Central 12 was born with the concern of two women who understand that, in order to make better consumption choices in their daily lives, information about the sustainability of products needs to be available in a transparent way and accessible to everyone. In addition, they believe that the most responsible brands, which invest in socio-environmental initiatives, can and need to stand out in the market, get closer to their customers, to encourage increasingly responsible production.

In April 2021, Jeanny and Letícia connect with this purpose:

Develop a solution to make disclosing information about the sustainability attributes of products more accessible and safe for consumers and, on the other hand, help companies to value their brands and communicate their sustainability journey to stakeholders.

During that year, a lot of research was carried out, in addition to contacts with several companies and organizations from different segments, consumers, professionals from different areas, user experience analysis and re-reading of global sustainability and transparency communication standards that were already being studied, for over 8 years.

We verified, in practice, which are the great challenges that companies have when trying to communicate to the internal and external public the socio-environmental attributes of their products and brands. We analyzed more than 100 products from different segments: we investigated the quality and accessibility of sustainability messages transmitted in the main communication channels, in addition to verifying whether the customer service systems provide clarification on the social and environmental information disclosed.

Thus, the methodology Central 12 - Sustainability Beyond the Label and our solutions were born.

Our work consolidates what global sustainability and transparency communication standards and consumer behavior surveys indicate as the most effective way of identifying and disclosing relevant information on more sustainable practices, taking into account the entire value chain and providing opportunities for the entire market a reliable disclosure standard.

We want to provide companies and consumers with more security, preventing greenwashing.

In 2022, we were selected by the Future Female Business School to be part of its program, promoted in partnership with the UK-Brazil Tech Hub.

This is a leading program for Brazilian female entrepreneurs who are building businesses with technology and making an impact in their respective communities. With it, we reposition ourselves in the market, update our visual identity and present to you Central 12 - Sustainability Beyond the Label.

In 2023, we were selected to participate in the Empreendedoras Tech program, a program designed to strengthen technology-based micro and small projects or companies led by women. The initiative for the program comes from the National School of Public Administration (Enap) and the Ministry of Development, Industry, Commerce and Services (MDIC).

We are ready to serve the market with innovative solutions, for companies that invest in more sustainable initiatives and want to transform these attributes into value for their stakeholders. In addition, we bring companies closer to a large part of the population that wants to understand and learn more about these initiatives, in order to make more conscious choices.

Count us in!

Jeanny and Leticia