Conclusion

Last year, in "Ipsos Flair Brazil 2023: Identities & Particularisms", we analysed the many cultures that make up Brazil and how they define our country's multiple identities. This multiplicity of visions has become an essential turning point in understanding people's behaviour, the direction of the country, and the challenges and opportunities it faces. In our 10th edition of Brazil Flair, this diversity remains, with different, yet complementary, perspectives of the times in which we live.

Brazil continues down a path of great change. Society is becoming more pluralistic, and people are more aware of the consequences of their choices. This is reflected in politics, culture, and consumption. Fundamental and structural problems persist, but with the gradual improvement of the economy, the range of relevant issues has broadened. ESG is now one of the key topics, not only in corporate life but in society as a whole. It remains inextricably linked to the context in which we live, as people's concerns about the environment and social issues increase. At the same time, the need for companies to commit to the governance pillar to get policies off the ground and into action is growing.

Another highlight is the progress in Artificial Intelligence (AI), which has impacted Brazil as well as the rest of the world. With the arrival of ChatGPT and Bard, we see new applications, tools, and services proliferating to improve business efficiency through automation of daily tasks. "We have no time to waste..." quotes the song "Tempo Perdido", which was used to illustrate this year's Flair. The advent of AI has created new opportunities, but there are also concerns about its impact on the future.

With further changes and new developments ahead, is there still room for the nostalgia that has guided the direction of Brazilian society in recent years? Our Ipsos Global Trends research shows that yes, the nostalgia trend is still strong; 61% of Brazilians say they want the country to go back to the way it used to be – an increase of 11% compared to the previous wave. This nostalgic vision still guides many of our decisions but, at the same time, a fine line separates the "nostalgic" from the "visionary". The visionaries have a positive perspective on what is to come and are open to the new; they are the ones who see the origins of the polycrisis we are experiencing and envisage a better future.

So, which way will Brazil go in 2024? Between nostalgia and perception, the direction seems uncertain, but our experts have sought to offer their perspectives on possible routes. And, as always, it is more important than ever to read and understand the context. Context is everything!

Table of content 

1. An introduction to Flair Brazil 2024: Nostalgia or perspectives
2. Inflation vs. porfolio: The brand vacuum
3. Brands and social purpose in a politically divided time
4. Digital extremism: How algorithms feed the politics polarisation
5. The importance of female representation in Brazil
6. The role of companies in taking responsibility and action
7. Conclusion