maquina

Luxo e lixo que dão lucros

Matéria recentemente publicada no Jornal de Hoje chama atenção para um nicho de mercado que tem crescido no mundo todo: o segmento de produtos de alto luxo. Correndo em paralelo, a indústria do lixo também não tem do que se queixar. Somente no Brasil, essa indústria movimenta mais de R$ 4 bilhões por ano. Quando constatamos que dois segmentos tão distintos têm apresentado resultados tão positivos, eu pergunto: cadê a crise?

Para empreendedores, crises são sinais de oportunidades. Essa capacidade invejável de transformar em positivo algo que para todo mundo é negativo representa uma das características empreendedoras que mais respeito. A indústria têxtil, de cosméticos, perfumarias, jóias, bebidas e turismo tem encontrado no mercado do luxo uma grande oportunidade de realizar lucros. Paradoxalmente, esse mercado é formado por pessoas que querem pagar mais, por menos. São motivadas por sonhos e pela criação de uma imagem pessoal sofisticada. O Brasil, pasmem, é o segundo mercado com maior potencial de crescimento para artigos de luxo, perdendo apenas para a Ásia. Já existe em São Paulo até curso de pós-graduação, do tipo MBA, em gestão do luxo. É chic ou não é? O lixo por sua vez também gera lucro para muita gente. Embora as imagens de pessoas que vivem nos lixões sejam sempre chocantes, há muito mais coisas por trás dessa atividade. As empresas de limpeza pública e resíduos especiais, que exploram coletas em vias públicas, aterros sanitários e usinas de reciclagem são hoje um respeitado segmento empresarial e uma importante vertente econômica. Vencendo o estigma pejorativo da denominação “empresários do lixo”, esses desbravadores estão dando um show de competência empresarial. Milhares de pessoas são mobilizadas em todo o país por essa indústria, desde os catadores até os trabalhadores em grandes empresas de reciclagem. Só o reaproveitamento do papel branco, papelão e caixas de longa vida geram cerca de 25 mil empregos no país, sem contar a rede de catadores. E quando ficamos sabendo que em 65% dos lares brasileiros a captação do lixo ainda é considerada apenas regular, podemos vislumbrar o potencial de crescimento desse mercado. Para se ter outra idéia, somente na região Sul do país existem 478 aterros. Cerca de 8 mil toneladas de resíduos seguem diariamente para esses aterros, enquanto que 20 mil toneladas diárias são deixadas em áreas inadequadas. Ainda por cima é um negócio que faz bem para o meio ambiente e para a sociedade como um todo.

Pois é, lixo e luxo, para empreendedores sintonizados, são uma coisa só: oportunidades de negócios. Rita Lee cantou: “Não quero luxo nem lixo, quero saúde pra gozar no final”. Mas, na versão empresarialmente correta, melhor seria: “Eu quero luxo e lixo: saúde e dinheiro para gozar no final”.

30 de agosto de 2004
Jornal de Hoje

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