Flair Brazil 2022 - Gaps & Bridges

At last, Covid-19 will not be the main protagonist. But which issues are arising in its wake, and what will prove most important in Brazil’s election year?

The author(s)
  • Marcos Calliari Country Manager, Ipsos in Brazil
  • Sandra Pessini Ipsos, Brazil
  • Yves Bardon Ipsos Knowledge Centre, France
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Flair Brazil 2022 | IpsosIn last year’s edition of Flair Brazil, we wondered what the legacy of the pandemic was going to be. Today, with a clearer view of the accelerations and transformations taking place, we can see just how many issues need our attention in this new chapter for the country.

In Gaps and Bridges, we look at where there are fractures in society and consider how to re-create links. In the context of Covid, many types of inequalities have been redrawn more sharply in Brazil.

Brazilians are especially concerned about disparities in income and race, and both will be lasting issues as the country’s economy slowly recovers, the collapsed consumer confidence restores, and expectations for authentic action on diversity and inclusion grows.

The negative emotional impact of the pandemic has become clear with Brazil leading all global rankings for anxiety, loneliness, and unhealthy habits. In this vein, we explore new definitions of wellbeing and the connection between physical and mental health.

Social themes carry great importance and urgency in a county that harbours unresolved conflict and unmet needs – perhaps even more so in election year.

This edition of Brazil Flair affirms that people are the priority. And the perspectives put forward by our local experts help to enhance our understanding of what matters to them, and how organisations must act.

Dowload Flair Brazil 2022 | Ipsos

Here are some of the topics that our Ipsos experts in Brazil tackle in their articles:

  • Perspectives on election year: How will polarization, a striking feature of Brazilian democracy, continue to determine electoral dynamics? And what lessons can we learn from parallels between Trump and Bolsonaro?
  • Quarantine coexistence: We zoom in on the domestic sphere and consider how to resume social life with a greater awareness of issues that for years had been swept under the rug.
  • Cancel culture: Being “cancelled” has become common practice in the era of virtual relationships, but what exactly is it, and why are companies and individuals so impacted by it?
  • Sustainability: Between a sense of responsibility and structural barriers, how to approach a priority issue in a public policy vacuum.
  • Diversity & inclusion: Recognising what creates exclusion and divisions is the first step. We explore how companies can do good and communicate authentically when staying neutral is not an option.
  • Exodus from the city: How the new migrations of the pandemic are shaping urban life and working patterns.
  • AI & Technology: Your body as a connected network – convenience vs. psychological impacts of the era of a symbiotic machine-man relationship.
  • “Pandemic fine”: New definitions of health and wellbeing have emerged during the pandemic as a deeper understanding of personal suffering in Brazil raises important prospects for the future.

Looking ahead, 2022 will at last not have Covid-19 as its main protagonist. Obviously, this does not even mean that the pandemic is over. But life will have some air of returning, even if it lands in a place that never existed.

Marcos Calliari, Country Manager, Ipsos in Brazil

Also find Ipsos Flair Brazil 2022 in Portuguese.

The Ipsos Flair collection explores the social, economic, and political context in a selection of countries around the world. With passion and curiosity, our local experts capture the mood of the nation and transform survey results into inspiring insights for decision-makers. With editions in Brazil, Colombia, France, India, Indonesia, Italy, Russia, Mexico, Peru, South Korea, Saudi Arabia, and Thailand, you can explore a range of local perspectives on key topics facing the world today.

The author(s)
  • Marcos Calliari Country Manager, Ipsos in Brazil
  • Sandra Pessini Ipsos, Brazil
  • Yves Bardon Ipsos Knowledge Centre, France