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Alpha Generation challenges companies to rethink management and culture

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Alpha Generation challenges companies to rethink management and culture

Generation Alpha, composed of young people born from 2010 onwards, is beginning to enter the job market as interns and apprentices, but is already causing significant changes in companies. Unlike previous generations, these young people grew up surrounded by artificial intelligence, virtual assistants, and personalized content, and they enter the corporate world demanding more purpose, diversity, and emotional well-being.

According to a survey by the Internship Company and Opinion Box, about 80% of Alpha youth show interest in entrepreneurship during adolescence, a figure much higher than that observed among people up to 24 years old. According to a survey conducted by Datafolha in June 2025, 68% of this group consider it better to be self-employed, compared to 29% who prefer formal employment.

According to the president of the Brazilian Association of Human Resources in Ceará (ABRH-CE), Kássia Sales, companies need to prepare to identify this new profile of employees, who have valued different initiatives within corporations, such as real social impact and a more horizontal work environment. "The organizations need to prepare managers capable of combining innovation and welcoming, so that this group is reached and matched with opportunities according to their profiles," he/she/they states.

Changes

The president of ABRH-CE also emphasizes that, unlike Generation Z, who experienced the transition from the analog to the digital world, Generation Alpha has not known any other reality; they were born connected and with a high level of adaptability. "This familiarity leads them to expect more collaborative, dynamic, and personalized work environments, as well as leadership that is more open to dialogue and less hierarchical," he explains.

Among the strengths of Generation Alpha are critical thinking, developed emotional intelligence, and the ability to solve complex problems in groups. Conversely, Kássia Sales warns "about the risk of increased anxiety and difficulty in dealing with very rigid corporate environments."

"As an active professional in the Human Resources field, I believe it is necessary to review recruitment policies, strengthen leadership development programs, and create a culture that values mental health, dynamism, and active listening," explains Kássia, emphasizing that ABRH-CE's work has been to guide organizations to understand that flexibility, diversity, and purpose are already differentiators for the upcoming generations.

The president also highlights that while the Alpha generation begins to occupy space, discussions are already underway about the arrival of the Beta generation, born from 2025 onwards, which is expected to grow in an even more immersive environment characterized by augmented reality and advanced automation. "Whoever understands from now on the transformations brought by the Alpha will be better prepared to face the challenges that the next generation will impose," he concludes.

The new profile of the Brazilian entrepreneur drives demand for affordable payment solutions

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The new profile of the Brazilian entrepreneur drives demand for affordable payment solutions

Brazilian entrepreneurship is experiencing a new moment. Recent data shows that most of the businesses opened in the country today come from novice entrepreneurs, self-employed professionals, and micro-entrepreneurs. According to Sebrae and the Global Entrepreneurship Monitor (GEM), 18.6% of the Brazilian adult population consists of early-stage entrepreneurs, with up to 3.5 years of operation, one of the highest rates in the historical series.

These new entrepreneurs seek simple technological solutions, low cost, and close support. In this scenario, the fintech FrogPay has been standing out by offering smart card machines, comprehensive reports, working capital, and a structure designed for those who need control but don't have time to waste.

With more than 168 franchises operating in the country, FrogPay is growing by offering practical solutions for the daily life of entrepreneurs. Among the main products are the recurring payment system (FrogRecorrência), Froggiro (working capital provided after 3 months of operation, based on the client's transactions), machines with intuitive technology, and detailed receivables reports.

"Those who are just starting out need autonomy and clarity about cash flows. That's why our technology was designed to provide more transparency and financial organization from the very first steps of the business," explains Marcelo Ramos, commercial director of FrogPay.

Another indication of this movement is the growth of microfranchises and more accessible models within franchising. According to the Brazilian Franchise Association (ABF), the sector generated R$ 273 billion in 2024, with a growth of 13.5% compared to the previous year. The presence of franchises with an initial investment starting at R$ 5,000, as is the case with FrogPay, has expanded access to formal entrepreneurship in Brazil.

