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ESG, reputation and sales

Claudia Bouman's
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ESG, reputation and sales

In a relatively recent phenomenon, the ESG agenda gained notoriety, attracted companies and brought focus on the urgency of caring for the planet, human and business relations with more attention.

As if with ESG practice, reputation is guaranteed.

The great truth is that sales people rarely realized that at the time of the let's see, the decisive factors for closing orders were others.

Perhaps (or mainly) because of this ESG began to be affected by a set of different factors, among them, the difficulty in making it evident that the investments were giving practical results, capable of affecting the bottom line. 

In a kind of ideological falsehood, very greenwashing much has been abused this resource used by companies to defend a sustainable profile since childhood with the dissemination of practices neither so legal nor so concrete. There were geopolitical effects, such as the shift back in the adoption of clean energy in Europe with the war in Ukraine and the spanking of farmers against blockades by more demanding buyers. Research published by the newspaper Meio and Mensagem among the 106 CMOs interviewed, 90% recognize its relevance, but only 20% say they know the discipline in depth.

Brand image is the main motivation of the group (76%), followed by positive impact for society (74%) and reputation for the brand (63%). In the rabeira, more direct impact issues such as attraction and retention of talent (37%) and stakeholder pressure (31%).

The concern with image can cause distortions as marks responsible for environmental tragedies of nothing wanting to personify Artemis, the Greek goddess protective of nature. The positive impact on society is a diffuse concept and, in fact, is “dentro” of what makes up the reputation.

It is of little use both for an investor to know if the brand sponsors the football field of the neighboring community and for a consumer to know if the company is transparent on the stock exchange.

Reputation is built on the correction of day to day. And often here also comes some confusion. Many brands linked to the end consumer have already suffered reputational scratches amplified by the increasingly digital world, caused by issues that touch ESG as having mistreated customers with a certain profile (the S, social), or end the environment (the E, English environment).

Let's talk clearly: there is an impact with implications on even more direct sales OUTSIDE pressure. In addition to end consumers, large companies, pressured by the capital market and other factors, begin to demand from their suppliers behavior more adherent to ESG practices. And here is where the greatest reputational requirements come in, supported by concrete attitudes.

Brazilian agricultural giants began to suffer demands from European customers.Have you said they are green in body and soul? Nothing. Deviations in conduct are attested by instruments that even include satellite images provided by third parties.

Not a few practical cases require answers. Reputation built step by step on concrete bases (ESG is one of them, among many others) is one of the main pillars for results idem. Apple can sell products with prices out of the average not only for the quality of its products, but for the reputation built over decades. As we said before, good reputation helps to sell more and better and contributes to perpetuate favorable results.

Trends: what will data management in companies look like in 2025?

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Trends: what will data management in companies look like in 2025?

In 2025, new trends are set to revolutionize how organizations collect and process data. With an increasingly demanding market, they must seek strategies to streamline processes and become more competitive. According to consulting firm McKinsey, companies that base their decision-making on data can experience growth of 15% to 25% above the average. 

The concept of Business Intelligence (BI) emerges as a strong trend, as it represents the ability to process large streams of information for strategic decision-making.

The Brazilian Support Service for Micro and Small Enterprises (Sebrae) explains that data management enables companies to better understand their customers, optimize operations, and detect fraud. By using advanced analytical tools, BI allows for a deeper understanding of performance, identifying patterns and opportunities that can drive growth and operational efficiency. 

An example is Google Analytics, a platform that monitors website traffic, visitor behavior, and conversions. Beyond knowing how many people accessed the site, it is possible to understand where they came from, how long they stayed, and which pages they visited.

This information is important as it can indicate the need for optimization and improvements in the user experience. Through it, it is also possible to measure return on investment and define strategies to increase sales.

Studies also indicate that the adoption of Artificial Intelligence (AI) will be even greater within BI practices. According to a Gartner survey, by next year, 75% of companies will use at least one tool with this type of technology to assist in data collection and analysis.

AI enables processing large volumes of data at a much higher speed than traditional methods, with machine learning algorithms that detect complex patterns which may not be evident through manual analysis.

On the rise: Data integration and cloud storage 

Another survey conducted by Gartner pointed to application integration as a trend that aids BI growth. Updated in real-time, managers can quickly access company data from anywhere and on any device.

