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IAS lança relatório por categorias contextuais nas plataformas da Meta, aprimorando precisão e otimização para anunciantes

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IAS lança relatório por categorias contextuais nas plataformas da Meta, aprimorando precisão e otimização para anunciantes

Integral Ad Science (Nasdaq: IAS), uma das maiores  plataformas globais de medição e otimização de mídia, anuncia o lançamento dos relatórios por categorias contextuais para as plataformas da Meta (Nasdaq: META), ampliando o espectro de mensuração para mídias em formatos de Feed e Reels do Facebook e Instagram. O lançamento reforça a colaboração contínua da IAS com a Meta para fornecer soluções terceirizadas confiáveis e independentes de mensuração e otimização de mídia. O novo recurso promove um alinhamento dos relatórios de mensuração com as categorias contextuais disponíveis na pioneira solução de Listas de Bloqueio de Conteúdo (Content Block Lists) da IAS para a Meta,  apoiando os anunciantes em seus objetivos de desempenho e adequação de marca.

“Estamos fechando o ciclo para os anunciantes, fornecendo insights granulares, confiáveis e baseados em IA em toda a Meta, que alimentam soluções de otimização para proteger o valor da marca, minimizar desperdícios e maximizar o retorno sobre o investimento,” afirmou Lisa Utzschneider, CEO da Integral Ad Science. “Relatórios de medição alinhados às categorias contextuais significam mais cobertura e desempenho para as campanhas de nossos clientes nas plataformas da Meta.”

Como parte da solução Total Media Quality (TMQ) para a Meta, os relatórios de categorias contextuais oferecem aos anunciantes as medições mais precisas e acionáveis em termos de segurança e adequação de marca. O TMQ é impulsionado pela tecnologia multimídia da IAS, que realiza análises quadro a quadro de vídeos — considerando imagens, áudio e texto — para fornecer a medição mais precisa em escala. Os anunciantes que utilizam a solução Content Block List da IAS já podem acessar os novos relatórios contextuais.

Com os relatórios contextuais da Meta, os anunciantes obtêm:

  • Mais transparência: Visibilidade ampliada sobre a adequação contextual dos conteúdos próximos aos anúncios no Feed e Reels, com análise confiável de terceiros.
  • Relatórios de medição equivalentes: Alinhados às mesmas categorias contextuais da solução Content Block List da IAS para a Meta.
  • Categorias contextuais expandidas: Mais de 46 categorias disponíveis — incluindo Política, Desastres Naturais, Religião, Família e Parentalidade – Conteúdo Infantil, entre outras — com abrangência global em 34 idiomas.

Em outubro de 2024, a IAS anunciou o lançamento de suas Listas de Bloqueio de Conteúdo (Content Block Lists) pioneiras para a Meta, após ser selecionada como fornecedora para desenvolver essa solução de otimização. Em abril de 2024, a IAS expandiu sua solução de Medição de Brand Safety e Suitability para incluir a categoria de desinformação, alinhada aos padrões do setor para os formatos Feed e Reels do Facebook e Instagram. Já em fevereiro de 2024, a empresa anunciou a disponibilidade de sua medição TMQ baseada em IA para Brand Safety e Suitability nas plataformas da Meta, oferecendo aos anunciantes uma cobertura avançada e líder no setor.

Com voz humanizada e IA generativa, agentes virtuais ganham protagonismo no atendimento ao cliente

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Com voz humanizada e IA generativa, agentes virtuais ganham protagonismo no atendimento ao cliente

Segundo estudos da Pollfish e Zendesk, mais de 70% dos consumidores desistem de empresas após uma experiência ruim, e mais da metade troca de marca após uma única falha no atendimento. Para responder a essa demanda por relacionamentos mais eficientes e empáticos, grandes empresas de telecomunicações no Brasil estão substituindo as antigas URAs por agentes virtuais com voz humanizada, que simulam conversas reais com fluidez, empatia e personalização.

A busca por automação com voz disparou desde 2023 e segue acelerando em 2025 com o avanço da IA generativa. Segundo levantamento da Zendesk, 78% dos líderes de customer experience já percebem maior aceitação da inteligência artificial por parte dos clientes, desde que o atendimento seja eficaz e empático. Nesse cenário, o atendimento por voz se consolida como o canal mais direto, inclusivo e confiável para resolver demandas, fidelizar clientes e escalar operações com qualidade.

