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The new era of BMS – smart and sustainable management with IoT

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The new era of BMS – smart and sustainable management with IoT

Introducing a new generation of intelligent technologies that connect the present to the future, EVOLV leads the transformation of asset management. In a market where operational efficiency is essential, the company's Internet of Things (IoT) solutions drive preventive and sustainable management, anticipating needs and mitigating risks before they affect operations. This evolution of the BMS (Building Management System) goes beyond conventional monitoring, creating an intelligent and dynamic platform that adapts to the challenges of modern operation.

With the BMS, traditional systems gain intelligence by monitoring and analyzing data in real time, quickly identifying wear and anomalies in equipment. The big challenge was that implementing a BMS based on traditional automation architectures was extremely complex and costly. Solutions of the 3.0 era depend on wired systems, often breaking walls, passing conduits, and installing expensive dedicated electronics, which becomes unfeasible. The 4.0 solutions brought by IoT combined with AI help a lot with this. Today, with wireless sensors and AI algorithms, the cost to monitor assets and systems has plummeted by at least 10 to 20 times.

The intelligence of the systems developed by EVOLV places the company at the forefront of innovation, with an approach focused on proactively solving maintenance and operation problems, enabling managers to have a broad and strategic view of their assets.

“By bringing IoT to asset management, we are able to offer much more than monitoring — we deliver a complete and predictive view that allows the customer to make better and faster decisions, keeping everything running smoothly and promoting savings in operational expenses,” says Leandro Simões, CEO of EVOLV.

EVOLV's solutions set a new standard, where the BMS offers more sustainable and strategic asset management, aligned with the needs of a market that demands cost reduction, greater predictability and increasingly safe and sustainable operations.

How to Read the 10 Marketing Trends of 2025 Through the Lens of the Silver Consumer

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How to Read the 10 Marketing Trends of 2025 Through the Lens of the Silver Consumer

The reportMarketing Trends 2025, conducted by Kantar, brings together the main marketing trends for this year and points outinsights about which pillars should be observed by brands and professionals interested in engaging with the contemporary consumer. The reading of the content reveals that sustainability, live streaming, and generative artificial intelligence are some of the innovations present in this analysis of behavioral and attitudinal data in a scenario characterized by social, demographic, regulatory, legislative changes and unchecked technological advances – to say the least. But it is about the issue of age transformation that we intend to focus on, analyzing how this key to understanding can be applied in the reading of each of the 10 trends.

The choice to analyze how each trend can be applied in the relationship with the mature consumer – within the perspective of surfing the wave of the Silver Economy – is guided by the expertise ofMV Marketing, the first digital agency specialized in the 50+ audience. In our experience and in light of Brazil's demographic shift, ignoring this segment is neglecting an opportunity to be in a market that has moved, globally,15 trillion in 2020, according to the Dom Cabral Foundation (FDC) Longevity ReportNext, we explore how each trend interacts with the silver market and share how the agency provides solutions for our clients.

Trend #1 | Safety at the forefront with Generative AI

With the rise of generative artificial intelligence, the security and relevance of training data become crucial. A MV MarketingTrain the agency's AI based on Literacy in Longevity – eliminating stereotypes and building inclusive narratives for the 50+ audience. This training ensures more respectful and authentic interactions, combating age biases still present in communication.

Trend #2 | Sustainability as a central point

According to Kantar, 87% of Brazilians desire a more sustainable lifestyle and 56% of consumers boycott companies that do not commit to the issue. Sustainability has already contributed R$ 1.1 trillion to the value of the top 100 global brands, but many companies still need to make their actions more relevant to consumers. The 50+ audience is especially engaged in this cause and seeks brands that share their values. MV reinforces the importance of authentic sustainable actions – and supports clients in developing them to generate trust and connection, especially with mature consumers.

Trend #3 | Inclusion as an imperative for growth

Kantar highlights that inclusion will be essential for brand growth in 2025. In Brazil, 76% of the population believes that companies have an obligation to make society more just, a rate above the global average. Despite this, many brands still underestimate the impact of inclusion. Not betting on diverse communities results in a potential loss of R$1.9 trillion in purchasing power. THELiteracy in Longevity,led by MV, guides brands to represent this audience with authenticity, exploring their autonomy and influence.

Integrating age diversity into inclusive actions is an opportunity for differentiation and impact. In 2025, brands that embrace all generations, especially the 50+ audience, will be better positioned to grow in a rapidly aging world. Inclusion is not just a social responsibility, but a strategic path to relevance and solid results.

