In strategic discussions, I have observed a major challenge: the tools we use to measure success are still anchored in models from the past, while the business landscape is evolving rapidly. This leads us to an important reflection: how does your business model contribute positively to the ecosystem on which it depends?
Traditional performance metrics, when not updated, may not capture the critical elements for a brand's longevity and relevance. If aligned only with an outdated economic context, they can create a mismatch between growth objectives and the current expectations of society and the planet.
We can see an interesting transition today: professionals who used to be evaluated mainly for marketing results are now also recognized for their ESG contributions, reflecting a change in the way companies integrate sustainability and social responsibility.
There is therefore a valuable opportunity: the gap between discourse and operational practice can be a fertile space for innovation. This gap, when measured and understood, becomes a source of creativity and competitive advantage, allowing companies to develop solutions that are genuinely aligned with new demands.
The role of the marketing and strategy leader is expanding. Increasingly, they are expected to incorporate ESG principles not just in reports, but at the heart of the company's strategy. ESG is no longer just a risk mitigation agenda but a powerful driver for Research & Development, inspiring new products, services and business models.
The capital that makes this evolution possible goes beyond the financial; it is built on trust. Transparency and operational consistency have the power to turn skeptics into brand advocates, creating virtuous cycles of growth.
The result is a business model that generates value by solving complex challenges, making it not only sustainable, but indispensable for the future.
Piracanjuba's "Desaparecidos" case, produced by the Ampfy agency, is an outstanding example of the "profit and regenerate at the same time" concept. In a highly commoditized dairy landscape, the brand dared to go beyond the price war, transforming its milk packaging into a strategic channel for social impact and hope.
Betting on technological innovation, by using artificial intelligence to recreate the faces of missing people and print them on its milk cartons, Piracanjuba generated not only significant differentiation on the shelf and record engagement (beating the benchmark by 8.4 p.p.), but more importantly: in partnership with the mothers of the sé, it was possible to promote the reunion of 14 missing people with their families.
This initiative proves that marketing effectiveness can go beyond direct monetary profit, building long-term brand value through humanitarian impact. The sustainability of the model is reinforced by the impressive 96% bonus media mark, demonstrating that authentic purposes attract support and maximize reach efficiently, perfectly aligning commercial success with social responsibility.
The next time you're in a marketing or board meeting, it's worth asking: are your KPIs preparing your company to thrive tomorrow, or just measuring the performance of a world that has already fallen behind?