According to Daniel Sabença, CEO da Mobcall, empresa especializada em automação de voz com IA que já automatizou milhões de chamadas em setores como telecom, finanças e varejo digital, esse avanço representa uma verdadeira mudança de paradigma: “A tecnologia de voz deixou de ser um recurso limitado a comandos simples e passou a atuar como um elo direto, natural e eficiente entre marcas e pessoas”, afirma. “Hoje, já é possível integrar agentes com voz realista a CRMs, gateways de pagamento e fluxos comerciais complexos garantindo escalabilidade sem perda de qualidade”.

A solução também pode ser personalizada para diferentes perfis, como idosos, usuários de baixa renda ou clientes de regiões com sotaques específicos. “A voz é o canal mais humano que existe. Quando conseguimos aliar essa proximidade à inteligência artificial, não estamos apenas automatizando processos, estamos elevando o padrão de experiência que os clientes esperam das marcas”, conclui Sabença.

SUSE promotes free webinar

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SUSE promotes free webinar

Faced with an increasingly technological world, the search for digital solutions is already a reality for Brazilian companies and public institutions.Virtualization, a technological process that allows the creation of virtual versions of hardware, such as servers, networks and storage from a single physical hardware, ensures a reduction in costs, efficiency and greater flexibility of data access.

Thinking about this scenario, SUSE, a global leader in open source enterprise solutions, promotes the free webinar on June 26, starting at 10 am “USE Virtualization”during the online event, stakeholders will have a clear understanding of virtualization and the alternatives available, tips for managing containers and virtual machines, strategies for reducing costs, and solutions for eliminating vendor lock-in.

The webinar is aimed at companies and people seeking to learn more about virtualization and how this process can help during the day to day work. Our idea is to show how SUSE Virtualization efficiently connects traditional virtual machines and cloud-native infrastructures based on Kubernetes, allowing to create a versatile IT environment that accelerates the development of applications, from the data center to the edge.

Interested parties must register at site and wait for confirmation with the access link to the webinar. Vacancies are limited.

Expert XP 2025 will bring together the great names of resource management in Brazil

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Expert XP 2025 will bring together the great names of resource management in Brazil

Expert XP 2025, the largest investment festival in the world, confirms the participation of leaders who are at the forefront of the main resource managers of the country. With consolidated trajectories in their areas, Samer Serhan, Antonio Pedro Leon Teixeira, Rodrigo Abbud, Fabiano Rios, Ruy Alves and Marina Valentini represent different aspects of asset management and bring to the event a strategic overview of the paths of the Brazilian and global economy.

Samer Serhan, partner and CIO of private credit and infrastructure at Jive Maua, is a reference in the management of alternative assets and structured credit.With extensive experience in special situations and stressed assets, his performance has contributed to the maturation of the investment market in complex debts and opportunities outside the mainstream.

At JGP, Antonio Pedro Leon Teixeira acts as an infrastructure fund manager, focusing on macro strategies. Throughout his career, he has built a solid reputation for his ability to read economic scenarios and for his performance in different monetary policy cycles and global conjuncture.

Rodrigo Abbud, partner and head of real state in Brazil at Patria Investimentos, has more than 30 years of experience in the real estate and capital markets.He has participated in relevant operations in the infrastructure, health, agribusiness and financial services sectors, contributing to the growth and consolidation of businesses in several regions of the country.

Fabiano Rios, CIO and founding partner at Absolute Investimentos, is one of the most respected names in the world of multi-markets.With a management model based on consistency, fundamental analysis and strict risk control, he helped position the manager as a reference in performance and institutional solidity.

At Kinea Investimentos, Ruy Alves is a partner and co-manager of multi-market funds. His experience includes stints at major global institutions, focusing on currencies, interest and commodities, which gives his management a strategic perspective on local and international assets.

Marina Valentini, global market strategist at J.P. Morgan Asset Management, is one of the leading Brazilian executives with international operations.His career at the bank includes leadership in areas such as investment banking and relationship with institutional investors, bringing a global view on emerging markets, risk management and financial innovation.

The 2025 edition of Expert XP will also feature the special participation of Arnold Schwarzenegger, actor, former governor of California and global reference in leadership and social impact. Schwarzenegger's presence reinforces Expert XP's proposal to go beyond investments, promoting discussions on purpose, resilience and transformation.

With an audience of more than 45 thousand people expected, Expert XP 2025 will bring together dozens of panels and immersive experiences focused on innovation, technology, financial market, ESG, artificial intelligence, entrepreneurial culture and more.

