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Rocket Lab Announces New Partnership with Braze to Power Connections Between Brands and Users

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Rocket Lab Announces New Partnership with Braze to Power Connections Between Brands and Users

Rocket Lab, an app growth center founded in 2019, announces its new partnership with Braze, the comprehensive engagement platform that enhances interactions between brands and consumers. This collaboration will enable brands to leverage their first-party data to create personalized experiences that promote activation, retention, and customer loyalty.

In an environment where consumers increasingly demand integrated omnichannel experiences, this collaboration will combine Rocket Lab's expertise in mobile advertising growth with Braze's advanced technology, offering customized solutions that elevate engagement strategies. Together, the companies will enable their clients to perform personalized interactions across multiple channels, strengthening their connection with consumers.

“This collaboration represents a step forward in our mission to deliver exceptional experiences to our customers. Rocket Lab now has a diverse portfolio of solutions for user retention through mobile advertising. With the addition of Braze, we reinforce our commitment to offering sustainable solutions focused on retention and engagement. “Braze complements and strengthens our value proposition,” said Juan Echavarría, CEO and co-founder of Rocket Lab.

Since its founding, Rocket Lab has focused on providing the best mobile advertising solutions for apps seeking to optimize user acquisition and retention. This partnership with Braze reinforces this vision, providing your clients with additional tools to achieve their goals.

With this alliance, Rocket Lab reaffirms its commitment as 'The App Growth Hub' in Latin America, providing its clients with world-class tools to optimize their connection with users, maximize customer lifetime value and achieve sustainable growth.

Four out of five Brazilians fall for scams when planning trips during peak season, according to Norton

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Four out of five Brazilians fall for scams when planning trips during peak season, according to Norton

With the arrival of the peak season between the end and beginning of the year, the security risks to travelers increase. A recent survey conducted byNorton, cybersecurity brand ofGen™, revealed that four out of five (83%) Brazilians were targeted by a scam when booking a trip for the holidays. In total, 8% of the Brazilians interviewed reported having detected this type of scam at some point.

Among the most common types of scams are: false discounts and travel offers (41%); fake travel agencies (33%); fraudulent booking websites (29%); malvertising (14%); and phishing (11%). The economic impact is also significant: 90% of the victims reported losing money. The average loss per victim was R$ 2,375.98, with the highest recorded at R$ 25,000.00.

The risks do not end upon reaching the destination. During the trip, 8% of respondents who fell for scams when booking vacation trips faced issues such as: compromise of credit card or banking information (37%); car rental scams (29%); scams on platforms like Airbnb and hotels (27%). and inadequate accommodations (17%). Additionally, 14% had their devices hacked or compromised on public Wi-Fi networks.

Another factor that worsens these risks is the excessive and careless use of social media during the holidays. According to the survey, 6 out of 10 respondents (60%) shared too much information on social media during the holidays. Specifically, 37% posted photos of their travel destinations and 32% tagged other people in holiday posts without asking for permission. Similarly, 3 out of 10 (31%) marked their current location, 20% revealed their travel plans on social media, and 14% posted a photo of their passage (plane, train, or bus) without removing any personal information—such as name, date of birth, among others.

Iskander Sanchez-Rola, Norton’s Director of Innovation, recommends that travelers take precautions to avoid scams during peak seasons. Among the expert's tips are

  • Verify the authenticity of offers, services and sellersbefore carrying out transactions.
  • Share vacation experiences on social media only after your trip and avoid posting information in real time.
  • Do not share personal dataof travel documents.
  • Use a VPNto protect yourself when using public Wi-Fi networks.

With these safety measures, Norton seeks to raise awareness among users about the risks associated with traveling during peak seasons, encouraging responsible practices to enjoy a safe vacation.

Methodology

The study was conducted online in Brazil by Dynata on behalf of Gen, between September 2 and 11, 2024, with 1,000 adults over the age of 18.

