Flair Brazil 2019 - The Sound and The Noise

Brazil’s recent history has been a series of monumental events. All facts typical of traditional historiography, especially political and economic facts, may easily illustrate the country’s last few years.

Flair Brazil 2019 - The Sound and The Noise

The author(s)

  • Marcos Calliari Ipsos, Brazil
Get in touch

1. Brazil elected ordem and ordem

Corruption scandals, Lula in prison, fake news that cast doubt on everything, a deep economic social crisis, devaluation of the real, political violence, the time to restore an authoritarian regime has come and Jair Bolsonaro is the new President. Nothing surprising: for months, an average of 90% believe that their country is going in the wrong direction, 85% of Brazilians consider that the economic situation is not good and only 49% say it to be stronger in the next six months. Crime, violence, corruption, are the most worrying topics, and the three main axis of Bolsonaro's speeches.

2. Brazil is increasingly addressing the issue of representing diversity

Brands are concerned with including more diversity and representation in their advertising efforts. Though shyly, some brands have already placed their bets on said issues, in order to come closer to several types of consumers. An attempt at empowering people from all backgrounds in every part of their life and consumption and at bringing them closer to each other is an aspiration one can find both in marketing and politics.

3. Brazil is curious about the world around it

The number of Brazilians looking for exchange programs has increased in recent years, having almost tripled in a decade, jumping from 85,000 in 2007 to slightly over 246,000 in 2017. Those who can no longer stand the pressure professional life requires, pursues an alternative lifestyle travelling the world and making a living from jobs they would generally not take in their home countries.

4. Brazil is a start up nation

Brazil currently has over ten thousand startups, accounting for millions of reais worth of transactions. Consumers tend to see many of these new companies as sustainable, ethical and responsible, which characteristics have not often been used to describe large companies. Entrepreneurship, a fashion for bottom-up innovation and a general need for empowerment all point to a certain aspiration to live experiences which make one feel more human.

5. Brazil’s advertising trends makes it a battlefield for dueling brands

Irony and criticism are aggressively used by creative agencies and consumers may sometimes have the impression of getting caught in something like a fight between competing brands. Brands striving for public preference in the social media do not refrain from resorting to controversy or derision.

6. Brazil companies count on social media to engage consumers

One of the greatest challenges brands are facing is to ensure the establishment of a stronger connection with consumers, and that such a connection should remain far after the purchase of a given product. In business decision-makers’ views, the main benefits of social media are: to promote the brand (77.4%), engage the audience (63.2%), increase blog/site traffic (50.3%), expand sales and number of clients (48.5%).

7. Brazil is a musical nation

From Samba and Bossa Nova to Axé, Sertanejo and Funk, including the pop/rock influenced by North American rhythms, Brazilian music has crossed the frontiers of entertainment and become a post card of the country’s culture. Singers are among Brazil’s most influential celebrities, according to the Most Influential Celebrities study which Ipsos conducted in late 2017. Singers dictate trends, influence behavior and endorse consumption so legitimately that it is hard to find similar examples in other art segments.

8. Brazil is among the leading users of internet and social media

It ranks second behind the US in the number of Instagram users, with over 61 million people as of April 2018. Such figures account for a growth of almost 11% when compared to the number of users during the same period, in 2017. Brazilians spend an average of nine hours online per day (Whatsapp, Facebook, Instagram and others), which reveals that such channels are fertile grounds for brands to explore.

9. Brazil ‘s eating habits are changing

Obesity has increase by 60% in the past 10 years (from 11.8% in 2006 to 18.9% in 2016). Numbers double among people aged 25 and above and are higher among people with lower schooling levels. In this context, the Health and Wellness Market has grown 98% in Brazil, from 2009 to 2014, and the country is currently ranking 5th. An increase in the consumption of fruits and vegetables and a reduction in the consumption of soft drinks and artificial beverages, as well as more physical exercise, are confirmed trends.

10. Brazil is home to sustainable fashion

Brazil housed its first sustainable fashion week in 2017, the Brazil Eco Fashion Week , showcasing 40 designers, including acclaimed names such as Flavia Aranha. The current moment is key for more companies to see a new business model in the conscientious consumption of goods, durable or otherwise.

The author(s)

  • Marcos Calliari Ipsos, Brazil