The theme was "“Economy, Periphery and Diversity” and presented research on discrimination against minorities in commerce and in the provision of services
The Central Única das Favelas (CUFA), Instituto Locomotiva, and UNESCO in Brazil promotes a series of webinars called "Data Favela Forum", and its third edition was held yesterday, July 1st. The theme for the last webinar was "“Economy, Periphery and Diversity” and presented research on discrimination against minorities in commerce and in the provision of services. The CEO of Favela Holding and CUFA, Celso Athayde, and the president of Instituto Locomotiva, Renato Meirelles, host the debates. The Director and Representative of UNESCO in Brazil, Marlova Noleto, participated in the debate with the TV show host Luciano Huck, the economist, Armínio Fraga, the president of JR Diesel, Geraldo Rufino, the CEO of C&A stores, Paulo Correa, among others.
The webinar presented the research “The majority market, periphery and diversity as a business strategy”. The survey points out that 79% of minorities have already suffered some kind of constraint in trade. Black people, women and members of C, D and E classes, mainly from the peripheries, make up the majority of Brazilian consumers. “We have 210 million Brazilians. Of these, 118 million are black, 108 million are women, 165 million are from the periphery, from the “C”, “D” and “E” classes, and 15 million are declared homosexuals ", highlighted Renato Meirelles, who also addressed the importance of brands having a positioning in relation to the theme. "For brands, the cost of error has increased a lot. It is necessary to think much more before taking an action. In order not to make mistakes, it is necessary to find the balance between agility and coherence. There is no more space to declare what is not practiced. Diversity works as a strategy: 98% of consumers would not buy from brands that do not accept diversity ".
Paulo Correa, from C&A, stated that “it is impossible for growth to be sustainable without having a dimension of diversity. At C&A, 60% of employees are black and 60% are black customers. We are well connected with the country's diversity. We also encourage our employees to participate in social projects ”.
Partner of CUFA for 20 years, TV show host Luciano Huck said he believes that, at the end of the pandemic, Brazil will be a more supportive and fraternal country: “in three months, Brazil donated almost twice the amount we donated last year: 0,2% of our GDP. 6 billion were donated by civil society. The pandemic has exponentially illuminated our inequalities. And education and knowledge are the most powerful weapons we have ".
The Director and Representative of UNESCO in Brazil, Marlova Noleto, expressed her enthusiasm for the fact that all the guests, without exception, emphasized that only with education is it possible to transform the country. “When I am asked about what is needed to change Brazil, I answer: there are three things: education, education, education. Countries that have been profoundly transformed, such as Finland and South Korea, have done so through investments in education, ” she concluded.