Social impact investment is an increasingly relevant and decisive practice for companies that want to reinforce a responsible image. According to a GIIN report, social impact investments totaled US$ 1.1 trillion around the world in 2022. Still, Alfi, an association of the Luxembourg funds industry, estimates that the demand for investments in assets with environmental, social and governance (ESG, for its acronym in English) among European investors should grow by 15.9 trillion euros $ 21 trillion 2026.

By the end of 2023, European institutional investors had already allocated a total of 3.7 trillion euros in ESG assets, and the forecast is that this amount will reach 19.6 trillion euros by 2026. The universe of startups aimed at entrepreneurs who develop businesses with social impact has achieved record growth in the investment market in the last year. According to data from Halcyon, American incubator, investments have surpassed the US$ 1 trillion mark, driven by a wide range of investors, such as venture capital funds, angels and foundations.

According to Karla Suarez, executive director of COletivA DELAS, Specialist in DEI, creative economy and fundraising, the benefits of private social investment go beyond the positive impact on the causes supported, also contributing to the construction of a positive corporate image, employee engagement and proximity to stakeholders. The problem is that many of these organizations do not know where to start. “Companies have a key role in social and environmental transformation. Investment in social impact is not only an ethical choice, but also a business strategy that adds value to the brand, strengthens the relationship with stakeholders and drives innovation and sustainability.

For organizations looking to initiate or enhance social responsibility initiatives, Karla Suarez lists five essential steps:

1. Creation of Private Social Investment (ISP) policies

“The first step to develop a social impact strategy is the creation of a private social investment policy.This, should establish clear guidelines that define the priority areas of action, such as education, environment or social inclusion, always aligned with the values and purpose of the company”, recalls Suarez. In addition, the expert reinforces that it is essential to determine a dedicated budget, covering both financial and human and material resources, to sustain the initiatives over time. It is also important to define clear criteria for the selection of projects and partners, ensuring that these choices are in line with the mission of the company, ensuring consistency and effectiveness in the implementation of the programs.

2. Development of Corporate Volunteering Program

A corporate volunteering project is essential to engage employees in the social causes supported by the company. “This program should offer several opportunities for employees to actively participate, from one-off actions to continuous volunteering activities”, says the expert.To foster this engagement, it is recommended that the company offer training and incentives, such as specific training and recognition for volunteer work, which may come in the form of hours off dedicated to volunteering or internal awards. 

3. Mobilization of the internal public for social causes

To ensure the involvement of all employees in social impact initiatives, it is important to mobilize the internal public through Campaigns focused on social impact, have the objective of raising awareness of employees about the importance of causes and encouraging them to actively participate in company actions. Creating spaces for dialogue and participation, such as forums or discussion groups, also allows employees to suggest projects more directly. This strengthens the sense of belonging and promotes a culture of social responsibility within the company, increasing engagement and adherence to initiatives.

4. Sponsorship of socio-environmental impact projects

Sponsoring projects with social and environmental impact is an effective way for the company to strengthen social performance. For this, it is crucial to identify projects that are aligned with the areas of interest of the company and that have the potential to generate a significant positive impact. Establishing strategic partnerships with organizations that already work in these areas can enhance the results. It is important to implement mechanisms for evaluating and monitoring sponsored projects, to ensure that the objectives are achieved and that the company's investments are generating the desired impact.

5. Communication

Transparency in the communication of the results of social actions is fundamental to strengthen the credibility of the company and amplify the scope of the initiatives. “It is recommended that companies disclose annual reports, newsletters or even use online platforms to share the results obtained”, or finalizes Suarez. 

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

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

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

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

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

What lies ahead in AI marketing?

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

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

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

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

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

In the current scenario, technology, especially Artificial Intelligence (AI), has proven to be a valuable ally to improve efficiency in customer service.With the power to automate processes and optimize resources, AI helps companies provide fast and efficient responses.However, the human factor is still essential to ensure empathy and quality in interactions with consumers.

According to a Zendesk survey, 43% of Brazilian consumers felt ignored when dealing exclusively with automated solutions. This data alerts to the importance of balancing the two strands. According to a Genesys study, 80% of respondents preferred to talk to a human attendant when triggering a Customer Service (SAC). In addition, 67% of consumers would abandon contact if they could not interact with an employee.

The balance between AI and humanized care

For experts in the field, the combination of the two alternatives is the most promising way head total IP sales, Tiago Sanches, “it is no use having a high quality product or service if the support is not efficient. Customer satisfaction depends directly on this” integration.

The benefits of this combination

Personalization in care: AI is able to collect and analyze data, so companies offer more personalized approaches, increasing customer satisfaction and loyalty.

Increased operational efficiency: automating simple tasks, such as sorting requests, leaves employees focused on more complex and urgent issues, optimizing resources and reducing operating costs.

Improvement in customer experience: solutions such as chatbots they ensure an agile and continuous service in several communication channels. At the same time, the interaction with people enables active listening and a high quality dialogue.

Innovation culture: the constant technological evolution stimulates companies to innovate and continuously train their teams. In this way, it strengthens the relationship with the public and ensures competitiveness in the market.