Since its first edition in 2010, the event has brought to Brazil names such as Bill Clinton, Malala Yousafzai, Serena Williams, Tom Brady and Yuval Harari. In 2024, Expert XP brought together more than 45 thousand people, with 117 hours of content, 300 speakers and themes that addressed investments, economy, politics, sustainability and culture.

Service
Event: XP Expert 2025
Date: 25 And 26 July 2025
Location: Sao Paulo Expo & Sao Paulo/SP

XP Card Benefits: 1% of Investback or 1 point per dollar.

Ticket for both days with XP Card (25 and 26/07): R$ 1,090.00

Saturday admission (26/07): R$ 726.00

Official website: www.expertxp.com.br

How to apply AI in digital marketing without losing authenticity

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How to apply AI in digital marketing without losing authenticity

A inteligência artificial já é protagonista em muitas estratégias de marketing digital, otimizando campanhas, personalizando comunicações e acelerando resultados. No entanto, um dos principais desafios enfrentados pelas marcas é usar essa tecnologia sem abrir mão de sua voz única e autêntica.

Ao mesmo tempo em que a IA permite escalar conteúdos e automatizar interações, o consumidor atual valoriza o que é genuíno. Segundo pesquisa de 2024 da Edelman Trust Barometer, 81% das pessoas afirmam que precisam confiar em uma marca para decidir comprar dela. Isso significa, que mais do que eficiência, é preciso manter a humanidade na comunicação.

“Não se trata de escolher entre tecnologia e humanidade. O ponto central é saber usar a inteligência artificial como um meio para potencializar a criatividade, e não como um substituto dela”, afirma Raphael Lassance, especialista em Growth e sócio e mentor do Sales Clube, maior comunidade de vendas do Brasil.

O uso da IA no marketing digital deve seguir algumas diretrizes para manter a autenticidade da comunicação. A IA é uma ferramenta poderosa para escalar, testar e otimizar. Mas é preciso ter um posicionamento bem definido e garantir que a voz da marca esteja sempre presente, mesmo nas mensagens geradas automaticamente. O que gera conexão são as emoções humanas e isso ainda não se automatiza.

Abaixo, Lassance destaca cinco práticas essenciais para quem quer usar IA de forma estratégica, sem perder a essência da marca:

  1. Direcionamento claro de tom de voz: as ferramentas precisam ser alimentadas com os valores e a linguagem da marca. Sem isso, correm o risco de gerar mensagens genéricas e despersonalizadas;
  2. Curadoria humana ativa: mesmo com a automação, o olhar humano continua fundamental. A revisão de textos, imagens e interações garante empatia e sensibilidade nas mensagens;
  3. Conteúdo com propósito: usar IA para acelerar a produção de conteúdo é válido, desde que os materiais tenham utilidade real para o público. A superficialidade compromete a confiança;
  4. Dados como aliados da empatia: a ferramenta permite analisar comportamentos e interesses com profundidade. Usar essas informações para entregar valor, e não apenas vender, é o que constrói relacionamento;
  5. Testes com responsabilidade: a IA facilita a criação de variações de campanha, mas é essencial avaliar constantemente o impacto dessas variações na percepção da marca.

A combinação entre inteligência artificial e marketing digital tende a se tornar cada vez mais sofisticada nos próximos anos. Mas para que isso gere valor real, será preciso lembrar, que no final das contas, ainda falamos com pessoas. E pessoas se conectam com histórias, não com robôs.

Intermediation market will see the end of the “occult businesses”, says CEO of a company in the sector

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Intermediation market will see the end of the “occult businesses”, says CEO of a company in the sector

The logic of charging commissions on sales, even without generating direct value in the production chain, is in check. This is the vision of Andre Cruz, co-founder and CEO of Guru Digital Manager, Complete online checkout and sales management platform, and book author '''Politically Incorrect Guide for Digital Entrepreneurs. “We are living the end of the era of hidden businesses’.The market no longer tolerates intermediaries who enrich at the expense of the effort of others”, he says.

The criticism refers to the dominant pattern of large marketplaces, such as apps and intermediation platforms, which retain up to 30% of the value transacted in the name of access and visibility. According to Cruz, this creates a structural imbalance, penalizing precisely those who create, sell or deliver real value.

