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"Rent-a-daughter": service to accompany elderly people grows alongside aging in BrazilPhoto by Pexels on Pexels
Business

"Rent-a-daughter": service to accompany elderly people grows alongside aging in Brazil

Público14 September 2026 at 21:11

Graziela Benossi created an elderly accompaniment service for daily activities in Brazil. The service includes activities such as medical appointments, walks, and supermarket shopping. The service's founder states that she "transformed what she already did into a profession," suggesting she already accompanied elderly people before formalizing the activity.

The service is part of a growth phenomenon related to the aging of the Brazilian population. The article indicates that this type of service is growing alongside aging in Brazil, responding to an increasing demand for accompaniment of elderly people in their daily routines.

Why this matters

This article is relevant for Brazilian readers because it reveals a new trend in accompanying services for elderly people, a growing sector in light of population aging in Brazil. It shows entrepreneurship opportunities and responds to a growing need from families facing difficulties in caring for elderly people, potentially affecting decisions about family planning and support services for the elderly.

About this summary

This is our short summary of a report published by Público on 14 September 2026 at 21:11; the full text stays with the publisher. In our feed it sits under Business. We currently carry 22840 items in that section.

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