Trend #4 | More authentic and relevant social networks

Again, we are talking about authenticity. Effective campaigns for the 50+ audience on social media require representation, usefulness, and authenticity. MV invests in humanized messages, positive images, and real stories to capture this group's attention. By building relationships based on trust and empathy, we help brands stand out in an increasingly competitive digital environment.

Trend #5 | The challenge of population slowdown

With population growth slowing down—there is a forecast of decline until the end of the century—brands will face an unprecedented challenge: gaining a larger market share in a world with fewer consumers. Late marriages, smaller households, and changes in consumption patterns among older groups make the scenario even more complex, requiring innovative strategies to stand out. In this context, the 50+ audience becomes essential for brands that wish to stay relevant. The MV providesinsightsabout the profiles and behaviors of the new maturity, helping brands to create products and services aligned with the needs of this segment.

Trend #6 | The era of fragmented video formats

Video consumption diversifies across platforms such as broadcast TV,streaming and ad-based services. A MV Marketingadvocates a personalized approach for mature audiences, with clear and humanized messages, accessible visual elements and intergenerational content that promotes meaningful connections.

Trend #7 | Creator Communities as Strategic Allies

Creator communities are a powerful bridge to connect brands with consumers. In topics such as sports, beauty, or longevity, these creators build trust and boost the audience's predisposition towards brands. In 2025, success will depend on aligning creators' content with companies' strategies, ensuring consistent impact across various channels. MV argues that companies need to change their approach when engaging with content creators, especially those representing the mature generation. Instead of imposing their messages, brands should learn from creators, recognizing them as authentic representatives of their communities. This relationship should be collaborative, providing support to creators and valuing their voices and experiences. Helping them means contributing to strengthening their narratives and, at the same time, learning from their perceptions about the mature audience. Creators of this generation bring a valuable understanding of the needs, desires, and values of their peers, making them strategic allies to build genuine connections and strengthen brand trust.

This shift in mindset transforms creators into valuable partners, amplifying the impact and authenticity of campaigns. Investing in this collaboration is essential for brands that want to grow sustainably, respecting and engaging diverse communities.

Trend #8 | Innovation as a lever for growth

Innovation must cater to different generations. Features aimed at the mature audience often benefit all ages.For established brands facing growth challenges, innovation will be the key to unlocking new opportunities in 2025. Those who explore new spaces can double their chances of growth, especially when they reimagine their offerings and identify alternative revenue streams. The vision of theMV MarketingIt is that innovation should start with the development of products that cater to different generations. Specific features for the mature audience can also benefit all ages, creating universal solutions. A classic example is the microwave oven, which was originally designed to provide safety for the aging public and, over time, became indispensable in households of all generations. This type of inclusive approach ensures relevance and broadens the potential market.

Intergenerational images and content also play an effective role in communication. Campaigns that connect different generations have a great impact, reinforcing that it is not necessary to isolate the 50+ audience into exclusive groups. On the contrary, integrating this audience into broader narratives fosters meaningful connections and strengthens brand perception. MV Marketing's strategic planning provides a detailed diagnosis of the market and target audience, allowinginsightsfor brands, clear goal setting and tailored strategies. This dynamic process considers constant changes in the market and business environment, ensuring that brands are prepared to innovate and grow. In 2025, companies that incorporate intergenerational innovation into their products and strategies will be at the forefront of a market that values inclusion, creativity, and universal solutions.

Trend #9 | Live Streaming with Purpose

Live broadcasts continue to stand out as a powerful tool for engagement and sales. In 2025, live commerce is expected to play an even more significant role, especially for fast-moving items. However, all sectors can benefit by adapting this approach to their characteristics and target audience. The experience of the team ofMV Marketing- built through data analysis and the performance of digital campaigns over the years - shows that, in addition to authenticity, representativeness, and endorsement by experts, it is essential for brands to evoke needs that are sometimes unnoticed by the mature audience. An example of this is the adaptation of homes to promote safety, comfort, and connectivity – needs that are often not perceived until something happens, such as a fall or social isolation.

Telling the reality spontaneously and combining these accounts with statistical data is an effective way to raise these needs. Live broadcasts can be an excellent channel to share impactful current events and present solutions that meet these demands, creating emotional connections and encouraging practical actions. By incorporating these strategies, brands can use live broadcasts not only as a means of sales but also as a platform to build trust, educate, and engage with the 50+ audience. In 2025, companies that explore this format with authenticity and relevance will be better positioned to grow and positively impact their consumers.