The trend is clear: the new Brazilian entrepreneur wants uncomplicated technology, personalized service, and solutions that fit their reality. And FrogPay follows beside them, walking with those who are starting and growing.

Logistics grows 12% in Brazil, but lack of qualification threatens progress

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Logistics grows 12% in Brazil, but lack of qualification threatens progress

The workforce in the logistics sector grew by 12% in Brazil between 2018 and 2023, increasing from 2.63 million to 2.86 million professionals, according to the report "The Workforce in the Logistics Sector in Brazil," prepared by Gi Group Holding in partnership with Lightcast, a data analysis company specializing in the labor market. Growth was driven by investments in increasing logistics capacity in the post-pandemic period, but it still does not address the sector's main bottlenecks: lack of qualification, low diversity, and aging workforce.

In Latin America, the number of job openings in logistics jumped from 3,546 in 2019 to over 2.39 million in 2024 — a 67,000% increase in just five years. However, the study indicates that a large part of the hiring still focuses on traditional operational roles, such as warehouse operators, packers, and drivers, while the demand for more qualified professionals is increasing.

"We have a sector that has grown rapidly in the number of job openings, but its talent pool is still concentrated in operational roles. The challenge now is to ensure that workforce qualification keeps pace with this growth. Otherwise, there will be a structural bottleneck that could hinder the country's logistical potential," says Alexandre Gonçalves Sousa, manager of the logistics division at Gi BPO, a specialized outsourcing unit of Gi Group Holding.

Among warehouse operators and operators, Brazil has more than 1.5 million professionals. Conversely, specialized roles continue to have low representation, despite the significant increase in demand for these positions. The demand for safety engineers increased by 275.6% in 12 months. Skills such as robotic process automation (+175.8%), computerized maintenance management (+65.3%), and customs regulation (+113.4%) are among the most sought after by companies.

"Logistics is becoming increasingly technological and connected. The demand for skills such as process automation, artificial intelligence, and computerized maintenance management indicates that the sector has already entered the Industry 4.0 era, but the workforce still needs to keep up with this transformation," emphasizes the manager.

The so-called soft skills also gain space. Highlights include team motivation (+122.5%), strategic decision-making (+93.4%), and customer focus (+51.4%), indicating the growing appreciation for profiles with leadership, management, and results-oriented vision.

Aged and male workforce

The survey also shows that the logistics sector continues to face historical challenges. One of them is gender inequality. Women account for only 11% of the formal workforce in Brazil, with very limited participation in roles such as supply chain management, logistics, and machine operation.

"Even with targeted advances, female presence remains very low in logistics. We need to go beyond hiring targets and focus on building inclusive environments with real growth opportunities for women at all hierarchical levels," argues Alexandre.

Age is also a critical factor. Professionals aged 25 to 54 represent 74% of the workforce, while young people under 25 account for only 11%. Workers over 65 years old total 111,966 people — a group that is expected to leave the market in the coming years.

The data showing over 111,000 professionals aged over 65 still active in Brazilian logistics reveals how much the sector depends on a generation that is about to leave the market. Attracting young people and promoting succession will be vital to ensure stability in the medium and long term, it warns.

Planning and qualification are essential for the future

For Gi Group Holding, the logistics sector will only be able to sustain its growth through investments in training, diversity, and workforce planning. The company operates with integrated solutions in recruitment, BPO, RPO, training, consulting, and sustainable employability in various sectors of the economy, such as industry, consumer goods, technology, retail, and services.

"Companies that invest now in qualification strategies, continuous training, and efficient talent management will be better prepared to face the increasing complexity of supply chains. The workforce needs to evolve alongside the sector," concludes the manager of Gi BPO.

OLX, Temu, and AliExpress: study reveals the e-commerce sites and marketplaces that most foster distrust among consumers

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OLX, Temu, and AliExpress: study reveals the e-commerce sites and marketplaces that most foster distrust among consumers

A digital scam can create significant ruptures in the relationship between consumers and brands, undermining trust in the company whose image was misused — even when it is not responsible for what happened. Today, major retail brands are targets of fraudulent actions and end up in a suspicious position, compromising their reputation.

