1. We're strategic and creative
If you’ve been to a roda de samba (samba circle), you have experienced one of Brazil’s most authentic forms of improvisation and creative expression. Yet, it would be naive to conclude that a country of such magnitude bases its development only on the talent of a few gifted individuals. Though creativity is still culturally valued and celebrated, Brazil has learned the importance of analytical and process-oriented thinking to business success. In fact, some of the most valuable brands in Brazil are bringing together the best of both worlds.
2. We love the game
On October 30, 2007, FIFA President Joseph Blatter announced Brazil would be the host of the 2014 World Cup. It was one of our nation’s proudest moments. Two years later, Rio de Janeiro was named as the host city for the 2016 Summer Olympics, creating a similar frenzy. These responses weren’t surprising, considering how passionate Brazilians are about sports, especially football, and everything that surrounds the game. With these major sporting events quickly approaching, brands would do well to develop emotional connections with Brazilians through sports. If done with honesty, emotion and authenticity, the results can be both powerful and lasting—and not only for soccer fans.
3. We're beyond commodities
Brazil is the world's biggest producer of coffee, oranges, and sugarcane.
We are the second-largest grower of soy, and the third-ranked source of corn. Yet in recent years, we’ve learned to sow and harvest new, and quite unexpected, fields. So unexpected, in fact, that many Brazilians often don’t recognize some of our own brands. Two examples are jewelry powerhouse H. Stern and fashion brand Osklen, both of which can now be found around the world. At the same time, Natura cosmetics is starting to gain ground in Europe, while Havaianas sandals are beloved and found worldwide.
4. We're into digital
Brazilians love sharing, connecting, and interacting. It’s common to see lively conversations spring up spontaneously in elevators, restaurants, concerts, airplanes, and on the street. Not surprisingly, due to the increase in access to digital media, Brazil is one of the most connected nations in the world. An estimated 65 million Brazilians are on Facebook, representing its second-largest market after the United States. Twitter reports that Brazil is now one of the microblogging giant’s top-five active user groups. Beyond posting, Brazilians are also buying. Today, there are 37.6 million e-consumers in Brazil. As these statistics clearly show, the digital era is well underway in the land of futbol.
5. We're training hard
Though Brazilians have long anticipated a period of rapid economic development, when it actually came, we were far from ready. Nonetheless, we see a population with the talent and desire to learn, quickly adapt, and find new and smarter ways of doing things. As the economy rises, so does our national investment in education, technology, and infrastructure. In these ways, Brazilians are showing the world that we are fast-developing and no longer an “emerging” market. We have arrived.
6. We're culturally effervescent
Brazil is one of the world’s most exciting melting pots. The country’s uniqueness is a result of an idiosyncratic mix of ethnicities, influences, and cultures. Not surprisingly, Natura, Havaianas, and other Brazilian brands that convincingly express brasilidade, or “brazility,” are gaining global attention and admiration. At the same time, Coca-Cola and other global brands are making sincere efforts to show Brazilians that they truly grasp and appreciate Brazilian culture.
7. We have the power to change the world
“With great power comes great responsibility.” We Brazilians certainly think so. In recent years, our nation has gone through a period of massive and positive transformation, which affected our economy, education, culture, politics, and the way we see the world and ourselves. A sense of individual and national pride re-emerged as Brazilians aimed not only to keep up with global changes, but also to actively participate in them. At the same time, brands like AMMA, Do Bem, Mãe Terra, and Native are learning the values of Corporate Citizenship and bringing them to life. Their philosophies and commitments to ethical business practices are helping propel these sustainable and human-oriented brands across Brazil, and around the world.