Flair Brazil 2021 - Together in Sickness and in Health

The COVID-19 pandemic has hit Brazilian society hard and revealed deep inequalities in access to essential services such as healthcare, education and internet. At the same time, the economic and health crises have functioned as an inflection point and accelerated transformation. People have adopted innovative solutions, developed new skills and habits; brands have had to create new connections and priorities with their consumers.

The author(s)
  • Marcos Calliari Country Manager, Ipsos in Brazil
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flair Brazil 2021 coverOur new edition of Flair Brazil invites you to discover the 10 key points for action:

1. A country hit hard by Covid-19

As of 7th December 2020, 178,159 people in Brazil have died of Covid-19. The pandemic has revealed deep inequalities in access to healthcare and to the internet, particularly for the most vulnerable.

2. Racial issues intensify

Multiracialism has always been a key component of Brazilian identity. Yet this never meant that people from different ethnicities were put on an equal footing. Recently, iconic brands like Natura have taken on the task of promoting diversity and changing consumers’ attitudes towards race.

3. Large cities are growing slower and medium-sized cities are picking up the leftovers

The era of rapid population growth in Brazil’s metropolitan regions has come to an end. Secondary cities and regional centres are taking over with significant implications for government and marketers alike.

4. Digitization of new marketing

The quarantine period was an opportunity to test new channels of retail. This was especially true in the car market where Hyundai put dealerships online via apps like Facebook and Instagram, seeing a 20% increase in its conversion rate, while Volvo and Volkswagen invested in virtual tours.

5. During the quarantine, Brazilians learnt how to do everything from home

This, of course, involved shopping and many other traditionally outdoor activities, from attending mass to therapy. Like in other Latin American countries, app Rappi played a central role in this “outsourcing” of everyday life activities.

Brazil new cooking trends | Flair | Ipsos

6. Reproducing experience marketing at home has been the great challenge of 2020

The HoReCa industry was one of the most affected by the pandemic and resilient outlets typically organized to send ingredients and recipes to customers at home, allowing them to ‘recreate’ their meals.

7. The telemedicine boom

Medicine has been strongly impacted during the pandemic and is beginning to resignify itself. Many healthcare trends are rapidly accelerating, such as telemedicine, which is gaining strength among different segments of the connected population.

8. Vanity resists!

Brazilian women still value beauty, but a cleaner and more simple beauty. Routines are simplified as priorities shift from the external to the inner life.

9. The Tiktok wave overwhelms Brazil

In Brazil, 95% of internet users have heard of TikTok and 51% of them have downloaded the app. One in four (24%) of these people are content producers on the platform known as TikTokers.

10. Back to the future

People’s attraction to cardboard games and drive-ins has been revived by the pandemic just when one could have thought that they were about to be forgotten forever.

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The author(s)
  • Marcos Calliari Country Manager, Ipsos in Brazil