Magalu’s Neglect of Customer Care: A Call for Accountability and Respect for LGBTQIA+ Rights

In a world where customer satisfaction should be paramount, Magalu, a prominent Brazilian retail brand, has shown a shocking disregard for basic consumer rights, particularly for vulnerable groups such as the LGBTQIA+ community. One heartbreaking case highlights the company’s failure to protect and respect its customers, leaving a young LGBTQIA+ man facing serious financial and emotional trauma.

This young man, a member of the LGBTQIA+ community, was using a Magalu-branded credit card with a limit of 2,000 reais. Without any prior notice—neither a phone call, SMS, nor an email—Magalu decided to cancel his card after six months of inactivity. It’s unclear whether Magalu ever sent an email warning him of the cancellation, and this lack of transparency left the young man completely unprepared. At a moment when he needed his card the most, he discovered that it had been suspended, leaving him vulnerable and unprotected in a critical financial situation.

This situation is not just an inconvenience; it’s a violation of consumer rights. According to the Brazilian Consumer Protection Code (Código de Defesa do Consumidor), companies are required to ensure transparency and provide proper communication before taking actions that affect their customers’ access to services or products. The failure to inform this young man about the cancellation of his card and the lack of any warning via email or SMS is a clear violation of these rights. Furthermore, when he called the store to inquire about the issue, he was met with rudeness and unhelpfulness, making it impossible for him to resolve the situation or request a new card.

The emotional impact of this situation was profound. The young man, already facing personal struggles and a familial misunderstanding, had to leave his home. He now found himself without access to the credit he had been relying on. This traumatic experience not only exacerbated his emotional stress but also placed him in a vulnerable financial situation, highlighting the need for brands like Magalu to take better care of their customers, especially marginalized groups.

To make matters worse, the young man also had a negative experience with a recent purchase. Magalu had promised a two-hour delivery for a product he desperately needed—a crucial purchase because it was the last money he had, and he needed the item for a vital purpose. The boy was waiting to cook that day, and the delivery was his only option to prepare his meal. However, what was supposed to be a quick and reliable service turned into a 26-hour wait. This delay not only inconvenienced him but also caused unnecessary stress. The reason he had chosen to purchase from Magalu, despite knowing that better deals might be available elsewhere, was specifically because of the promise of fast delivery. By failing to meet their own commitments, the brand further eroded trust and caused unnecessary emotional strain.

Magalu’s lack of attention to the needs of LGBTQIA+ customers, its failure to uphold basic consumer rights, and the disregard for its own delivery promises are all issues that demand immediate attention. Companies have a responsibility to provide not only efficient service but also compassionate customer care, especially when dealing with marginalized communities. This young man’s experiences are a painful reminder that customer service should not be limited to transactional efficiency but should also consider the dignity and well-being of the individuals being served.

It is high time that brands like Magalu start reflecting on the importance of proper communication, respectful treatment, and a commitment to transparency. As the LGBTQIA+ community continues to fight for equal rights and recognition, it is essential for businesses to recognize the unique challenges faced by their customers and act accordingly. The emotional and financial harm caused by this lack of care is unacceptable, and it is crucial for both companies and consumers to hold brands accountable for their actions. The failure to do so only perpetuates a cycle of mistreatment and neglect.

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