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How global cyberwarfare will impact security in Brazil

Ramon Ribeiro
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How global cyberwarfare will impact security in Brazil

In the current geopolitical landscape, cyberwarfare has become a central component of conflicts and disputes between nations.States are employing offensive cyber operations for espionage, sabotage and political influence on a global scale.  

Attacks coordinated by governments (often through advanced groups known as APTs (persistent advanced threats) ' EVOLved in sophistication and reach. This context of global cyber threats directly affects the digital security of Brazil, exposing strategic sectors to significant risks and requiring responses at the technical level of adversaries.

Cyberwar evolution on the global stage

Over the past two decades, cyberwarfare has gone from an isolated phenomenon to a global pandemic.At this turn, there was an important milestone: the 2017 NotPetya attack, a malware with a destructive power unprecedented at the time, and which ushered in a new era of cyberwarfare.

Since then, traditional conflicts have had a strong digital component: for example, the Russian campaign in Ukraine included a series of cyber attacks against power grids, communications and government agencies, while hacktivist and criminal groups aligned themselves with state interests.  

The main state agents of global cyberwar include powers such as China, Russia, the United States, Iran and North Korea, among others. Each employs specific strategies: cyber espionage for theft of industrial and government secrets, sabotage against critical enemy infrastructures, and influence attacks (such as invasions followed by leaking sensitive data to interfere with political processes). A worrying feature is the growing collaboration (or tolerance) between States and criminal groups.  

Exemplos incluem gangues de ransomware sediadas em países que não as reprimem, usando extorsão financeira para causar danos estratégicos. Em 2021, o ataque de ransomware à Colonial Pipeline nos EUA (atribuído a um grupo de língua russa) expôs a falta de preparo de empresas de infraestrutura diante de ameaças desse tipo. Esses ataques em infraestrutura crítica conferem notoriedade aos agressores e muitas vezes retornos financeiros, o que os torna cada vez mais frequentes e sofisticados.

China's growing influence

A China tem despontado como uma das potências cibernéticas mais influentes e ativas. Relatórios recentes indicam uma expansão agressiva das operações chinesas de espionagem digital em todo o mundo. Em 2024, observou-se um aumento médio de 150% nas intrusões conduzidas por hackers ligados à China, atingindo organizações em praticamente todos os setores da economia. Somente em 2024 foram identificados sete novos grupos chineses de ciberespionagem, muitos especializados em setores ou tecnologias específicas.

As campanhas cibernéticas realizadas por hackers chineses têm alcance global e não poupam a América Latina. Pesquisas apontam que, em 2023, a maioria dos ataques cibernéticos na América Latina se originou de agentes ligados à China e à Rússia.  

Esse esforço coordenado reflete não apenas objetivos geopolíticos (como monitorar posicionamentos diplomáticos ou investimentos estrangeiros), mas também interesses econômicos. O Brasil, por exemplo, é hoje o maior destino de investimentos chineses na América Latina, especialmente em energia, telecomunicações e mineração. Coincidentemente (ou não), ciberespionagem originária da China contra alvos brasileiros cresceu de forma semelhante ao observado em outras regiões de alto investimento chinês, como países participantes da Iniciativa do Cinturão e Rota – grupo que reúne países da Ásia, Europa, África, e América Latina.

Impact of global threats in Brazil: strategic sectors under attack

Several Brazilian strategic sectors are already undergoing intrusion attempts by foreign malicious actors, whether groups supported by nations or sophisticated criminal organizations. The main vectors include targeted phishing campaigns, advanced malware inserted into critical networks and exploitation of vulnerabilities in widely used systems

Diversas instalações da infraestrutura crítica brasileira – como redes de energia elétrica, petróleo e gás, telecomunicações, água e transportes – têm se tornado alvo frequente na ciberguerra, dado o potencial de causarem danos em larga escala caso comprometidas. Em fevereiro de 2021, duas das maiores empresas do setor elétrico brasileiro sofreram ataques de ransomware que as forçaram a suspender parte de suas operações temporariamente.

O setor financeiro também não fica de fora.  Grupos norte-coreanos vêm mostrando grande interesse em alvos brasileiros de criptomoedas, instituições financeiras e até setores de defesa. Esses criminosos buscam roubar ativos digitais para financiar programas do governo norte-coreano, contornando sanções – trata-se de uma forma de ciberguerra de motivação econômica. Além disso, cibercriminosos internacionais (muitas vezes ligados a redes da Europa Oriental) veem os bancos brasileiros e seus milhões de clientes como alvos lucrativos. Campanhas de malware bancário, redes de phishing e roubo de dados de cartões atingem o Brasil em escala industrial. Não por acaso, um relatório recente indicou que o Brasil é o segundo país mais atacado do mundo em crimes cibernéticos, sofrendo mais de 700 milhões de investidas em 12 meses (média de 1.379 ataques por minuto)– muitas das quais visando fraudes financeiras.

Government & public institutions

As instituições governamentais brasileiras – incluindo órgãos federais, Forças Armadas, Judiciário e governos estaduais – tornaram-se alvos prioritários na ciberguerra, atraindo ataques de espionagem e sabotagem de diversos países. Grupos associados à China, Rússia e Coreia do Norte direcionaram operações contra o Brasil nos últimos anos.

A motivação vai desde o interesse em segredos diplomáticos e comerciais até a obtenção de vantagem estratégica em negociações internacionais. Um relatório do Google em 2023 revelou que, desde 2020, mais de uma dezena de grupos de ciberespionagem estrangeiros têm alvejado usuários no Brasil – 85% das atividades de phishing atribuídas a governos originaram-se de grupos da China, Coreia do Norte e Rússia.