The connectivity of data from various sources, including social media, IoT devices, ERP, and CRM systems, facilitates a comprehensive view of operations and enables the creation of more complete and accurate dashboards. 

The Google Sheets Dashboard is an example of an integration tool that provides a managerial summary of information, facilitating understanding and analysis. This way, it is possible to import data from various channels and networks—such as Instagram, Meta Ads, Google Ads, TikTok, LinkedIn, and RD Station—into a single spreadsheet, creating comprehensive digital marketing and sales reports.

Google Sheets can be shared with others who collaborate on the analysis. This functionality reinforces another trend highlighted by the research: cloud storage, which provides greater agility, scalability, and security when sharing information and accessing data.

Increased focus on information security

According to ROQT Group, data security is also among the emerging BI trends for 2025. With the increase in data collection and storage, it has become a priority.

Companies will need to increasingly invest in security solutions to protect sensitive information against cyber threats. A survey conducted in December by TIC Provedores revealed that 40% of companies in Brazil have a dedicated department to protect data.

This care has become even more necessary with the enactment of the Brazilian General Data Protection Law (LGPD - Law No. 13,709/2018), which establishes rules and guidelines for the collection, storage, and processing of personal data by public and private organizations. The fine for non-compliance can reach up to 2% of the company's revenue, limited to R$50 million per violation. 

Startup optimizes the work of HR consultancies with extensive talent bank

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Startup optimizes the work of HR consultancies with extensive talent bank

Human Resources consultancies are undergoing a real transformation with the advancement of technologies aimed at recruitment. Solutions that bring together large talent banks they are optimizing hiring processes, allowing consultants to serve more customers efficiently and quickly. 

The use of these platforms has become a competitive differentiator, as fast access to millions of qualified candidates streamlines the selection and contributes to the growth of these companies.

Acceleration of the time to fill vacancies

With the high demand for qualified professionals, agility has become a crucial factor for consulting. Solutions such as abler, a startup that aims to generate employability, offering high-cost solutions for HR Consulting and SMEs, provide large talent banks.

According to Alisson Souza, CEO and founder of abler, tools like this allow instant access to previously evaluated profiles. “Our talent bank, for example, has more than seven million candidates. In this way, consultancies can not only fill vacancies in less time, but also attend to several simultaneous projects, increasing operational capacity without compromising the quality of the” results, he reveals.

Customizing recruitment and expanding opportunities

Another benefit of recruitment platforms is the customization of selection processes. Applying detailed filters, such as level of experience and skills, consultants can refine their searches, ensuring that the professionals presented meet the requirements of the vacancies. “This type of solution makes the process more efficient, resulting in less rework and greater satisfaction for companies and candidates”, he points out.

Using a broad and diverse talent pool allows consultants to access profiles that are not actively seeking employment“This increases the chances of finding the ideal candidate in highly competitive markets.In addition, the digitalization of these banks accelerates the recruitment process, automating much of the screening and reducing hiring time, making the process more agile and effective for” consultancies, he says.

Technology as an ally of HR consulting

In addition to facilitating the recruitment process, the use of digital platforms helps consultants to promote a more assertive selection, which directly impacts talent retention.“Tools that cross data based on market requirements and candidate characteristics help minimize misdirected hires, reducing turnover and increasing the satisfaction of hired professionals.This competitive advantage is essential for consultancies, which can ensure a safer and more effective” process, he states. 

Alisson believes that, for HR consulting firms, process optimization is synonymous with increased profitability and quality of services offered. “With the support of platforms that integrate technology and a vast talent pool, these companies can focus their efforts on strategic activities, such as soft skills analysis and mediation between companies and” candidates, he reports. 

For the specialist, the result of adopting this type of system is a more fluid and effective recruitment cycle, in which the focus ceases to be on operational tasks and becomes on the identification and development of talents. “With the demand for agile and qualified hiring, HR consultants that adopt these platforms can stand out, bringing expressive results both for their customers and for their internal operations”, he concludes.

Almost 10% of MEIs have active Union debt

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Almost 10% of MEIs have active Union debt

A survey made by the MaisMei application, which helps individual microentrepreneurs (MEI) to perform management tasks, showed that 9,41% of CNPJs of this taxation regime are in active debt. The average value of the MEI debts with Union is R$ 2,574.00, even according to the data analyzed in the CNPJs database registered in MaisMei, which currently has 2.6 million users.

