Celebrated on May 11th, Mother's Day is one of the most important dates for Brazilian retail, second only to Christmas in sales volume. To capitalize on the commercial potential of this occasion, retailers need to be prepared with assertive strategies that involve customer experience, creative promotions, and digital presence.

According to a survey conducted by the Locomotiva Institute in partnership with QuestionPro, 8 out of 10 Brazilians plan to give gifts on Mother's Day in 2025. It is estimated that around 133 million consumers drive the market, strengthening sales in the national retail sector, both in physical and digital environments.

Faced with this promising scenario, Raphael Lassance, partner and mentor of Sales Club, the largest sales community in Brazil, outlined 5 fundamental steps that retailers should follow to boost their sales this Mother's Day.

1. Understand your customer's behaviorBefore selling, it is necessary to know. Use previous purchase data, website behavior, and social media interactions to understand what your audience is looking for on this date. Personalization begins with listening.
2. Thematic campaigns and special promotionsCreating specific campaigns for Mother's Day, with emotional appeal and targeted language, helps connect the brand to the consumer. Offering promotions such as combos, progressive discounts, freebies, and personalized kits can attract more customers and increase the average ticket.
3. Humanized shopping experienceCustomer service makes all the difference. Training the team to offer a more consultative and empathetic service can convert more sales. In the online environment, well-programmed chatbots, personalized recommendations, and ease of navigation are factors that positively impact the purchasing decision.
4. Enhanced digital presenceInvesting in digital marketing is essential. Targeted ads, influencer partnerships, and social media content help boost traffic, engage the audience, and increase conversions. A well-structured e-commerce with options for fast delivery or in-store pickup is also a competitive advantage.
5. Explore all channelsBeing omnichannel is a great differentiator. Being present in the physical store, e-commerce, social media, and WhatsApp, with consistent messages and channel integration, increases reach and conversion chances.

"By understanding the consumer profile, creating relevant experiences, strengthening presence in the right channels, and offering convenience at all touchpoints, retail positions itself strategically to turn Mother's Day into an opportunity for growth, loyalty, and connection with the audience," says Raphael Lassance.

Why do some companies keep teams engaged even in a scenario with so many changes? Positive climate, clear communication, autonomy, and purpose. These are some of the main factors that make a professional admire a company.

The data comes from the Loved Companies ranking, produced by the ILoveMyJob hub, which surveyed 865 professionals from different regions of Brazil. The research identified the most valued practices in the work environment and highlighted the main reasons that lead talents to resign.

Next, see what the six practices are that, according to the professionals interviewed, define the most desirable places to work today.

1. Create a positive organizational climate

More than physical structure or benefits policy, the work environment matters, and a lot. According to the study, 18% of professionals cite organizational climate as the most determining factor for feeling good in a company.

2. Communicate with transparency

Lack of clarity about goals, decisions, and changes can generate noise, distrust, and loss of engagement. For 16% of respondents, effective communication is essential to maintain trust in leadership and strengthen the culture.

3. Offer real autonomy

Having the freedom to propose ideas, make decisions, and lead projects increases the sense of belonging. About 12% of respondents say that autonomy in daily life makes a difference in the work experience.

4. Adopt flexible models

The balance between personal and professional life is no longer a trend but has become a decisive criterion in choosing a job. For 11% of professionals, flexibility, whether in schedules, formats, or work location, is one of the most valued aspects.

5. Value and recognize

Recognizing deliveries continuously, personally, and publicly appears as a differentiator in talent retention. According to the survey, 10% of professionals highlight recognition as a key factor for staying with a company.

6. Have an inclusive and respectful environment

Diversity and respect for the different also came onto the radar of professionals. For 9% of respondents, inclusive environments are essential to creating a positive and lasting work experience.

Today, companies need to go beyond competitive salaries. Actively and routinely listening to talent is essential to create environments that inspire and meet the growing expectations of professionals., says Angélica Madalosso, CEO of ILoveMyJob.

The study resulted in a ranking of the 10 most admired companies in the country, according to the perceptions of the interviewed professionals. They are:

1º. Nature, 2nd. Okay, 3rd. Grupo Boticário, 4th. Eurofarma, 5th. Petrobras, 6th. Eletrobrás, 7th. Itaú, 8th. Own Business (as a career alternative), 9th. CPFL and 10th. Echoenergia.

The full report is available atwww.lovedcompanies.com.br. 

What are companies like Natura doing?

First in the ranking, Natura bets on a culture that combines innovation, well-being, and social impact.

Among the practices highlighted in the study are

• Careers page outside the institutional site, with accessibility and encouragement for evaluation on Glassdoor (rating: 4.1);
• Equity policies and programs such as Black Visibility;
• Physical structure that reinforces values of welcoming and connection, such as the nursery and the orange staircase at the headquarters, used as a space for creative gatherings;
• EVP (Employee Value Proposition) strategies reflected in daily life and in relationships with employees.

Trends shaping the work environment

The most admired companies by professionals invest in employer branding strategies to strengthen their culture and attract talent. Among the main ones are:

• Unique benefitsinitiatives like Auxílio Pet (Grupo Boticário) and mental health support programs reflect active listening to talents and expand care for well-being in the workplace.
• Digital transformationInvestments in technology and digitalization drive more modern and dynamic work environments. Companies like Itaú have been standing out in this movement.
• ESG and social responsibilityESG (Environmental, Social, and Governance) practices have become decisive criteria for attracting and retaining talent. Companies that integrate ESG practices into their management model are more valued.