This is what the new research by Branddi, a specialist in brand protection in the digital environment, reveals, identifying the e-commerce sites and marketplaces that currently generate the most distrust among consumers. Among them,The most cited in the survey were OLX (50%), Temu (36%), AliExpress (29%), Shopee (29%), and Mercado Livre (28%)..

It is worth noting that, according to thestudy participants, fake ads on social media are the most common type of scam in their social circles (71%)Next, fake websites appear that impersonate an official store (60%) and emails or messages that direct to pirated portals (52%).

Considering the mentioned scams, which are characterized asunfair competition(when using a brand's image to confuse consumers in fraudulent activities), Procon has been warning the public about this type of fraud. The agency draws attention to the use of fake profiles and artificial intelligence as resources to simulate campaigns of well-known companies, usually offering products at prices below market value or unrealistic advantages, with the aim of misleading consumers.

Diego Daminelli, CEO of Branddi, talks about the importance of businesses staying protected in order to maintain the connection with consumers: "When a brand is used in a scam, the affected customer usually associates this negative experience with the company itself, even if it was not responsible for the fraud. Therefore, taking care of the digital presence goes beyond a technical issue: it is an essential strategy for reputation and trust management."

Protection actions are a criterion of trust

The good news for brands is that, even after negative experiences, many consumers are willing to reevaluate their decisions, as long as they perceive a responsible and transparent stance from the companies.

To53% of the respondents, a implementation of more visible protection measures on the website It is the main factor that would increase credibility after a coup.Other 42% mentioned the importance of a public stance on the case, and 42% value strengthening communication about frauds through official channels.

"Brands can no longer wait for the problem to happen to act. Today, consumers expect companies to be attentive, communicate risks, and act preventively. Taking a guiding role on their own channels, educating the population in advance, also proves to be an extremely well-regarded attitude. This digital responsibility helps build the trust that customers place in brands," concludes Daminelli.

Methodology

Public:500 Brazilians from all states of the country were interviewed, including women and men, aged 18 and older, from all social classes.

Collection:The study data was collected via an online survey platform.

Collection date:conducted on June 12, 2025.

iFood opens applications for over 100 internship positions

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iFood opens applications for over 100 internship positions

iFood, the Brazilian technology company, launches the 3rd edition of iFuture, the company's internship program. Registrations are open fromAugust 12 to September 15.There are more than100 open positionsin strategic business and technology areas within the company, with hybrid or remote opportunities distributed throughout Brazil. With a stipend starting at R$ 2,200 and various benefits, the opportunities are aimed at university students who share iFood's goal of building a more inclusive, innovative, and impactful ecosystem. an environment of learning, innovation, and autonomy.

In this 3rd edition, the experience covers professional practices in areas such asmarketing, legal, finance, HR, operations and logistics, product and design, software engineering and data analysis.For the selection process, students must be enrolled in higher education (bachelor's, licentiate, or technologist degree), with expected graduation between December 2026 and February 2028, and must be available to intern 30 hours per week. Marcelo Bento, 20, one of the young talents participating in iFuture, shares that "being an intern at iFood is a great professional experience; I can feel that by engaging in various topics that truly have an impact on the company, my development is accelerated. Additionally, the culture and environment at iFood contribute to my growth both personally and professionally. I am very happy to have applied when the applications opened last year."

Since its creation, iFuture has distinguished itself by offering more than the traditional internship format. The program combines theoretical and practical learning through mentoring, Individual Development Plan (IDP), challenging projects, and direct supervision by senior leadership.

"iFuture is one of our initiatives to invest in people aligned with iFood's culture, young talents who want to entrepreneurship, innovate, work together, and impact Brazil!", explains Raphael Bozza, Vice President of People at iFood. "The program allows interns to explore their full potential, learn, take on a lot of responsibility, and become future leaders of our business," concludes the VP.