Kalyta Caetano, head of Accounting at MaisMei, explains that when a natural or legal person is in debt with a public body, whether at the Municipal, State or Federal level, she may have this pending written into the active debt after the administrative collection period. In these cases, it is necessary that the MEI regularize as soon as possible, so that the debt does not increase and, finally, the entrepreneur loses his benefits.

“In addition to interest for late payment, this registration results in other penalties to the debtor, including legal collection. It is important to debunk a myth that after five years a debt “caduca”, the debt does not disappear after this period, but the creditor loses the right to collect in court. However, it is not mandatory to remove the debtor's name from the credit protection agencies automatically after 5 years. That is, your company will continue and, to avoid all problems caused by the debt, it is better to make an agreement to settle it”, explains Kalyta Caetano.

Although in most cases it is not impossible to pay debts, as shown by the average, MaisMei identified, in its internal survey, debts that exceed R$ 50 thousand.

MEIs owed to the Union may also have the debt entered in the Active Debt of the municipality or state, depending on the category of the business. Among the penalties, are:

  • Cancellation of the CNPJ, which makes it impossible to issue invoices, carry out commercial operations, move company bank accounts, obtain loans and participate in bids.
  • Debt linked to the microentrepreneur's CPF, with 20% of increase due to charges;
  • Losing social security benefits such as retirement, maternity salary, temporary disability assistance (the old sickness benefit), among others.

Regularization

When the MEI has its debts registered in the Active Debt of the Union, a legal notification is sent to the address registered in the IRS system, which can be by physical (Post) or electronic (Electronic Tax Home (DTE). But for those who want to consult whether or not they are with the debt and understand the modalities and conditions for discharge, just access the portal Regularize (https://www.regularize.pgfn.gov.br/home) or the Open Debt application, both from the Federal Government.

Another free tool that can also be used is the “DIagnostic MEI”, launched by MaisMei. With this resource, the entrepreneur has access to all real issues related to CNPJ, if any. The company also provides legal and accounting advisors to answer questions from individual microentrepreneurs and assist in the regularization process

Hughes brings integrated private networking solutions to artificial intelligence at Latam Retail Show 2024

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Hughes brings integrated private networking solutions to artificial intelligence at Latam Retail Show 2024

Hughes do Brasil, a subsidiary of Hughes Network Systems, LLC (HUGHES), will be present at the Latam Retail Show 2024, one of the largest events in the retail sector in Latin America, with LTE and 5G private network solutions, integrated with artificial intelligence. During the event, which takes place from September 17 to 19, at Expo Center Norte in Sao Paulo, the company will make live demonstrations of how these technologies can revolutionize retail connectivity.

“O Latam Retail Show is a strategic platform for Hughes to connect with the main retail players and show that we can be a strategic partner for the future of retail. Our solutions go beyond simple connectivity, we want to show how LTE and 5G private networks, integrated with artificial intelligence, can transform the operation of” retailers, says Ricardo Amaral, Vice President of Enterprise at Hughes do Brasil.

In addition to the demonstrations, the company will receive industry representatives, with the aim of understanding the specific needs of each client and discussing how their solutions can ensure more safety, efficiency and innovation for the market.

Hughes' focus will be on showing how its connectivity solutions can be adapted to specific retail demands, driving growth and responsiveness to new demands.“We are bringing technologies that not only ensure continuity of operations and data protection, but also enable retail to anticipate and respond more efficiently to the needs of ever-changing companies”, Amaral adds.

Service:

Latam Retail Show 2024

When: 17 to 19 September

Where: Expo Center Norte

Hughes Stand: Street C/9

NewHack announces R$ 5 million fund to invest in 10 startups by end of 2025

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NewHack announces R$ 5 million fund to invest in 10 startups by end of 2025

THE NewHack, ecosystem of solutions focused on supporting technology entrepreneurs, has just announced the launch of an investment fund of R$ 5 million. The goal is to invest in up to 10 technology-based startups by the end of 2025, with checks of up to R$ 500 thousand per company. Led by Rodrigo Terron, Forbes Under 30 in Innovation and Technology, NewHack structures a thesis by combining entrepreneurial education and venture capital, aiming to consolidate itself as a kind of Brazilian Y Combinator.