Trend #10 | Retail Media Network Evolving

Retail media networks (RMNs) are transforming the way brands and consumers interact. With targeted and personalized ads on retailer websites, apps, external partner media, anddisplaysDigital in stores, they enable more precise and effective campaigns. By collaborating with retailers and utilizing primary data, marketers can optimize spending and increase the effectiveness of their campaigns, reaching audiences with greater relevance. In theMV Marketingwe understand that personalization is the best approach to communicate with the 50+ consumer. However, to achieve this ideal, it is first necessary to combat ageism that places the mature audience into a homogeneous mass. The Brazilian market – especially among consumers aged 50 and over – displays a diversity often underestimated. To stand out in the silver market, it is vital to recognize and embrace this diversity in maturity.

With this structured approach, we help brands explore the full potential of MRI scans, creating optimized campaigns that engage with different profiles of Brazilian maturity. In 2025, brands that value and embrace this diversity will be better prepared to lead and positively impact the market.

Camilla Alves | Co-founder of MV Marketing, has been working in Silver Economy since 2018. Digital marketing and data analytics specialist – with over 10 years of experience – Camilla holds a degree in Business Administration and a master's in Data-Driven Marketing, with a specialization in Data Science, from Nova Information Management School (Nova IMS), at Nova University Lisbon, Portugal. He started his career in the administrative field and later transitioned to digital marketing at Endeavor Brazil.


Bete Marin |Co-founder of MV Marketing, she has been an entrepreneur in the Silver Economy since 2015. Specialist in strategic planning, integrated communication, and events, she has over 30 years of experience.Bete holds a degree in Marketing, a postgraduate degree in Gerontology (Albert Einstein Institute); in Communication (ESPM); and has an MBA in Marketing from Fundação Getulio Vargas (FGV). He started his career at major companies and consolidated his professional growth at Gerdau, being responsible for the promotion and advertising of products in Brazil.

Afiliados: o poder das estratégias alternativas para o varejo

Hugo Alvarenga
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Afiliados: o poder das estratégias alternativas para o varejo

According to the reportThe Global Payments Report 2022According to FIS, the global e-commerce market is expected to grow by 55.3% by the end of next year, reaching a transaction value of over US$ 8 trillion. In Brazil, the outlook is even more promising, with a forecasted 95% increase in online sales, reaching a total of $79 billion. This perspective is encouraging, but to achieve the goal, brands need to go beyond classic sales strategies (such as discounts and free shipping) and marketing, by promoting content only on social media, especially at the beginning of the year, a period marked by project reviews and planning for the next cycle.

Today, the market itself already offers alternatives that have a greater impact on the relationship between brand and audience, but which are often overlooked, such as affiliate marketing.

Referral work

One of the main examples is affiliate marketing, a strategy in which partners promote a brand's products or services in exchange for commissions on sales or actions taken based on recommendations. This proposal allows companies to expand their reach and sales without direct advertising investment, as payment is made only for results generated by affiliates.

To get an idea of the strategy's impact, in the United States, affiliate marketing accounts for about 15% of total digital media revenue and 16% of e-commerce sales during 2024. Considering the local context, the tactic has gained even more strength. According to a report by Admitad, the number of affiliates in Brazil increased by 8% in 2023. It is worth noting that retail dominates the expansion of the concept in the country, accounting for 43% of the revenues in this market.

For the coming years, one of the major trends is the integration of artificial intelligence into affiliate campaigns. This is because technology will be used to optimize content creation, target audiences more precisely, and even predict consumption trends. In other words, brands will be able to offer personalized and more relevant promotions to the audience, maximizing conversions based on data collected and evaluated in real time.

Furthermore, more and more consumers are using virtual assistants to find deals, requiring an adaptation in SEO strategies to ensure that your promotions and products are the first to be listed in searches. For retail, this optimization can be an interesting competitive advantage aimed at improving the performance of the affiliate and the partner brand.

Influence of all sizes

Another essential aspect is the strategies focused on social media, especially with the support of micro and nano-influencers. Although they have smaller audiences, these creators tend to have high levels of engagement and trust, making them a sure bet. Your authentic recommendations, combined with exclusive offers, tend to have a significant impact on sales.

Aligned with this, it is important to keep in mind that the practice of influencer marketing is very powerful in Brazil, as the country is the world leader in the number of digital influencers on Instagram. According to Nielsen's research, there are over 10.5 million influencers with approximately one thousand followers on the network, in addition to another 500,000 with more than 10,000 fans.

Again, AI comes into play as a tool that facilitates the match between brands and content creators. Additionally, it enhances offer personalization by adjusting them based on user behavior.