Benefits beyond the conventional

Those approved for iFuture will have access to a range of benefits to promote health, well-being, and professional development.

  • Allowance of R$ 2,200 up to R$ 2,500
  • Flexible benefit (including options such as culture, mobility, pharmacy, and even pet plan)
  • Health and dental insurance plan
  • Meal Voucher
  • Life Insurance
  • Gym, language courses, and home office support, as well as an exclusive discount club.

Discover the iFood Way of Working – Entrepreneurial DNA and Unique Culture

iFood currently has more than 8,000 passionate FoodLovers who work daily to feed the future of the world. Culture, embodied in the iFood Way of Working, is a crucial asset that guides actions, principles, and ways of thinking, building a pioneering, technological, innovative, disruptive, transparent, and diverse company.

The entrepreneurial DNA of iFood is what inspires employees and interns to dream big, take responsibility, make autonomous decisions, and seek innovative solutions that truly make a difference. Guided by the values ofEntrepreneurship, Innovation, Results, and All TogetherThe company promotes a dynamic and collaborative environment, where diversity and inclusion are fundamental pillars. Furthermore, the appreciation of young talents reinforces iFood's commitment to transforming not only the market but also society, creating a space that encourages excellence, creativity, and positive change.

Service:

iFuture Internship 2025

Registrations: August 12 to September 15

Financial aid: from R$ 2,200 to R$ 2,500

Prerequisites: being enrolled in a higher education course in Brazil, with an expected completion between December 2026 and February 2028, and availability of 30 hours per week.

Modelo: híbrido e remoto (a depender da área de atuação)

More information and registration:http://ifuture.com.br/

Deskfy launches MIA, an AI specialized in marketing that saves up to 30 minutes per task

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Deskfy launches MIA, an AI specialized in marketing that saves up to 30 minutes per task

With 8 out of 10 professionals already using AI in marketing strategies, according to a study by IAB Brazil, the search for real and applicable intelligence has never been more urgent. Observing the gap between generic tools and market needs, Deskfy — a Brazilian SaaS platform for marketing workflow management — announces the launch of agent MIA: Marketing with Artificial Intelligence.

MIA's big turning point is specialization. While generic AIs serve as a starting point, the real productivity gain lies in models trained for each brand's context. An internal survey by Deskfy, conducted with clients in the last quarter, showed that 60% of those who use MIA report saving 10 to 30 minutes per task compared to using generic AIs. This happens because the tool already "thinks" with the brand's guidelines, eliminating adjustment and refinement steps.

MIA was born from what we learned from over 200 brands: marketing needs real intelligence that solves tasks with context and strategy. It's not enough to respond; you need to think together., affirms Victor Dellorto, CEO of Deskfy.

Unlike AIs that offer standardized responses, MIA was trained with solid marketing concepts based on references such as Philip Kotler and April Dunford. This training allows her to deeply understand each client's brand positioning, ensuring more accurate solutions. Contextualized automation frees teams to focus on more strategic and creative functions, leaving operational work to technology.

MIA: uma agente de IA especialista multifacetada para o marketing

MIA is no longer an artificial intelligence; she is a true strategic and operational partner for marketing teams. Designed for the daily routine, its features were developed to simplify and speed up tasks.

Starting withgeneration of ideasthe tool makes it easierbrainstormingscontextualized, deliveringinsightsinnovative and aligned with the brand. This intelligence extends tocontent creation, assisting in subtitle production,copiesand in the planning of actions with precise materials adapted to the company's positioning.

For thedaily management, MIA allows navigation and quick access to essential data within the Deskfy environment, instantly responding to questions about priorities, active campaigns, and pending approvals. Furthermore, it speeds up thecollaboration and executionwith task creation via command and shared conversations, where the team can refine strategies.

The tool also facilitates collaboration with shared conversations, where the entire team can refine information and strategies with its help, and offers routine reports that provideinsightsvaluable for continuously optimizing processes.

