, it is necessary to face the failures head-on and correct them – above all, an incident should elevate the company's cybersecurity strategy to a new level.

Small businesses, big images: food styling transforms food presentation and sales

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Small businesses, big images: food styling transforms food presentation and sales

With the increasing digitization of the food industry, small businesses are discovering new ways to highlight their products in the competitive online market. Artificial intelligence (AI) is becoming an important tool to optimize "food styling" and enhance restaurant visibility, providing high-quality images.

A recent study byHostGatorIt revealed that 61.41% of small and medium-sized enterprises (SMEs) in Brazil already use AI in their operations, and 68.34% believe that this technology will be essential for their growth in the next five years. In the food sector, AI is transforming the way dishes are presented in delivery apps and social media, increasing customer conversion and loyalty.

Food styling, the art of creating attractive visual settings for food, has always been an essential element for selling gastronomic products. Now, with advanced algorithms, AI software automates processes such as lighting adjustments, color correction, imperfection removal, simulation of different environments for each product type, and optimized images for quick loading on digital platforms, to create professional images quickly.

According to a survey bySnapprHigh-quality food photos can increase delivery app orders by up to 35%. This reinforces the importance of well-produced images for the success of businesses in the sector.

Democratization of access to cutting-edge technology

Before AI, photo editing was a manual process, requiring time and specific technical skills. Today, micro-entrepreneurs can access affordable and intuitive tools that allow them to create high-quality images in minutes, without the need for significant investments in photographic production.

“AI is leveling the playing field for SMBs and solopreneurs. Small restaurants and local businesses can now compete with big brands by delivering a high-quality visual experience much faster and more efficiently,” said Matthieu Rouif, CEO and co-founder of Photoroom.

As technology advances, entrepreneurs who invest in automating their images and visual strategies will have a better chance of standing out and building customer loyalty.

“The combination of realism and aesthetics has always been a challenge for the food sector. With AI, we can create images that not only arouse desire, but also convey the true quality of products in an accessible and innovative way,” adds the CEO of Photoroom.

With the growing delivery and gastronomic e-commerce market, integrating AI solutions into the creative process becomes an essential competitive advantage. "The future of food styling has already arrived – and it is smart," concludes Matthieu.

How Photoroom's API Powers Perfect Product Image Design

Photoroom offers a set of innovative AI-based tools to optimize the visual presentation of dishes and increase audience engagement. Among the main features are

  • Background Removal and Customization:ensuring a clean, distraction-free and standardized look for marketplaces and social networks.
  • Automatic image enhancement:Improvement of lighting, sharpness, color adjustment for more attractive photos, and application of natural shadows for realism. In addition to automatic adjustment of image proportions for visuals according to each platform's specifications.
  • AI-powered custom scenario generation:In addition to predefined templates, users can create unique images based on entered prompts, allowing control over styles, colors, and visual elements.
  • Large scale production:ideal for large volumes of images, maintaining high quality and consistency in simultaneous edits, and with the possibility of working collaboratively and editing as a team.
  • Logo creation with AI:for new companies or businesses that want to rebrand, allowing the generation of personalized logos quickly and efficiently, ensuring a professional visual identity aligned with the brand.

With these tools, small and medium-sized entrepreneurs can improve the quality of their images without needing a professional studio, strengthening their visual identity and improving their competitiveness in the market.

Spotify launches Loud & Clear 2025

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Spotify launches Loud & Clear 2025

THEsitealso includes sections onpayments,processesandfrequently asked questions, but you can check out this year's top insights right below my byline.

  • New Music Millionaires:In 2024, nearly 1,500 artists generated over $1 million in royalties from Spotify alone — and it is estimated that over $4 million was earned from all recorded revenue sources. This is not just a story about well-known names: 80% of these artists did not have a song reach the Spotify Global Daily Top 50 in 2024. This means that independent musicians, less popular artists, and niche genres can thrive in the new streaming economy. Success in the streaming era doesn't require a chart-topping hit or a catalog spanning a decade — it's about building a loyal fan base that keeps coming back.
  • Music is Multilingual: music from around the world is thriving like never before — artists everywhere are breaking barriers and reaching new heights. In 2024, artists who generated at least $1 million on Spotify recorded songs in 17 different languages. This is more than double 2017. The artists who generated at least $100,000 in royalties recorded songs in more than 50 languages — also more than double the number of languages at that threshold in 2017.
  • A record $10 billion payout:For yet another year, Spotify was the retailer that paid the most globally—paying the music industry over $10 billion in 2024. This raises the total lifetime payments to nearly $60 billion. Spotify paid more to the music industry than any other company in 2024, but that's not all. Our $10 billion payment is the largest in the history of the music industry — more than any other company has paid in a single year.
  • The Rising Tide of Streaming:From 2014 to 2024, Spotify's annual payments to the music industry increased 10 times, from $1 billion to over $10 billion. Spotify's mission is to make the world value music again — and the system we've built together is working. From the lowest point in the music industry of $13 billion in 2014, global recorded revenue more than doubled to over $28 billion in 2023 (IFPI).