Essa atividade intensa reflete a posição do Brasil como líder regional e ator influente no cenário global, tornando-o um alvo atrativo para adversários em busca de informações privilegiadas.

How Brazil has mitigated the risks of cyberwarfare

In the face of the escalation of global cyber threats, Brazil has been adopting and should continue to improve several measures to mitigate risks and strengthen your cybersecurity. The lessons learned from the incidents and the recommendations of experts converge on some key points, such as the strengthening of government cyber defense structures 2021 Brazil approved the National Cyber Security Strategy (E-Ciber), which emphasizes the need to strengthen national protection capabilities, improve international cooperation and encourage the development of national technologies.

Mas ainda há muito o que ser feito. O país precisa implementar camadas adicionais de defesa nos setores de energia, telecomunicações, financeiro, transporte, saneamento e outros serviços essenciais. Isso inclui adotar padrões internacionais de segurança (por exemplo, normas ISO 27001, framework NIST) e exigir que operadores de infraestrutura cumpram requisitos mínimos de cibersegurança. Também é necessário reduzir a superfície de ataque dessas organizações, elevar sua resiliência e estabelecer protocolos robustos de prevenção, monitoramento e resposta a incidentes.

Em especial, deve-se melhorar a segurança da espinha dorsal da internet no Brasil – protegendo data centers, grandes servidores, pontos de troca de tráfego e outros ativos que suportam vários setores críticos.  

In the field of private companies, there is greater maturity depending on the segment.The financial, for example, has one of the most advanced ecosystems in cybersecurity in Brazil, driven by strict regulations of the Central Bank, continuous investments in anti-fraud technology and the need to protect high-value transactions against increasingly sophisticated threats.  

In conclusion, global cyberwarfare imposes complex challenges on Brazil, but manageable with adequate planning and investments. The country has already shown progress IS considered the most mature posture in cybersecurity in Latin America IS BUT the pace of the threat requires constant improvement.

In the invisible theater of cyberspace, where attacks occur in microseconds, preparing in advance is critical. Strengthening Brazilian cyber resilience will not only mitigate the risks of cyberwar, but will also ensure that Brazil can safely seize the opportunities of global digital transformation, without having its sovereignty or strategic assets hostage to hidden adversaries.In short, cybersecurity is national security, and should be a priority in times of peace and conflict, today and forever.

Aceita Pix? Pagamentos instantâneos devem dominar o e-commerce brasileiro até 2027, aponta estudo

E-Commerce Update
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Aceita Pix? Pagamentos instantâneos devem dominar o e-commerce brasileiro até 2027, aponta estudo

O avanço dos métodos digitais de pagamento tem acelerado mudanças importantes no comportamento do consumidor online no Brasil. Não à toa, o Pix — sistema de pagamentos instantâneos implementado pelo Banco Central do Brasil em 2020 — está consolidando sua posição como o método preferido para transações no comércio eletrônico nacional.

De acordo com o estudo “Guia de Expansão Global para Mercados de Alto Crescimento”, da fintech canadense Nuvei, até 2027 o Pix representará mais de 50% das operações no setor, superando o uso de cartões de crédito, que deverão corresponder a 27% das transações.

Em 2024, esse tipo de pagamento já respondia por 40% das transações no e-commerce brasileiro. Sua popularidade se deve à rapidez, praticidade e ausência de taxas para os consumidores — características que o tornaram especialmente atraente para pessoas desbancarizadas ou com acesso limitado a serviços financeiros tradicionais.

A introdução de inovações como o Pix por Aproximação, liberado pelo Banco Central em fevereiro de 2025, promete impulsionar ainda mais essa tendência. A funcionalidade permite que consumidores realizem pagamentos apenas aproximando o celular da maquininha, de forma semelhante ao uso de cartões contactless, tornando as transações ainda mais ágeis e intuitivas.

Enquanto isso, outros métodos de pagamento apresentam variações em sua participação de mercado. As carteiras digitais, por exemplo, responderam por 7% dos pagamentos no e-commerce em 2024 e têm previsão de representar 6% até 2027. Já o uso de boletos bancários segue em declínio, com expectativa de queda de 8% para 5% no mesmo período.

Rebecca Fischer, co-founder e Chief Strategy Officer (CSO) da Divibank, explica que essas mudanças refletem a rápida adaptação dos consumidores brasileiros às inovações tecnológicas no setor financeiro. “A preferência crescente pelo Pix evidencia a busca por soluções de pagamento mais eficientes e acessíveis, indicando uma transformação significativa no comportamento de compra online no país. Outra novidade que vem ganhando espaço no universo do e-commerce é o Pix por Iniciação, que permite ao consumidor realizar pagamentos diretamente na finalização da compra, sem precisar copiar e colar códigos ou abrir o aplicativo do banco. A experiência mais fluida reduz etapas no processo de checkout e, segundo especialistas do setor, pode contribuir para o aumento das taxas de conversão, especialmente em compras realizadas via dispositivos móveis”, afirma.

Generation Z changed what we knew about training new leaders

Fabiana Pauli
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Generation Z changed what we knew about training new leaders

Generation Z, currently occupying their first leadership positions in the labor market, is breaking barriers and challenging traditional organizational norms. Grown in an environment of rapid technological transformations, these young leaders, today between their 25 and 29 years, are naturally adaptable, connected and require something more than previous generations: authenticity, transparency and purpose. For companies, understanding how to shape and train these new leaders is a crucial issue, because the way these young people will be prepared can directly impact organizational success and the future of work. Generation Z has arrived with a set of differentiated characteristics that can be extremely advantageous for the companies.