Money that comes and goes

Finally, cashback and coupon strategies remain popular, especially during periods of economic instability. Companies that promote these offers have a greater chance of attracting consumers seeking to maximize their discounts, as the benefit is prominently displayed to the public among loyalty actions, according to a survey released last year by the Brazilian Association of Loyalty Market Companies (Abemf).

Therefore, it is possible to say that brands that invest in innovative strategies, such as affiliate marketing, the smart use of AI, and the power of micro-influencers, have a greater chance of capturing consumers' attention and increasing their revenues. After all, personalized and relevant experiences have the power to turn purchase intentions into sales conversions.

Qlik survey indicates that 49% of companies in Brazil are reducing investments in Artificial Intelligence due to trust issues

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Qlik survey indicates that 49% of companies in Brazil are reducing investments in Artificial Intelligence due to trust issues

A Qlik®, a specialist in data integration, analytics and Artificial Intelligence (AI), has announced the results of its survey of 4,200 C-level executives and AI decision-makers, revealing what is hindering the progress of the technology around the world and how to overcome these barriers.

Lack of AI skills, governance and regulatory issues, and insufficient resources are hindering the success of AI implementation, causing many projects to be stuck in the planning stages. Ready-to-use solutions are the preferred way for Brazilian and global companies to start working with AI solutions and achieve a return on investment in the technology.

AI projects are stuck in planning or being scrapped

The importance of AI in achieving organizational success is not underestimated, with Qlik research finding that 88% of global senior decision-makers feel that AI is absolutely essential or very important for achieving success – including reaching strategic goals and increasing profits. Among Brazilian executives, 94% share the same vision.

Despite this recognition, few AI projects move from the planning phase to completion or implementation, with many being discarded. In fact, 20% of global companies and 11% of Brazilian companies have between 50 and more than 100 AI projects in the scope or planning stage, which are not yet underway projects. Among global companies, 20% also had up to 50 projects that advanced to planning or beyond but had to be paused or completely canceled. Among companies in Brazil, the value drops to 17%, but it is still significant.

Advancing more AI projects from planning to successful implementation will be vital for businesses to see a return on their investment in technology and better serve their customers in the face of competition. Given the effort to implement AI projects, many AI decision-makers (74% globally and 85% in Brazil) see value in "ready-to-use" solutions as a good foundation to improve AI development.

Regulatory challenges, skills shortages, data governance, budget and trust are to blame

There are multiple factors slowing down or completely blocking these AI projects. In Brazil, the main one involves regulatory challenges, mentioned by 24% of the local executives surveyed in the study. Worldwide, this factor was mentioned by 20%.

Among other highlights are the challenges related to the lack of skills to develop AI (23% globally and 21% in Brazil) and to implement AI after development (22% worldwide and in Brazil), data governance challenges (23% globally and 22% in Brazil), budget constraints (21% worldwide and 24% in Brazil), and lack of reliable data for AI to function (21% globally and 22% in Brazil).

While there is a huge level of understanding about the need for AI, with almost all respondents (95% globally and in Brazil) saying they know that AI capabilities could be used in their business, a lack of trust from other parts of the business appears to be holding some companies back.

Among global AI decision-makers, 37% (25% in Brazil) say their senior managers do not trust AI. Furthermore, 42% of them feel that lower-level employees also do not trust the technology. In Brazil, this percentage rises to 46%. While 21% of executives worldwide believe that their clients also lack trust in AI, in Brazil the number rises to 24%.

Alarmingly, 61% still say that this lack of confidence is significantly reducing investment in AI in their businesses. In Brazil, 49% of the executives surveyed share this opinion.

A better exchange of knowledge between a company and its clients can help increase that trust and subsequent investments, as 74% of global leaders seek to promote the benefits of technology more within their organizations and to their clients. This index rises to 88% in Brazil, highlighting the priority of promoting the benefits of technology.

Building trust is paramount to advancing AI implementation

Providing AI training to upskill the workforce is another way to build trust and ensure that AI projects move beyond planning and are successfully implemented.

Globally, 65% of AI decision-makers believe that their country has the potential to lead the world in AI skills in the next five years. To achieve this, 76% believe that their segments need to be better at nurturing and qualifying teams for AI, and 75% think that their governments need to provide more funding and training in AI. In Brazil, the outlook is more optimistic, with 71% of executives indicating that the country has the potential to lead the world in AI skills in the next five years. Furthermore, 94% advocate for the need for more qualification in the sectors and 87% highlight the importance of greater government support in the country.