Hereis a link to visuals for the press about theTop 10 highlights from the report. If you need any more information or have any questions, please let me know and I will do my best to help.

Visual search revolutionizes e-commerce and brings more results

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Visual search revolutionizes e-commerce and brings more results

For those who have already ventured into e-commerce, this experience may seem very common. The user accesses a platform in search of a specific sneaker model, for example. However, after typing exactly what you want in the search bar, what happens is a curious effect: it is swallowed by several irrelevant results that have nothing to do with the intended product. So, the consumer is directed to unrelated shoes, vague recommendations, and images that do not match what they imagined.

In addition to being frustrating, the experience is harmful to merchants. According to a study byHedgehog DigitalThe lack of information about the desired products is the reason why approximately 57% of e-commerce consumers in Brazil abandon their purchases. Therefore, brands need to understand that this rejection occurs because the user experience becomes mismatched with it, especially in the digital world, where information is always expected to be quick and accurate.

Text-based search has its limitations. It mainly relies on keyword matching, which means the algorithm tries to find the closest matches based on the entered terms. But this method doesn't always understand what the individual is really looking for. It doesn't capture the nuances that make a search truly intuitive, and it certainly doesn't harness the power of what we see.

To give you some context,a study of SlyceIt points out that 74% of consumers already consider text searches to be not very effective when looking for their favorite products. Because of this, a new model begins to take shape: the search for images.

The rise of visual search

We are in the middle of a visual revolution that is changing the way people discover products and interact with online stores. Visual search leverages the power of AI to interpret images, analyzing features such as color, shape, and patterns. This technology opens up a wide range of possibilities, making it easier from product searches to recognizing specific locations or items.

OneViSenze studyIt points out that 62% of consumers belonging to the Millennial and Z generations already use image search features in the US and the UK. Furthermore,Rakuten datashow that 91% of users feel more attracted to a product when the search returns images.

The truth is that AI is making visual search smarter, more intuitive, and more accurate. She learns from images to identify patterns and features in ways we could never achieve with plain text. The result of this is a seamless shopping experience that aligns with the way we naturally engage with the world.

We are seeing a fundamental change in user behavior. People are no longer willing to type what they want to search for and browse through irrelevant results pages when they can simply show exactly what they want by sharing an image. E-commerce giants like Amazon have already realized this. With an interactive AR (Augmented Reality) camera, it offers visual suggestions and options to refine text search queries, circle an object they like, and find similar products with the "more like this" option.

How Visual Search Is Simplifying Marketing

Visual search is especially powerful for marketing. Today, brands are investing resources in creating engaging visuals, from photos to videos, as well as influencer content, taking all this material and turning it into an effective tool for the segment.

With this, consumers can turn an image they find on Instagram or a blog into an instant search that connects them directly to the exact product on the brand's website. This connection between content marketing and direct sales is closing the loop and making it easier than ever for brands to measure content ROI.

And it's not just about young buyers. One of the most exciting aspects of visual search is how it is helping to break down barriers for non-native speakers. If someone is shopping in a foreign country or browsing a website in a language they do not speak, the language barrier can be a real challenge.

With visual search, language becomes irrelevant. It is not necessary to match the search terms. The image becomes universal communication, making product discovery easier for everyone, anywhere. Here, a highlight goes toa study by Synecore, which showed that 40% of people respond better to images than to texts. At this point, we can also take into accounta survey by NeoMam Studiosattesting that people tend to remember 80% of what they see and only 20% of what they read.

What’s next for visual search in e-commerce?

Looking to the future, the potential of visual search in e-commerce is impressive. By integrating with other emerging technologies such as voice search and augmented reality, visual search technology is about to evolve rapidly. This is far from being a passing trend, acting as a vital component of your long-term and forward-looking marketing strategy.

Brands that adopt visual search early will gain a competitive advantage by offering richer and more engaging user journeys. By embracing visual search, companies will be able to meet today's visually-oriented consumers' expectations, transforming images into actionable insights and making shopping easier, faster, and more enjoyable.