The Impact of Fake News on the Communication Process

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The Impact of Fake News on the Communication Process

The federal government announced and later aborted the creation of a monitoring system for Pix transactions above R$ 5,000 for individuals and R$ 15,000 for companies, a measure aimed at combating tax evasion. The decision generated strong negative repercussions, driven by misinformation, such as the video circulated by Deputy Nikolas Ferreira (PL-MG), highlighting the impact of fake news on communication, social behavior, and even public policies, such as the decline in Pix usage and the reversal of the measure.

To address these issues, it is essential to highlight initiatives and tools to combat disinformation and reinforce the importance of critical consumption of information, both at an individual and institutional level.

For Antônio Rocha Filho, a Journalism professor at ESPM, it is not the first time that major events are impacted by misinformation.“One of the best-known episodes occurred in the 2016 American elections, when information circulated that Pope Francis was supposedly supporting Donald Trump's candidacy against Hillary Clinton, which was later denied.”

The advancement of technology and the use of artificial intelligence further expand the possibilities of spreading misinformation. According to Rocha Filho
“The advancement of artificial intelligence tools has worsened the spread of disinformation, with manipulated content, such as fake voices and images, surpassing the ability to check. This scenario is intensified by Meta’s recent decision to suspend fact-checking in the US and by the lack of progress in regulation in Brazil, such as the fake news bill in Congress. Combating it requires media literacy, promoting critical thinking from basic education onwards, and efficient regulation to mitigate the impacts, especially in the political arena.”

Ricardo Gandour, researcher and also journalism professor at ESPM, adds:
“The fragmentation of communication has intensified over the last 10 years. On the one hand, we have the healthy universalization of access to information. On the other, the dangerous spread of information designed to confuse, representing a risk to institutions and democracy.”

The data from the 21st edition of the Political Panorama survey, conducted by DataSenado Institute, reinforce the severity of the problem. The research revealed that 72% of social media users in Brazil have encountered news they consider false in the last six months, an alarming figure on the eve of the 2024 municipal elections. Furthermore, half of the respondents reported difficulty in identifying false content, highlighting the need for greater media literacy.

How to become an investor with just R$250

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How to become an investor with just R$250

Did you know that it's possible to start investing with just R$ 250? With this amount, you can take the first steps into this universe full of possibilities and achieve very advantageous financial returns.

One of the most promising options is investing in companies. With the advancement of technology and the emergence of fintechs, these opportunities have become even more accessible and surprisingly profitable. In addition to ensuring good results, this type of investment also contributes to the growth of businesses in Brazil.

To begin with, it is important to understand the following: fintechs, technology companies operating in the financial sector, arrived in the country in 2013 and have not stopped growing since then ("Fintech Report in Brazil 2023" by Conversion). They brought faster and safer solutions, leveraging technology to automate processes and provide more accurate information. Today, according to Fincatch, there are more than 2,000 fintechs in the national market, offering the possibility for any individual or legal entity to invest in credit for companies.

In this context, the good news is that with small savings of one month, it is possible to invest money in this modality. Without bureaucracy, with good profitability and security. This is what M3 Lending CEO Gabriel César highlights. With M3, for example, it is possible to start investing with just R$250.00, and the return for the investor occurs with the payment of the loan installments, making this an accessible and profitable way to invest your money.

"Through the app, the investor chooses the available opportunities, and as soon as the company has the credit approved by us and begins to make the installment payments, the investors start to be remunerated," explains the CEO. The M3 already has more than 2,000 people connected to its app.

The profitability for investors in this modality varies from case to case, but can reach 52.78%, much higher, for example, than investments in Tesouro Direto, remunerated by the Selic rate, which ended 2024 at 12.25% per year.

“In addition to profitability, the invested resource benefits entrepreneurs seeking loans to grow and hire. It is money that keeps the economy going. It fosters business, generates jobs and income,” observes Gabriel César.

The steps are simple, as listed by the CEO of M3:

  • First, you make a simple registration on the platform website (https://m3lending.com.br/).
  • Then, you indicate how much you want to invest.
  • The platform presents the available investment options, and then you just have to choose.