On the other hand, research Workforce Hopes and Fears, from PwC, pointed out that 35% of Generation Z professionals claim not to feel prepared to take on leadership positions. Among the reasons are the lack of practical experience and interpersonal skills, which are crucial for success in positions of high responsibility. Preparing this new generation of leaders requires balance between urgency and maturity.

HR teams therefore play an essential role in the integration of Generation Z into the labor market and organizational culture. Dynamic and personalized training, focusing on continuous learning is a trend. To generate engagement, surely the conventional will not work. Methodologies such as gamification and practical dynamics help bring the theoretical field to the corporate reality. More than the transfer of technical knowledge, we need to pay special attention to the development of soft skills, with an emphasis on communication, maturity levels, feedbacks and individual development plans (IDPs).

According to the report Future of Work 2025 from the World Economic Forum, the most effective strategies to accelerate the professional maturation of Generation Z include intergenerational mentoring and job rotation.This allows these professionals to gain practical experience, learn to make strategic decisions and develop interpersonal skills essential for leadership.

Generational integration can also greatly accelerate the process of learning and building a collaborative environment. However, if ignored, negative impacts will inevitably appear Harvard Business Review it revealed that 63% of the differences between generations in the corporate environment are in the form of communication and 57% in the expectations of professional growth.The respect for leadership no longer comes only from the position, but from the impact, coherence and purpose transmitted by the leader.

If the path to maturity in a management position was not simple for Boomers, X and Y, why would it be for Generation Z? Companies need to be aware of the specific challenges of this age group, which also include the difficulty in dealing with face-to-face conflicts or complex conversations, the lack of patience for slow and bureaucratic processes, and the challenge of managing multigenerational teams.Each generation has its own way of working, and leading a diverse team can be a challenging task without proper preparation.

Being aware of these changes, the HR department is not limited to being an administrative support, but turns into a strategic catalyst, preparing Generation Z professionals for the challenges of leadership positions with confidence and significant impact on the business. We must be facilitators of this process. Our role is not only to recruit and train, but to create an environment where different generations can develop together, learning from their differences and strengthening each other. The future of leadership has already begun. The question is: how are companies preparing for this transformation?

10 Reasons to adopt Growth Marketing and boost your business

E-Commerce Update
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10 Reasons to adopt Growth Marketing and boost your business

Growth Marketing is a strategic approach that focuses on the accelerated and sustainable growth of a company. Unlike traditional marketing, which often focuses on short-term tactics or isolated campaigns, the concept aims at creating continuous and interactive processes to increase sales and reach new customers. 

The method goes beyond traditional strategies, focusing not only on attracting consumers but also on turning them into loyal customers and brand advocates. According to a Gartner survey, a 5% increase in customer retention can boost company profits by up to 125%.

Below, Raphael Lassance, an expert responsible for coining the term Growth in the country, partner and mentor of Sales Club, the largest sales community in Brazil, highlights 10 Reasons to apply Growth Marketing in your company, check out:

1. Accelerated and sustainable growth: growth Marketing is designed to deliver fast results, but sustainably.By focusing on constant experimentation and optimization, companies can see a significant increase in sales without compromising growth longevity;

2. Resource optimization: instead of large investments in traditional advertising campaigns, it focuses on low-cost testing and continuous improvement, which ensures that every penny spent has the maximum possible return;

3. Customer focus and customization: personalization of offers, based on behavioral data, ensures a unique experience that increases conversion and loyalty. This translates into more sales and greater customer retention;

4. Increased customer retention: strategies like loyalty programs, personalized offers, and after-sales follow-up help keep customers happy and more likely to buy again;

5. A/B testing and continuous optimization: through constant A/B testing, companies can evaluate different strategies and choose the most effective ones. This ensures that campaigns and processes are always adjusted to improve results;

6. Real-time data leveraging: this allows for a detailed analysis of consumer behavior, enabling rapid adjustments to sales and marketing strategies to maximize results;

7. Scalability of strategies: by applying the method, companies can expand their operations quickly without losing quality or control. Digital marketing and automation strategies allow them to scale sales without the need for a proportional increase in resources;

8. Generation of qualified leads: growth Marketing is effective in attracting qualified leads, that is, people who really have an interest in the products or services of your company. Through inbound marketing strategies, SEO and targeted campaigns, it is possible to attract the right audience, which increases the chances of conversion;

9. Diversification of sales channels: the concept explores a variety of channels, such as social networks, email marketing, SEO, PPC (pay-per-click) and even strategic partnerships, which extends the reach and allows your company to be present at various points of contact with the consumer;

10. Metric-based analysis and adjustments: constant analysis of metrics such as conversion rate, customer acquisition cost (CAC) and return on investment (ROI) allows the refinement of strategies and improvement of results with each campaign.

“O Growth Marketing is a powerful methodology that combines innovation, data and customer focus to increase sales continuously and efficiently. By applying these strategies, your company will be prepared to achieve sustainable growth, generate more sales and gain a more loyal and engaged customer base”, says Raphael Lassance.

Pesquisa inédita demonstra como as embalagens potencializam a circularidade para empresas de bens de consumo

E-Commerce Update
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Pesquisa inédita demonstra como as embalagens potencializam a circularidade para empresas de bens de consumo

A Avery Dennison Corporation (NYSE: AVY), empresa global de ciência de materiais e soluções de identificação digital, acaba de divulgar uma pesquisa mundialmente inédita sobre o potencial das embalagens na promoção da sustentabilidade. O levantamento reuniu uma série de dados e descobertas, apresentados em um novo white paper intitulado “Etiquetas autoadesivas e seu papel na promoção da circularidade das embalagens”, de autoria da própria companhia.