“Since 2017, we have bet on a contrary approach: charging a fixed monthly fee, without commissions on sales. At the time, we were told that it would not work. Today, we see giants like iFood, AppStore and even 99Food reviewing their models, pressured by competition, rejection and need for financial sustainability.Our strategy proved effective.In 2024, our customers saved R$ 75 million that, on other platforms, would be destined to rates. The cycle is turning around”, highlights the CEO.“With the increase in efficiency and uncertainties in the interest rates and the real value scenario, it has led to get more value, the value in the money, the cost and cost more.

Operating in Brazil, the United States and Europe, the company serves recurring businesses, content creators, events and sellers of simple physical products, offering checkout, integration with marketing tools, after-sales and real-time metrics. Pioneer in fixed monthly, last year moved R$ 3 billion only in Brazil and projects to exceed R$ 6 billion in transactions by the end of 2025.

In his book, Andre presents practical ways to undertake with freedom in the virtual world, but moving away from platforms that explore business and do not generate rewards. With a direct approach, he denounces how the sales systems “only-pay-sell” make its users hostage to abusive fees and lack of autonomy.

“It is a dynamic that favors the digital stelionate, especially with the proliferation of courses to sell’. A market has been created that profits from dreams and empty promises, aimed at those who seek shortcuts and ends up getting carried away by illusions. Without autonomy, many professionals work for third party interests, while seeing their own committed gains. We are following a clear migration to solutions that prioritize the entrepreneur, and Guru has taken the lead in this movement, with ethics, efficiency and purpose. We continue growing in a sustainable way, with margin and long-term vision concludes. And now, more than ever, we seek partners who share this same CEO philosophy, we have.

Summit Entrepreneurial Alliance points out five paths to a more inclusive entrepreneurial future

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Summit Entrepreneurial Alliance points out five paths to a more inclusive entrepreneurial future

Trabalhar pela construção de um ecossistema empreendedor verdadeiramente inclusivo é o que move a Aliança Empreendedora há 20 anos. Incluir as pessoas que compõem a base da pirâmide não é uma tarefa simples, entretanto a organização aponta algumas diretrizes que permitem maior participação destes empreendedores. As propostas surgiram durante a realização do Summit Aliança Empreendedora – Uma Breve História sobre o Futuro do Empreendedorismo, que aconteceu em Brasília, no início dejunho.

O evento, que integra as celebrações de 20 anos de impacto da Aliança Empreendedora, reuniu centenas de empreendedores, lideranças e autoridades governamentais que apresentaram os desafios e discutiram as soluções para impulsionar esse campo da economia. Esse encontro é uma iniciativa da Aliança Empreendedora e do Programa Empreender 360, em parceria com o Bank of America, Instituto Assaí, Fundação Arymax, Coca-Cola Brasil, Mercado Pago, Fundação Grupo Volkswagen, Instituto Lojas Renner, Itaipu Binacional e Caixa Econômica e Mercado Pago. As discussões resultaram em um documento que apresenta os principais desafios e as possíveis soluções para cada cenário. O documento completo pode ser acessado here. 

The acesso equitativo ao capital e recursos é um ponto exposto no documento e, talvez, o desafio mais crítico e urgente. “Para que a inovação floresça em todas as camadas sociais, é imperativo que o financiamento, a mentoria e a infraestrutura estejam disponíveis de forma igualitária, rompendo barreiras de localização, gênero, etnia ou classe social”, comenta Lina Useche, cofundadora e head de relações institucionais da Aliança Empreendedora.

Além disso, criar e tornar acessíveis programas de capacitação e desenvolvimento personalizados and a criação de redes de apoio e comunidades também foram listados e são primordiais para o sucesso do projeto. “Essas questões são indispensáveis, antes de tudo porque nenhum empreendedor, e nem mesmo uma pessoa, pode crescer sozinho, pois vivemos em sociedade”, explica Lina.  É necessário desenvolver ambientes seguros, especialmente para aqueles que se sentem marginalizados, para trocas e aprendizados. 

Por fim, o documento ainda aponta dois caminhos de superação de obstáculos, que também são questões sociais em evidência: promover a diversidade e a representatividade and remover barreiras sistêmicas e preconceitos. Ambas estão intimamente relacionadas e dizem respeito à pluralidade da sociedade brasileira. Criar políticas públicas e eliminar vieses que desfavorecem determinados públicos e grupos é urgente para que o ecossistema empreendedor seja mais inclusivo. 

O Fórum Brasileiro de Microempreendedorismo, encontro que integrou a programação do Summit Aliança Empreendedora, mostrou que as pessoas se reinventam, resistem e são solidárias para superar os desafios ao empreendedor. Entretanto, essa criatividade não é suficiente para mudar o cenário. Para isso é preciso apoio concreto, articulação institucional e políticas públicas que, ao invés de podar, cultivem mais potencialidades, que é uma das missões da Aliança Empreendedora. 

