Family Legacy and Private Social Investment: Redefining Return

Investing is more than accumulating financial capital; It’s about building something that transcends generations. For high-net-worth families, the challenge is not only to multiply material assets, but also to create an impact that reverberates throughout society and history. In this context, family offices emerge as key players, helping families navigate both the universe of financial investments and the transformative field of social investments.

While financial returns are traditionally measured in figures, social returns generate a different but equally valuable type of wealth: positive impact on society, resilience in communities, and progress on structural issues. It's an opportunity to transform financial wealth into a legacy of purpose.

As highlighted in the study “High Net Worth Families in Brazil – Impact Investment and Philanthropy” , produced by Sitawi , there is immense potential, still unexplored, to align financial portfolios with robust social causes, such as productive inclusion, education and social justice. This strategic approach goes beyond traditional giving, amplifying impact to create lasting solutions that address the complexities of today's world.

“Archetypes of Philanthropy” report , produced by Rockfeller Philanthropy Advisors , reinforces that families can adopt different action profiles, whether investing directly in causes or structuring impact projects aligned with their values. The role of private capital in this scenario is not just to fill gaps where the government or the traditional sector fails, but to take risks and invest in innovative solutions that can redefine social policies and practices.

For family offices , the role goes beyond managing resources; it’s about helping clients relearn the concept of “return.” This involves integrating social impact metrics into traditional financial analyses, allowing investment decisions to consider both financial and social benefits. Studies such as “Embracing Complexity” , carried out by Ashoka, Co-Impact, McKinsay&Company, Skoll Fountaion, Scwhab Foundation, Catalyst 2030 and translated into Portuguese by Movimento Bem Maior, demonstrate that systemic changes require a long-term commitment and a collaborative approach .

By adopting a vision that combines social and financial investment, high-net-worth families can transform challenges into opportunities, reimagining their role as agents of change and consolidating a legacy that transcends the accumulation of material goods. In this process, family offices become catalysts for this transformation, promoting a new era where investing is both a science and an art, which combines financial return and human impact.