2025 will (once again) be the year of retail media

Christiane Cruz Citrângulo
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2025 will (once again) be the year of retail media

The concept ofretail mediaOne of the most fascinating and strategic innovations in the retail sector has been revealed. What initially could be mistaken solely as an extension of traditional media now represents a change in the business model of major networks and an opportunity for those who wish to enter an increasingly competitive and dynamic market. In some cases, it is already possible to see specific departments dedicated to this concept, viewing this movement as a means of monetization and a new way to create value in their operations to attract the modern consumer.

Not surprisingly, the theme of the evolution ofretail mediaand the digitalization of strategiesmarketing It was widely discussed at NRF 2025, one of the world's largest retail events. The discussions highlighted the use of real-time technologies in physical stores, as well as the need to adapt to the local culture and strategic partnerships as key elements for the success of the initiatives. The impact of digital on the purchasing decisions of the younger generation was also highlighted, showing that new generations seek more interactive, personalized shopping experiences aligned with their values.

So, theretail mediabecomes a powerful ally in promotional dynamics and product display, capturing the consumer's attention in a more impactful way. However, to do the basics well, it is not enough to rely on visibility and media itself: it is essential to integrate price optimization actions and ensure stock availability. Think aboutretail mediaIt's about thinking of a 360° experience ecosystem, where the consumer is impacted both online and physically – being at the center of everything in both environments. After all, the customer navigates through multiple channels simultaneously and in a non-linear way, and ignoring this reality is to forgo a deeper and more profitable relationship with them.

Worldwide, we observe successful examples of the application of these integrated strategies. Here I particularly highlight the North American retail giants Target and Kroger, which stand out by integrating purchase data with personalized advertising, increasing customer engagement and boosting their sales. Brazil stands out in this global scenario, being one of the countries where this format is growing most rapidly. According to eMarketer, a market research company, investment inretail mediaIn Brazil, it jumped from US$ 1 billion to US$ 30 billion in the last five years, with a projected growth of 43.5% in 2024. Understanding the relevance and potential of this media to generate visibility and effective engagement is crucial for the prosperity of the current market.

In this context, technology plays a central role: advanced data analysis tools offerinsights necessary for decisions to be based on facts, enhancing the results of these initiatives. It is in this universe of innovative solutions that we see the applicability ofbig dataand of theomnichannel– essential elements for a true transformation in the performance of theretail media. Implementing these technologies makes it possible to identify and optimize opportunities throughout the entire consumption chain, allowing for continuous monitoring of actions and greater prominence in the market.

THEretail mediaemerges as an opportunity to innovate in product promotion and increase customer loyalty. By exploring new ways to engage consumers—whether through more creative campaigns, interactive experiences, or collaboration—brands can create a stronger and more memorable presence. social networks emerge as powerful extensions ofretail media, enabling personalized campaigns and expanded reach, as well as enabling brands to explore interactive experiences and collaborations with influencers to connect more meaningfully with their audiences.

In addition to the product, promotional practiceshyperpersonalizedthey have the ability to reinforce a positive image in accordance with ESG principles, prioritizing sustainability and social responsibility. Proof of this is Unilever, which integrates social and environmental issues into its actions.marketing, promoting products that meet consumers' needs and support causes such as waste reduction and strengthening local communities. Initiatives that incorporate sustainability into their value proposition – including the promotion of seasonal and perishable items – have the power to strengthen brand loyalty, establishing a lasting emotional connection with customers that goes beyond a simple commercial transaction.

Finally, it is essential to recognize how a strategic tool for retail networks and brands, by combining technology, consumer experience, and sustainability principles, can maximize financial results and at the same time establish an innovative and responsible positioning in the market. Those who manage to adopt and adapt these strategies efficiently will be keeping up with trends and leading the future of retail.

Technology professionals discuss the presence and impact of women in the IT market

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Technology professionals discuss the presence and impact of women in the IT market

The month of March arrives as a powerful reminder of the importance of celebrating women's journeys and reflecting on the challenges that still persist – especially in the technology sector, where female representation has historically been limited. Despite significant growth – according to data from the General Register of Employed and Unemployed (CAGED), female participation in technology increased by 60% between 2015 and 2022 – women still represent only 12.3% of professionals, while men make up about 83.3% of the market. In this context, theBeyondsoft, global IT consultancy, and theSenac-RJ, in the voice of their Human Resources and IT leaders, emphasize and discuss the female presence in the technology market.

