Flair Collection

Flair Brazil 2025

Welcome to Ipsos Flair Brazil 2025, ‘Movements Beneath the Surface’, where our local experts share their views on Brazil’s current socio-economic and cultural landscape and what it means for businesses.

An introduction to Flair Brazil 2025 - Movements under the surface: tectonic tensions and real opportunities

Brazil has faced a political and socio-economic rollercoaster in recent times, and recent demographic shifts coupled with new behavioural trends present significant challenges and opportunities for businesses.

The people of Brazil: A new approach to understanding context, homes and 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 Recognising and adapting to these new realities is crucial for fostering genuine connections and avoiding outdated assumptions.

A new work model: the role of employees and purpose in organisations

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.

Are they really that liberal and progressive? How the complexity of Gen Z challenges market understanding

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.

Corporate reputation: ESG, polycrisis and polarisation

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.

A new concept of beauty: how AI is transforming image standards

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.

Basic rights denied: Brazilians' concerns as a reflection of society

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.