[brazilian dream] london (29.05.12)

SONHO BRASILEIRO BOX 1824

BOX 1824 is a global research company focused on mapping trends and consumer insights. Our projects

are tailor-made and seek to develop a new vision and understanding of

society, unveiling trends and spotting emerging socio-cultural behaviours.

BRAZILIAN DREAM BOX 1824

‘Brazilian Dream’ study main findings

BRAZILIAN DREAM BOX 1824

// Why 18-24 and why Brazil// The Brazilian youth dreams

// A‘New Collectivism”// Behaviour drivers

// Bridge -youth// Brazil’s vocation map

BRAZILIAN DREAM / DRIVERS BOX 1824

Brazil’s economy

6th largest economy

Natural energy resourcesLow rates of

unemploymentDemographic bonus

BRAZILIAN DREAM

BRAZILIAN DREAM / DRIVERS BOX 1824

Brazil’s issues

Brazil costEducation

Infra-structureSocial inequalities

BRAZILIAN DREAM

BRAZILIAN DREAM / DRIVERS BOX 1824

A study about Brazil and the future from the perspective of 18 to 24

year-old youth.

BRAZILIAN DREAM

SONHO BRASILEIRO BOX 1824

a new Brazil

a new generation

UNPRECEDENT COMBINATION

18-24

BRAZILIAN DREAM

BRAZILIAN DREAM BOX 1824

18-24

Antennas for picking up the “spirit of the time”

PRIMARY INFLUENCECENTER

26 million

BOX 1824BRAZILIAN DREAM

BRAZILIAN DREAM BOX 1824

1731784interviews

18 - 24

cities

QUANTITATIVE

Representative sample of the current Brazilian youth population:

SURVEY

23A, B, C, D and E CLASSES

states

QUALITATIVEPHASE

04cities

1200field / group interviews

BRAZILIAN DREAM

BRAZILIAN DREAM BOX 1824

INDIVIDUAL DREAM

BRAZILIAN DREAM

BOX 1824BRAZILIAN DREAM // YOUTHS

PROFESSIONAL FORMATION AND EMPLOYMENT

55%HOUSE OWNERSHIP

15%MONEY

9%

BOX 1824BRAZILIAN DREAM // YOUTHS

PROFESSIONAL FORMATION AND EMPLOYMENT

55% 24%THE PROFESSION OF MY DREAMS16% WORK(FUNCTIONAL MATTERS)

15% STUDY FOR A PROFESSION

BOX 1824BRAZILIAN DREAM // YOUTHS

PROFESSIONAL FORMATION AND EMPLOYMENT

55% 24%THE PROFESSION OF MY DREAMS16% WORK(FUNCTIONAL MATTERS)

15% STUDY FOR A PROFESSION

BE AN ENTREPRENEUR / ADMINISTRATOR / SET UP MY OWN BUSINESS

04

BOX 1824BRAZILIAN DREAM // YOUTHS BOX 1824

BOX 1824BRAZILIAN DREAM // YOUTHS BOX 1824

DON’T GO TO COLLEGE

79%

BOX 1824BRAZILIAN DREAM // YOUTHS BOX 1824

INTEND TO GO TO COLLEGE

77%DON’T GO TO

COLLEGE

79%

BOX 1824BRAZILIAN DREAM // YOUTHS BOX 1824

INTEND TO GO TO COLLEGE

77% 79% A/B CLASSES

77% C CLASS

74% D/E CLASSES

DON’T GO TO COLLEGE

79%

BOX 1824BRAZILIAN DREAM // YOUTHS BOX 1824

IMPORTANTMIND SHIFT

BOX 1824BRAZILIAN DREAM // YOUTHS

BOX 1824BRAZILIAN DREAM // YOUTHS

20102000

INDIVIDUALISM

COLLECTIVITY

19901980

19601950

1970

IDEALISTIC DREAMS POSSIBLE DREAMS

BOX 1824BRAZILIAN DREAM // YOUTHS

Youths moreconnected to collective discourses

50%30%

Youths moreconnected to

moderate discourses

Youths moreconnected to

individualisticdiscourses

20%BOX 1824

BOX 1824BRAZILIAN DREAM // YOUTHS

CULTURE/ART (THEATER, CINEMA, DANCE)ENVIRONMENT

SPORTEDUCATION

TECHNOLOGYETHICS / SOCIAL RESPONSIBILITY

RELIGIONPOLITICSECONOMY7

711111925262931

70%OF YOUTHS STATE THAT THEY WOULD LIKE TO TAKE PART IN COMMUNITY PROJECTS

AREAS THEY ARE WILLING TO TAKE PART IN

BRAZILIAN DREAM // YOUTHS BOX 1824

SONHO BRASILEIRO BOX 1824

DRIVERS

BRAZILIAN DREAM

BRAZILIAN DREAM / DRIVERS BOX 1824

The culture of “and” instead of “or”

A NEW WAY OF THINKING ABOUT THE WORLD

NÃO-DUALISMONON-DUALISM

BOX 1824BRAZILIAN DREAM / DRIVERS

BRAZILIAN DREAM / DRIVERS BOX 1824BOX 1824

HIPERCONEXÃOHYPER-CONNECTION The amplitude that emerges from the power of networks

A NEW WAY OF RELATING TO THE WORLD

BRAZILIAN DREAM / DRIVERS

BRAZILIAN DREAM / DRIVERS BOX 1824

population200mi

internet users80mi

3 hoursa day

28%broadband

8%mobile

10%smart phones

BRAZILIAN DREAM / DRIVERS BOX 1824

Multiple silent revolutions change the world slowly and gradually

A NEW WAY OF ACTING IN THE WORLD

BOX 1824

MICRO-

REVOLUÇÕESMICRO-REVOLUTIONS

BRAZILIAN DREAM / DRIVERS

BRAZILIAN DREAM / DRIVERS BOX 1824

believe that it is possible to make a change in politics from acts in their daily life

would likelocal culture and global culture to mix

79% 68%

EXAMPLES OF HOW THE GENERATION CONNECTS THE DRIVERS

believe thattheir actions can change society

92%believe thatthe Internet contributes to their learning

85%

BOX 1824BRAZILIAN DREAM // YOUTHSBRAZILIAN DREAM // YOUTHS BOX 1824

WHO’S ACTINGTOWARDS THECOLLECTIVEDREAM?

