In an increasingly digital world, cyberattacks are becoming a growing threat to companies of all sizes. To give an idea, according to information from Check Point Research (CPR), the number of cyberattacks in Brazil increased by 95% in the third quarter of last year. Among the most common types of invasions are ransomware, phishing, and DDoS, which target both large corporations and small to medium-sized businesses.

Given this scenario, digital security has become a strategic priority for organizations, requiring continuous investment in technology, training and threat monitoring.

For Evandro Ribeiro, Head of Information Security at Avivatec, an ecosystem of digital solutions and end-to-end technology for businesses, “most cyberattacks exploit basic vulnerabilities, such as configuration errors and weak passwords. This means that prevention is often within the reach of all companies, despite there still being a lack of awareness and good security practices in companies,” he comments.

Strategies to prevent cyberattacks include implementing robust layers of protection, ranging from firewalls and antivirus to advanced threat detection solutions based on artificial intelligence. Furthermore, employee training is essential to mitigate risks. Phishing attacks, for example, occur when cybercriminals impersonate trusted sources to deceive users and induce them to reveal sensitive data or download malicious files, exploiting human vulnerability very effectively. Without proper training, a single click on a malicious link can open the doors to a systemic invasion.

Between 2013 and 2015, Google and Facebook were victims of a fraudulent scheme that resulted in a loss of $100 million. The scammer impersonated the Quantum supplier and issued false invoices, which both companies paid without suspecting the fraud. The crime was discovered later, leading to the arrest of the responsible party, who was eventually extradited from Lithuania. After legal actions, the companies recovered $49.7 million, less than 50% of the diverted amount.

Another critical point is the quick response to incidents. Many companies do not have a structured containment and recovery plan, which can amplify the damage of an attack. "Having a well-defined response plan is essential to minimize impacts and safely resume operations. This includes updated backups, clear procedures for threat isolation, and efficient communication protocols," comments the specialist.

With the advancement of data protection regulations, such as the General Data Protection Law (LGPD), which establishes guidelines for the collection, storage, and use of personal information, companies need to strengthen their efforts to ensure compliance and security. Negligence in this aspect can result not only in financial losses but also in damage to reputation and loss of customer trust.

“Today, cybersecurity is no longer an option, but a necessity. Companies that do not prioritize this issue run a significant risk of suffering attacks that can compromise their operations and their credibility in the market,” concludes Evandro.

The growth of e-commerce and the rise of Generation Z as the dominant consumer force have transformed the logistics market in Brazil. This generation, composed of young people born between 1995 and 2010, who by 2030 will represent 58% of the global workforce, has highly digital and immediate purchasing habits, which has driven the need for more efficient and well-located distribution centers. This movement has increased the demand for logistics warehouses and accelerated the appreciation of these assets. In 2024, the e-commerce sector in Brazil generated R$ 205 billion, a 10.5% increase compared to the previous year, with over 418.6 million orders and an average ticket of R$ 490. By 2025, the projection is that online sales will exceed R$ 234 billion. The data is from the Brazilian Association of Electronic Commerce (ABComm)

Generation Z is the most connected in history, which reinforces its impact on the growth of e-commerce. According to a survey by Kantar IBOPE Media, 98% of individuals from this generation access the internet regularly, spending an average of 6 hours and 45 minutes online per day. This behavior directly reflects in consumption habits, with increasingly frequent and immediate purchases, accelerating the demand for agile and sophisticated logistics. Because of this, the appreciation of these assets continues at an accelerated pace, with a projected growth of nearly 20% by the end of 2025.

“Generation Z is redefining the consumer market and, consequently, the logistics sector. This audience demands speed and convenience, which has driven the growth of e-commerce and increased the demand for more agile and efficient logistics operations. As a result, the demand for modern and well-located warehouses has skyrocketed, making these assets strategic for large retailers and logistics operators. This movement not only drives the sector’s appreciation, but also attracts investors who see logistics warehouses as a safe and highly profitable opportunity, especially in regions close to urban centers and transportation corridors,” highlights Renato Monteiro, CEO of Sort Investimentos.

Currently, the price per square meter already exceeds R$ 5,500 but may reach R$ 6,500 by the end of the year, due to the increased demand for high-end logistics spaces, also called Triple A, which are modern constructions that ensure efficiency and security for storage and distribution. This type of warehouse has a ceiling height above 12 meters, level floors that support more than 5 tons per square meter, advanced fire fighting systems (J4 sprinklers), and a strategic location near highways, ports, and airports.

The vacancy rate of logistics warehouses managed by Sort Investimentos dropped to 0.5% in 2024, with transactions totaling over R$ 100 million, a 30% increase compared to the previous year. "With the rise of Generation Z and the advancement of automation technologies, logistics warehouses are becoming one of the most strategic investments in the real estate market, ensuring high profitability and continuous appreciation in the coming years," concludes Renato.