understanding brazil
TRANSCRIPT
VIOLENCE
CORRUPTION
ILLITERACY
ILLICIT TRADE
… Are we SURE Brazil matters?
Because Brazil is a big country,
Source: Statistiques-Mondiales.com, 2013
with bountiful natural resources, including plenty of oil
and, because Brazil is the 6th richest country worldwide
Because Brazil makes ”19-millionaires-a-day.”
Because it is a 7 billion dollar luxury market
and, it will grow from 15 to 25% over the next 5 years
Because Brazil has switched from a dictatorialpolitical system to a democracy in less than 30 years.
and, because Brazil has one of the lowestunemployment rates in the world!
Because in 12 years, 35 millions Brazilianshave escaped from poverty
Brazil is changing… fast!
So, how do we make sense of it?
Well, we can’t predict the future …
But we can provide an understanding of how things are
shifting in the present to help get an informed opinion on
possible futures and opportunities
Today’s presentation
CULTURAL INSIGHTis an approach that uses semiotic analysis,
cultural theory and trend analysis to help brands
stay in touch with culture
Our starting point: some marketing questions we have been frequently asked
Who is the must-win population in Brazil? How should we talk to them?
What are the upcoming challenges connected to the redefinition of gender roles? How is their attitude towards beauty and beauty brands going to develop in the future?
Brazilian-ness or international-ness? How do Brazilians choose their brands and how can we gain their preference?
Is Brazil going-green? Is it possible to leverage a certain sustainable sensitivity amongst Brazilians?
What is the media landscape like and how can we implement powerful media strategies?
Today’s presentation
To answer these questions, we have analyzed Brazil from cultural, economical and social angles to define macro trends that are durably impacting the Brazil of today and tomorrow
We have identified3 major drivers of change
We have highlighted manifestations of change in people’s lives with supporting brand examples
We revisited our starting questions, to provide hypotheses and guidance for brands and the starting point for a
fruitful discussion together!
Brazilians are getting to a new stage:
we are watching the awakening of a population.
It’s the beginning of a new era ofself consciousness, responsibility and
empowerment.
While becoming more educated, wealthier, more informed, Brazilians are also becoming more aware of their impact on their future and the future of their
country.
Today’s winds of change are not a fleeting breeze. They will impact and, to some extent,
shape the Brazil of tomorrow.
Brazil is following its own path, which is fairly different from other emerging markets
It is also quickly resembling developed markets in many dimensions, while maintaining its salient
specificities.
INDEPENDENTTHINKING
We have identified 3 drivers of change in Brazil
GROWING MIDDLE CLASS
SOCIAL RESPONSABILITY
People are feeling in charge of their most
intimate decisions and are taking action.
The Internet is operating as an aggregator
for bringing people together across the
country – it is an “accelerator of diversity”.
Different religions, political, and other
organizations are taking on social roles.
Some taboos are disintegrating and
diversity of beliefs is proudly being
expressed.
INDEPENDENT THINKING1
GROWING MIDDLE CLASS2Brazil’s « C Class » is leading the future of
the Brazilian economy. They now
represents over 50% of the population
and are expected to keep growing to
reach over 60% in 2030
They are over 90M people imposing their
value system on the country: family,
comfort, stability. They are growing in
wealth but not aspiring to acquire upper
class consumption behaviors.
The Emerging Middle Class is a must-win
population
3 SOCIAL RESPONSIBILITY
A collective responsibility is emerging: new
political reforms aim to decrease inequities
and to take the population out of poverty and
the civil society is organizing itself to ask for
better investments for their future.
Brazilians are growing a new awareness of
their social role and impact.
A lot of the structural reforms are weak, but
major shifts are already underway in education
and social welfare.
Marina CozzikaPUBLIC RELATIONS
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or if you want to know how these
winds of change impact your business,contact us :
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