Partnership between YANMAR and Broto has already generated nearly R$8 million in digital sales of agricultural machinery

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Partnership between YANMAR and Broto has already generated nearly R$8 million in digital sales of agricultural machinery

The digitization of the purchasing journey in agribusiness is gaining momentum in Brazil, and the partnership between YANMAR and Broto, Banco do Brasil's digital platform, is one of the key players in this transformation. Together, the companies have enhanced rural producers' access — especially small ones — to compact and high-efficiency machinery, combining innovation, easier credit, and a purchasing journey increasingly connected to the realities of the countryside.

Since the beginning of the partnership in 2024, seven YANMAR machines have been sold through Broto, totaling nearly R$ 8 million. Among the equipment purchased are tractors ranging from 24 to 75 horsepower and even mini excavators — traditionally used in the construction sector, but increasingly present in agricultural applications. The sales were made to producers from São Paulo, Minas Gerais, Mato Grosso, Santa Catarina, Bahia, and Pernambuco, demonstrating the national reach and the appeal of digitalization in agriculture.

According to a survey conducted by Broto with over 100,000 rural producers, 43% of respondents already use marketplaces as a source of information about agricultural products and services. This indicates a significant change in behavior: even when the purchase is not completed online, the digital environment directly influences the producer's decision.

"The partnership with YANMAR has been quite special. It is a company that, like us, has technology and sustainability in its DNA, essential pillars for the evolution of family agribusiness. For Broto, it is crucial to have partners who combine innovation, efficiency, environmental impact mitigation, productivity, and food security for the population," emphasizes Francisco Roder Martinez, executive director and one of the founders of the Broto platform.

He adds: "No wonder, YANMAR is one of the companies for which we generate the most opportunities in our marketplace. The volume of leads generated from January to April 2025 exceeded the amount recorded in the last four months of 2024 by more than 10%."

In addition to facilitating access to machines, the platform offers the producer digital credit services, such as financing simulations, funding requests, CPR, and Pronaf, all carried out in a practical and secure manner. Another advantage of the digital journey promoted by Broto is the infrastructure: the platform was considered the fastest in Brazilian agriculture based on tests fromGoogle PageSpeed Insights, and it features cutting-edge technology for data and transaction security.

The partnership has been especially relevant in YANMAR's relationship with smallholder farmers, a profile that makes up a large part of Broto's base. These producers seek efficient mechanization, but with affordable cost-benefit and technologies that truly meet their demands.

"This alliance with Broto brings YANMAR even closer to family farming, which is the priority of our operation. We have a robust portfolio of compact tractors and equipment that fit perfectly on smaller farms but require high productivity. The digital channel expands our presence and connects us with a highly engaged and innovation-open audience," says Igor Souto, marketing supervisor at YANMAR South America.

The partnership between YANMAR and Broto also reflects a national trend. According to the platform, the states of São Paulo and Minas Gerais account for 26% of machinery searches. "The budget request for YANMAR products supports this data: 35% of the leads generated in Broto for the manufacturer come from these states. These numbers may reflect the high concentration of technified properties and the good level of rural connectivity in these areas," says Martinez.

Another relevant data point shows that 48% of budget requests for YANMAR products on Broto came from producers aged between 25 and 44 years — an increasingly digitalized generation, attentive to machine performance and willing to conduct business online, with autonomy and agility.

Broto is expanding its role as an important agent of digitalization in agriculture. From its creation until April 2025, the platform has handled more than R$ 9.3 billion in transactions and has been investing in new relationship strategies with producers, such as exclusive digital fairs, targeted media, and tools that integrate content, technical training, and credit solutions into the purchasing process.

"We believe that the future of digital agriculture goes far beyond a marketplace. Our goal is to accompany the producer before, during, and after the gate, not only offering products when they need them but also information, knowledge, credit, protection, and access to innovation. This is how we see our role: as facilitators of digital transformation in agriculture, with a direct impact on the productivity and sustainability of rural properties," reinforces Martinez.