“We have seen that the Brazilian market has great potential to adopt Artificial Intelligence, but the challenges for its implementation are still significant. With the growing pressure to increase financial margins, local companies are looking for technological solutions that offer benefits without compromising the security or stability of the business. Without proper implementation, with quality, secure and governed data, companies run a great risk of not capturing the financial gains that AI can provide,” says Olimpio Pereira, Country Manager of Qlik Brazil.

“Business leaders know the value of AI, but face a number of barriers that prevent them from moving from proof of concept to a value-creating implementation of the technology. The first step to creating an AI strategy is to identify a clear use case, with defined goals and success metrics, and use this to identify the skills, resources and data needed to support it at scale. By doing this, you begin to build trust and gain buy-in from management to help you succeed,” said James Fisher, Chief Strategy Officer at Qlik.

Learn more about how Qlik is supporting customers to launch their AI solutions, including using Qlik Answers, the self-service solution powered by GenAI, by visiting:https://www.qlik.com/us/products/qlik-answers.

Investing in corporate happiness increases business results, says expert

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Investing in corporate happiness increases business results, says expert

With the increasing competition for qualified professionals, offering a good salary is no longer enough to attract and retain talent. Happiness in the workplace has become a strategic differentiator, with direct impacts on productivity, creativity, and financial results of companies.

Studies indicate that happy employees are more productive. According to Harvard Business Review, satisfied employees can show an increase of up to 30% in productivity. In areas such as sales, these professionals can achieve results 37% higher. A positive environment reduces stress levels, increases overall satisfaction, and decreases employee turnover, resulting in significant savings in hiring and training processes.

For Carla Martins, vice-president of SERAC, a leading hub of corporate solutions in the areas of accounting, legal, educational, and technology, one of the major challenges for organizations is ensuring that employees are happy not only because of financial gains but also because of the experiences and values provided by the company. "What do you do in your organization to ensure that people stay there without it being for the salary? The answer to this question should be at the core of any Human Resources strategic planning," he states.

Strategies that go beyond salary

For Carla Martins, investing in employee well-being should be part of a broad corporate strategy, where leaders play an essential role. "Creating an environment that values and motivates the team is essential. This includes recognizing achievements and providing conditions that promote work-life balance," he/she/they assess.

The SERAC vice-president emphasizes that focusing on employee happiness is not just an HR practice, but a strategic decision. "Companies that prioritize their teams reap the benefits in the form of greater engagement, reduced operational costs, and better long-term financial results," he says.

Carla believes that a welcoming and inspiring environment creates a positive cycle, in which employees reciprocate with greater dedication and innovation. "By adopting a proactive and well-being-focused approach, companies not only retain valuable talent but also create a strong organizational culture capable of facing the challenges of a constantly evolving market," he concludes.

Check out the strategies suggested by Carla Martins for a company to invest in corporate happiness:

  • Recognition of achievements: Celebrating success is essential. “At SERAC, we value those who achieve goals and make important deliveries. We have already distributed prizes such as trips, money, and even raffled a car. These actions create an encouraging and rewarding environment,” highlights Carla.
  • Promoting work-life balance: Flexibility at work, such as adaptable schedules, helps meet employees’ needs.
  • Professional development programs: Investing in training, courses and growth opportunities demonstrates a commitment to the future of employees.
  • Well-being benefits: Mental health plans, psychological support and initiatives that promote physical and emotional health are increasingly valued.
  • Feedback and communication culture: Listening to employees regularly and implementing improvements based on what is shared strengthens the sense of belonging.

January 28th: International Data Security and Protection Day

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January 28th: International Data Security and Protection Day

Data protection has become a matter of utmost importance in the current context, where digitization and interconnectivity are part of the daily lives of over 5.5 billion people, as pointed out by Statista in 2024. The increase in cyberattacks and the expansion of regulations, such as the General Data Protection Law (LGPD), highlight the urgent need for effective measures to ensure information security.

In 2024, the Cybersecurity Ventures report projected that the global damages caused by cybercrimes will exceed $10.9 trillion annually by the end of 2025, a 22% increase compared to the previous year. Additionally, a study by the Ponemon Institute indicated that the average cost of a data breach in 2024 is $4.86 million, with small and medium-sized businesses being the most vulnerable.

The need to be fast, therefore, requires service providers to play an active and collaborative role in formulating effective strategies to protect sensitive data, ensure citizens' privacy and preserve consumer trust in an increasingly complex and challenging environment.

Gilberto Reis, COO of Runtalent, a leading company in Digital Solutions, emphasizes the responsibility of organizations to ensure the security of their clients' and partners' information. "Data protection has never been more essential than it is now. Technology has advanced rapidly, and with it, digital threats have also multiplied. Companies must be prepared not only to protect their clients' sensitive information but also to ensure the continuity of their business. Therefore, investing in data security is no longer a matter of choice," states the executive.

