Another cycle comes to an end, and with it the opportunity to look back and realize how much we have sown, cultivated and reaped together. In 2024, Raízes SD celebrated its coming of age, with 18 years of history, transformation and impact. It has been a year of learning, stronger connections and unforgettable milestones. We are grateful for every project, partnership, meeting and small gesture that has brought us this far.
Before we dive into the results of the projects carried out throughout 2024, let’s start this retrospective by looking “from the inside”. In this first part, we share the internal advances that have strengthened our management, impact measurement and strategic partnerships. After all, we believe that taking care of our home is fundamental to sustaining the positive impact we generate around the world. In this article, we’ll bring you the details, stories and results of the projects we’ve had the joy of implementing throughout this significant year.
Now, let’s look back and celebrate the achievements that inspire us to continue cultivating a more sustainable and humane future.
Raizes in motion
This year, we invested in authorial initiatives that reflect the essence of our purpose. Dona do Meu Fluxo continued to transform women’s relationship with their menstrual health, promoting dignity and autonomy in vulnerable communities. During 2024, we took the project to the far south of Bahia, more specifically to Caravelas, to talk to the girls from Escola do Mar about menstrual dignity. We also took it to the communities of Nhamundá in Amazonas, to the community of Aveiro in Pará, to the outskirts of Rio de Janeiro and to Cananéia, in the interior of São Paulo.
One of the great achievements of 2024 was the launch of the E-book on Private Social Investment in Tourism, a milestone for the dissemination of knowledge about the transformative role of sustainable tourism in Brazil. The book is an initiative of Raízes 360, reflecting a collective effort by us and Turismo 360, with the academic partnership of UnB’s Laboratory for Tourism and Sustainability Studies (LETS) and the dissemination partnership of Turismo Spot. The study is institutionally supported by Grupo de Institutos e Fundações de Empresas (GIFE), by ponteAponte and by the Grupo Boticário Foundation, with gold sponsorship from Instituto Bancorbrás, which has shown great interest in continuing the project.
The e-book was officially launched in Brasilia on November 27, a special moment that brought together authors, partners and interviewees, who also received printed editions of the book. Throughout the year, we presented partial results at important events, such as WTM Latin America and the Salão do Turismo – we had the honor of exhibiting, as Raízes, at the Responsible Tourism Space – and we published an article on the subject on XXI Seminar of the National Association for Research and Postgraduate Studies in Tourism (ANPTUR), increasing the impact of the study. This initiative not only strengthens Raízes’ technical credibility, but also inspires new possibilities for private social investment in tourism in Brazil.
We had some remarkable moments of exchange and learning in 2024. Together with Diáspora Black, we co-organized the Folha Network Entrepreneurs Meeting, strengthening social impact entrepreneurship.
Another highlight was the Handicraft Fair, where the Mãos à Moda project shone, culminating in the presentation of the conscious, authorial and collective fashion brand, Almenara Têxtil at Minas Trend and a fashion show of the Alma Brasil collection at Eco Fashion SP.
These events allowed us to amplify our voices, value our partners and inspire new connections.
Growth and transformation
2024 was a special year for Raízes: we turned 18 years old! Our coming of age was accompanied by many achievements and reflections that connect us even more to our purpose. This has been a year of maturing, both in terms of impact and processes, and of reaffirming the commitment that has brought us this far: to make a difference in a humane, transparent and sustainable way. Every step of this journey has been driven by a dedicated team and partnerships that strengthen us every day.
One of the advances that fills us with pride was the adoption of the 4×3 working scale, which allows us to look beyond the numbers and focus more on our individuality as human beings. It’s not enough to count actions carried out or people reached; we need to understand in depth the real impact of each project. This attention to the how and the why helps us to refine our work and generate significant changes, and it was with this in mind that we improved our processes at to measure our impact.
Together with our partner BTG Pactual, we carried out a Free Finance Course designed to directly benefit the people we impact through our projects. With this initiative, we aimed to promote financial autonomy, an essential tool for strengthening communities. We would also like to highlight our participation in the BTG Soma program, which gave us a structured Individual Development Plan (IDP) and an investment of 25,000 reais to boost our integrated management.
Another cause for celebration was our recertification by Sistema B – B Lab, which reaffirms our commitment to having a positive impact on people, communities and the environment. This certification constantly challenges us to review our processes, align our actions with the highest standards of sustainability and contribute to a global movement of businesses that prioritize collective well-being.
We’ve also evolved in terms of inclusion and transparency, with new spaces on our website: we now have areas dedicated to Partnerships and Our Impact, where we address even challenging topics, such as our relationship with controversial industries. We’ve given Spanish a voice with a version of the website for our Latin American hermanos! And to close the cycle on a high note, we celebrated sustainability in all its pillars and had the best turnover of our history.
Whew! We’ve accomplished a lot, haven’t we?
All of this was possible because we believe that every detail matters – from internal processes to external impact. We celebrate a year of growth, learning and consolidation, and we remain confident that we are on the right track to create a more sustainable future.
We thank 2024 for an incredible journey and look forward to even more in 2025. Are you coming with us?