With the strengthening of the partnership between the companies, the expectation is that the number of digital sales of agricultural machinery will grow in the coming cycles, consolidating the model as an effective, safe, and practical way to expand mechanization in the field and bring innovative solution providers closer to the real challenges of Brazilian farmers.

"We continue to seek new ways of working, always keeping up with market trends and alongside strategic partners like Broto. This connection is essential for us to bring our solutions to an increasing number of producers, with agility, proximity, and innovation," concludes Souto.

Chargeback in e-commerce: how to prevent fraud and protect sales based on industry data

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Chargeback in e-commerce: how to prevent fraud and protect sales based on industry data

The chargeback remains one of the biggest challenges for online retailers in Brazil. This consumer protection mechanism, which should only be triggered in cases of unrecognized transactions by the cardholder or when the buyer claims issues related to the contracted product or service—such as discrepancies in amounts, non-receipt, delivery different from what was agreed upon, or service failures—has been increasingly used. This attendance poses a significant risk to the financial health of e-commerce operations.

Recent data fromSerasa Experian Digital Identity and Fraud Report 2025they reveal a concerning scenario:51% of Brazilians have already been victims of online fraud.a 9 percentage point increase compared to the previous year. This increase in the number of fraud cases has a direct impact on chargeback rates, especially considering that48% of these frauds involved the use of cloned or counterfeit credit cards in 2024..

For Renata Khaled, Vice President of Sales ofTuna PaymentsPrevention must be the number one priority for retailers. The chargeback represents much more than the loss of the sale amount. There are additional operational costs, possible penalties from the acquirers, in extreme cases, the risk of losing the ability to process payments, as well as the risk to reputation.Investing in prevention is no longer optional — it's a matter of survival in today's e-commerce., alert.

The specialist highlightsthree fundamental pillars to reduce chargeback cases: fraud prevention technology, transparency in communication with the clientandstrategic partnerships with payment gateways"Stores that implement advanced authentication systems, such as facial biometrics and behavioral analysis, can reduce fraud cases by up to 40%. Combined with this, a clear exchange and return policy and quick and transparent service," explains Khaled.

The numbers from Serasa Experian reinforce this approach:91% of consumers consider security the most important attribute in online shopping, and 72% feel more secure when stores use robust authentication methods, such as biometrics.

In the report, Caio Rocha, Director of Authentication and Fraud Prevention at Serasa Experian, emphasizes that "the more robust the authentication process, the lower the chances of success for criminals. With the advancement of sophisticated scams, such as deepfakes and AI-driven frauds, it is important to consider adopting technologies that are constantly improved, in addition to a layered fraud prevention strategy, combining different technologies to enhance security and strengthen trust in digital services."

For retailers, therefore, the message is clear: ignoring the risks of chargeback can be a fatal mistake.The combination of anti-fraud technology, clear return and exchange policies and processes, quality customer service, and partnerships with specialized payment companies proves to be the most effective way to protect sales and ensure business sustainability in the competitive Brazilian e-commerce market.

Olist relaunches affiliate program with a focus on tripling participants in 12 months

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Olist relaunches affiliate program with a focus on tripling participants in 12 months

Olist, an ecosystem of solutions for SMEs, has just relaunched its affiliate program with a new name, new formats of operation, and a clear goal: to triple the number of active affiliates in the next 12 months. Baptism ofWe are OlistThe program was redesigned to recognize the strategic role of partners who drive the company's products in the market and to help strengthen the digitalization journey of small businesses in Brazil.

The new model differentiates itself by organizing participants into three levels: Affiliate, Ambassador, and Top Voice, with specific deliverables, goals, and rewards for each profile. The proposal is to attract and engage content creators, consultants, sales and technology experts, and influencers with synergy with the entrepreneurial audience, offering them a complete ecosystem of development, visibility, and remuneration.