The executive also answers some of the most common questions:

  • Minimum contribution:With just R$250.00 you can become an investor.
  • Return on investment:The return is directly linked to the payment of the installments related to the invested company's contract. Since the payment is monthly, your return is also monthly.
  • Income Tax:It is withheld at source and the income report is sent to the investor by M3 Lending.
  • Risk:The return is directly linked to the payment of the installments of the contract by the invested company. M3 conducts a credit analysis based on the company's history and requests a guarantor as collateral. M3 has a collections team responsible for delinquency cases and, through this team, carries out extrajudicial actions or, in some cases, negotiations in the judicial sphere, always aiming to recover the outstanding amount in the best possible way.
  • Withdrawal of the amount in the account:The time is the same as for a TED transaction, that is, up to one business day.

Tulip Cosmetics holds event to boost small businesses

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Tulip Cosmetics holds event to boost small businesses

Opening a beauty businessIt's more than just knowing the technique and having a good client portfolio. In an increasingly competitive scenario, it is essential to understand marketing, sales, strategic planning, people management, customer acquisition and loyalty strategies, data analysis, and more. In general, all this knowledge takes time to reach small businesses. And it is to subvert this game that theTulip Cosmetics– a pioneering company from Goiás in solutions for beauty professionals – is holding the third edition ofTulip Partners, event held inGoiania, in the daysJanuary 18th and 19th, withfree contentfor its distributors and partners throughout Brazil.

In two intense days, sevenspeakersof national renown linked to brands such asUber, FastEscova, G4 Education, Mechanic's Shop, auvpandPlot Co, they will share their knowledge with the brand's distributors and partners across the country. Topics such as Analytical Culture, Data-Driven Decisions, Innovation in Entrepreneurship, Customer Relationship, Commercial Strategy, Executive Leadership, Market Strategy, Entrepreneurial Mindset, and Sales Strategies will be addressed.

“The beauty industry is very lacking in terms of business strategies because most of them are self-employed professionals, true 'eupresas'. For a long time, these professionals focused only on the techniques to provide the service, but our mission is to teach them what big business owners know: strategic planning, growth, hiring and increasing staff, leadership, marketing, sales, etc.”, points out theCEO of Tulip Cosmetics, Richard Fugisse, who is a reference in strategic management and innovation for the beauty market and a speaker at the event.

Sector growth

From January to September 2024 alone, Sebrae (Brazilian Support Service for Micro and Small Businesses) recorded theopening of 170 thousand new establishments, between individual microentrepreneurs (MEI), microenterprises (ME) and small businesses (EPP), accounting for the opening of700 new deals daily, such as hairdressers, manicures and pedicures, aesthetics and specialized cosmetics stores.

Rich content and accessible strategies for small businesses

Rafael Rossato, will presentsimple strategiesand accessible to haverepeat and loyal customersand transform business performance without the need for significant investments. "Acquiring new clients is expensive, laborious, and often unpredictable. But with the seminar, we will address the pain points of those who have difficulty attracting new clients, whether due to complexity or lack of resources to invest," explains the specialist.

As a sales strategist, the talk byGustavo Pagottowill help entrepreneurs and business leaders organize sales operations in 2025, focusing onaccelerate your results. Expert in transforming numbers into impactful actions,Karina Pivawill teach you how to use intuition, knowledge and information in data and practical steps to leverage and change your business scenario with the information you already have.

Beatriz Marqueswill talk about howsell more spending lessthrough good service via WhatsApp, phone, or email, taking advantage of the internet. "I will share a sales model applicable to any business to achieve higher revenue and high customer satisfaction, through connection and relationship with them," he points out.

Contribute to the market and develop business throughout Brazil

One of the company's main objectives with the event is to contribute to the entire community of companies and partners associated with the brand, from suppliers and beauty professionals to distributors from various states in Brazil. "We want to improve their profitability, bring more knowledge to increase revenue and enhance marketing. Since the first edition, we have received many positive feedbacks regarding process improvements, workload reduction, better communication and marketing strategies, faster problem resolution with techniques learned from us, and, of course, sales results," evaluates theBrand Marketing Director, Joaquim Araujo.