According toAlexandra Visconti, HR Manager for Brazil and Costa RicaandBeyondsoft, the numbers highlight not only the path taken so far but also the distance still to be covered for true equality of opportunities to be achieved. The manager ensures that, regardless of gender, benefits and salaries are equal rights for all company employees. Gender is not an issue for working in the IT field, and over the years, I have had the opportunity to hire men and women equally capable. More and more women are interested in this profession, which ensures a fabulous diversity for the company. In Costa Rica, we also hire many women with technical profiles. The more candidates appear, the greater the opportunity for us to hire. Everyone benefits.

Among the challenges faced by women in the IT market, the lack of female leaders is a significant obstacle. According to the Women in Technology survey by Michael Page consulting (2021), across Latin America, less than 30% of leadership positions in this sector are held by women.Betsy Ferreira, Head of Technology at Senac-RJand a professional with 40 years of experience in the sector, considers this issue through his own career. "After six years of a rapidly evolving story at the software company where I started working, already holding a senior position in the technical area, I sought a new professional chapter in a large company. There, I was able to overcome what might have been the greatest challenge of my professional history: securing the position of executive manager at a company that had never before had women in such a role. I had the privilege of being the first, but to do so, I had to go through a process that none of the other executive managers had experienced. I was an interim for nearly two years and, only after a thorough evaluation, was I finally officially appointed to the position."

In contrast to the challenges posed, the expansion of female leadership has proven to be a competitive differentiator: according to the reportDiversity Matters Even More, disclosed by McKinsey at the end of 2023, companies with greater female representation in their executive teams are 39% more likely to perform better financially than their less diverse competitors. "Technology is a field that values adaptability and problem-solving, and when women are included and valued in the sector, they bring a variety of skills and knowledge that enrich the work environment and drive technological progress. That is why diversity in teams is such a positive differentiator," says Alexandra.

For Betsy, the old profile of the authoritarian hierarchical leader has been widely subverted by facilitative leadership that inspires, develops, and cares for their teams – a new profile that women, by facing and overcoming significant challenges in the professional realm, are able to develop precisely. "The presence of women in management positions brings more humane and engaging practices to the corporate environment. Such practices tend to accelerate the pace of innovation in the setting where they are implemented. Women naturally work collaboratively and are capable of building bonds and connections that enhance the creative power and productivity of their teams," comments the specialist.

Among the celebrations and reflections sparked by International Women's Day, both professionals invite women who would like to work in technology but are unfamiliar with the field or face barriers to accessing it. Alexandra emphasizes the existence of many programs to encourage the training and integration of women into the IT market, where volunteers and experienced professionals provide mentoring and workshops. Betsy already advises women of all ages to seek connections and support, invest in their education, and move forward without fear of challenges. With the diversification of the technology market, everyone wins, and this is a statement that should not be limited to the month of March.

Amazon Officializes the End of Home Office in Brazil and Return to In-Person Work

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Amazon Officializes the End of Home Office in Brazil and Return to In-Person Work

Amazon officially announced the end of remote work in Brazil, mandating a return to in-person work for its 18,000 employees in the country. The decision follows the guidelines of the North American headquarters, which had already established a return to the offices since September 2024.

Decision Details

In a statement, Amazon stated that although the requirement for in-person work is the new rule, specific cases can still be analyzed individually. "Currently, the company is returning in accordance with its local structural possibilities, in conjunction with employees and their managers, for specific cases," the company stated in a note.

Amazon operates in Brazil with 12 distribution centers in seven cities, several delivery stations and two corporate offices in São Paulo, in addition to managing data centers and technology centers.

Impact and Expansion

In addition to internal restructuring, Amazon plans to expand its team this year, opening 480 new positions in technology, finance, marketing, human resources, and supply chain. The company also recently reduced commission rates for partner sellers, aiming to attract more merchants and expand the product offering with more competitive prices.

Competition in E-commerce

The adjustment occurs in a highly competitive scenario in the national e-commerce, especially with Shopee, which surpassed Amazon and became the second most accessed marketplace in Brazil in 2024, only behind Mercado Livre. According to a report by Itaú BBA, Shopee generated over R$ 60 billion in Brazil in the past year, twice as much as Amazon, establishing itself as a strong competitor.

The Singaporean company has been investing in affordable prices and new sales strategies, such as live commerce, where sellers sell their products during streaming sessions on the platform, to boost its operations.

E-commerce Scenario in Brazil

Despite the competition, the Brazilian e-commerce sector still has room for growth. While online sales in Asian countries account for about 40% of retail, in Brazil this share still does not exceed 12%. Amazon has 78,000 selling partners, with 99% of them being small and medium-sized enterprises (SMEs), selling more than 18.4 million products listed on the site.