Event bridges theory and practice

Some of the practices observed in the ranking can be closely examined during the EB Expert Experience, an in-person event taking place from May 27 to 29 in São Paulo.

Promoted by ILoveMyJob, the event includes technical visits to the headquarters of companies such as Natura, XP Inc., Vivo, Cosan, and Cacau Show, as well as workshops on employer branding, reputation during crisis cycles, and the role of leadership in the employee experience.

During the visits, participants will explore symbolic spaces of the host companies, such as Natura's headquarters — which features a nursery and social areas —, XP's innovation hubs, and Cacau Show's experience rooms. The full schedule can be accessed atuniversity.ilovemyjob.com.br/employer-branding-expert-experience.

The growth of e-commerce in Brazil has been driven by changes in consumer behavior and advances in digital technologies. According to data from the Brazilian Association of Electronic Commerce (ABComm), the sector generated R$ 185.7 billion in 2023, a 9.5% increase compared to the previous year. However, this progress also brought significant tax challenges for digital entrepreneurs, who must deal with complex legislation, legal uncertainty, and high costs to maintain tax compliance.

According toJhonny Martins, vice-president ofSERAC, a hub of corporate solutions involving accounting, legal, educational, and technological areas, the tax burden of the sector is one of the main obstacles to the sustainable growth of e-commerce. "Electronic commerce operates in a dynamic environment but still faces bureaucratic barriers that hinder competitiveness. The lack of standardization in interstate taxation and frequent changes in tax rules create uncertainty for entrepreneurs," he states.

The main tax challenges of e-commerce are characterized by a series of complexities that impact everything from small online stores to large marketplaces. Among the main challenges are the taxation of digital products, which include streaming services, online courses, and software, facing different rules for the incidence of ISS (Service Tax) and ICMS (Tax on Circulation of Goods and Services), which can lead to double taxation and high costs.

The issuance of electronic invoices is also a requirement for each transaction. "Therefore, it is necessary for companies to adopt automated solutions to prevent failures and ensure compliance," warns Jhonny.

Carrying out tax substitution and differential rates (DIFAL), that is, the correct calculation of state taxes on sales to consumers from other states, is one of the biggest challenges in e-commerce, especially for small and medium-sized entrepreneurs, points out the expert. "The compliance with state and federal tax declarations can consume time and resources, hindering business scalability," he points out.

In addition to taxation, e-commerce businesses need to ensure that their practices are aligned with LGPD, protecting customer data and avoiding penalties.

For Jhonny Martinsthe lack of a tax reform that simplifies the sector's rules makes the business environment even more challenging. "Today, a small business owner who wants to sell online must deal with different state taxes, substitution tax regimes, and constantly changing rules. This creates legal uncertainty and high operational costs," he explains.

How to ensure tax compliance in e-commerce

In this scenario, Martins recommends that digital entrepreneurs adopt strategies to ensure tax compliance and avoid penalties. Some of the best practices include

• Choose the appropriate tax regimeChoosing between Simples Nacional, Presumed Profit, or Actual Profit based on the company's revenue and activity can reduce tax costs.
• Investing in fiscal technologyTax automation software assists in issuing invoices, calculating taxes, and monitoring tax obligations.
• Monitor changes in legislationStaying updated on new rules and seeking specialized advice are essential to avoid penalties.
• Implement good practices of tax governanceCreating internal processes for tax management improves transparency and reduces legal risks.

The future of e-commerce and the need for tax simplification

With the advancement of digital, the need for a more efficient tax system becomes urgent. A tax reformcurrently under discussion, promises to reduce bureaucracy and bring more clarity to entrepreneurs. "A more simplified and predictable tax system would allow the e-commerce sector to grow even more, generating jobs and strengthening the economy," he/she/they highlights.

Until structural changes occur, it is up to entrepreneurs to adapt, invest in technology, and adopt good practices of tax compliance to ensure the sustainability and growth of the digital business.

Women speak and the world responds. But not always with respect. What should have been just a tone of voice becomes a minefield, where any inflection can be interpreted as aggression, submission, or artificiality. In the digital age, where everything is recorded, shared, and judged, the way a woman communicates can be the difference between being heard or silenced by the internet's court.

“Uma mulher assertiva pode ser taxada de mandona. Se usa um tom mais suave, pode ser vista como frágil. O problema não é como falamos, mas como somos percebidas. Isso cria um jogo de equilíbrio injusto e desgastante”, lamenta Micarla Lins, especialista em oratória e comunicação feminina.

O fenômeno do cancelamento amplifica esse dilema. Personalities like Meghan Markle, Anitta, and even heads of state face daily judgments about the way they express themselves. "A phrase out of tune can trigger a tsunami of criticism, regardless of the actual message. Society, trained to interpret female voices within outdated molds, reinforces stereotypes that hinder women's rise to leadership and influence positions," warns Lins.

But how to prevent communication from becoming a trap? Micarla gives some directions

• Tone awareness ajustar a voz não significa mudar quem você é, mas entender como sua entonação impacta a percepção da mensagem.
• Strategic pausesSpeaking slowly and confidently reduces the chances of interruption and increases the clarity of speech.
• Aligned body expressionWhat is said should be in harmony with gestures and posture to avoid contradictions in communication.
• Resist self-censorship muitas mulheres se adaptam a padrões para evitar julgamentos. Encontrar um equilíbrio entre autenticidade e estratégia é essencial.

The internet can amplify prejudices, but it can also be a space for change. Women who master their own communication turn their voices into tools of power, not oppression. The challenge is not just to speak, but to ensure that the message is heard without distortions, concludes Micarla.