“We want our distributors to have the structure to develop and grow year after year. Therefore, our main objective in this edition of the event is to structure the client in terms of governance, sales process, etc. Until the previous editions, we were bringing them initial strategies for marketing and community development, financial and people management, but now we are starting to think about the future together with them. The focus is on development, continuous improvement, innovation and even the use of artificial intelligence in the business”, explains Joaquim.

Service

What: Open Doors Tulip(journalists visit the showroom) +Tulip Partners(closed event for partners, with coverage by journalists accredited in advance)

When: January 17th from 1pm to 6pm |Open Doors Tulip(15th Street, 1969, St Marista) January 18th from 8am to 7pm |Tulip Partners no HeyHub Coworking (Avenida Assis Chateaubriand, number 1595, West Sector)

Accreditation and Press Office: Karolina Vieira (62) 98173-3471

Speakers available for interviews

Executive Leadership and Market Strategy

Richard Fugisse – CEO of Tulip Cosmetics

Analytical Culture & Data-Driven Decisions

Karina Piva – Former iFood and Uber

Leadership and Innovation in Entrepreneurship

Marcia Queirós – Co-founder of Fast Escova

Customer relationship, business success

Rafael Rossato – Mechanic’s Shop

Commercial Strategy and Sales Leadership

Beatriz Marques – Head of Sales at Supernova and right-hand woman at AUVP

Strategy, Leadership and Entrepreneurial Mindset

Ciro Ribeiro – Founder of Enredo

Sales Strategies

Gustavo Pagotto – Founder of Pipelovers and mentor at G4 Education and LinkedIn Learning

Retail market celebrates forecast for 2025

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Retail market celebrates forecast for 2025

Brazil, January 2025: Global retail is expected to grow by 8.4% annually until 2027, according to McKinsey data, while in Brazil, e-commerce projects an increase of 18% in 2025, led by social commerce. Despite an expected slowdown in 2025, analyses presented during the largest global retail event in New York, NRF 2025, reignited optimism in the sector.

Specialists highlighted how technology, sustainability, and innovative experiences are transforming the market. "Retail is no longer just about consumption. It is becoming an environment of experiences and real connections," says serial entrepreneur and businessman Guy Peixoto, who has founded and led more than 11 companies in logistics, retail, and energy. And furthermore, "companies that balance innovation and environmental responsibility will have a competitive advantage in the near future."

Peixoto, author of the book 101 Essential Principles of Entrepreneurship – a practical guide that enables entrepreneurs to expand their operations and diversify their portfolios – the changes require entrepreneurs to rethink their strategies: “The retail of the future will be guided by clear purposes and the intelligent use of technology. It is not enough to just sell; it is necessary to delight, engage and respect the consumer and the planet.”

The integration between the physical and digital was also highlighted as an essential factor to engage consumers from Generations Z and Alpha. These generations demand personalized experiences, transparency, and authenticity. Sustainability, the use of AI for personalization, and the creation of hybrid and gamified environments are also key topics to capture your attention.

Five Trends for Retail in the Coming Years
1. Personalization powered by Artificial Intelligence (AI)

AI leads the retail revolution by offering personalized experiences and automating processes. "Consumers want tailored solutions, and data analysis will be the main driver of this transformation," says Peixoto.

Meanwhile, resistance to the use of bots in Latin America remains significant, with only 17% of consumers feeling comfortable with this technology. This highlights the importance of strategies that integrate automation without losing the human touch, such as hybrid and personalized services.

2. Sustainability as a strategic differentiator
ESG practices and the circular economy are at the top of consumers' priorities. According to Euromonitor, five million products with sustainability labels were registered in 2024, covering 11 sectors and 25 countries.

