O investimento em impacto social é uma prática cada vez mais relevante e decisiva para as empresas que desejam reforçar uma imagem responsável. Segundo relatório da GIIN, os investimentos de impacto social somaram US$ 1,1 trilhão ao redor do mundo em 2022. Ainda, a Alfi, associação da indústria de fundos de Luxemburgo, estima que a demanda por investimentos em ativos com propósito ambiental, social e de governança (ESG, na sigla em inglês) entre investidores europeus deve crescer em 15,9 trilhões de euros — aproximadamente US$ 21 trilhões — até 2026.

No final de 2023, os investidores institucionais europeus já tinham, inclusive, alocado um total de 3,7 trilhões de euros em ativos ESG, e a previsão é que esse valor alcance 19,6 trilhões de euros até 2026. O universo das startups voltadas para empreendedores que desenvolvem negócios com impacto social alcançou um crescimento recorde no mercado de investimentos no último ano. De acordo com dados da Halcyon, incubadora americana, os investimentos superaram a marca de US$ 1 trilhão, impulsionados por uma ampla gama de investidores, como fundos de venture capital, investidores anjos e fundações.

According to Karla Suarez, diretora executiva da ColetivA DELAS, especialista em DEI, economia criativa e captação de recursos, os benefícios do investimento social privado vão além do impacto positivo nas causas apoiadas, contribuindo também para a construção de uma imagem corporativa positiva, o engajamento dos colaboradores e a aproximação com os públicos de interesse. O problema é que, muitas dessas organizações não sabem por onde começar. “As empresas têm um papel fundamental na transformação social e ambiental. O investimento em impacto social não é apenas uma escolha ética, mas também uma estratégia de negócios que agrega valor à marca, fortalece o relacionamento com stakeholders e impulsiona a inovação e a sustentabilidade. Basta saber por onde começar”, destaca.

Para as organizações que desejam iniciar ou aprimorar iniciativas de responsabilidade social, Karla Suarez lista cinco passos essenciais:

1. Criação de políticas de Investimento Social Privado (ISP)

“O primeiro passo para desenvolver uma estratégia de impacto social é a criação de uma política de investimento social privado. Essa, deve estabelecer diretrizes claras que definam as áreas prioritárias de atuação, como educação, meio ambiente ou inclusão social, sempre alinhadas aos valores e ao propósito da empresa”, lembra Suarez. Além disso, a especialista reforça que é fundamental determinar um orçamento dedicado, que cubra tanto recursos financeiros quanto humanos e materiais, para sustentar as iniciativas ao longo do tempo. Também é importante definir critérios claros para a seleção de projetos e parceiros, assegurando que essas escolhas estejam em sintonia com a missão da empresa, garantindo coerência e efetividade na implementação dos programas.

2. Desenvolvimento de Programa de Voluntariado Corporativo

Um projeto de voluntariado corporativo é essencial para engajar os colaboradores nas causas sociais apoiadas pela empresa. “Esse programa deve oferecer diversas oportunidades para que os colaboradores possam participar ativamente, desde ações pontuais até atividades de voluntariado contínuo”, afirma a especialista. Para fomentar esse engajamento, é recomendável que a empresa ofereça capacitação e incentivos, como treinamentos específicos e reconhecimento pelo trabalho voluntário, que pode vir na forma de horas de folga dedicadas ao voluntariado ou premiações internas. 

3. Mobilização do público interno para causas sociais

Para garantir o envolvimento de todos os colaboradores nas iniciativas de impacto social, é importante mobilizar o público interno por meio Campanhas com o foco em impacto social, têm o objetivo de conscientizar os funcionários sobre a importância das causas e incentivá-los a participar ativamente das ações da empresa. Criar espaços de diálogo e participação, como fóruns ou grupos de discussão, também permite que os colaboradores sugiram projetos de maneira mais direta. Isso fortalece o sentimento de pertencimento e promove uma cultura de responsabilidade social dentro da empresa, aumentando o engajamento e a adesão às iniciativas.

4. Patrocínio de projetos de impacto socioambiental

O patrocínio de projetos de impacto socioambiental é uma maneira eficaz de a empresa reforçar a atuação social. Para isso, é crucial identificar projetos que estejam alinhados com as áreas de interesse da empresa e que tenham potencial para gerar um impacto positivo significativo. Estabelecer parcerias estratégicas com organizações que já atuam nessas áreas pode potencializar os resultados. É importante implementar mecanismos de avaliação e acompanhamento dos projetos patrocinados, para assegurar que os objetivos sejam alcançados e que os investimentos da empresa estejam gerando o impacto desejado.