With information from SINDPD

Tax Reform: Tax systems are essential to ensure compliance and avoid losses

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Tax Reform: Tax systems are essential to ensure compliance and avoid losses

The Tax Reform in Brazil, enacted in 2024, brought about several changes to the fiscal system, directly impacting companies. Now, they will need to adjust contracts, systems, tax calculations, recurring operations, and logistical processes to ensure compliance with the new rules. One of the main changes is the creation of the Goods and Services Tax (IBS), which will replace taxes such as PIS, Cofins, ICMS, ISS, and IPI. This unification aims to reduce the complexity of the tax system and facilitate the fulfillment of tax obligations.

With the transformation, adapting to the new tax regime has become one of the biggest concerns for companies. According to a survey conducted by Deloitte, 60% of companies that adopted technological solutions for tax management were able to reduce the time spent on fulfilling their tax obligations by up to 30%. Digitization and automation, for example, are key tools to ensure they adapt quickly to the reform while also reducing risks and operational costs.

“Solutions that complement ERPs, such as systems specialized in tax compliance, will be essential in this process, and can help companies automate tax calculations, ensure automatic updating of tax rates and reduce errors in additional obligations,” says Marcos Tadeu Junior, CEO of Invent Software.

Furthermore, the use of artificial intelligence andmachine learningIn tax solutions, it can further optimize tax analysis, making the process more efficient and accurate, minimizing the risks of errors and penalties. These technologies are essential for automating repetitive tasks and ensuring that the company can adapt to the constant changes in tax legislation.

With the gradual transition between 2026 and 2033, the Tax Reform seeks to correct distortions in the current system and increase the competitiveness of Brazil, which, according to the World Bank, occupies 184th position in the ranking of ease of paying taxes.

Marcos highlights that the process of acquiring systems andadd-onsNecessary to adapt companies to the new legislation can take months, depending on the complexity of the solutions. Therefore, he recommends that companies start preparing as soon as possible, since the Tax Reform will come into effect in 2026. "Investing in complementary technological solutions now is essential to ensure long-term compliance and operational efficiency," he concludes.

With multi-cloud projects, Backlgrs grows 158% and projects expansion in 2025

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With multi-cloud projects, Backlgrs grows 158% and projects expansion in 2025

Boost businesses through structured and assertive cloud strategies. With this proposal, Backlgrs showed a 158% growth in the last year. Considered one of the leading Salesforce specialists in Brazil, the startup has gained major players and is already planning to expand its operations in 2025.

More than 73% of medium and large industries in Brazil have used at least one advanced technology in the last three years, according to IBGE. The most adopted among them was cloud computing, with 73.6% of companies adopting it. Within this high-demand scenario in the Brazilian market, Backlgrs aims to expand its portfolio of multi-cloud products and services, now offering integrated implementation and support, enabling companies from various sectors to accelerate their cloud journey with greater flexibility, operational efficiency, and compliance with global security and performance standards.

“The adoption of multi-cloud solutions is no longer an option and has become a critical factor for the scalability and operational resilience of companies. Our growth reflects Backlgrs’ ability to deliver robust, integrated and customized architectures, ensuring high performance and security for our customers,” says Guilherme de Carvalho, CEO of Backlgrs.

In addition to expanding the portfolio, Backlgrs continues to invest in improving its solutions and strengthening strategic partnerships to deliver increasingly scalable and integrated projects. The company has also expanded its atuação in native cloud architectures, business process automation, and cybersecurity, ensuring that its clients can not only migrate but also operate efficiently in multi-cloud environments.

“Our new solutions will allow greater flexibility and integration between different cloud environments, supporting everything from critical workloads to native cloud applications, always with a focus on scalability and compliance,” concludes Carvalho.

Salesforce Expansion and World Tour

The backlog expansion is already reflecting new growth opportunities within the company. In order to strengthen its team and support the expansion of its solutions portfolio, the company announces the opening of positions for Commercial Coordinator, Senior Marketing Analyst, Senior Project Manager, SFDC Tech Lead, SFCC Tech Lead, and Salesforce Project Owner. These new professionals will play a key role in establishing the company as a reference in multi-cloud integration and advanced Salesforce solutions, supporting clients in optimizing their operations and adopting innovative technologies.

Furthermore, Backlgrs strengthens its global presence by participating in the Salesforce World Tour, which takes place in São Paulo and brings together leading specialists and companies in the sector to discuss trends, innovations, and best practices in cloud adoption. Participation in the event reinforces the company's commitment to staying at the forefront of digital transformation, keeping up with the evolutions of the Salesforce ecosystem and connecting with strategic players to further drive its growth.

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