"Businesses that ignore sustainability will not survive," warns Peixoto. Furthermore, consumers in general value brands that demonstrate their environmental practices with concrete actions, including high-efficiency products and transparency in ecological impact.

3. Accelerated growth of Social Commerce
Social networks are consolidating as sales platforms, combining entertainment and consumption. Data from the Brazilian Association of Electronic Commerce (ABComm) indicates that e-commerce in Brazil will grow by 10% in 2025.

"Real-time interaction and direct engagement with the consumer are redefining the relationship between brands and customers," highlights Peixoto. For consumers, transparency, fluidity, and interactivity are fundamental pillars for loyalty.

4. Automation and autonomous operations
Automation is revolutionizing inventories and physical stores with technologies such as robots, self-checkout systems, and digital twins. Cashierless stores, like the Amazon Go model, illustrate how sensors and artificial intelligence can make shopping faster and more efficient.

Peixoto observes that "Brazil faces challenges in implementing these technologies accessibly, but the gains in productivity and reduction of operational costs are undeniable." Adopting automation in basic processes frees teams to focus on customer experience and strategic planning.

5. Physical stores as experience centers
Despite digital advancements, physical spaces remain crucial in retail, but with a new role: offering immersive experiences and strengthening the emotional bond with brands.

These stores are becoming interactive environments where consumers can try products with augmented reality, participate in events, or even relax in integrated spaces, such as stores that combine cafes and social areas. "Physical stores need to be destinations, not just points of sale," concludes Peixoto.

Retail is moving towards an increasingly dynamic future, where the integration of technology, purpose, and innovation will be essential to meet more conscious and demanding consumers. The dilution of loyalty and the volatility of consumer behavior reinforce the need for agile and authentic strategies.

With optimistic outlooks and a focus on transformation, the retail sector is ready to redefine its role on the global stage, delivering not just products, but experiences that connect and inspire generations.

NRF 2025: “Retail is undergoing a period of profound transformation”, says ESPM retail coordinator

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NRF 2025: “Retail is undergoing a period of profound transformation”, says ESPM retail coordinator

NRF Retail's Big Show 2025, held in New York between January 11 and 14, brought essential discussions for the future of retail, highlighting the transformations driven by generative artificial intelligence (AI) and retail media networks.

The head of the ESPM retail core, Ricardo Pastore, was present at the event and states that the debates on generative AI demonstrated how this technology is reshaping the daily operations of retail companies' offices. "From the creation of automated omnichannel marketing campaigns to product personalization and operations optimization, AI promises to enhance company efficiency and enrich the customer experience," he says. Pastore, however, believes that his integration requires cultural changes, focusing on requalifying teams and creating a collaborative environment between humans and machines.

Retail Media has been identified as one of the main monetization opportunities for retailers. "Transforming physical and digital spaces into advertising platforms and data hubs for brands is a strategy that not only increases revenue but also strengthens the retail sector's role as a direct connection point with the consumer," completes the head of the ESPM retail center. During the event, some platforms were presented in a self-service model, aiming to give the retailer a mechanism to operate the processes that will have, on one end, the advertisers and, on the other, the consumers.

Pastore says that the fair was a show in itself, with technologies such as smart carts, automated price displays, and interactive screens that represent the future of physical stores. These innovations are not just isolated solutions, but parts of an integrated approach that combines experience, convenience, and data into a single ecosystem.

Based on your immersion at NRF 2025, the ESPM professor emphasizes that retail is in a period of profound transformation, where the balance between technology and humanization will be essential for success.

Artificial intelligence, a major vector for the transformation of modern retail

Adir Ribeiro
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Artificial intelligence, a major vector for the transformation of modern retail

The NRF 2025 Big Show, held in New York City, reaffirmed its importance as the leading global platform for discussing the trends and innovations shaping the worldwide retail industry. On January 12, 13, and 14, executives, CEOs, and industry leaders shared their strategies, challenges, and visions that are redefining the market. From the perspective of leadership in retail and franchising, I will explore, next, lessons and cases that stood out at the global event and lessons that can impact retail in the long term.

