Article 1 of the Universal Declaration of Human Rights says the following: “All human beings are born free and equal in dignity and rights.” In other words, I don’t have more rights or more dignity than my neighbor, whether they are from a lower or higher social class. Unfortunately, in the world we live in, this is not always the reality. We see many people, since birth, getting the shortest straw right from the start. And a lot of this happens in Brazil, of course, one of the most unequal countries in the world. I'm not taken by surprise when a report or news confirms this.
In this sad scenario, there are some companies we already work with that bring more dignity and humanity to our population. In our projects with these organizations, we saw that they are connected to a greater Purpose and are dedicated to promoting a better life for people. Whether providing services that reinstall a civilizational character, helping communities to structure themselves, or through products that deliver much more than their utilitarian character. Furthermore, good Branding begins with a deep look at people, the same people who suffer injustice and are at the mercy of the system. It's a good start, because, let's be humble, those who work with Branding and marketing still have a long way to go in this regard. And, among many clients who could fit into this concept, we will focus on 4 of them who, in some way, take article 1 of the Universal Declaration of Human Rights very seriously.
The first of them is Efí, known until a while ago as Gerencianet, after the name change, which was created by TroianoBranding. Efí is a company that helps small and medium-sized entrepreneurs structure their businesses and cover their finances without needing the help of a large bank. Its online payment solutions and bill generation for a “developing” audience bring a humanized attitude, which are not present in most organizations in the world of financial transactions. Efí is a welcoming company, which respects and strives to build a win-win relationship with its customers. Especially in Brazil, where 72.4% of families have financial difficulties, Efí is, as we like to say at TroianoBranding, a company with soul, which never fails to replicate on the outside what they value on the inside: that every Brazilian entrepreneur should have their chance to flourish.
Caedu is also another company on this list that brings more dignity to its customers. Anyone who has ever entered one of its stores will immediately notice the differences: air conditioning, drinking fountains, access ramps, quality clothing, spacious fitting rooms, cheerful appearance, fair prices. Everything is done to make the customer feel good and worthy of respectful treatment. And these characteristics also guide the choice of people who work in the stores, people who are always available, and always making the consumer feel at home. In this example, unbridled capitalism is left behind and is replaced by a genuine desire of the organization to bring nobility to class C, the main customer and social strata that go to stores. Amidst so many retail ventures that waste wealth in our country's shopping malls and urban centers, exacerbating social inequality, Caedu is almost like an antidote to this sad reality, serving the people who need it most with an empathetic and close touch.
When we carried out our work with Assaí Atacadista, we were very proud of the path we had taken, but we could never have imagined the huge impact that the company's Purpose would have on its day to day. Translated into its positioning, “For everyone, from sunrise to sunset”, it reveals an organization that brings prosperity to everyone – with fair prices, attendants who welcome people from different worlds and a variety of products that meet the needs of customers, from a mother of a family or a homemade confectioner to the owner of the grocery store. Without discrimination and always happy to serve, Assaí is another extremely altruistic company, which brings dignity and prosperity to every corner of Brazil.
Finally, there is a partner company of ours that takes this topic of human dignity to another level. This company is Aegea, one of the largest in the private sanitation sector in the country, present in more than 500 cities in Brazil, spread across 13 states. Although it is a brand that the consumer cannot categorically choose, unlike others, Aegea brings something apparently very simple, dedicated to a basic premise that affects us all: basic sanitation and access to drinking water. In Brazil, where the very idea of social well-being does not leave the paper, inside or outside companies, Aegea, through its commitment to equality, accessibility to water and sewage, recognizes that everyone needs to be seen and treated equally and with dignity. The organization's Purpose, created in collaboration with our company – “Our nature moves life” – also says a lot about its promise to move lives and people towards a better and fairer reality.
After all, what is the role of brands in these social environments? At TroianoBranding, we believe that not only capitalism and consumption move the market, but also the desire to understand people, their wants and needs. The desire to provide people with basic sanitation, stores with dignity, markets with respectful attendants, and humanized payment solutions. Because it's not just about numbers and results, but about the impact that a company and brand can have on the lives of consumers and society as a whole. At the end of the day, I am confident that a company that values its customers and brings dignity to them, performs better than those organizations that only think about the result at the end of the year. Employees are more productive, consumers are more satisfied and all of this contributes to the creation of an ecosystem that moves an entire country. Yes, I know that Brazil is huge and change takes time, but we believe that these brands we work with have already done and are doing a great job to truly put Brazilians at the center, who, let's be honest, deserve the highest level of prosperity, resources and happiness.
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