5. Comunicação

A transparência na comunicação dos resultados das ações sociais é fundamental para fortalecer a credibilidade da empresa e amplificar o alcance das iniciativas. “É recomendável que as empresas divulguem relatórios anuais, newsletters ou até mesmo utilizem plataformas online para compartilhar os resultados obtidos”, finaliza Suarez. 

Until this year, Artificial Intelligence (AI) in marketing was seen as a trend, with professionals exploring tools such as content generators and chatbots.For 2025, research institutes point to a new reality: AI is no longer a future promise and is already shaping the market in a concrete way.

The newly released report The Year of Impact (The Year of Impact), conducted by global media company Dentsu, for example, indicates that society is entering the “Algorithmic Media ERA”. In this era, AI and algorithms will enable personalized and real-time interactions between brands and their customers. In practice, this means adjusting messages according to the behavior of consumers in each micromoment of their buying process: “eu I want to know”, “eu I want to buy” and “eu I want to go”. 

This near future can be illustrated with Ana, a hypothetical consumer, who is walking in a mall. On her wrist, she carries a smart watch that, connected to the internet, monitors her habits and consumption preferences.In recent days, Ana has researched several models of smartphones online. Now, while passing in front of an electronics store, the store's AI detects its proximity and, based on recent searches, suggests a personalized offer for the exact smartphone model she had been considering.

“This type of interaction (agile, personalized and accurate) IS what we call dynamic customization of the micro-moments of purchase; there, AI acts in real time to adjust communication according to the immediate needs of the consumer”, explains Marketing specialist Leonardo Oda, who is also CEO of LEODA Marketing Intelligence.

In the illustrative case, the AI analyzed Ana's behavior and acted on it at the right time, integrating location and preference data to create a relevant experience.Instead of a generic message, Ana received an offer that seemed tailored to her, at the exact moment she was most likely to make a purchase decision.

What lies ahead in AI marketing?

Ana's story illustrates how artificial intelligence is already transforming marketing, and at the heart of this revolution is AI's ability to process an immense amount of data. “ By analyzing the history of interactions, geographic data, and buying behavior, AI can offer insights that simply wouldn't be possible for a human team”, says Leonardo Oda.

And what to expect for the future? An even more sophisticated combination of processing large volumes of data, in real time and connected with the so-called Internet of Things (IoT), which captures information from “intelligent”, such as watches, cars and appliances.This vast data ecosystem will expand the ability to capture and understand live consumer behavior. “With this, AI will have more accuracy to identify what each potential customer wants, often before the person even knows”, predicts Leonardo Oda.

Will there be room for the human touch in AI marketing?

Despite the positive points of the advancement of technology in marketing, AI generates the algorithmic “bubble”, which limits communication to predictive interests and behaviors, according to the Dentsu report.And to pierce the bubble, the recommendation is to capture consumer attention more deeply and emotionally through storytelling.This is because, according to the report, by telling relevant and resonant stories, brands can overcome the barriers created by algorithms that filter content based on individual preferences. 

Leonardo Oda believes that, in this scenario, the combination of advanced data analysis and human creativity will be the differential of brands. If on the one hand AI allows brands to reach the consumer at the right time, on the other, it is human creativity that will transform this contact into a meaningful connection. “The human touch will continue to be essential to create campaigns that really connect with people. AI delivers us the right moment, but what to say at this moment?It still depends on us”, concludes Oda.

In today's landscape, technology, particularly Artificial Intelligence (AI), has proven a valuable ally in enhancing customer service efficiency. With its ability to automate processes and optimize resources, AI helps companies deliver quick and effective responses. However, the human element remains crucial for ensuring empathy and quality in consumer interactions.

According to Zendesk research, 431,000 Brazilian consumers felt ignored when dealing solely with automated solutions. This data highlights the importance of balancing both approaches. A Genesys study found that 801,000 respondents preferred speaking to a human agent when contacting Customer Service (CS). Furthermore, 671,000 consumers would abandon contact if they couldn't interact with an employee.

The balance between AI and humanized service

For specialists in the field, the combination of the two alternatives is the most promising path. As per... head From Total IP's sales team, Tiago Sanches, "it's no use having a high-quality product or service if the support isn't efficient. Customer satisfaction depends directly on this integration."