“With the rise of threats such as ransomware and data breaches, companies need to adopt a proactive and integrated approach. In addition to investing in advanced prevention technologies, such as encryption and real-time monitoring, it is essential that organizations promote a culture of awareness and ongoing training among their employees. Only then will it be possible to effectively mitigate risks and protect data integrity, avoiding irreparable damage to reputation and business,” adds Caio Abade, Cybersecurity Executive at Betta Global Partner, an IT and cybersecurity solutions integrator.

Data protection and legislation

The General Data Protection Law (LGPD) requires companies to adopt strict practices to prevent leaks and abuses, ensuring public trust. This means more than simply complying with the law – it means respecting the right to privacy and protecting consumers' data in an ethical and transparent manner, highlights Karina Gutierrez, lawyer at Bosquê Advocacia.

The lawyer highlights that cyber risks affect not only large corporations but also small businesses that are often unprepared to deal with the complexity of data protection regulations, such as the LGPD. "The legislation establishes strict obligations for companies regarding the processing of personal data, including the need to obtain explicit consent and ensure security in storage. In case of a leak, companies can be fined up to 2% of their annual revenue, with a cap of R$50 million, in addition to facing reputational damage and legal actions," explains.

How to protect yourself

To prevent data leaks, experts provide some key tips that should be followed by businesses or ordinary users.

1. Use strong passwords and multi-factor authentication

For individuals and companies, security begins with strong passwords. Avoid simple passwords and use long, complex combinations. Additionally, implement multi-factor authentication (MFA) on all accounts, both personal and corporate. This adds an extra layer of protection, making unauthorized access more difficult even if the password is discovered. Organizations must ensure that all employees use MFA, especially on critical systems such as corporate emails and financial platforms.

2. Keep devices and software up to date

Regular updates of operating systems and applications are of utmost importance to fix security vulnerabilities, both for individuals and companies. Many cyberattacks exploit vulnerabilities in outdated software, so never delay updates. For companies, it is important to configure devices and systems for automatic updates and to apply security patches immediately, ensuring that all employees are protected against the latest threats.

3. Beware of suspicious emails and links

Phishing is one of the most common tactics used for data theft. Both individuals and organizations should be cautious with emails or messages from unknown sources. Never click on suspicious links or download attachments. In the corporate environment, it is essential to conduct regular digital security awareness training for employees, helping them identify fraudulent emails and verify the authenticity of sensitive requests.

4. Encrypt sensitive information

Cryptography is essential for protecting confidential data, whether personal or business. For individuals, encrypting important documents before sharing or storing them online is essential. Companies should adopt encryption at all levels, including data in transit, at rest, and in backups, to ensure that even in the event of unauthorized access, the data cannot be read without the proper key.

5. Review privacy permissions for apps and social networks

It is important to regularly review privacy settings, both on personal devices and corporate systems. For individuals, this means controlling who has access to your personal information on apps and social networks, limiting the sharing of sensitive data. For companies, it is essential to establish clear policies regarding the use of applications and access to internal data, ensuring that employees do not share corporate information with unauthorized tools. Additionally, app permissions used within the organization should be constantly monitored to prevent excessive access to sensitive data.

In 2024, Havan wins eight awards that recognize its commitment to customers and employees

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In 2024, Havan wins eight awards that recognize its commitment to customers and employees

In 2024, Havan won important awards that recognize the company's excellence as an employer brand and in delivering unique experiences to customers. These highlights are the result of a 38-year journey based on a culture that places the customer at the center of decisions.

Havan's owner, Luciano Hang, celebrates the recognitions received by the company. "These awards are a merit of our clients, who honor us daily, but also of our employees who provide excellent service and our suppliers, who are great partners," he states.

He emphasizes that in 2024, the retailer's focus was to think like a customer, but also to take care of those at home. "We understand that, to achieve our goal, we must first look inward, provide an increasingly quality work environment with opportunities, and also promote differentiated benefits to employees," he/she reveals.

In this way, Havan has increasingly become a reference as an employer brand and as one of the best retail companies to work for in Brazil.

The awards received in 2024 reinforce this vision:

1. Experience Awards – Best NPS category for Home Appliances and Marketplaces

Recognized as one of the Brazilian brands that provide the best experiences to customers, Havan received this award during the Experience Awards Retail, held by SoluCX in partnership with Gouvêa Experience. This is a direct reflection of positive consumer feedback.

2. Reclame Aqui – Online Store category

Havan stood out once again for its excellent customer service, receiving one of the country's most respected awards for consumer relations.