In addition to commissions, affiliates gain access to exclusive training tracks, one-on-one and group mentoring, live sessions with specialists, and updated materials with sales techniques and content. Everything so they can grow with purpose and create real impact in the lives and businesses they connect with.

The change does not alter the company's institutional positioning, but it strengthens the brand's commitment to collaborative building.We believe in the power of real connections and in each partner's ability to become an agent of transformation in the digital ecosystem. Somos Olist is born to value these journeys and to amplify the impact of those who grow alongside us., saysCaio Ferreira, Growth Director at Olist.

One of the cases that already symbolizes this new phase is that of Gabriel Bollico, a content creator who, with an educational strategy on social media, became one of the Top Voices of the program, helping to position the brand and at the same time strengthening his own authority in the sector.

For those who wish to participate, the main prerequisite is to have a qualified audience and an ethical and strategic commitment to promoting the brand. Olist emphasizes that the focus is on the qualitative growth of the community.

Digital risk: 314 billion malicious activities detected in Brazil in the first half of 2025

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Digital risk: 314 billion malicious activities detected in Brazil in the first half of 2025

A FortinetA global cybersecurity company identified 314.8 billion malicious activities targeted at Brazil in the first half of 2025. The die is part of the Global Threat Scenario report, prepared by FortiGuard Labs, the company's threat intelligence laboratory. The survey analyzed cyber behavior in Latin America and Canada during the period, detecting over 374 billion attack attempts — of which 84% were directed at Brazil. To a lesser extent, Mexico (10.8%), Colombia (1.89%), and Chile (0.1%) complete the list of the most affected countries in the region.

The report presentation took place during the Fortinet Cybersecurity Summit Brazil 2025 (FCS 2025), one of the largest cybersecurity events in Latin America. On that occasion, it was revealed that Brazil also concentrated 41.9 million malware distribution activities – software designed to cause damage or gain unauthorized access to computer systems – and 52 million actions related to botnets, which can enable remote control of infected devices.

"By presenting the main cyber threat data from Latin America and Canada at FCS 2025, we reinforce our commitment to transparency, collaboration, and market preparedness against digital risks. Turning data into strategic knowledge is the first step to creating a more mature and effective security culture in Brazil," comments Frederico Tostes, Country Manager of Fortinet Brazil.

The study considers the cyber destruction chain model, which analyzes each stage of an attack — from reconnaissance to final execution. In Brazil, the main detected vectors include 1 billion brute-force attacks and 2.4 billion vulnerability exploitation attempts. In the recognition phase, 2 billion active checks were detected. After delivery, 4 million drive-by download attempts (unintentional software downloads) and 662,000 malicious Office-type files.

In the installation stage, there are 12 million Trojans, malware that disguises itself as legitimate software to deceive the user, and 67,000 attempts of unauthorized cryptocurrency mining (CryptoMiner). In the final phase, action and objectives, the country recorded 309 billion denial-of-service (DDoS) attempts and 28,100 ransomware incidents – malware that encrypts the victim's data and demands a ransom to restore access.

According to Alexandre Bonatti, VP of Engineering at Fortinet Brazil, another highlight of the report is the focus of threats on the impact phase. In Brazil, 98.11% of the malicious activities identified are directly linked to actions with a final impact. Only 1.01% correspond to the initial access stage. This indicates a scenario of increasingly targeted, rapid attacks focused on disruption or extortion. In this context, attention should not only be on preventing the attack but also on how to respond and quickly contain its effects, analyzes the executive.

Frederico Tostes comments that the increasing complexity and volume of attacks reinforce the urgency of integrated, proactive, and continuous cybersecurity strategies. By releasing this report during FCS 2025, we reaffirm Fortinet's commitment to supporting companies and institutions in protecting their digital assets, based on global intelligence and cutting-edge technology.

Fortinet structures its threat intelligence operations around a continuous cycle consisting of six stages: targeting, collection, processing, analysis, dissemination, and feedback. This approach ensures quick and sustained responses to emerging threats, with real-time updates for your systems and clients.

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