Rachel Feigenbaum recently completed the MSc in Management: Digital Management at the Ivey School of Business. Over the past 16 months, her journey through business strategies and digital innovation has been both challenging and rewarding. However, it was her recent experience in Brazil, through a five-day field trip for the new MSc elective course, Sustainability and Technology Studio, that truly shifted her perspective on purpose, connection, and the impact of innovation. Feigenbaum says the theme “Purpose isn’t found, it’s built” was prevalent throughout her time in Brazil. In her blog below, she shares the key moments and takeaways that made this experience unforgettable.
Exploring the Atlantic Forest: A lesson in connection
Our journey in Brazil began with a heartfelt welcome at the Itaqui Institute, where professors Oana Branzei and Lara Liboni introduced us to Gabriela Vicari, the inspiring CEO of the organization. Collectively, their passion and wisdom immediately set the tone for what was to come, as they painted a vivid picture of Brazil’s intricate social and environmental challenges. Vicari’s description of the Institute’s mission, which included preserving the Atlantic Forest while addressing deep-rooted inequalities, was both motivating and thought-provoking.
Later, walking through the beautiful forest with our new contacts from the Institute, Sandro Faria and Diego Cavalhieri, was nothing short of transformative. Their deep knowledge and unwavering passion for biodiversity breathed life into the forest around us, making every step feel like a connection to something larger. For the first time in years, I felt fully present and immersed not only in the breathtaking beauty of nature but also in the powerful stories of the people dedicating their lives to protecting it.
Innovation with sustainability at the core
Building on the sense of connection and purpose we experienced in Itaqui, our journey led us to Natura, Brazil’s largest beauty and cosmetics company. Meeting with Renata Marques, Natura’s CIO, we witnessed how the organization’s “human pillar” approach seamlessly balances sustainability, equity, and profitability. The company’s commitment to fair wages, diversity, and environmental responsibility challenged everything I thought I knew about business success. Natura’s ability to scale innovation while staying true to its values showed me that growth doesn’t have to come at the expense of ethics.
This lesson on integrating values with impact became even more significant during our CIO working panel assignment. This hands-on problem-solving exercise brought Ivey’s students face-to-face with industry leaders from CI&T, Accenture, and Banestes to tackle real-world challenges. My team, guided by Vinicius Martinelli, EVP of CI&T Latin America, explored the hidden costs of inefficient AI usage – from energy consumption to operational waste – and implemented a FinOps-based solution to address these issues. This experience highlighted a vital truth: innovation isn’t just about speed or technology; it’s about making responsible decisions that create value for businesses, people, and the planet.
From Natura’s boardrooms to the collaborative environment of CI&T, I saw firsthand that meaningful progress requires purpose-driven leadership and a commitment to aligning innovation with impact.
Education’s true impact
One of the most humbling experiences of the trip was our visit to São Paulo Tech School (SP Tech), where we met students and faculty who embody the transformative power of education. For these students, education isn’t just a path to personal success, it’s a lifeline to a better future for their families and communities. Their determination to overcome challenges and use education as a tool for change was nothing short of inspiring.
Hearing from SP Tech professors reinforced the profound role that social entrepreneurship plays in addressing systemic challenges like poverty and inequality. Their commitment to empowering students through education and innovation was a powerful reminder of the privilege and responsibility that comes with access to learning.
This experience left me deeply moved and inspired. It reminded me to approach my own studies with renewed gratitude and a sense of purpose, striving not just for personal growth but for the opportunity to contribute meaningfully to the lives of others.
Reflecting under the stars
Some of the most profound insights came during the quiet, unplanned moments of the trip, sharing stories and songs around the campfire with singer Gustavo Nogueira, eating crepes at Burle Marx Park, or sitting peacefully among the jaboticaba trees at Itaqui.
These simple yet deeply meaningful experiences reminded me of the beauty in being fully present. They taught me to appreciate the journey as much as the destination and to find purpose in moments of connection and reflection.
Looking ahead: Redefining success
The trip to Brazil offered clarity on what truly matters. Connection, sustainability, and the power of community emerged as recurring themes throughout the trip. From the visionary leaders at Itaqui to the determined students at SP Tech, every interaction reinforced a powerful truth – purpose isn’t something you stumble upon; it’s something you actively build through relationships, shared values, and meaningful impact.
As I move forward, I’m more committed than ever to pursuing work that uplifts others, aligns with my core values, and contributes to a more sustainable and equitable future. This journey reminded me that success is not just about personal achievements, but about leaving a lasting, positive impact on the world and the people around you.
View more photos below.
MSc students Uma Jacoby (left) and Rachel Feigenbaum (right) at Burle Marx Park
A visit to Natura (Group shot includes Ivey students and faculty, São Paulo Tech School students, members of the Itaqui Institute, and Renata Marques, CIO of Natura)
Ready to learn
Taking a break
Goodbye Brazil
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