The use of AI in customer service presents important advances, but the human factor remains indispensable to ensure a complete experience.“If the business manages to balance these two aspects, it will have a significant differential, both in terms of operational efficiency and in the customer satisfaction”, adds Sanches.

A Black Friday, uma das datas mais esperadas do comércio global, teve sua origem nos Estados Unidos, mas rapidamente se tornou um fenômeno mundial. Em 2023, o varejo brasileiro registrou um faturamento de R$ 6,1 bilhões durante o evento, o que representa um aumento de 16% em relação ao ano anterior, segundo dados da Ebit/Nielsen. O crescimento não é apenas no volume de vendas, mas também na quantidade de consumidores on-line: cerca de 85% dos brasileiros conectados afirmaram que pretendiam aproveitar as ofertas do evento, de acordo com pesquisa da Google. 

É aí que mora o perigo. Com ofertas tentadoras e promoções atraentes, a data também atrai criminosos digitais, que aproveitam o aumento do tráfego on-line para aplicar fraudes, roubar dados pessoais e financeiros, e enganar compradores desatentos. Recentemente, a NordVPN, líder global em cibersegurança, conduziu uma pesquisa com 1.000 brasileiros, entre 18 e 74 anos, revelando que o WhatsApp foi apontado como o principal canal para golpes, com 81% dos entrevistados tendo recebido uma tentativa de fraude nos últimos dois anos. 

De acordo com os resultados, pessoas das gerações mais velhas e homens foram os mais vulneráveis a golpes envolvendo lojas on-line falsas ou produtos fraudulentos. Por outro lado, membros das gerações Y e X foram mais propensos a receber ofertas de empregos falsos, reforçando a necessidade de atenção redobrada em ambientes digitais. 

Entre os golpes mais frequentes, o recebimento de links falsos para páginas de login foi apontado como o principal problema, com 47% dos participantes da Geração X (44 a 59 anos) sendo afetados, seguidos pelos Baby Boomers (60 a 74 anos), com 41%. As mulheres, em especial, foram bastante visadas nesse tipo de golpe, com 43% das entrevistadas relatando terem recebido links falsos, em comparação com 39% dos homens. 

Além disso, golpes envolvendo lojas on-line fraudulentas ou produtos falsos também se destacaram, afetando 47% dos indivíduos da Geração X e 37% dos Baby Boomers. Os homens (37%) relataram ser mais atingidos por esse tipo de fraude do que as mulheres (32%). 

Golpes por meio de chamadas ou mensagens falsas de clientes, centros de suporte técnico ou bancos também foram amplamente citados. Cerca de 37% dos Baby Boomers caíram nesse tipo de golpe, seguidos por 31% das gerações mais jovens. Além dos golpes mencionados, outros tipos como clonagem de cartões de crédito (20%), boletos falsos (28%), fraudes com cupons e prêmios (16%) e até mesmo doações falsas para caridade (15%) foram mencionados por uma parcela significativa dos entrevistados, evidenciando a ampla gama de técnicas usadas peloscriminosos para enganar suas vítimas. 

E o número de golpes tende a crescer com a chegada da Black Friday. De acordo com dados da Forter, plataforma de prevenção a fraudes, o número de golpes em transações on-line aumenta em até 60% durante a temporada de compras. A NordVPN também aponta que há um crescimento nas tentativas de phishing, em sites e e-mails, assim como na distribuição de malwares focados em pegar os consumidores ávidos por descontos. 

Durante a Black Friday, os cibercriminosos se aproveitam da pressa dos consumidores para enganá-los. Entre os golpes mais comuns, destacam-se: 

• Phishing: E-mails e mensagens que se passam por grandes varejistas usam links falsos, onde os consumidores são direcionados para sites fraudulentos que coletam informações pessoais. 
• Sites falsos: Criminosos criam sites que imitam lojas reais, oferecendo produtos a preços baixos para atrair as vítimas. Após a compra, os produtos nunca serão entregues. 
• Falsos cupons de desconto: Muitos golpistas oferecem cupons de desconto falsos para coletar informações pessoais ou induzir os consumidores a acessar páginas fraudulentas. 
• Fraudes no pagamento: Transações via links ou métodos de pagamento não oficiais são arriscadas. Criminosos podem desviar o pagamento e o consumidor nunca receberá o produto. 

Cuidados essenciais ao comprar on-line 

Antes de realizar qualquer compra on-line, a NordVPN recomenda algumas medidas de segurança que podem ajudar a evitar fraudes: 

1. Utilize uma VPN confiável: A NordVPN cria uma camada adicional de proteção, criptografando sua conexão e impedindo que hackers interceptem seus dados pessoais e financeiros. 
2. Desconfie de promoções excessivamente generosas: Ofertas com preços extremamente baixos podem ser golpes. Verifique sempre a reputação da loja e busque comentários de outros consumidores. 
3. Evite Wi-Fi público ao realizar transações: Redes públicas são alvos fáceis para criminosos que interceptam informações sem proteção. Prefira redes seguras ou utilize uma VPN para proteger sua conexão. 
4. Verifique se o site é seguro: Prefira sites que tenham o cadeado de segurança (HTTPS) e que forneçam informações de contato claras e confiáveis.