[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


// 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


Brazil’s issues

Brazil costEducation

Infra-structureSocial inequalities

BRAZILIAN DREAM


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

year-old youth.

BRAZILIAN DREAM


a new Brazil

a new generation

UNPRECEDENT COMBINATION

18-24

BRAZILIAN DREAM


18-24

Antennas for picking up the “spirit of the time”

PRIMARY INFLUENCECENTER

26 million

BOX 1824BRAZILIAN DREAM


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


INDIVIDUAL DREAM

BRAZILIAN DREAM

BOX 1824BRAZILIAN DREAM // YOUTHS

PROFESSIONAL FORMATION AND EMPLOYMENT

55%HOUSE OWNERSHIP

15%MONEY

9%



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

15% STUDY FOR A PROFESSION



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


DON’T GO TO COLLEGE

79%


INTEND TO GO TO COLLEGE

77%DON’T GO TO

COLLEGE

79%


INTEND TO GO TO COLLEGE

77% 79% A/B CLASSES

77% C CLASS

74% D/E CLASSES

DON’T GO TO COLLEGE

79%


IMPORTANTMIND SHIFT



20102000

INDIVIDUALISM

COLLECTIVITY

19901980

19601950

1970

IDEALISTIC DREAMS POSSIBLE DREAMS


Youths moreconnected to collective discourses

50%30%

Youths moreconnected to

moderate discourses

Youths moreconnected to

individualisticdiscourses

20%BOX 1824


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


DRIVERS

BRAZILIAN DREAM


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


population200mi

internet users80mi

3 hoursa day

28%broadband

8%mobile

10%smart phones


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


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?


BRIDGE-YOUTHA new kind of influencer



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

BRIDGE-YOUTH


//POLLINATORS//INTEGRATORS / DIALOGUERS

//MULTIPLE CAUSES//KNOWLEDGE BUILT BY EXCHANGE

BRIDGE-YOUTH

Brazilian Dream


Responsibility for the collectiveProtagonismReal heroes


BRIDGE-YOUTH


Pragmatic optimismNetworked, in a collaborative way


JOVEM-PONTE

SONHO BRASILEIRO BOX 1824SONHO BRASILEIRO BOX 1824

PEOPLEORGANIZATIONS53%COORDINATION OF THE MOVEMENTS

60%

BRIDGE-YOUTH


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


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


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


Focus: politics, collaboration

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

MARINA AMARAL, 24, SÃO PAULO


SOCIAL TECHNOLOGYINDEPENDENT MUSICCREATIVE ECONOMY

FORA DO EIXO

BRIDGE-YOUTH

www.foradoeixo.org.br

http://www.casadaculturadigital.com.br/



DIGITAL TRANSPARENCY‘HACKER BUS’

BRIDGE-YOUTH

www.casadaculturadigital.com.br




CROWDFUNDINGCATARSE

BRIDGE-YOUTH

www.catarse.com.br




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’


Participation Dialogue

CreativityDiversity

‘Bridge’


HUMANE POWER

NATURAL WISDOM

CREATIVE FUSIONS

EMPIRE OF COLORS

‘Bridge’

BRAZILIAN DREAM // THE RESEARCH BOX 1824

We want to be a bridge company.


www.osonhobrasileiro.com.br

Presentation in slideshare.com

Video with subtitles on Vimeo

[email protected]@box1824.com.br

http://www.osonhobrasileiro.com

http://www.osonhobrasileiro.com

mailto:[email protected]





Thank you.

[brazilian dream] london (29.05.12)

Technology