Business
How Creative Economy & Podcasts Expand Marketer Repertoire
Josiele Saugo discusses World Creativity Day in Itajaí, the impact of the silver economy, and the value of human connection.
Josiele Saugo explores how the creative economy drives sustainable growth through intangible assets. She discusses how longevity transforms consumer behavior and explains how podcasts and genuine conversations expand strategic marketing repertoire.
In an appearance on Marketing - The Podcast with Bruno Gimenes, Josiele Saugo, Marketing Coordinator at HiGestor, discussed the relevance of the creative economy, the impact of population aging, and how podcasts serve as tools to broaden the repertoire of communication professionals. While the episode covers additional B2B marketing topics, this segment focuses on shifting toward development models centered on intangible assets and human connections.
In the video above, you can watch the full discussion on how exchanging ideas and engaging in genuine dialogue surpasses the purely technical consumption of lectures and standardized case studies.
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Creative economy and World Creativity Day in Itajaí
Saugo served as the leader of the inaugural World Creativity Day in Itajaí, Santa Catarina, detailing the dynamics of the festival, which takes place across various global cities over three to five days. The event aims to energize the local ecosystem and encourage a transition from a purely material focus to sustainable solutions driven by ideas and innovation.
Explaining the festival's purpose, Saugo contextualized the need for new economic engines: "The goal of the festival, right? It runs for three to five days. It is to drive the creative economy in cities so that we step away from routine, everyday life, and from looking at things perhaps in such a material way, moving toward an intangible space—which is the space of creativity." For Saugo, creativity must be treated as a driver of continuous, sustainable growth, integrating emerging technologies with human needs.
The silver economy and the impact of longevity
Demographic shifts and combating ageism—topics Saugo followed closely at events such as SXSW and the CMO Summit—require brands to reshape their strategies. Citing an estimated human lifespan of 125 years referenced in a book by Schneider, Saugo emphasized that today's senior audience has distinct habits and demands compared to previous generations.
Saugo highlighted how businesses must adapt to this emerging consumer profile: "How will companies prepare for these needs as well? Because we are going to see a new generation with new needs and new behaviors. Today's 70-year-olds are not the 70-year-olds from the past when I was a teenager or a child; their habits, what they want, and what they desire are completely different."
Conversations, semiotics, and podcasts for repertoire building
To cultivate critical thinking and strategic market knowledge, Saugo advocates for direct conversations with people from diverse backgrounds rather than relying on conventional presentations. According to Saugo, "Sometimes sitting down and talking to someone broadens our horizons so much and brings so many questions and viewpoints we never had before, which is often far better than sitting and watching a lecture about a case study that you could just look up online."
Among the content she consumes to enrich her strategic perspective, Saugo recommended the podcast De Carona na Carreira, hosted by Thais Roque—which addresses real-world career hurdles and reinforces the idea that "the impossible is merely a matter of perspective"—and Elefantes na Neblina, where hosts explore society through philosophical and psychoanalytic lenses. For Saugo, these discussions fuel the behind-the-scenes work of marketing, centered on human behavior, semiotics, and planning.
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