Hilaine Yaccoub
Hilaine Yaccoub holds a Master's and PhD from UFF-BR and is a prominent figure in consumer anthropology in Brazil, known for interpreting the daily behaviors of various Brazilian socioeconomic and social classes, focusing on how groups consume, negotiate, adapt, desire, and construct meaning from the goods and services they have access to. She developed "Strategic Anthropology," a work mechanism that combines acquired knowledge with new data collection to be piloted, evaluated, and applied to any social, cultural, and consumer issue, translating it to function (B2B or B2C) in a concise and well-grounded manner: collection, analysis, translation, and interpretation.
B2B, B2C or B2Anywhere? What Consumer Anthropology Reveals About the Future of Sales
Purchasing behavior has never been so difficult to predict, and never been so possible to understand. Before the acronym, there is a human being with desires, contexts and contradictions. This panel starts from the anthropology of consumption to decipher what really motivates purchasing decisions, how these patterns have been transforming in recent decades and what the entry of AI changes — irreversibly — in the relationship between brands, products and people. The debate explores how companies that listen before selling are eliminating friction, shortening chains and reaching the consumer where they really are. Not as a channel choice, but as a precise reading of behavior. What data reveals, what ethnography still captures that algorithms cannot and what every company needs to observe now to not lose the conversation with their own customer.
The movement starts with you
During SP2B, São Paulo becomes a platform for those who want to build, connect, and transform. A gathering that brings together applied innovation, relevant content, and people willing to make things happen. More than watching, you participate. More than listening, you activate.
Explore the access options and choose the one that best fits you and your goals.
PLATINUM
A experiência completa: opening night exclusiva e acessos no Hotel Unique.
Para executivos C-level, founders e investidores que buscam acesso privilegiado e conexões de alto impacto.
Everything in Enterprise, plus:
- 8 dias de evento
- Opening Night exclusiva com Esther Perel. Sujeito a lotação (mediante opt in)
- Acesso a área VIP
- Fast Pass para os conteúdos mais disputados
- Shuttle para deslocamentos durante o evento. (Shuttle do Hotel Unique – Parque Ibirapuera – Hotel Unique)
- Networking premium com investidores, founders e executivos
ENTERPRISE
Acesso direto a quem decide: networking com investidores e executivos na Business Area.
Para executivos e intraempreendedores que conectam empresas a startups, investidores e parceiros estratégicos.
Everything in Explorer, plus:
- 7 dias de evento (exceto opening night)
- Acesso a Business Area
- Pista premium nos shows
- Meeting tool com agendamento de reuniões one-to-one
EXPLORER
Nosso passaporte para conhecimento, conexões e experiências.
Para profissionais que buscam novas ideias, repertório ampliado e conexões que geram perspectiva e ação.
Everything in Day Pass, plus:
- 7 dias de evento (exceto opening night)
- Sábado e Domingo com inscrição prioritária
- Acesso aos palcos e trilhas (exceto Business Area)
Day Pass
Para quem quer encaixar o SP2B em uma agenda apertada.
Profissionais com a semana comprometida, que podem mergulhar em um único dia de evento.
- 1 dia de evento à escolha (segunda ou terça ou quarta ou quinta)
- Acesso aos palcos e trilhas do dia escolhido (exceto Business Area)
Z PASS
Para pessoas jovens empreendedoras dando primeiros passos no mercado.
Pessoas universitárias, recém-formadas e criadoras de conteúdo iniciando suas carreiras.
- 1 dia de evento dedicado (sexta-feira)
- Acesso aos palcos e trilhas da sexta-feira (exceto Business Area)
EMPOWER
Para novos talentos que impulsionam a transformação
Para microempreendedores, lideranças e talentos periféricos que acreditam na inovação como ferramenta de impacto.
- 1 dia de evento dedicado (sábado)
- Acesso aos palcos e trilhas do dia escolhido (Sábado)
- Não dá acesso ao show Criolo convida AJULLIACOSTA