Former CEO of Rocketseat and Shawee, Rodrigo Terron brings to NewHack his vast experience in scaling startups and his history of angel investment in companies such as NG Cash and BeConfident. Under his leadership, Rocketseat has become a reference in Brazil as a school of technology talent, with more than 50 thousand students and 100 employees. After the sale of Rocketseat to the Argentine group Digital House, for R$ 150 million, Terron continued his career as an investor and advisor in innovative startups.

“It is just over a year since I finished my period of earnout with Rocketseat and since then I have been acting as angel investor and advisor with NewHack, the goal is to go further, creating an ecosystem that provides structure not only for investment, but also for education for the founders. This R$ 5 million fund is the first step to validate our thesis, as we are already in talks with Brazilian and foreign investors to broaden the scope in the next” fund, says Terron.

NewHack's proposal is to offer an agnostic investment model to sectors, as long as the startups are technology-based.In addition, NewHack seeks to bring other angel investors and funds closer to complement the investment rounds, creating a collaborative environment and continuous support to the entrepreneur.

The launch of the fund takes place during Sao Paulo Tech Week, one of the largest innovation events in Latin America, in which NewHack will have a confirmed presence in several activities throughout the week.With an innovative and authentic vision, NewHack wants to position itself as a transforming agent in the technology market, boosting the new generation of Brazilian entrepreneurs.

Women in the labour market: the legality of a hiring policy exclusively for women

Byanca de Farias
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Women in the labour market: the legality of a hiring policy exclusively for women

Data from the National Household Sample Survey (Pnad) indicate that in 2023, the number of women employed in the labor market reached a historical record, totaling 43,380,636, exceeding the 42,675,531 registered in the previous year.It is no wonder that diversity and inclusion in the workplace has become a very relevant topic in the country in recent years, especially with regard to wage equity between men and women and access to senior management positions. 

In response, several companies have adopted policies to promote gender equality and increase the participation of women in various sectors, including the exclusive hiring of women.

According to Brazilian law, the exclusive hiring of women is allowed provided that it aims to reduce gender inequality in the labor market and stimulate greater female participation. This action, when reasonably justified and aimed at promoting real equality, is not considered discriminatory. On the contrary. Law 14,611/2023 reinforces this position by ensuring gender equality, established by article 5 of the Federal Constitution, and by providing transparency instruments and internal verification to identify and correct wage imbalances and remuneration criteria.

We can cite as an example the technology sector, for many years a predominantly male environment, in which large companies and startups they have created vacancies exclusively for women, seeking to reduce inequality and encourage the female presence in this field. 

However, if the exclusive hiring of women is used to promote gender stigmas, such as the imposition of beauty standards for certain vacancies, it can be considered discriminatory. 

It is not only with the index of participation of women in the labor market that companies should be concerned. Another very relevant topic that deserves attention is wage equity. There is still a long way to go in this topic. The 2022 edition of the study “Gender Statistics: Social Indicators of Women in Brazil”, developed by the Brazilian Institute of Geography and Statistics (IBGE), shows that this evolution is still in the early stages.However, it is expected that the 2025 edition will already reflect the positive impacts of the legal measures implemented from 2023.

The implementation of diversity programs, affirmative action and strategic partnerships are fundamental steps to achieve greater female equity in the labor market.In addition to meeting legal requirements, these initiatives bring benefits to both society and the success of companies.

NAVA Technology for Business Receives Strategic Investment from Crescera Capital

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NAVA Technology for Business Receives Strategic Investment from Crescera Capital

NAVA Technology for Business, a leading technology services and solutions company, today announced a significant advance in its growth trajectory by receiving a strategic investment from Crescera Capital.This partnership marks the beginning of a new phase of expansion for NAVA, reaffirming its commitment to innovation and excellence in the technology sector.

With this investment, still subject to approval by CADE (Administrative Council for Economic Defense), NAVA plans to accelerate the development of its main business lines, including Digital Strategy, Agile Development, Cloud, Data & Automation, Observability, CyberSecurity and Generative AI. The company aims to strengthen its position in the market, explore new business opportunities and expand its relevance in the sector.

Andre Scatolini, partner and Chairman of NAVA, commented on the partnership: “This new stage is a recognition by the market of what we are capable of and the value that NAVA has as a differentiated technology company in the country. With the entry of a qualified fund such as Crescera, we are sure that they will help us to further expand our operations, the segments of operation and, in the medium term, our geographical expansion.”

