Fernando Chacon, our guest for this week's conversation about value creation, brings together two topics of great interest at this turning point in humanity.

The investment sector and learning pathways are at the heart of collective concerns during this time of humanity. To continue reflecting on value creation, Ana Couto spoke with... Fernando Chacon, who worked for Itaú for many years and today dedicates herself to Tech4Kids, a digital platform focused on bringing digital thinking to public school children from the very beginning of their education.

We touched on interesting points regarding brand consistency, perspectives on the Brazilian context, and which changes are here to stay. Here are some of them:

1) Iconic brands, purpose and consistency

Value is built with discipline and consistency. After all, brands don't become iconic – those that are a benchmark for the entire market – overnight. The journey there presents great challenges, especially in the digital landscape, with so much exposure and countless narratives being produced. It's necessary to have clarity of purpose and consistency in behavior. Authenticity and transparency have never been more crucial.

Chacon cited Itaú, O Boticário, Natura, and Porto Seguro as examples of Brazilian brands with consistent trajectories. He believes these characteristics must be reflected in the organization's attitudes and values, as pillars of the brand and the behavior of its executives. Comparing this moment of deep reflection to the resolutions we usually make at the turn of the year, Fernando said that this is a time when organizations need to listen, understand, and act to resolve the problems detected. Whether we will maintain these behavioral changes, only time will tell.

2) Exponential growth and the issue of sustainability

We are realizing that it is no longer possible to "grow at any cost." Social, environmental, and cultural impacts must be part of the equation in everything we do. For Chacon, the topic of ESG (which measures the sustainability and social impact of a company's or business's investments) and alignment with the UN's 17 Sustainable Development Goals can no longer be ignored.

For both startups in the financial sector and the more conservative Brazilian investment market, the goal remains exponential growth and the quest to win over the hearts, minds, and wallets of Brazilians.

But we will also see major changes. We need a new economy that builds value for the planet. There is a false dilemma between the perspectives of sustainability and growth. As our guest pointed out, this is the moment to reassess the capitalist model of pursuing constant growth, which is not necessarily sustainable. We don't yet know what will happen, but we will certainly need to address this issue.

3) Education, adaptability and new ways of working

In education, technology has opened up opportunities for relevant learning experiences, preparing students and teachers to address the real issues that will guide humanity's next steps. Furthermore, the gap between those who have access to technology and those who do not is evident. We need solutions that reduce this gap in Brazilian education and in the education system as a whole, which is still stuck in 20th-century problems.

If we understand that iconic brands build value, what is their role in such an unpredictable and low-visibility context? The financial and education markets are both undergoing intense transformations, accelerating changes that were already underway. At this turning point for humanity, how can these sectors create value in the world? What kind of education will shape the next generation?

This is the time to ask ourselves questions, reflect, and above all, act differently. May our businesses and the trajectory of our brands remain as a positive and impactful legacy of this challenging context.