O documento aponta que quase todas as marcas globais de bens de consumo (CPG) têm a meta de alcançar embalagens 100% recicláveis até 2030; e um aumento de 1% nas taxas de reciclagem pode reduzir aproximadamente 2.000 toneladas de resíduos plásticos anualmente em aplicações bilionárias de engarrafamento1. Outro insight relevante mostra que plásticos rígidos reciclados emitem cerca de 70% menos emissões que seus equivalentes feitos de plástico virgem.

De maneira geral, o estudo da Avery Dennison explora o estado atual de sustentabilidade das embalagens das marcas, incluindo como as inovações tecnológicas futuras podem trazer benefícios concretos; e mostra que grande parte do crescimento das marcas de bens de consumo (CPG) advém de marcas sustentáveis, colocando as etiquetas autoadesivas como parte da solução.

“O white paper é um documento de referência baseado em pesquisas para marcas de bens de consumo que estão tomando decisões sobre embalagens sustentáveis,” disse Ryan Yost, presidente da Avery Dennison, Materials Group.

“Empresas de bens de consumo enfrentam uma pressão cada vez maior de consumidores, varejistas, órgãos regulatórios, investidores e colaboradores para priorizar a economia circular. As inovações em embalagens fazem parte das suas estratégias para atender às expectativas do mercado. Nosso white paper fornece dados ricos baseados em entrevistas conduzidas com empresas globais de bens de consumo, bem como materiais de fontes reconhecidas e insights

das equipes da Avery Dennison que atuam globalmente com clientes, recicladores, órgãos legislativos e associações da indústria. Consideramos este material uma ferramenta prática para que empresas enfrentem os desafios da circularidade — uma nova fonte informativa de pesquisa”, complementa.

As principais descobertas da nova pesquisa incluem:

● Marcas estão buscando incessantemente a circularidade. Quase todas as marcas globais de bens de consumo têm a meta de alcançar 100% de embalagens recicláveis, reutilizáveis e compostáveis até 2030;

● Produtos sustentáveis representaram cerca de 31% do crescimento do setor de bens de consumo entre 2013 e 2023, apesar de corresponderem a apenas aproximadamente 18,5% da participação de mercado sustentável de CPG;

● Consumidores percebem as embalagens como um dos elementos mais controláveis e visíveis da sustentabilidade de uma marca. Cerca de 31% dos consumidores acreditam que “investir em embalagens sustentáveis” é uma das três principais formas de lidar com questões ambientais2;

● Apesar dos avanços na produção, uso e descarte de embalagens, o consumo global de plástico quadruplicou nos últimos 30 anos, respondendo por 3,4% das emissões globais de carbono e 350 milhões de toneladas de lixo, sendo 40% desse volume proveniente de embalagens3;

● Regulamentações estão impulsionando mudanças nas embalagens. Por exemplo, o Regulamento de Embalagens e Resíduos de Embalagens (PPWR) na Europa exige que as embalagens sejam projetadas para reciclagem (DfR) e que no mínimo 10% das embalagens de bebidas sejam reutilizáveis até 2030;

● A reciclagem de embalagens e os modelos de reutilização/refil podem causar um impacto significativo. Por exemplo, plásticos rígidos reciclados, como PET e HDPE, produzem cerca de 70% menos emissões em comparação aos seus equivalentes feitos de plástico virgem4;

● Uma nova geração de etiquetas autoadesivas com funcionalidade de “desprendimento limpo” permite a separação superior e limpa da etiqueta e tintas durante o processo de reciclagem. Este método garante materiais reciclados de qualidade superior que, no caso de plásticos rígidos como PET e HDPE, permite a reutilização criativa para criar novas

garrafas, reduzindo a necessidade de matérias-primas virgens e aumentando a circularidade das embalagens das marcas.

Como pequenos empreendedores podem expandir sem grandes investimentos

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Como pequenos empreendedores podem expandir sem grandes investimentos

Enquanto muitos pequenos empresários lutam para manter um único negócio de pé, outros já entenderam que diversificar pode ser a chave para o crescimento. O erro mais comum é acreditar que expandir exige um grande capital inicial, quando na verdade, a estratégia certa vale mais do que qualquer investimento. Raphael Mattos, empresário, investidor e especialista em franquias, explica como donos de pequenos negócios podem multiplicar suas fontes de renda sem comprometer a operação original e porque quem não aprender essa lógica, corre o risco de ficar para trás.

“Empreender em série não é luxo de quem tem dinheiro sobrando. É sobrevivência para quem quer continuar no jogo. Quem aposta tudo em um único negócio corre o risco de ver anos de esforço desmoronarem diante de uma crise, de uma mudança no mercado ou de um concorrente mais inovador. Expandir não significa abrir várias empresas ao mesmo tempo, mas sim estruturar um modelo inteligente onde um negócio fortalece o outro, criando um ecossistema que se retroalimenta e cresce de forma sustentável”, afirma Mattos.

O dono de um lava-rápido que percebe a demanda crescente por estética automotiva pode adicionar esse serviço sem grandes investimentos. O pequeno restaurante que tem clientes fiéis pode lançar uma linha de congelados ou vender temperos exclusivos. O barbeiro que entende o que seu público consome pode criar uma marca própria de produtos masculinos. A manicure que fideliza clientes pode oferecer cursos online de técnicas de alongamento. O dono de uma papelaria pode agregar serviços de gráfica rápida e impressão sob demanda. Em todos esses casos, o segredo não é abrir um novo negócio do zero, mas aproveitar a clientela e a estrutura já existentes para gerar novas receitas.