As part of this new phase, Andre Scatolini will resume the position of CEO of NAVA. Adriana Viali, who played a crucial role last year, will transition to the Advisory Board of the organization, where she will continue to contribute her experience and strategic vision.

Crescera Capital, a Private Equity and Venture Capital manager with R$5 billion under management, is known for its focus on innovative companies with high growth potential. Laura Guarana, partner at Crescera, expressed enthusiasm with the investment: “We are very excited about the entry of the Crescera fund as a partner at NAVA. From the beginning we saw NAVA standing out for its ability to drive innovation and offer technological solutions that transform businesses and promote efficiency in an increasingly competitive market.”

This investment positions NAVA for accelerated growth, with expectations to triple its size over the next three years, continuing the growth trend recently observed.The partnership promises to boost innovation in the Brazilian technology sector and potentially expand NAVA's presence in new geographic markets.

Nayax and Adyen Sign Strategic Partnership to Expand Global Electric Vehicle Payment Infrastructure

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Nayax and Adyen Sign Strategic Partnership to Expand Global Electric Vehicle Payment Infrastructure

Nayax Ltd, a global commerce, payments and loyalty platform, and Adyen, a financial technology specialist, today announced a long-term strategic partnership.This collaboration aims to drive global cashless payment technology delivery for the electric vehicle (EV) charging and self-service sectors.

Key points of the Partnership:

  1. Adyen integrates with the network of acquiring banks of Nayax.
  2. Nayax platform will be incorporated into Adyen's global infrastructure.
  3. Expansion of Nayax to new regions, including Latin America and APAC.
  4. Significant reduction in operating costs for Nayax.
  5. Development of the first global omnichannel payment service provider solution for Electric Vehicle Charging Point Operators (CPOs).

The partnership will introduce a payment solution for EV, integrating in-person and online payments through a mobile software development kit (SDK). This innovation aims to solve significant operational challenges for CPOs, who currently face difficulties in reconciling payments between multiple providers.

Aaron Greenberg, Chief Strategy Officer at Nayax, commented: “The partnership with Adyen, one of the most innovative financial technology companies globally, provides Nayax with a long-term strategic partner that can support the accelerated international growth of our business.We believe our expansion into e-commerce will be a significant catalyst for the growth of our company

For Adyen, this partnership represents an opportunity to deepen its presence in industries where Nayax excels, gaining access to a base of more than 85,000 customers.

Roelant Prins, Adyen Commercial Director, expressed: “A Adyen is excited to join forces with Nayax to help further drive the platform offering in the fast-growing EV charging and self-service sectors.This collaboration will be a major step in accelerating the growth of both companies

This partnership has the potential to significantly transform the payments landscape in the electric vehicle and self-service industry.Nayax's combined expertise in cashless payments with Adyen's global infrastructure promises to deliver more efficient and integrated solutions for operators and consumers around the world.

Companies are currently finalizing the details of their platform integration and plan to launch the new EV payment solution soon.More information on the implementation schedule and regional availability will be released in the coming months.

Zippi launches video clip '5Vida de Autonomo’ to inspire and strengthen Brazilian microentrepreneurs

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Zippi launches video clip '5Vida de Autonomo’ to inspire and strengthen Brazilian microentrepreneurs

Zippi, a fintech company that offers weekly working capital via PIX to microentrepreneurs, has just released the video clip Autonomous Life, produced by Pina, house of PR and Storytelling. The first season consists of eight episodes released weekly in the YouTube.

The project, which has audio and video format, is led by Felipe Furlan with Co-hosts Isabella Duarte and Andrea Avedissian and is another Zippi initiative to support the Brazilian microentrepreneur. Each episode has a guest who shares their stories, challenges faced and valuable tips for those who want to start a business.

In the last three years, podcast production has experienced significant growth. According to Podcast Insights 2021, there are more than two million programs available on the web. Another study released in 2023 by BBC Global News reveals that podcasts are an effective way to reach the audience that avoids ads, creating subconscious associations with the brand. Brand mentions in podcasts provide a 16% engagement and a 12% memory encoding higher than the surrounding content, in addition to increasing knowledge in 89%, brand consideration in 57%, purchase intent to %3T, purchase to 2T.

“With the Autonomous Life we want to explore topics that are often not covered in other formats and, with this, build an even closer relationship with our audience, with the aim of strengthening microentrepreneurship in Brazil”, comments Andrea, who is also Brand Manager at Zippi.

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