The creative economy has more potential to develop compared to the conventional economy
Celso Athayde was born in Baixada Fluminense, in Rio de Janeiro. He suffered the hardships of the streets and experienced the experience of the favela. From the school of life, he learned lessons about survival, today recognized and awarded in the world of social entrepreneurship. The CEO of Favela Holding, which houses more than 20 companies, celebrates the brands’ receptivity at Expo Favela, held between April 15th and 17th, at the World Trade Center (WTC), in São Paulo, certain other events will return to occupy spaces to promote business.
Potential
At Expo Favela, we released the survey A Country Called Favela. The data showed that 76% of favela residents have, have had or intend to have their own business; 50% consider themselves entrepreneurs; 41% have their own business; and 57% opened their own business due to lack of income alternatives. Many want to invest but don’t know how. I’ve been working for years to show that we are not lack, but power. Proof of this was what we experienced at the WTC, with more than 30,000 people visiting Expo Favela. We had more than 20 thousand applications and 350 were selected to have a business opportunity and talk to more than 300 investment fund representatives.
Fight
I always say that the entrepreneur in the favela is an entrepreneur for survival. Sell lunch to eat for dinner. If the business is not working, he quickly changes his area of activity and makes his venture work.
Movement
It is estimated that favela residents generate R$180.9 billion in own income per year. The favelas move a mass of income greater than 21 of the 27 Brazilian states. Brazil has 17 million people living in favelas. If they formed a state, it would be the fourth largest in the country.
Preparation
Training comes on a daily basis, the favela entrepreneur did not study in large schools, he attended renowned colleges. The experience comes from the need to make your business work and provide for your family.
Obstruction
That Brazilians are entrepreneurial by nature, most people already know. In the state of São Paulo alone, there are 46.6 million people. And I believe that most of them, directly or indirectly, have some relationship with entrepreneurship. That said, the creative economy has much more potential to develop compared to the conventional economy. Its major impediment is the lack of investment to accelerate the business. That’s why I’ve been working to make this connection between favela entrepreneurs and asphalt investors.
brands
Some have already learned to communicate. A point to be highlighted: trust tends to be greater within the community itself. 88% of favela residents trust an influencer from their own community more than a famous one.
Presence
At Expo Favela, we proved that most brands look at favelas such as: Vivo, Gol Linhas Aéreas, Nubank, Oliveira Foundation, Grupo Carrefour Brasil, Sesi, iFood, Global Data Bank, Mondelez International, Favela Vai Voando, Ultragaz, Ambev, Facily , among others.
Channels
We have a lot of media and influencers. I highlight Jornal Empoderado, Notícia Preta, Agência Mural, among others. Service delivery is what works. The favela is linked in practical matters. Entrepreneurs seek to improve what is not working within the favela such as: delivery and delivery of consumer bills. Basic things that make a difference in the lives of residents.
Truth
There are companies that, in fact, help with free financial education, entrepreneurship, training, professional outplacement and food donation projects. On April 30th, the donation of Cufa Vale-Gás began, a partnership between Central Única das Favelas (Cufa) and Petrobras. The initiative is part of Petrobras’ cooking gas access program with non-profit institutions and provides for the donation of aid, benefiting more than four million people throughout Brazil, directly and indirectly.
