An introduction to Flair Brazil 2024: Nostalgia or perspectives

There is much opportunity to be found in Brazil. We need to go beyond metrics and delve deeper to understand individuals and society. And it is with this aim that we present Flair Brazil 2024.

Ipsos Flair | Brazil 2024: Nostalgia or perspectives
The author(s)
  • Marcos Calliari Country Manager, Ipsos in Brazil
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Ipsos | Flair Brazil 2024 | Nostalgia or perspectivesThe celebration of obsession

This year, Flair Brazil celebrates its 10th edition. The Flair series has a bold ambition: to help brands understand their present role, not just to react and adapt to change, but to be agents of transformation. This initiative has already become a welcome tradition among researchers in the country and relies on the support of countless clients, partners, friends, and academics.

The process is long: it involves workshops, interviews with national and international experts, data analysis and modelling, and many conversations with professionals, brands, and organisations in Brazil to identify the most relevant and timely topics for the coming year. Over the past 10 years, 168 articles have been written by 154 researchers, on a diverse range of topics.

I would like to take this opportunity to thank all those who have participated and will continue to participate each year in this journey and celebrate Brazil.

10 years of false exits

Ipsos | Flair Brazil 2024Looking back at our previous editions of Flair Brazil, we can see that the past decade has not been a good one for the country. In our first edition, Flair 2015 (conceived and produced in 2014), we were humiliated by our football team’s performance in the World Cup and facing the biggest recession we had ever seen. And since then, our lives have become even more precarious: we've faced a whirlwind of problems, including scandals, disasters, and economic downturns.

The result has been a decade of false exits, as the various editions of Flair Brazil show. There have been many twists and turns in the country during this period, the impact of which has been studied in detail by Ipsos through its regular surveys of Brazilians. Economically, the results are undeniably bad. In those 10 years, GDP grew by an average annual increase of 0.29 per cent, while inflation rose by 80% from June 2013 to May 2023, and the dollar appreciated 110% in the same period. But public sentiment doesn't necessarily follow the macroeconomic indicators.

If we look at our own studies, we see large variations in all directions in these 10 years, such as in the 29-country Ipsos Global Consumer Confidence Index. This indicator has very important correlations that measure consumer confidence and more. The speed of change and these profound correlations are fundamental examples of why monitoring how people feel is essential to understanding how we are doing. There have been recent cases of poor decisions and positioning by brands, companies, institutions, and authorities. In addition, nostalgia is part of the current zeitgeist in political decisions – the search for simpler times is obvious. This dichotomy between the demands of an uncertain future and a better past is one of the main tensions in the country today.

The role of business, context, and innovation

Despite 10 turbulent years, there have been important changes in the business world, indicating positive prospects for the future, including:

  1. Companies are filling institutional gaps to support the population, which has been in the making for a long time but became inevitable with the pandemic. In a country like Brazil, where governments and institutions are known for promising lots and delivering little, this movement could be very welcome if done ethically.
  2. Understanding the context around what people are experiencing is essential. Companies and organisations are shifting their focus from consumers and stakeholders to people and citizens. Only with a “finger on the pulse” is it possible to understand. It's no surprise that the word "empathy" is exploding in use and importance.
  3. In their quest for relevance and influence, institutions are reinventing themselves, either by rethinking/restructuring their business model or through new products and services.

There is much opportunity to be found in Brazil. We need to go beyond metrics and delve deeper to understand individuals and society. And it is with this aim that we present Flair Brazil 2024.

Happy reading!


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

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

Society