Flair Brazil 2016 - Disenchantment, Pragmatism & Hope

The economic and political situation caused Brazil to face difficulties.

The author(s)

  • Alexandre De Saint-Léon Global Service Line Leader, Quality Measurement, Hong Kong
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Flair Brazil 2016 | IpsosHave Brazilians changed?

There was a hint of enthusiasm in last year’s air. As before each election, when the country – regardless the outcome – projects itself into a desire for the future. It was not uncritical, but it was still possible to be light.

At this stage of disenchantment with the current sequence, criticism becomes radicalised as the society hardens itself. The will for change is strengthened: it is reflected in willingness to general emancipation that upsets routines and conformism. Brazilians have been thinking more after being hit by the country’s political and economic crises and uncertainties haunting everyone, irrespective of social class. “And what now? What will be of us?”

Felipe Hirsch wrote: “Brazil abandoned the magical realism to crudely and concretely face a reality that is increasingly complicated.” 2016 will mark the opposition between hope and pragmatism, tension which moves lines and changes the game.

Otherwise, it will be the time of choices...

  1. Over the past 10 years, 40 million Brazilians joined the C Class (the mid-low class in Brazil);
  2. 81% of Brazilians have no preference for any political party;
  3. Between 1980 and 2015, Brazil experienced eight economic recessions and five currency swaps;
  4. More than 60% of Brazilians consider corruption as the main cause of population’s general discontentment;
  5. Brazil occupies the 44th position in the Economist Intelligence Unit's ranking, that classifies the quality of a country’s democracy based on governance issues and lack of transparency in public process;
  6. More than half Brazilian population (55%) has proper Internet access;
  7. TV in Brazil is responsible for 60% of the country's media consumption;
  8. Products used by characters in soap operas in Brazil considerably increases consumers’ demands;
  9. 51 million Brazilians are multiscreeners (use multiple devices such as TV, smartphones, tablets and / or notebooks at the same time);
  10. Over 60% of Brazilian consumer market consists of individuals from Z Generation (digital natives) and Y Generation (millennials).

Brazil proportion of population.

The author(s)

  • Alexandre De Saint-Léon Global Service Line Leader, Quality Measurement, Hong Kong