If in the recent past, investing in social activities in Brazil reflected the knowledge, awareness, or even the vocation of the entrepreneurs responsible for some corporations, today, it seems the reality is different.
The investment directed towards the social area is currently, perhaps, the most effective way to win over consumers, to increase sales, to foster loyalty and form new consumption habits, and to create fans, guardians of the brand. Previously, achieving such goals was only possible with massive investment in 
conventional media.
Brazil is certainly one of those markets, one of the most needy and deprived in the world. Even in the face of intense efforts, the country cannot provide adequate conditions for the vast majority of its 210 million inhabitants.
For the conscious and informed Brazilian, I imagine it is unnecessary to remind of the needs of our population, the fifth largest in the world, identified by low and stable human development indices, seventy-ninth position to be more precise. This reality increasingly distances the population from minimum access to basic sectors such as health, education, and security.
It is also unnecessary to mention that specific efforts and manifestations from the private sector, combined with the scarce official resources generated by incentive laws, some well-intentioned even, are insufficient to meet the basic needs of a large part, the majority, of the Brazilian population.
If almost all institutions, non-governmental social organizations, many dedicated to rehabilitation, treatment, and the development of socially inclusive programs are financially deficient, such resources are vital for the survival of 30% of the population who depend on these services.
Therefore, for economy, profitability, or for the professional and company that intends to enjoy the best cost/benefit relationship in managing the marketing budget, investing in the social area is undoubtedly the great alternative. For everyone!
ANGELO FRANZÃO
Advertiser
angelo@franzao.com.br