How should brands talk to Generations Z and Alpha? 

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How should brands talk to Generations Z and Alpha? 

THE LOI, a specialized influencer marketing consultancy, and InstitutoZ, from Trope, a Gen Z and Alpha generation consultancy, presented a new strategic approach for brands wishing to authentically connect with Generation Z (born between 1996 and 2010) and Generation Alpha (born from 2010 onwards).

Combining consumption data, digital habits, and cultural perceptions, the presentation reveals that 2.62 billion people in the world belong to Generation Z (UN, 2024), being 51 million in Brazil (IBGE, 2024; Unraveling the Habits of Generation Y in Brazil), with a Estimated purchasing power of R$1.466 trillion per year in the country alone. (IBGE, FGV, and PNAD Contínua, 2025). As for Gen Alpha, with approximately 2 billion people globally (The Modern Consumer, 2025), begins to show its consumption patterns, digital behavior, and social influence.

According to Felipe Colaneri, co-founder of LOI, "brands need to stop treating young people as a single block and understand the multiple codes that construct their identity, from the digital to the physical." A highlight of the study is the analysis of "phygital" culture, which shows how the integration of online and offline experiences has become essential for generating belonging.

Another point raised is the role of the creator economy in purchasing decisions: 801,000 Gen Z consumers have already purchased food products recommended by influencers. ("Who Influences Generation Z?", 2025 study), and 66% attended cultural events on the recommendation of creators. (Study “Who Influences Generation Z?”, 2025). Influence is fragmented, 37% trusts people with small or medium-sized followings more. while only 7% trusts large influencers more..

The research also reveals that More than 501 Gen Z individuals spend more than seven hours a day connected. (InstitutoZ & YOUPIX 2025), especially on Instagram, YouTube, and TikTok. Not surprisingly, 60.1% of Brazilian companies report difficulty communicating with this audience through traditional channels. (Research: "What are the difficulties Brazilian companies face with Gen Z?", 2025). And worse: 1 in 3 companies doesn't even have a specific strategy for engaging Gen Z. (Research: "What are the difficulties Brazilian companies face with Gen Z?", 2025).

For Luiz Menezes, founder of Trope and content creator with experience in projects for Meta, Disney, and Itaú, “brands need to stop trying to *impact* Generation Z and start *engaging* them.” The presentation also highlights cases such as Carmed, Netflix, and Roblox, which successfully adapted their language, channels, and collaborations to legitimately connect with new generations.

Influencer marketing needs to finally bury the model of disguised exploitation.

Rapha Avellar
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Influencer marketing needs to finally bury the model of disguised exploitation.

For a long time, a certain logic held sway in the influencer market: sending a product to a creator and hoping — almost always implicitly — that they would post something in return. No contract. No guarantee. No compensation.

They called it a strategy. But in practice, what was seen was a model disguised as collaboration that ended up normalizing the exploitation of creative work.

It's massive seeding, a shipment of thousands of kits hoping to gain visibility without paying. This has become routine for many brands, but in 2025, with the Creator Economy matured and data readily available, it's worth questioning whether this logic still holds any merit.

Spoiler: it doesn't.

At BrandLovers, we conducted a simulation comparing the classic seeding model with structured, paid campaigns run by validated creators. The scenario was as follows:

  • Seeding: 100 million kits shipped, with an average logistics and product cost of R$1.74 per unit. Result? Just over 51,300 influencers posted something. Average reach per piece of content was 400 people, totaling approximately 2 million people impacted. Estimated CPV was R$2.66.
  • Structured campaign with paid creators: Same budget (R$ 7 million), but distributed among thousands of creators with segmented audiences and real delivery rates – a true media campaign. Paying an average of R$ 400 per post, we will have approximately 4,000 guaranteed views per delivery; the total views exceed 40 million. In this scenario, the PPV is below R$ 0.18. That is, R$ 2.48 lower than the seeding campaign's PPV.

What do these numbers say? That sticking with a free model is costly. Costly in efficiency, reputation, and actual impact.

Content is work. And work deserves to be paid.

It's not just about media efficiency. It's about respect. It's also about consistency with the discourse of brands that call themselves "creator-friendly," but in practice still treat influencers like volunteers working for spontaneous media generation.