3. Human Being Award – Havan Conecta and Conexa Saúde projects

Initiatives that demonstrate Havan's commitment to the quality of life and personal development of its employees were recognized in this award, which is considered the “Oscar of HR in Santa Catarina”.

The Havan Conecta project, which offers employees a unified communication and management platform, was awarded in the “Development Management” category, while Conexa Saúde, which provides access to integrated health services, guaranteeing physical and mental support for the entire team, was highlighted in “People Management – Organizational Excellence”.

4. Top of Mind

Havan was recognized in three categories at the 2024 Top Of Mind event: Large Santa Catarina Commerce Company, Department Store, and Outstanding Businessperson in Commerce, the latter awarded to Havan's owner, Luciano Hang. This is one of the state's main awards, celebrating brands and business leaders who win the minds and hearts of the people of Santa Catarina.

5. GPTW – Great Place to Work

For the fifth consecutive year, Havan has been chosen as one of the five best retail companies to work for in Brazil. The award represents the culmination of all the work developed daily to promote culture and reinforce that Havan, in addition to considering people as one of the pillars of its success, values its employees by offering many opportunities for professional and personal growth.

6. Eletrolar Award – National Retail Highlight

Havan was recognized for its significant impact on the Brazilian retail market, through an industry nomination.

7. IBEVAR-FIA

Havan secured first place in three categories in the Department Store segment: image among employees, image among consumers, and highest revenue. This achievement highlights the strength of the retailer both with employees and in the market.

8. 100% Joinville Award

Havan was recognized as one of the companies investing in local culture through tax incentives, in the award promoted by the Culture Industry Nucleus (NIC) of Joinville, in partnership with the Joinville Business Association (ACIJ). The award reinforces the company's purpose of promoting Brazil's economic and social development.

HexaIT announces Bruno Borghi as new Account Executive

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HexaIT announces Bruno Borghi as new Account Executive

After projecting revenue of R$100 million, announcing a new CEO and a new Head of Healthcare Business, HexaIT, an IT solutions provider, announces Bruno Cardoso Borghi as its new Account Executive, who joins the company with the objective of bringing the company's solutions to customers, presenting all the expertise in the sector, in addition to developing new businesses and contributing to the success of the Healthcare BU.

For Borghi, developing the health sector with a focus on IT and bringing the best solutions to this market is essential for the growth of this sector within the company. "The TI in the healthcare market has evolved a lot over the past ten years, largely due to the Covid-19 pandemic, but it is still a vast ocean where improvements, innovations, and learnings from other areas can happen," comments the new Account Executive. "Developing this healthcare area, prospecting new clients and bringing solutions to the market, will help us grow, as well as becoming trusted advisors to our clients," completes Borghi.

Currently, Bruno is President of the Brazilian Association of Health Startups (ABSS), Business Executive, Head of Innovation, and Healthcare Business Executive, experienced in leading teams and driving innovation in health and various sectors, bringing with him a solid background in business strategy, technology, and strategic partnerships, having contributed significantly to the growth and success of the organizations he has been part of. The current Account Executive at HexaIt is also a startup mentor and a specialist evaluator of innovation projects at Hub InovaHC, in addition to being an ambassador of the Innovation in Health Community.

With over 7 years of experience in the market, Borghi graduated in law from Universidade Paulista (UNIP) and has a postgraduate degree in Automation in Health and Medicine from the Faculty of Medicine at the University of São Paulo (FMUSP). Bruno has worked for various companies, such as Comparex Brasil, where he built the healthcare vertical, Softwareone Brasil, where he was the leader of the Startups and ISVs team and partnerships, Beyondsoft Brasil, in the healthcare vertical, and his last stint was at CTC, where he was a business executive for healthcare.As a professional seeking to evolve and support innovation in the healthcare vertical, I see this new phase of my career with great excitement. HexaIT is a company that has been growing exponentially and now, with the structuring of the Healthcare Business Unit, has everything to stand out in the market and become a reference in the sector, due to its solutions offered, expertise, and partnership with clients, concludes Borghi.

HEXA IT is one of the largest IT solutions providers in Brazil, specializing in Information Security, Connectivity and Infrastructure, Cloud Systems, Service and Operations Center (SOC and NOC), Professional Services and professional allocation.

Present throughout the country, the company has been in the market for ten years, delivering solutions that accelerate digital transformation in companies, reduce costs and increase the efficiency and productivity of processes.