Artificial intelligence (AI) continues to be the driving force behind transformation in retail. Companies like Amazon and Walmart have demonstrated how AI is being used to revolutionize processes, improve customer experience, and optimize operations.

At Amazon, AI is integrated across various fronts, from the conversational shopping assistant Rufus, which responds to consumers' complex questions, to logistics enhanced by mobile robots and analysis systems that highlight the main pros and cons of products. At Walmart, partnerships with technology companies like NVIDIA are enabling the use of digital twins to forecast demand, optimize inventories, and even simulate store layouts. Efficiency is not only operational but also strategic, creating smarter and more connected stores.

This widespread use of AI positions the technology as essential to meeting growing demands for personalization, agility, and efficiency.

The NRF 2025 also made it clear that omnichannel is no longer an option, but a requirement for retailers who wish to remain competitive. Practical examples that reinforce this idea highlight the importance of integrated strategies focused on traffic to the physical store, which plays an increasingly central role in the customer experience with the product and in the relationship with the brand.

Two key insights into this are: hybrid stores,iIntegrating the physical and digital, where retailers offer a seamless experience that combines convenience and personalization; and social commerce, where platforms like TikTok and Instagram are increasingly relevant for driving sales and engagement, as demonstrated by Pacsun, which reported 10% of its digital sales originating from these platforms. This integration allows companies not only to meet customer expectations but also to surprise them with innovative and meaningful experiences.

Sustainability has emerged as one of the central topics of the event in recent years. This theme reflects a definitive change in consumer mindset. The new generations, especially Z and Alpha, prioritize brands that share their values, and this requires a complete restructuring of retail operations, such as waste reduction, where sustainable packaging, recycling initiatives, and reuse programs are at the core of brand strategies; and eco-friendly products, as the demand for local, organic items andplant-basedIt continuously grows, expanding the concept of conscious consumption beyond the food sector to include personal care and household items. In this sense, those who manage to combine sustainable practices with operational efficiency will be ahead of the market and can serve a niche that is only growing in retail.

Despite the growth of e-commerce, brick-and-mortar retail is reinventing itself as a space for connection and experimentation. Even with AI and new technologies, direct contact with the customer, with personalized and humanized service, continues to be a competitive and relevant differentiator in the relationship between brand and consumer.

I bring two cases that stood out in this regard. At American Girl (Mattel), doll customization not only increases customer engagement but also raises the average ticket per visit. The brand invests heavily in the construction ofstorytellingon social media, attracting the younger generation and also awakening a sense of nostalgia in adult customers. At Foot Locker, investments in interactive technology and personalization for the female audience demonstrate how understanding the evolution of customer expectations can transform a business.

Physical stores now transcend the simple act of selling products, becoming points of contact that create unique and memorable experiences.

The NRF 2025 also addressed the economic and technological challenges faced by the sector, while highlighting promising opportunities. The challenges are a iinflation, technological disruption, and growing consumer expectations that increase pressure on retailers. Regarding opportunities, advanced personalization driven by data and AI, and social commerce offer new ways to engage and retain consumers.

The vision for the future

The retail of the future will be defined by the ability to balance technological innovation with meaningful human experiences. Personalization will be one of the main competitive differentiators, but it must be accompanied by an ethical and transparent approach to data use. Sustainability, innovation, and an unwavering focus on the customer will be at the center of successful strategies.

The importance of leadership within companies was also a highlight at the fair. Creating and maintaining a strong culture has become an industry imperative, focusing on developing this culture through people, communicating and disseminating clear purposes and values both inside and outside the companies.

Again, we realize how the greatplayersRetail stakeholders are aligned regarding the protagonism of people in the business strategy. In this sense, service, customer experience, training, and behavior are words that are repeated in different contexts.

NRF 2025 demonstrated that the retail industry is constantly evolving, and only those who embrace change with creativity, resilience and purpose will thrive in an increasingly dynamic industry.