Each piece of content involves planning, execution, editing, and exposure. The idea that "the product itself is sufficient payment" ignores the complexity and value of what is being delivered. It's no surprise, then, that the market is reacting to this.

Creators are speaking out and calling the model outdated. And the increasingly discerning public is starting to see who values those behind the camera — and who just wants cheap views.

The risk isn't just of underdelivery. It's of wearing down those who matter.

Scaling seeding is uncontrollable simply because there's no guaranteed narrative. In practice, there's no brand safety, much less real measurement.

In the simulation we conducted, the content generated through seeding was, for the most part, a static image, lacking storytelling, with very low engagement, and no message control. Structured campaigns, however, delivered videos with narrative, social proof, and brand context, validated by AI and audited for security.

And further: the climate among creators who participated in the seeding can, in many cases, be negative. Public complaints about exploitation and lack of payment are becoming frequent. This undermines the brand's symbolic capital and jeopardizes future collaborations with qualified talent.

It's not about abandoning seeding. It's about abandoning the expectation of return without reciprocity.

Shipping products can (and should) be part of the strategy, but it needs to be in the right place: as awareness, a gesture of courtesy, or a gateway. Never as the primary activation method.

Therefore, what should guide actions from now on is simple:

  • If the brand expects delivery, it needs to offer something in return.
  • If the campaign depends on creators, they need to be central to the strategy and budget.

Exploration is not scale. It's delay.

Treating creators as serious media isn't just a matter of fairness; it's a smart decision. Campaigns with contracts, briefs, guaranteed results, and clear compensation deliver more, with less noise and significantly more impact.

Creator-made content should be paid for. If your brand still hasn't grasped this, maybe it's time to reconsider not just your strategy, but your respect for those who make influencer marketing happen.

Mergers and Acquisitions: packaging market is experiencing a good time for transactions

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Mergers and Acquisitions: packaging market is experiencing a good time for transactions

After registering an increase of 14.89% in Gross Production Value (GVV) last year, reaching R$165.9 billion according to data from the Brazilian Packaging Association, the Brazilian packaging industry should continue to rise in 2025, with good prospects for asset purchase and sale transactions. According to a survey by Redirection International, specialized in advisory for mergers and acquisitions (M&A), only in 2025 six transactions involving companies in the segment have been recorded. In the last two years, 23 operations were announced to the market.

The survey considers all negotiations involving companies that operate in the production and distribution of materials that protect, preserve and present products. “Despite the most challenging macroeconomic scenario, with increased inflation and high interest rates, we expect the Brazilian packaging market to continue on a growth trajectory in 2025, driven by domestic consumption, agribusiness and exports, especially with the devalued exchange rate favoring the national industry”, explains economist Gabriel Loest Cardoso, partner at Redirection International and one of those responsible for the study, remembering that the sector has been growing at healthy rates, with an estimated growth of 4.2% to the year until 2020 Intelligor.

In addition to structural factors, the positive projection of the market is also based on the change in the consumer profile, both in Brazil and abroad, with the advancement of the market delivery, the increase in the consumption of processed and packaged foods, the search for functional and innovative packaging and the preference for environmentally sustainable packaging, from recycled materials or refill, for example.

“We observe a new global trend in the sector, guided by the 4Es of the (E-commerce, Efficiency, Environment and Packaging Innovation (4Es’Environment) and Engagement. In this context, M&A becomes a strategic tool to accelerate growth, optimize pricing and adopt strategies to irend-sizing’ to generate operational synergies.We see demands and acquisition opportunities for medium-sized companies in the sector. Among the characteristics that increase the attractiveness of these companies, I would highlight the size/relevance of operations, revenues above R$ 80 million, diversified customer portfolio, focus on special packaging, good level of governance and efficient operations, resulting in good margins”, highlights the economist.

According to the survey, M&A transactions recorded in the last two years in the Brazilian packaging industry involved both domestic companies buying other companies in Brazil or abroad, as well as international investors seeking Brazilian assets. With the market still fragmented, the country also presents opportunities for players minors expand innovation and scale their business model through mergers and acquisitions.

“The packaging sector, especially paper and corrugated cardboard, remains attractive for consolidation, especially in food and beverage, cosmetics, medical and industrial packaging,”, says Gabriel Loest Cardoso.

Among the movements mapped by Redirection International are the expansion of Suzano IO which intensified its international operations in 2024, with the acquisition of two Pactiv Evergreen plants in the United States IO and the transactions carried out by Klabin to consolidate its leadership in the sustainable packaging segment in 2024.

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