Streaming platform Loco arrives in Brazil to bring creators and communities closer together

E-Commerce Update
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Streaming platform Loco arrives in Brazil to bring creators and communities closer together

A Instead, one of the largest global live streaming platforms, is officially launched in Brazil today. Focusing on community engagement, interactivity, and personalization, the platform will offer revolutionary ways to connect streamers and their audience. After a successful beta phase in December 2024, the platform's launch begins with exclusive partnerships with the most celebrated gaming content creators in Brazil, such as Nobru, Cerol, Paulinho o Loko, Piuzinho, Freitas, among others.

"Loco is not just another platform, it is a movement," says Firasat Durrani, co-founder and head of content partnerships of the platform. He adds: "Most international streaming platforms have difficulty truly connecting with local gaming communities. At Loco, we are revolutionizing this approach, growing alongside our users and transforming the way creators and their communities interact. Brazil's gaming community has always been pioneering, and with Loco, we are giving them a stage as authentic and dynamic as they are."

A Place for Connection and Creativity

Loco is built on the belief that true connection blossoms in authenticity. From its design that prioritizes mobile platforms to its gamified rewards and community-focused tools, the platform is reshaping what live streaming can achieve. Whether you're a casual player, a dedicated creator, or a fan seeking the next big moment, Loco offers vibrant, human, and unexpected experiences.

Key features and initiatives include:

  • Empowerment at all levels: The newly launched Loco Partner Program offers personalized support, online and offline training, and growth tools for creators, whether they’re starting out as a hobby or looking to build a career;
  • Focus on the creator: Earnings transparency with an industry-leading revenue sharing model, ensuring creators keep the majority of their earnings;
  • Discovery and interactivity: New forms of discovery, with innovative ways for viewers to engage with creators and each other;
  • Proven technology: With 60 million users and over 600,000 streamers creating content on the platform in South Asia, Loco brings its technological dominance to the Brazilian region.

"At Loco, creativity is at the center of everything we do," affirmed Durrani. "The incredible creative potential of Brazil deserves a platform that amplifies its voices and celebrates its originality."

Among the most popular games streamed on Loco are the globally acclaimed PUBG Mobile, Battlegrounds Mobile India, Free Fire, Valorant, among others. Loco was also home to some of the most watched gaming content in South Asia, including India's First BGMI LAN – All Stars Invitational with Nodwin Gaming, BGMI Masters Series 2022 – the most watched esports tournament in India of all time and Krafton's first official BGMI LAN tournament – BGMI Showdown 2022, and the first Valorant LAN tournament. Loco was also the official broadcasting platform for the NBA 2K League in India and has partnered with prominent esports organizations such as Fnatic, S8ul, as well as major game publishers like Activision and Krafton.

Discover five different places for companies to do strategic planning

E-Commerce Update
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Discover five different places for companies to do strategic planning

An important step for companies seeking long-term success is strategic planning, which usually takes place at the beginning of the current year. But what if this process was done outside the office?

"Planning the company in different locations can enhance team engagement, as being in new environments helps to focus exclusively on this goal," highlights Roberta Vasconcellos, CEO of Woba, the largest subscription-based flexible office network in Latin America.

With that in mind, Woba has set aside six spaces that meet different needs and are perfect for strategic planning. Check it out

Zallpy Hub Coworking

More than a coworking space, Zallpy Hub is an ecosystem that promotes interactions and innovative business. Focused on assisting entrepreneurs, companies, and startups, the space offers solutions for visibility and innovation with customized timing and cost reduction. With environments that encourage networking, it features an auditorium, game room, and restaurants serving coffee and beer, making it unique in the segment.

Nau Live Spaces Coworking
Nau Live Spaces bets on building a diverse and exponential community, creating meaningful connections. Its structure includes a terrace, parking lot, auditorium, recording studio, restaurant with coffee, tea, and beer, game room, and even a swimming pool, ensuring an inspiring environment for work and events.

Swan Generation Coworking
With a complete structure, Swan Generation offers workstations, private offices, meeting rooms, event spaces, and a bar & restaurant. A place designed to combine productivity and relationships.

Flowork Porto Alegre Coworking
Flowork stands out for its versatile infrastructure, with an auditorium, recording studio, lounge, garden, balcony, library, and parking. It is pet-friendly and suitable for children, in addition to offering a restaurant with coffee, tea, and beer, making it a welcoming and functional space.

Macro Office Coworking
With an impressive area of 5,000 m², Macro Office houses 48 meeting and training rooms, as well as an auditorium, recording studio, restaurant with coffee, tea, and beer, lounge, garden, and balcony. The space is pet-friendly, suitable for children, and includes an art gallery and a game room, providing a dynamic and creative environment.

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