Brazilian Business Leaders Outline Growth and Efficiency Strategies for 2026
Brazilian business leaders emphasize structured processes and strategic brand management as key strategies for growth and sustainability in 2026 amid economic reforms.
- • 39% of Brazilian MPMEs manage expenses manually, dedicating over 20 hours weekly to these tasks.
- • Ycaro Martins stresses that operational failures come from poor processes, not growth itself, highlighting the need for predictability and standardization in scaling.
- • Natura focuses on maintaining brand relevance and leveraging Avon in Latin America after its 2020 acquisition.
- • Economic reforms and elections in 2026 may impact consumer behavior, but Natura plans to continue investing in its core beliefs.
Key details
As 2026 approaches, Brazilian business leaders are focusing on sustainable growth through operational efficiency and strategic market positioning. A recent survey by Conta Simples and Visa reveals that 39% of micro, small, and medium enterprises (MPMEs) in Brazil still manage expenses manually, spending over 20 hours weekly on such tasks. Ycaro Martins, CEO and founder of Maxymus Expand, underscores the importance of structured processes to scale effectively, emphasizing that growth failures often stem from inadequate systems rather than growth itself. Martins highlights that predictability, process standardization, and continuous team training are crucial for maintaining quality while expanding.
Meanwhile, Natura, a key player in the cosmetics sector, is concentrating on sustaining brand relevance and enhancing its Avon brand presence in Latin America following its 2020 acquisition of Avon's Latin American operations. Ana Beatriz Macedo da Costa, Natura’s Vice President of Reputation, Sustainability, Legal, and Corporate Affairs in Latin America, anticipates that 2026 will pose challenges such as elections and economic reforms that may influence consumer behavior. Nevertheless, she assures that Natura will persist in investing in its core values and sustainability commitments.
Together, these insights reflect a business landscape where structured internal processes and resilient brand strategies are vital for navigating economic uncertainties and achieving long-term success in Brazil.
This article was synthesized and translated from native language sources to provide English-speaking readers with local perspectives.