This Brazilian Billionaire Should Be Your Role Model for Corporate Activism

Luiza Helena Trajano, high-profile leader of Brazilian commerce giant Magazine Luiza, epitomizes how successful entrepreneurs can be great social activists.

Super-rich entrepreneurs love to explore brash endeavors outside the mainstream of their business—say, the high-profile space race between Jeff Bezos and Elon Musk, or Larry Ellison’s obsession with the America’s Cup. But it remains genuinely rare, and worthy of attention, when a billionaire entrepreneur takes a hard look at the society around their business and commits to brash endeavors to challenge inequality, racism, and the crisis fueled by COVID-19.

That’s precisely what’s happening in Brazil, where Luiza Helena Trajano, the longtime leader of one of the country’s most celebrated companies, is generating headlines for her outsized commitments to social justice and public health. Trajano is the high-profile face of a giant electronics-and-appliance retailer named Magazine Luiza (in Portuguese, a “magazine” is a small store that sells a wide range of merchandise). Trajano’s company has become a legendary growth story whose 1,400 stores transformed retailing in Brazil, made her a billionaire, and turned a 70-year-old, 4-foot-nine-inch woman into a homespun business celebrity.

By Bill Taylor via Fast Company