The benefits of this combination

Personalization in service: AI is capable of collecting and analyzing data. This allows companies to offer more personalized approaches, increasing customer satisfaction and loyalty.

Higher operational efficiency: Automating simple tasks, such as request triage, allows employees to focus on more complex and urgent issues. This optimizes resources and reduces operational costs.

Customer experience improvement: Solutions like chatbots Ensure swift and continuous service across multiple communication channels. Simultaneously, interaction with people enables active listening and high-quality dialogue.

Innovation Culture: Constant technological evolution encourages companies to innovate and continually train their teams. This, in turn, strengthens relationships with the public and ensures competitiveness in the market.

AI use in customer service is showing significant advancements, but the human element remains indispensable for a truly complete experience. "If a business can balance these two aspects, it will have a significant advantage, both in terms of operational efficiency and consumer satisfaction," adds Sanches.

Black Friday, one of the most anticipated dates of global trade, had its origin in the United States, but quickly became a worldwide phenomenon.In 2023, Brazilian retail recorded a turnover of R$ 6.1 billion during the event, which represents an increase of 16% compared to the previous year, according to data from Ebit/Nielsen. The growth is not only in sales volume, but also in the amount of online consumers: about 85% of connected Brazilians they said they intended to take advantage of the event's offerings, according to research by the Google. 

With tempting offers and enticing promotions, the date also attracts digital criminals, who take advantage of increased online traffic to enforce fraud, steal personal and financial data, and fool inattentive shoppers NordVPN, a global leader in cybersecurity, conducted a survey of 1,000 Brazilians, between 18 and 74 years old, revealing that the WhatsApp it was pointed out as the main channel for scams, with 81% of respondents having received an attempted fraud in the last two years. 

According to the results, people of older generations and men were the most vulnerable to scams involving fake online stores or fraudulent products.On the other hand, members of generations Y and X were more likely to receive bogus job offers, reinforcing the need for increased attention in digital environments. 

Among the most frequent scams, receiving fake links to login pages was pointed out as the main problem, with 47% of Generation X participants (44 to 59 years) being affected, followed by Baby Boomers (60 to 74 years), with 41%. Women in particular were heavily targeted in this type of scam, with 43% of respondents reporting receiving fake links, compared to 39% of men. 

In addition, scams involving fraudulent online stores or fake products also stood out, affecting 47% of Generation X individuals and 37% of Baby Boomers.Men (37%) reported being hit harder by this type of fraud than women (32%). 

Scams through calls or fake messages from customers, technical support centers or banks were also widely cited. About 37% of Baby Boomers fell into this type of scam, followed by 31% of younger generations.In addition to the aforementioned scams, other types such as credit card cloning (20%), fake boletos (28%), coupon and prize fraud (16%) and even fake donations to charity (15%) were mentioned by a significant portion of respondents, highlighting the wide range of deceit techniques used by their victims. 

And the number of scams tends to grow with the arrival of Black Friday. According to data from the Forter, fraud prevention platform, the number of scams in online transactions increases by up to 60% nordvpn also points out that there is a growth in phishing attempts, on websites and emails, as well as in the distribution of malware focused on catching consumers eager for discounts. 

During Black Friday, cybercriminals take advantage of the rush of consumers to deceive them. Among the most common scams, we highlight: 

• Phishing: Emails and messages that pose as major retailers use fake links, where consumers are directed to fraudulent websites that collect personal information. 
• Fake sites: Criminals create websites that mimic real stores, offering products at low prices to lure victims. After purchase, the products will never be delivered. 
• Fake discount coupons: Many scammers offer fake discount coupons to collect personal information or trick consumers into accessing fraudulent pages. 
• Fraud in payment: Transactions via links or unofficial payment methods are risky. Criminals can deflect payment and the consumer will never receive the product. 

Essential care when buying online 

Before making any online purchase, NordVPN recommends a few security measures that can help prevent fraud: 

1. Use a reliable VPN: NordVPN creates an additional layer of protection by encrypting your connection and preventing hackers from intercepting your personal and financial data. 
2. Be wary of overly generous promotions: Offers with extremely low prices can be scams. Always check the reputation of the store and seek comments from other consumers. 
3. Avoid public Wi-Fi when conducting transactions: Public networks are easy targets for criminals who intercept unprotected information. Prefer secure networks or use a VPN to secure your connection. 
4. Check if the site is secure: Prefer sites that have the security lock (HTTPS) and provide clear and reliable contact information.