Using Cultural Insight as the foundation of their presentation, the Added Value team challenged their clients to rediscover the Brazil of today in order to develop a point of view on the Brazil of tomorrow and to find out whether or not Brazil is still the Eldorado for brands. To get the rest of this presentation or if you want to know how these winds of change impact your business, contact us at info@added-value.fr

2. VIOLENCE
CORRUPTION
ILLITERACY
ILLICIT TRADE
… Are we SURE Brazil matters?

4. Because Brazil is a big country,
with bountiful natural resources, including plenty of oil
and, because Brazil is the 6th richest country worldwide
Source: Statistiques-Mondiales.com, 2013

5. 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

6. Because Brazil has switched from a dictatorial
political system to a democracy in less than 30 years.
Because in 12 years, 35 millions Brazilians
have escaped from poverty
and, because Brazil has one of the lowest
unemployment rates in the world!

7. Brazil is changing… fast!

8. So, how do we make sense of it?

9. 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

10. Today’s presentation
CULTURAL INSIGHT
is an approach that uses semiotic analysis,
cultural theory and trend analysis to help brands
stay in touch with culture

11. 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?

12. 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 identified
3 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!

13. Brazilians are getting to a new stage:
we are watching the awakening of a population.
It’s the beginning of a new era of
self 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.

14. 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.

15. We have identified 3 drivers of change in Brazil
INDEPENDENT
THINKING
GROWING MIDDLE CLASS
SOCIAL RESPONSABILITY

16. 1
INDEPENDENT THINKING
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.

17. 2
GROWING MIDDLE CLASS
Brazil’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

18. 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.

19. To get the rest of this presentation,
or if you want to know how these
winds of change impact your business,
contact us :
Marina Cozzika
PUBLIC RELATIONS
m.cozzika@added-value.fr

20. Disclaimer:
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to whom it is presented in the jurisdiction to which the presentation relates.
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Image credits:
• Cécile Gorgeon, Added Value
• Istock