Business
Creativity's Role in Niche Markets and Associations
Josiele Saugo analyzes trade and labor associations, explaining why creativity must focus on solving real problems.
In an interview with Bruno Gimenes, Josiele Saugo discusses marketing challenges in niche sectors like unions and trade associations. The marketing coordinator explains the importance of institutional stability and the role of practical utility in creative ideas.
In a conversation with Bruno Gimenes on Marketing - The Podcast, Josiele Saugo, marketing coordinator at HiGestor, detailed the nuances of communication tailored to trade associations and labor unions. The sector accounts for significant numbers: according to 2024 IBGE data cited in the interview, Brazil has over 15,000 registered labor unions and more than 300,000 active associations. In parallel, a 2024 survey by Totvs reveals that 68% of third-sector organizations do not yet use marketing automation tools, opening up substantial room for specialized strategies.
In the video above, the conversation explores operating within niche markets as part of a broader discussion on career development and B2B strategies featured in the episode.
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The need for stability in professional organizations
When analyzing the traditional and often conservative stance of labor unions and trade associations, Saugo emphasizes that this trait stems from their core institutional purpose. "All of these entities share a very clear mission, which is to support, assist, and contribute. In the case of labor unions, it's about advocating for better working conditions. In other words, what they all have in common is providing security and ensuring longevity for companies and individuals," Saugo explains.
Because their role is to provide guarantees to the members they represent—whether labor or employer organizations—these entities prioritize solid foundations over transient fads. According to Saugo, bridging the interests of workers and employers requires consistency, as both sides are part of the same economic ecosystem.
Creativity focused on utility and problem-solving
For Saugo, creativity serves as the adaptation mechanism needed to ensure these entities survive across technological and generational shifts. However, she stresses that the creative process in corporate and associational environments must move beyond abstract ideas and focus on functionality.
"Creativity plays an initial role in broadening our horizons—thinking of new things, bringing fresh perspectives, researching diverse topics, expanding our awareness—but when brought into practice, it must serve a purpose and be useful," Saugo highlights. She likens this requirement to the practical mindset of Startup Weekend, noting that conceptual projects lose value if they fail to solve a concrete bottleneck for the community being served.
Cultural repertoire and a sense of community
Beyond technical skill, Saugo advocates for a mindset of mutual service among leadership, teams, and members to strengthen the collective whole. To nurture her personal repertoire and creative thinking, she points to the habit of reading and cites works by author Socorro Acioli, which explore new imaginative possibilities.
Bruno adds that reading and unplugging also serve as essential tools for broadening one's horizons and absorbing fresh perspectives after intense work routines.
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