“Todo pequeno empresário precisa se fazer uma pergunta: estou vendendo tudo o que meu cliente poderia comprar de mim? Muitos empreendedores limitam seus ganhos porque não percebem que a pessoa que já confia no serviço ou produto está disposta a consumir mais. E esse é o primeiro passo para expandir sem precisar de um grande investimento”, destaca Mattos.

Outra estratégia essencial para empreender em série sem correr riscos é a descentralização da operação. Pequenos empresários que centralizam tudo neles mesmos acabam se tornando o maior gargalo do próprio crescimento. Para escalar, é preciso construir processos replicáveis, delegar tarefas e criar um sistema onde o negócio funcione sem que o dono precise estar presente o tempo todo. “Se o seu empreendimento depende 100% de você, ele não é um negócio, é um emprego disfarçado”, alerta Mattos.

Além da diversificação de produtos e serviços dentro de um mesmo negócio, há oportunidades de expansão em modelos como licenciamento e franquias simplificadas. Muitos pequenos empreendedores já têm operações bem-sucedidas que poderiam ser replicadas em outros locais, com um investimento muito menor do que o imaginado. O grande diferencial está na estruturação de um modelo que possa ser seguido por terceiros sem comprometer a qualidade da entrega.

“A mentalidade do pequeno empresário precisa mudar. Muitos acham que empreender em série é coisa de gente milionária, mas na verdade, são os pequenos que mais se beneficiam dessa estratégia. Quem aprende a escalar, diversificar e estruturar processos cresce de forma sustentável e ainda se protege contra crises e oscilações do mercado”, conclui Mattos.

Small businesses are more pessimistic about the economy, study says

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Small businesses are more pessimistic about the economy, study says

Small and medium-sized enterprises (SMEs) are more pessimistic about the Brazilian economy at the beginning of this year, reveals the fourth edition of the Omie Survey of Small Enterprises’, carried out by Omie, a management platform (ERP) in the cloud. Currently Brazil has more than 10 million active micro and small companies, with about 65% opting for Simples Nacional. This segment plays a relevant role in the Brazilian economy, both from the point of view of GDP generation and job market vacancies.

The data point to an increase in the pessimism of small companies regarding the evolution of the Brazilian economy in the short term, in view of the high interest rates and the increase in inflationary pressures in the country. However, most respondents continue with positive expectations regarding the growth of revenues and hiring in their own businesses in the next six months 84% expect an advance in the billing of their businesses in the period. This result possibly reflects a still favorable perspective for the evolution of domestic consumption, an essential component for the performance of various activities of the small business sector.

For Felipe Beraldi, economist and manager of Indicators and Economic Study of Omie, “o positive result surprises in the face of the challenging macroeconomic scenario and indications of slowing down of the SME market, as pointed out by IODE-PMEs in recent months. However, some factors can support the optimistic view of small entrepreneurs in various segments, such as the continuity of growth in real labor income and the strong performance of Commerce in recent months”.

Even with the optimism for the coming months in their own businesses, small companies no longer feel the same about the Brazilian economic environment. The constant rise in interest rates by the Central Bank and the increase in inflation reinforce the perception of a significant slowdown in GDP in 2025. As a reflection of this scenario, 51% of entrepreneurs predict a worsening in the economy in the short term 39% increase compared to the 39% recorded in the September survey. On the other hand, only 21% of respondents expect an improvement in the coming months. 

Figure 1: Evolution of the perception of owners and managers of small businesses about the domestic economic environmentRegarding the Brazilian economy, what is your expectation for the next six months?

Source: Omie Survey of Small Businesses.

Regarding the labor market, the survey brings positive expectations of small companies. The study reveals that 43% of respondents expect to open new positions in the coming months, a percentage above the 37% observed in the survey of September/24. In addition, 29% were likely to seek people in the market if there is a need to replace the current team and 28% do not expect to perform short-term hires (reduction compared to 36% of the previous survey.

In addition to collecting expectations, the survey also seeks to understand the current situation of small companies. Regarding revenue, 52% reported growth in recent months, although there is a significant balance with those who indicated stagnation or retraction (48%). This movement is in line with recent data from IODE-PMEs, which recorded a modest growth of 3% in the year-by-year comparison in the accumulated of the last six months until February 2025.“The most recent index data, from December 2024, point to a weakening of the market, stagnation of the higher turnover in the sector.

As in the past year, the costs and expenses of small businesses have increased, according to 80% of participants. The consistency of responses between the last two editions is in line with the current economic scenario, marked by pressured inflation and rising expectations.

This context, combined with a heated labor market and a new real increase in the minimum wage this year, has raised labor costs for small entrepreneurs. In March 2025, the IGP-M accumulated a high of 8.6% in the last 12 months, contrasting with the fall of 4.3% recorded in the same period of 2024.

Despite the challenges related to cost pressure, small companies continue hiring, albeit in a more restrained way and focusing on the replacement of people. While 54% of companies recently made admissions, only half of this number corresponds to the creation of new vacancies. There is also a gradual increase in the share of companies that are not hiring, going from 40% in the first half of 2024 to 46% in this edition, which may signal a scenario of greater caution and strategic adjustments in the sector.

Business owners' pain

The last question of the survey was directed to understand the main pains of small entrepreneurs in the market. According to them, are: 41% of respondents last year increased from 45% in 2025), followed by 41% of 41%) and (which also grew from 41% to 45%) and 42% of (42%).

