Luiza Helena Trajano (Magalu): “Diversity Is Not a Cost; It Is Business Intelligence”

Magalu is a global case study in digital transformation, but you have always advocated that “digital does not exist without the human touch.” How do you see the challenge of maintaining a strong culture and humanized service in a company that has grown exponentially and become a tech giant?

Magalu has always believed that technology is a means, not an end. We transformed into a digital platform without giving up our physical network or our culture. That is why we invest heavily in close leadership, transparent communication, and keeping our purpose clear to everyone. Digital expands capacity, but the human touch is what builds trust and long-term relationships with customers.

As one of the few women to reach the top of national retail, what barriers have already been broken for Brazilian female executives, and what are the most difficult “glass ceilings” to shatter today?

We have made significant progress. Today, there are more women in leadership roles, greater awareness about equity, and more companies addressing diversity seriously. However, important glass ceilings remain, particularly regarding trust and the unequal division of family responsibilities. Many women still need to prove their competence far more than men. The next step is to increase female representation in real decision-making positions, both in the public and private sectors.

What is the Grupo Mulheres do Brasil and what is its core mission? How has this network of more than 100,000 women influenced public policy and civil society?

Grupo Mulheres do Brasil was born from a concern: how can we transform our collective strength into concrete impact? Today, we are more than 130,000 women in Brazil and abroad working in areas such as education, combating violence, entrepreneurship and public policy. Our mission is to help build a more just country by collaborating with governments, companies and civil society. It is not a partisan movement; it is a movement of practical action, where every woman feels like a protagonist of change.

“To women who are just starting out, my message is simple: do not wait until you feel completely ready to take the next step”

Magalu’s trainee program for Black professionals was a landmark in the debate on corporate diversity in Brazil. How do you convince more traditional leaders that diversity and inclusion are strategic and financial assets?

Diverse companies innovate more, understand consumers better and make more complete decisions. When we launched initiatives such as the trainee program for Black professionals, we demonstrated that it was possible to combine social impact with business strategy. Breaking that paradigm encouraged hundreds of companies, in Brazil and abroad, to move forward on this agenda.

Your career has spanned hyperinflation, currency reforms, political crises and technological revolutions. What advice would you give to female entrepreneurs and executives navigating economic volatility?

The greatest lesson is not to freeze. In times of deep change, it is essential to have clarity of purpose, manage cash flow carefully and stay close to both customers and teams. Crises eventually pass, but the decisions made during them define a company’s future. I always say: do not be afraid to adjust your course, but never compromise your values — and always keep an eye on cash flow.

You successfully transitioned from CEO to Chairwoman of the Board. What is the secret to a family succession process that professionalizes management without losing the founder’s “soul”?

Succession is not an event; it is a process. At Magalu, the transition was built on dialogue, planning and professional management. The key is to clearly separate roles without losing the company’s essence. Governance is an act of love for the business because it ensures continuity. When culture is strong, the founder’s “soul” remains alive even under new leadership.

Looking ahead five to ten years, what trends will shape Brazilian retail? And what role will female leadership play in this new economy?

Retail will become increasingly integrated between physical and digital channels, with intensive use of artificial intelligence, data and personalized experiences. At the same time, consumers are becoming more conscious, valuing purpose and social responsibility. Female leadership will play a central role in this new economy, bringing a more collaborative, inclusive and long-term perspective — qualities that are essential in a world undergoing constant transformation.

To conclude, what would today’s Luiza say to the young woman who started behind the counter in Franca? What message would you leave to women beginning their leadership journeys?

I do not dwell on past decisions, because every experience becomes part of continuous learning. Since I was young, I have believed that people make the difference and that it is essential to work with ethics, courage and a willingness to keep learning.

To women who are just starting out, my message is simple: do not wait until you feel completely ready to take the next step. Seek support, build networks and remember that no one builds a meaningful journey alone.