Flair Brazil 2025

Brazil has faced a number of challenges recently, from political and economic instability to the pandemic, health crises, and fluctuating exchange rates. These immediate concerns naturally consume our attention and resources. However, beneath the surface, deeper societal shifts are taking place, like tectonic plates reshaping the landscape. Ignoring these “tectonic shifts” risks leaving us unprepared for major social and economic disruption.

One of the most significant shifts is demographic change, with an ageing population, declining birth rates, and longer life expectancy. At the same time, emerging behavioural trends – including growing concerns about sustainability, the search for purpose, and a renewed appreciation of nostalgia – are reshaping society.

Brands are faced with the dual challenge of managing current instability while adapting to these long-term changes. In our latest issue of Brazil Flair, our local experts share their views on the issues and opportunities this presents for brands, focusing on a range of topics, including:

Concerns of Brazilians

Retrospective analysis of Brazilian’s key concerns is increasingly important for understanding the context in which the public, private and non-governmental sectors operate. We outline the current top concerns facing the country.
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The new Brazilian family

Brazil is experiencing significant demographic and social shifts, impacting family structures and household compositions. Recognising and adapting to these new realities is crucial for fostering genuine connections and avoiding outdated assumptions.
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The complexity of Gen Z

Gen Z presents a complex and nuanced picture. While often perceived as uniformly liberal and progressive, Gen Z exhibits significant internal diversity, particularly across gender lines. We look at what this means for marketing approaches.
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Corporate reputation

Companies are expected to play a larger societal role, moving beyond traditional Corporate Social Responsibility and embracing ESG principles. However, the rise of societal polarisation, fuelled by social media algorithms and echo chambers, creates complexities for businesses.
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A new work model

The modern workplace has shifted, with employees prioritising flexibility, wellbeing, and a sense of belonging. We highlight why aligning employee experience (EX) with customer experience (CX) is crucial for success, as emotionally engaged employees contribute to better business outcomes.
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AI and beauty

AI is transforming beauty standards through personalised product recommendations, virtual try-ons, and skin analysis tools. However, it also presents challenges by promoting unattainable ideals and reinforcing stereotypes. We explore how brands are addressing these concerns.
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Browse the whole Brazil Flair 2025 highlights edition (in English)

Download the full report (in Portuguese)