Figure 2: What market elements hinder the growth of the company?

 Source: Omie Survey of Small Businesses. (The results in this topic reflect the percentage of choice of each answer option, having as denominator the total number of companies responding to the survey. Thus, the sum of the percentages of responses may be greater than 100%, considering that each respondent could choose up to three answer options.)

Beraldi explains that this result reinforces the domestic economic situation, marked by the increases of Selic by the Central Bank and by a still resilient labor market (with rising real incomes). 

Finally, the theme of lack of working capital’ gains relevance, with high of 30% to 36% in this edition of the study, while the weak demand of the market’ decreased from 30% to 26%. “This loss of relevance of the theme of weak demand’s the prospect of growth of revenue by owners and managers of small companies in the country, but the increased relevance of the mention of working capital shortfall’ confirms that interest rates at historically high levels and the selectivity of banks in granting credit to the final cost agents, affirms the cost. 

The Quarterly Credit Conditions Survey (PTC), released by the Central Bank in February 2025, revealed that the expectations of financial institutions indicate a further worsening in credit supply conditions in all segments.

The fourth edition of the Small Business Omie Survey’ was held with more than 460 respondents from Simples Nacional, especially decision makers (such as CEOs, directors, partners and managers), to anticipate market trends, in addition to identifying the main pains of small business owners in the country. The period of collection of responses was from 11/02 to 17/03 of 2025.

Education Startup Offers Free Online Advanced LinkedIn Course

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Education Startup Offers Free Online Advanced LinkedIn Course

THE FM2S Education and Consulting, startup located in the Science and Technology Park of the State University of Campinas (Unicamp), provided 100% online and free course on “LinkedIn Advanced: personal brand building and professional networking“, developed for people looking to hone their skills in the world's largest professional network.

With a duration of 10 hours, the initiative was developed by the FM2S team, formed by the best institutions in the country (Unicamp, University of Sao Paulo (USP) and Universidade Estadual Paulista (Unesp), Getulio Vargas Foundation (FGV), School of Advertising and Marketing (ESPM) (ESPM), based on decades of experience in the market and best practices in the sector.

The content covers strategies for profile optimization, brand management e techniques to build a solid and strategic network of contacts. The objective is to enable participants to use LinkedIn tools effectively, raising your visibility and attracting new opportunities.

“A digital transformation and growing competitiveness require professionals to adapt and stand out strategically. LinkedIn is the main tool for this, as it goes beyond a simple online curriculum (IT IS a crucial space to build and strengthen the personal brand”, says Virgilio Marques dos Santos, founding partner of FM2S.

With this goal, the training was developed to provide the essential skills, allowing participants to position themselves as references in their areas and expand their growth opportunities.“Our course offers a practical and results-focused training, which allows them to explore the full potential of the platform and boost careers”, he adds.

The initiative is aimed at a wide audience: from university students and recent graduates, to people in transition and those who seek to strengthen their presence and brand in the market.

The training is divided into practical modules on profiling and optimization, engagement, security & privacyin addition to addressing the trends e novelties from platform.

The instructor is Gabriela Gazola, an executive with extensive experience in non-profit organizations and the corporate sector, specializing in strategic partnerships and ESG initiatives (Environmental, Social, and Governance) and CSR (Corporate Social Responsibility). She has worked in organizations such as Dndi, Brazil World Wide Fund for Nature (WWF), Unicef, Make-A-Wish and SOS Children's Villages.

The vacancies are limited and registrations can be made until April 30, in https://fm2s.com.br/cursos/linkedin-avancado. Access is valid for one year after registration, with one month of support e certificate included. Classes can be attended at their own pace, according to the availability of each student.

Other free courses

In addition to the advanced LinkedIn course, the startup offers 12 more online and free courses, all with certificate included. Check out the full list:

(8 Hours) and Yellow Belt (24 hours), to embark on the world of Lean Six Sigma and continuous improvement, with international certification;

(9 Hours); introduction to Lean

2 Quality Management Fundings (9 hours);

Fundamentos da Management de Projetos (5 hours);

(8 hours); Industrial Production Management Funding

Fundamentos da Management Logistics (6 hours);

(5 hours); Management and Leadership Funding

2 Data Science Fundings (8 hours);

^OKR (5 hours); Objectives and Key Results

12-hour Kanban Method;

14-hour professional development: Self-knowledge (14 hours).

Detailed information on each training is in the FM2S Website.

Questions can be clarified by WhatsApp (19) 99132-0984.

Red Hat accelerates adoption of internal developer portal with new version of Red Hat Developer Hub

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Red Hat accelerates adoption of internal developer portal with new version of Red Hat Developer Hub

Novas atualizações do Red Hat Developer Hub, portal interno para desenvolvedores que atuam com foco no mercado empresarial, baseado no projeto Backstage, acabam de ser disponibilizados pela Red Hat. Os recursos, entregues com a disponibilidade geral do Red Hat Developer Hub 1.5, foram projetados para acelerar a adoção de tecnologias dentro das organizações e oferecer uma experiência mais personalizada para aumentar ainda mais a produtividade e eficiência dos desenvolvedores.

Atualmente, organizações estão dando cada vez mais importância à entrega de melhores experiências para os clientes por meio de aplicativos inteligentes, incluindo aplicativos habilitados para o uso de IA e na edge — no entanto, esses aplicativos podem ser complexos e demorados de se desenvolver. À medida que as empresas preparam sua infraestrutura e ferramentas para um futuro focado na IA, os portais internos para desenvolvedores ajudam a superar a complexidade associada a aplicativos inteligentes e a maximizar as habilidades necessárias dos desenvolvedores a fim de aumentar a produtividade. As melhorias recentes no Red Hat Developer Hub têm como objetivo mais do que cumprir essa promessa, otimizando a experiência do desenvolvedor e ajudando a acelerar o time-to-market.