Tg.mob achieves B certification and reinforces its leadership in sustainable corporate mobility

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Tg.mob achieves B certification and reinforces its leadership in sustainable corporate mobility

Questions related to ESG (Environmental, Social, Governance) policies are increasingly present in companies' strategies, transforming the market and its dynamics. Amid this context, tg.mob, a specialist in the corporate mobility market for 30 years, achieves a new milestone: certification as a B Corporation, granted by B Lab, an organization that recognizes corporate institutions whose business purpose is the development of people and the environment.   

Known for having one of the most rigorous recognitions of socio-environmental impact for companies, the certification was granted to tg.mob recognizing itscasesof ethical governance, social actions, and sustainable environmental practices. Cristina Gomes, operations director of tg.mob, who actively participated in the process, believes that the adoption of the certificate was driven by the company's conviction that its economic growth must be aligned with ESG principles. "Seeking B certification was another step in our mission to transform the mobility market with innovation and responsibility. We want to be recognized not only for operational excellence but also for conducting business that is beneficial to employees, customers, and the planet," he emphasizes.

The conquest of tg.mob is the result of a work that lasted about 14 months, during which it revisited its internal processes to align them with the rigorous standards established by B Lab. It was, without a doubt, a moment of learning and transformation. In the meantime, we reinforced our commitment to inclusion and diversity and invested even more in initiatives aimed at reducing environmental impacts, explains Cristina.

The measures adopted by the company to achieve certification include valuing transparent governance and creating policies aimed at employee well-being, such as the integrity channel on the company's website, in partnership with Alliant, which allows employees and suppliers to anonymously report their work experiences. Regarding positive impacts on the environment, tg.mob initiated in 2024 the project to acquire a 100% hybrid fleet by 2028. Concerning social actions, the company also strengthened its ties with NGOs Tamujuntu and Amigos do Bem, organizations dedicated to fighting poverty in the city of São Paulo and in the interior of the state, respectively, which have already transformed the lives of more than 5,000 people in vulnerable communities.

New opportunities and market impact

In addition to recognition, the B certification offers strategic advantages, opening doors to partnerships with other companies committed to positive impact. "The certification enhances our credibility and positions us as preferred partners for organizations that share our values. It also connects us to a global network of businesses that prioritize ethical and sustainable practices," comments Leandro Pimenta, CEO of tg.mob.

"Transforming mobility into a unique and sustainable experience has always been at the heart of what we do. This seal reinforces that we are on the right track, promoting inclusion, innovation, and social impact," concludes the CEO. ESG (Environmental, Social, Governance) policy issues are increasingly present in companies' strategies, transforming the market and its dynamics. Amid this context, tg.mob, a specialist in the corporate mobility market for 30 years, achieves a new milestone: certification as a B Corporation, granted by B Lab, an organization that recognizes corporate institutions whose business purpose is the development of people and the environment.   

Known for having one of the most rigorous recognitions of socio-environmental impact for companies, the certification was granted to tg.mob recognizing itscasesof ethical governance, social actions, and sustainable environmental practices. Cristina Gomes, operations director of tg.mob, who actively participated in the process, believes that the adoption of the certificate was driven by the company's conviction that its economic growth must be aligned with ESG principles. "Seeking B certification was another step in our mission to transform the mobility market with innovation and responsibility. We want to be recognized not only for operational excellence but also for conducting business that is beneficial to employees, customers, and the planet," he emphasizes.

The conquest of tg.mob is the result of a work that lasted about 14 months, during which it revisited its internal processes to align them with the rigorous standards established by B Lab. It was, without a doubt, a moment of learning and transformation. In the meantime, we reinforced our commitment to inclusion and diversity and invested even more in initiatives aimed at reducing environmental impacts, explains Cristina.

