To mark the UN Environment Day, TWRAmericas undertook a series of discussion groups with Brazilians to look not only at the issues as they relate to consumers in Brazil but also broader issues of sustainable development and ethical consumerism. The groups approached a broad range of subjects including current behaviours and responses to a range of ‘green’ advertising and activities by brands. Their are a series of 5 video clips with the thoughts of the participants. Please feel free to add your own own comments or thoughts on the issues discussed.

In this third section of clips respondents discuss a range of green advertising and its influence on their behaviour as consumers.

To mark the UN Environment Day, TWRAmericas undertook a series of discussion groups with Brazilians to look not only at the issues as they relate to consumers in Brazil but also broader issues of sustainable development and ethical consumerism. The groups approached a broad range of subjects including current behaviours and responses to a range of ‘green’ advertising and activities by brands. Their are a series of 5 video clips with the thoughts of the participants. Please feel free to add your own own comments or thoughts on the issues discussed.

In this third section of clips respondents discuss a number of issues surrounding their own behaviour and what might influence this in the future along with some potential measures which governments might adopt to better assist consumers act in a more ecologically sympathetic manner.

To mark the UN Environment Day, TWRAmericas undertook a series of discussion groups with Brazilians to look not only at the issues as they relate to consumers in Brazil but also broader issues of sustainable development and ethical consumerism. The groups approached a broad range of subjects including current behaviours and responses to a range of ‘green’ advertising and activities by brands. Their are a series of 5 video clips with the thoughts of the participants. Please feel free to add your own own comments or thoughts on the issues discussed.

As the second set of clips show, Brazilians, or a certan sector of Brazilian society is well travelled and well informed and has customarily adapted experiences from other societies and cultures. Our groups included individuals with direct first hand experience of visiting other countries and shared their thoughts on how Brazil compares to the practices elsewhere… The clips can be viewed with annotatios by clicking here

To mark the UN Environment Day, TWRAmericas undertook a series of discussion groups with Brazilians to look not only at the issues as they relate to consumers in Brazil but also broader issues of sustainable development and ethical consumerism. The groups approached a broad range of subjects including current behaviours and responses to a range of ‘green’ advertising and activities by brands. Their are a series of 5 video clips with the thoughts of the participants. Please feel free to add your own own comments or thoughts on the issues discussed.

These first two clips are focused on experiences as they relate to the culture here in Brazil and the Brazilian consumer.

As is evident, there are a number of issues which give this global issue a local inflection: the broader issue of how citizens both see themselves as consumers and how they belive they are treated as consumers by brands and by government bodies. Education and the poor state of the public education system is a key problem that needs to be addressed in any attempts at modifying consumer behaviour. As respondents discussed there are certain practices, such as recycling that are nothing new in the Brazilian context, however they have in the past been driven by economic neccesity. As the country continues to grow economically one wonders how this will affect such behaviour and attitudes. Finally, there are other unique factors including the great imapct of social network communities such as Orkut, whch anyone wishing to understand the Brazilian experience should be aware of… The clips can be viewed with annotations by clicking here

Brazilian consumers are relatively unlikely to be daring at he point of sale, preferring to refer back to past purchase practices as their primary information sources followed by the opinions of their peers, family and friends.
These are the results from a new research study undertaken with approximately 19 thousand Brazilians between the ages of 12 and 64 in the principal metropolitan regions and which analysed products in 200 different categories.
The findings highlighted varied primary information sources for different products; for cars and electronics the internet and newspaper appear to be most influential, health and lifestyle purchases tend to be most influenced by magazines. TV is defined as most influential amongst products for the home, including food and home electronics. Point of sale influencers do appear to be increasingly important especially amongst young people, as does word of mouth – especially in specific markets such as the mobile phone.

Elsewhere an additional research study has highlighted the fact that Brazilians are the most demanding consumers across South America. They are most likely 53% to discuss purchases with others, inlcuding their children. When deciding between products 86% of Brazilians are influenced by brands and 80% by the influence of a professional.

Source: InfoMoney

A recent study has shed some light on the cultural life of Brazilians. According to the key findings, during the year 2007, there would appear to be a small group of consumers who are undertaking a number of cultural activities, whilst the vast majority of Brazilians appear to be excluded or self excluding. Unfortuantely the results do not indicate where and whether individuals are indeed taking part in a number of activities as opposed to just one of those listed below. Here are the headline findings.
- 55% of Brazilians did not participate in any of the following activities: reading a book, visiting the theatre or an art exhibition, going to the cinema or to a live music or dance event
- of the 45% who did
- 31% read on average 5 books
- 6%viewed on average 3 plays
- 8% went on average to 2 art exhibitions
- 17% went to the cinema on average 5 times
- 20% went to see an average of 4 music shows
- 7% to see an average of 32 live dance shows

Of those who were not reading books amongst social classes A and B, 59% reported that it was the lack of habit and 19% that they do not like to read or prefer other activities (13%). Results almost identical to classes D and E (58%, 27% and 8%). The high costs of tickets and books were an additional reason for exclusion cited by lower socio economic classes. Having previously posted here about the cost of books and access to literature in Brazil it was interesting to note that Brazilians believe that a fair price for cultural products should be as follows:
Book – $19 Reals
Cinema ticket – $8 Reals
Music event – $15 Reals
Theater ticket – $14 Reals
Art Exhibition – $11 Reals

The research was undertaken by Ipsos (on behalf of Fecomércio-RJ) in more than 70 locations across Brazil. More details on the research can be found at

http://marinhonoblog.blogspot.com/2008/03/mais-dados-da-pesquisa-sobre-consumo-de.html