Para Balaji Sivasubramanian, diretor sênior de Ferramentas para Desenvolvedores da Red Hat, além de romper barreiras técnicas as atualizações prometem uma experiência customizada para organizações.  “Os últimos recursos do Red Hat Developer Hub foram projetados não apenas para ajudar as organizações a aumentarem a adoção e a eficiência de tecnologias, mas também garantir um portal mais personalizado, fornecendo aos desenvolvedores acesso direto às ferramentas, modelos e componentes de que precisam para impulsionar a inovação.”, afirmou.

Dados e análises detalhados

A ampla adoção de um portal interno para desenvolvedores é uma das maneiras mais rápidas de agilizar o desenvolvimento de aplicativos e melhorar a produtividade dos desenvolvedores em uma organização. Por outro lado, as informações dentro desses ambientes nem sempre são facilmente acessíveis para realmente determinar quem está acessando e como um portal está sendo utilizado.

With the Adoption Insights, disponível como uma prévia para o desenvolvedor, os engenheiros de plataforma ter acesso a um painel analítico detalhado sobre como as equipes de desenvolvimento estão usando o Red Hat Developer Hub dentro de suas organizações. Esses insights permitem que as equipes não apenas se concentrem em áreas de sucesso, mas também entendam melhor onde melhorias podem ser feitas — ajudando a impulsionar a adoção e fortalecer o engajamento.

O painel oferece uma visão detalhada de templates e plugins que estão sendo regularmente usados, métricas sobre visitas, utilização e muito mais, facilitando a tomada de decisões baseadas em dados, melhorando a experiência do usuário e, finalmente, aumentando a produtividade geral dos desenvolvedores.

Personalização simplificada por meio de plugins dinâmicos

Nenhuma organização aborda o desenvolvimento de aplicativos da mesma maneira e, como tal, elas precisam de acesso a ferramentas feitas sob medida e componentes personalizados para que atendam melhor às necessidades. Com o Red Hat Developer Hub Extensions Catalog, disponível comoprévia para o desenvolvedor, os usuários têm acesso a um catálogo de plugins comunitários e verificados pela Red Hat.

O catálogo de extensões fornece informações sobre mais de 60 plugins dinâmicos, todos disponíveis por meio de uma interface simplificada para uma melhor experiência de usuário. Com acesso aos plugins, as organizações têm maior controle e flexibilidade para personalizar o portal Red Hat Developer Hub de acordo com suas necessidades específicas. Além disso, com a estrutura de plugin dinâmico no Red Hat Developer Hub, as equipes podem gerenciar qualquer plugin, incluindo os personalizados, a partir do runtime, sem a necessidade de reformular o portal. Isso torna significativamente mais rápido e fácil integrar novas ferramentas e cursos para desenvolvedores.

Mudanças ágeis no serviço por meio de ferramentas de desenvolvimento local

O Red Hat Developer Hub também oferece uma versão local do RHDH Local. Com a prévia já disponível para o desenvolvedor, a solução permite que engenheiros de plataforma executem uma versão leve e independente do Red Hat Developer Hub em suas máquinas físicas, permitindo que os usuários façam alterações em seu portal de forma mais rápida e fácil, tendo em vista um ciclo de vida mais ágil.

Com o RHDH Local, os usuários podem trabalhar em modelos, testar plugins, validar catálogos de software e muito mais, sem precisar instalar o Red Hat Developer Hub em um cluster Kubernetes. Como ele roda em um ambiente de contêineres, os usuários podem iniciar o RHDH Local em segundos e desligá-lo com a mesma rapidez. Ao permitir que os usuários realizem iterações mais rapidamente e acionem o troubleshoot localmente antes de implantar as alterações em um sistema de produção, o RHDH Local ajuda a aumentar a eficiência no dia a dia de desenvolvedores e simplificar a experiência do usuário.

Availability

O Red Hat Developer Hub 1.5 já está disponível.

Worldwide logistics, investments and innovation are the first day of Intermodal South America

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Worldwide logistics, investments and innovation are the first day of Intermodal South America

Technology, sustainable expansion and cooperation between sectors were the main protagonists of this Tuesday (22), at the opening of the Interlog Summit 3, composed of the XXVIII CNL (National Logistics Conference, held by ABRALOG and the Intermodal Congress South America. The agenda of the day brought together strategic names of the logistics chain, e-commerce and national infrastructure, in panels that discussed the ways for the modernization of the sector and the strengthening of Brazil in global trade.

The panels highlighted, in an integrated way, the need for joint action between innovation, investment and governance to expand national logistics competitiveness and position Brazil strategically in the global market.

Technology, expansion and sustainability: the e-commerce milestones presented by Mercado Livre at Intermodal 2025

During the 29th edition of Intermodal South America, the Fernando Yunes, senior vice president and leader of Mercado Livre in Brazil, presented an overview of the growth of e-commerce in the country and the main milestones that should boost the sector in the coming years.

With the US$ mark 45 billion in sales in 2023 and an annual growth rate of 38%, Mercado Livre consolidates itself as an isolated leader in national e-commerce. According to Yunes, the sector still has room to grow, since the penetration of online sales in Brazil is 15%, while in other countries such as the United States and China the percentages are 21% and 50%, respectively. 