SONHO BRASILEIRO BOX 1824

BRIDGE-YOUTHA new kind of influencer

SONHO BRASILEIRO BOX 1824

SONHO BRASILEIRO BOX 1824

8%OF YOUNG BRAZILIANS (AGED 18 TO 24) ARE BRIDGE-YOUTHS

BRIDGE-YOUTH

SONHO BRASILEIRO BOX 1824

//POLLINATORS//INTEGRATORS / DIALOGUERS

//MULTIPLE CAUSES//KNOWLEDGE BUILT BY EXCHANGE

BRIDGE-YOUTH

Brazilian Dream

BOX 1824BRAZILIAN DREAM // YOUTHS

Responsibility for the collectiveProtagonismReal heroes

SONHO BRASILEIRO BOX 1824

BRIDGE-YOUTH

BOX 1824BRAZILIAN DREAM // YOUTHS

Pragmatic optimismNetworked, in a collaborative way

SONHO BRASILEIRO BOX 1824

JOVEM-PONTE

SONHO BRASILEIRO BOX 1824SONHO BRASILEIRO BOX 1824

PEOPLEORGANIZATIONS53%COORDINATION OF THE MOVEMENTS

60%

BRIDGE-YOUTH

BOX 1824BRAZILIAN DREAM // YOUTHS

WHO’S RESPONSIBLE FOR CHANGES IN SOCIETY?

THE GOVERNMENT

MY GENERATION

SCHOOLS AND UNIVERSITIES

MEDIA

MYSELF 2929

3539

62

BRIDGE-YOUTH

SONHO BRASILEIRO // O JOVEM BOX 1824

Focus: citizenship and social inclusion

Graduated in Social Science, and a post-graduate student in Políticas PúblicasAt 11 anos, created a “toy library”Coordinates and NGO dedicated to the intelectual development of young people.Núcleo Disciplinar de Memória e Reflexão Afrodescentdente, at PUC-RJ

TAHÍS, 24, RIO DE JANEIRO

SONHO BRASILEIRO // O JOVEM

SONHO BRASILEIRO // O JOVEM BOX 1824

RAÍSA, 19, RECIFE

Focus: design, and multiple simultaneous activities

Acts as a volunteer in many social projectsAn active participant of the Critical Mass movementWas a member of a collective that articulated literary democratization projectsParticipated in a movement that prevented the construction of a shopping mall in a green area of Recife

SONHO BRASILEIRO // O JOVEM BOX 1824

Focus: empowerment of his community, local culture, social currencies

Works as a loan officer in the União Sampaio Community BankWorks in the Campo Limpo Women Popular UnionA volunteer in environmental activities of Projeto Arrastão since he was 14 y/oEngaged in the articulation of “saraus”, workshops and socio-cultural activities in his communityCo-founder of the Solano Trindade Cultural Fomentation Agency

THIAGO VINÍCIUS, 20, SÃO PAULO

SONHO BRASILEIRO // O JOVEM BOX 1824

Focus: politics, collaboration

She went to business school Co-founded Instituto TellusActively participated in the campaign ‘Eu Voto Distrital”

MARINA AMARAL, 24, SÃO PAULO

SONHO BRASILEIRO BOX 1824SONHO BRASILEIRO BOX 1824

SOCIAL TECHNOLOGYINDEPENDENT MUSICCREATIVE ECONOMY

FORA DO EIXO

BRIDGE-YOUTH

www.foradoeixo.org.br

SONHO BRASILEIRO BOX 1824SONHO BRASILEIRO BOX 1824

DIGITAL TRANSPARENCY‘HACKER BUS’

BRIDGE-YOUTH

www.casadaculturadigital.com.br

SONHO BRASILEIRO BOX 1824SONHO BRASILEIRO BOX 1824

CROWDFUNDINGCATARSE

BRIDGE-YOUTH

www.catarse.com.br

BOX 1824BRAZILIAN DREAM // YOUTHS

The bridge-youth has the mindset, the tools and the

power os influence to be real change makers.

BRIDGE-YOUTH

BRAZILIAN DREAM // VOCATION MAP BOX 1824BOX 1824

VOCATION MAP

BRAZILIAN DREAM // VOCATION MAP BOX 1824

‘Bridge’

BRAZILIAN DREAM // VOCATION MAP BOX 1824

Participation Dialogue

CreativityDiversity

‘Bridge’

BRAZILIAN DREAM // VOCATION MAP BOX 1824

HUMANE POWER

NATURAL WISDOM

CREATIVE FUSIONS

EMPIRE OF COLORS

‘Bridge’

BRAZILIAN DREAM // VOCATION MAP BOX 1824

HUMANE POWER

NATURAL WISDOM

CREATIVE FUSIONS

EMPIRE OF COLORS

‘Bridge’

BRAZILIAN DREAM // THE RESEARCH BOX 1824

We want to be a bridge company.

BRAZILIAN DREAM / DRIVERS BOX 1824

www.osonhobrasileiro.com.br

Presentation in slideshare.com

Video with subtitles on Vimeo

nic@box1824.com.brcarla@box1824.com.br

BRAZILIAN DREAM / DRIVERS BOX 1824

Thank you.