The measures adopted by the company to achieve certification include valuing transparent governance and creating policies aimed at employee well-being, such as the integrity channel on the company's website, in partnership with Alliant, which allows employees and suppliers to anonymously report their work experiences. Regarding positive impacts on the environment, tg.mob initiated in 2024 the project to acquire a 100% hybrid fleet by 2028. Concerning social actions, the company also strengthened its ties with NGOs Tamujuntu and Amigos do Bem, organizations dedicated to fighting poverty in the city of São Paulo and in the interior of the state, respectively, which have already transformed the lives of more than 5,000 people in vulnerable communities.

New opportunities and market impact

In addition to recognition, the B certification offers strategic advantages, opening doors to partnerships with other companies committed to positive impact. "The certification enhances our credibility and positions us as preferred partners for organizations that share our values. It also connects us to a global network of businesses that prioritize ethical and sustainable practices," comments Leandro Pimenta, CEO of tg.mob.

“Transforming mobility into a unique and sustainable experience has always been at the heart of what we do. This seal reinforces that we are on the right path, promoting inclusion, innovation and social impact”, concludes the CEO.

A company is the victim of a hacker attack every 39 seconds worldwide

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A company is the victim of a hacker attack every 39 seconds worldwide

Cyberattacks are becoming increasingly sophisticated and effective. With the use of artificial intelligence, hackers are able to target a larger number of victims and achieve better results. The information is from the annual report The Global Cybersecurity Outlook 2025, from the World Economic Forum, one of the most important in the sector, which also highlights the increase in attacks using artificial intelligence for mass email blasts with links that lead to data theft.

Furthermore, data from the Federation of Industries of the State of São Paulo (Fiesp) reveal that three out of ten industries have already experienced some type of cyber attack. According to Fiesp's research, in Brazil, 52.4% of manufacturing companies do not treat cybersecurity as a priority, 44.2% have a dedicated security structure, and 64% invest only 1% of their revenue in the area.

For computer scientist Michele Nogueira, Ph.D. in Computer Science from the University of Sorbonne, a professor at UFMG who conducts research on the use of Artificial Intelligence in Cybersecurity, the low investment by companies in data security is often due to a lack of knowledge about the field. Many entrepreneurs believe that installing a simple antivirus is sufficient to protect against hacker attacks. "Using antivirus software is a basic recommendation for any company. Just like having a firewall, making backups, and having a security policy. It is also possible for small businesses to have a security strategy. But each case is unique. It is necessary to understand the company's characteristics, its assets, its digital infrastructure through an initial inventory, so that an appropriate strategy can be created by a security professional. Even with limited resources, it is possible to implement an effective defense and minimize the risks associated with these threats," she analyzes.

Others stop implementing data security projects because they believe the investment is costly. Michele Nogueira explains that the service can start with the basics and evolve with the implementation and installation of cybersecurity infrastructure. There is also the possibility of hiring outsourced security services. Small businesses can benefit from security solutions provided as a service, offering tools and support at an affordable cost without the need for large initial investments. Besideschire specialized consultants to carry out security assessments, identify vulnerabilities and suggest improvements”, explains the computer scientist.

Automated companies must take extra care

The survey "OTRS Spotlight: IT Service Management 2023" showed that 78% of Brazilian companies have already invested in automation, with 52% of them having acquired tools and experience in using them, and another 26% investing in systems but still lacking the necessary knowledge to carry out the procedures. Companies with automated services are more susceptible to cyberattacks on their production systems. "This is one of the major concerns, especially considering critical systems, that is, systems that support essential services for society such as energy, health, transportation, and water supply. Many companies providing such services are increasingly digitizing their infrastructure for automation, but this leads to a larger attack surface and risk," warns Michele Nogueira.

To prevent attacks, in addition to adopting cybersecurity actions and measures by companies, constant updating is essential, as with the use of Artificial Intelligence by hackers, new types of threats are constantly being created. It is interesting to conduct consultations or regular examinations of your digital infrastructure regarding cybersecurity. I compare it to regular medical check-ups that people do to verify if everything is in order. The idea is similar, and there are tests that can be performed periodically and proactively that, based on the diagnosis, help the company address risk points and reduce the possibility of attacks, concludes the computer scientist.

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