Currently, the company has 17 logistics centers spread throughout the country and plans to reach 26 later this year. With a network covering 95% of the national territory, Mercado Livre operates with land and air fleets, in addition to investing heavily in sustainability 'there are already more than two thousand electric vehicles in circulation in Brazil, responsible for last mile deliveries.

Yunes highlighted the technology as the main pillar of support of modern e-commerce. An example is the investment in 334 robots in distribution centers, optimizing the flow of goods and reducing the physical effort of employees.“O robot collects the order from the shelf and leads to the operator, streamlining the process and saving up to 70% the number of steps and physical effort of the team”, he said. 

The executive also pointed out the virtual and augmented realities as promising trends for the personalization of the shopping experience, in addition to the positive impact that the inclusion of product videos can generate on the conversion rates of the platform.“The purchase journey will be increasingly personalized. The verticals of e-commerce tend to become more aligned with customer desires and behaviors. Stay tuned to emerging trends and invest in new formats of product presentation”, warned the executive.

Public-private partnerships as a path for logistics development and national infrastructure

Collaboration between the public and private sectors was the focus of the special panel that addressed a positive agenda for infrastructure and national transport.With the presence of authorities and industry leaders, the debate reinforced the importance of public-private partnerships (PPPs) as the main tool for the advancement of logistics and transport in Brazil.

Participated in the discussion Pedro Moreira, president of ABRALOG; Mariana Pescatori, substitute minister of Ports and Airports; George Santoro, executive secretary of the Ministry of Transport; Vander Costa, president of CNT; and Ramon Alcaraz, CEO of JSL.

According to Mariana Pescatori, only in 2024, the private sector invested more than R$ 10 billion in the sector. She highlighted the effectiveness of port lease auctions as capital attraction mechanisms, in addition to citing significant public contributions $ 1 billion in the same period.

The minister substitute also drew attention to the 100% public investments in waterways, which exceeded R$ 750 million in the last two years. “We are studying concession models for this modal, maintaining efficiency and stimulating its expansion”, he said. In the airline sector, pointed out challenges inherited from the pandemic, such as the restructuring of the logistics chain, but stressed that several works and concessions are underway to sustain the resumption.

Secretary George Santoro stressed that the government already has a forecast for 15 auctions of highways and a railway that, added to the contributions made, exceeds the resources applied in the previous four years.“We have resumed works stopped, optimized contracts and promoted legal certainty for new projects.The logistics infrastructure of Brazil is experiencing a moment of strong restructuring”, he said.

For Ramon Alcaraz, from JSL, it is essential that the sector is prepared to respond to the growing logistics demand and attentive to variations in the international scenario.“A PPP is the best way to ensure modern, sustainable and efficient infrastructure. The private sector is ready to collaborate”, said the executive.

In the theme of bottlenecks and challenges, those present cited the need to restructure new routes to relieve the terrestrial road network, since, according to data presented, the vehicle fleet has increased by 50% in recent years. 

Closing the panel, Mariana Pescatori also mentioned the progress of modernization of legislation focused on infrastructure, with the aim of facilitating contracts, increasing legal certainty and attracting more investors.

Geopolitics and foreign trade: challenges and opportunities in an unstable global scenario

Intermodal South America 2025 brought to light the growing influence of geopolitical factors on logistics chains and foreign trade strategies. Under the theme “Geopolitics and the Opportunities for Business in Foreign Trade”, the debate brought together experts who analyzed the impacts of current conflicts, trade disputes and institutional weakening on global dynamics of production and circulation of goods.

Participated in the discussion Marcia Nejaim, regional representative of Apex Brazil; Alessandra Lopasso Ricci, CEO of Centaurea Logistics and Denilde Holzhacker, academic director of ESPM.

Denilde Holzhacker contextualized the current scenario as a period of profound transformations, which began with the Covid-19 pandemic and was intensified by global political changes and conflicts, which have raised the costs of maritime transport and increased logistical insecurity. “The governance of international trade, previously anchored in the WTO, is weakened”, explained Denilde. 

Marcia Nejaim reinforced this reading by pointing out the weakening of multilateral institutions and the return of protectionist policies as threats to global economic growth. “We are facing a scenario that we have not seen since the 1930 crisis in the United States.The unpredictability, inflation in developed countries and the reduction in the price of commodities make up a challenging environment for foreign trade”, he said. 

Despite the adverse context, the participants highlighted that there are opportunities to be explored. The bet on services, technology and sustainability was pointed out as a strategic path for countries that wish to maintain their competitiveness on the international scene. The opening of new markets for Brazil can also become a reality. “O Brazil has been advancing, for example, in the import of animal protein to Japan, a door that we have tried to open for years and only now we have been able to negotiate given the current scenario. Even in the face of tensions, there is room for innovation and for the strengthening of new sectors. The moment requires agility, global vision and the ability to adapt from companies and” governments, concluded Marcia. 

With more than 500 Exhibiting brands national & international, a Intermodal South America 2025 it continues until Thursday (24), in the Anhembi District, in Sao Paulo, bringing together the main innovations and trends of the logistics, intralogistics, transportation, foreign trade and technologyin addition to the fair, the program includes more than 40 hours of content, thematic panels and interactive attractions that promote networking and strategic exchanges between professionals and companies. Admission is free, and the expectation is to receive more than 46 thousand visitors during the three days of the event. 

Service:

Intermodal South America 29th Edition

Date: 22 To 24 April 2025.

Location: Anhembi District.

Schedule: from 13 to 21h.

More info: Click here

Photos: Click here  

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