More Water Unfriendly Marketing Initiatives

Having recently noted with incredulity the fact that a Brazilian water company has been using water in its 'Save Water' bus shelter ads we found that this frivolous attitude to water is not isolated here in Brazil. Samsung launched their action "Its Hot, Its Cold" by putting a block of ice in front of the luxurious Shopping Morumbi with the company's products inside. The promotion will giveaway products to the consumer that hits - or near - the date, time and exact minute when the cube has completely melted. Through infrared laser sensors, an alarm will be triggered when the ice thaws.

The promotion was made in partnership with the interactive agency Digital One in partnership with Dudinka.

Green Marketing and Consumers in Brazil - 3

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.

Green Marketing and Consumers in Brazil 1

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

Vegan market increasingly the target of Brazilian food industry

Having recently commented on the possible changing tastes on the Brazilian menu, more evidence this week form a report that places Brazil as the country with the second highest proportion of vegans in the world. Of the total population 28% are seeking to eat less meat and diary based products. Perhaps in reflection of such shifts in consumer behaviour, two of the nations biggest meat producers in the country (Perdigão and Sadia) have introduced new vegetarian product lines. Both companies have reportedly argued that this niche market is something they see as gaining prominence in years to come. Veganism is just one of a number of examples of communities which are increasingly being served via specialist websites and online communities such as Orkut. More to come on this subject... but if you have any thoughts on being a vegan in Brazil we'd love to know more. thanks to JBOnline

Environment Day - Brazilians thoughts

In honour of the UN World Environment Day we decided to talk to some Brazilians about their thoughts on a range of issues surrounding sustainability, consumers, brands and governments. We also took along some examples of 'green focused' advertising and communications from around the world to test reactions. We are posting here a teaser of some of the initial discussions. More content to come as well as some of our own thoughts on how Brazilians relate to green communications and the role of brands in relation to environmental issues.   

Brazilians amongst the 'greenest consumers' in the world?

According to a recent study tracking global attitudes towards consumption and the environment, inhabitants of Brazil and India have the world's most environmentally-sustainable lifestyle and Americans the least. The full report can be accessed here

The survey by the National Geographic Society establishes a "Greendex" -- an index measuring the economic impact of consumer lifestyle choices -- in four key areas: housing, transportation, food and goods. Overall, the survey determined that inhabitants of developing countries are most concerned about the impacts of their lifestyle choices on the environment, and made consumption choices reflecting these concerns. Consequently their lifestyles had fewer adverse effects on the environment than people in developed countries. The highest scores -- denoting the greatest environmental consciousness -- were found in Brazil and India, each tied with 60 points. They were followed by consumers in China (56.1), Mexico (54.3), Hungary (53.2) and Russia (52.4).   Inhabitants of developing countries, were more likely to live in smaller homes, use green products and own relatively few appliances or electronic gadgets. They also were more likely to walk, cycle, use public transportation and live close to their most frequent destinations. 

Response to the report from bloggers in Brazil could best be described as slightly incredulous.

"Os chineses, brasileiros e indianos como "verdes"... gimme a break" as one respondent on the Verbeat blog noted. The blogs owb writers argues that the report seems to fail to take into account the fact that the residents of countries with lower incomes are only higher on the Greendex scale because of their reduced economic power as consumers.

To a certain extent such arguments are legitimate. Brazil ranks as the 'greenest' of the nations surveyed in relation to housing. The report itself argues that "housing factors included dwelling size; energy use for heating, cooling, and appliances; and water needs. Brazilians topped this category because they typically have smaller homes, rarely use air conditioning or heating, and rely heavily on on-demand, tankless water-heating systems". Housing conditions for a large number of Brazilians, particularly the poorest urban dwellers largely reflect economic conditions rather than personal choice. That said a further criticism of the survey might be the fact that in being administered online, a significant proportion of the Brazilian population has most likely been ignored. 

However, a more detailed inspection of the findings shows that Brazilians attitudes toward the environment genuinely appear to be stronger than most other nations. they are far more likely to state that they are very concerned by environmental problems and far less likely to see the environmental movement as a passing fad. Brazilians are also most likely to avoid purchasing environmentally unfriendly products and 20% of Brazilians claim to have visited an environmental protest in the last year (USA 4% / GB 5%).  If knowledge is a critical factor in determining attitudes and behaviour towards the environment, unfortunately Brazilians score amongst the lowest in their understadning of issues - see below


Perhaps the most interesting element of the survey relates to the perceived changes in behaviour that economic development may be likely to drive. At 40%, the number of Brazilians who daily use public transport is significantly higher than the global average of 27%. However, Brazilians and Mexicans state the greatest increase in likelihod to drive alone in a car in the past year. The desire to own a big house is still much stronger for Brazilians than consumers in most developed nations 

Elsewhere within the report there are a number of interesting features of Brazilian scoiety and consumer behaviour to be observed. A few quick examples here -


  • Brazilians rank political problems as the most pressing national concern - (see map below)
  • 40% of Brazilians use public transport every/most days (global avg =27%)
  • Brazilians consume more beef than any other nation in the survey (16% daily)
  • Brazilians consume less fish and seafood than almost all other nationalities surveyed 
  • 52% of Brazilians always or regularly recycle materials (global avg = 57%)
  • Brazil has the 2nd lowest number of dishwashers of all nations surveyed (11%) 



Green Communities 2

Having posted our recent research conducted with a great example of a ‘Green Community’ in Lagoa de Conceição, Florianopolis in Portugues, we now have the subtitled version in English. We were keen to explore the emergence of ‘green consumers’ here in Brazil. The Ecofeira is well established in the locals weekly calendar and is interesting because as the interviewees hint at, for some it plays far more than just the role of a supplier of their weekly fruit, veg and breads. Their is a real sense of community which at times can lead to issues of exclusion as well as inclusion. This is the second in a series of 3 clips. It’s an ongoing theme, and we’d love to know what your thoughts are on the debates surrounding communities of consumption or more conscientious consumption…feel free to comment here.

Seven Boys go Natural


 Don't be distressed by the title of this post, well just slightly, but its just another in the current wave (OK the second) piece of evidence in recent weeks that the concept of the conscientious consumer has arrived in Brazil.This from Mundo do Marketing, who have reported that Brazilian food brand Seven Boys have launched a new site in association with its Bisnaguinhas product (literally it translates to little squirts!). The site (Friends of Nature)  as with the product is aimed at children and contains a range of hints on protecting the environment. http://www.sevenboys.com.br/hotsite/amigosdanatureza/Check it out and let us know what you think!

Brazilians and the Green Economy 3

Above is the third part of our set of interviews at the popular weekend market in Lagoa de Conceicao, Florianopolis. We asked the Ecofeira regulars about their attitudes and usage of plastic bags. Interesting responses can be seen above.

Whilst we're on the subject a quick follow up to earlier post about the campaign  “Mude o consumo para não mudar o clima” or “Change the consumer to not change the climate”, the associated climate and consumer site allows users to calculate their carbon usage and offers 21 tips for consumers to be more environmentally friendly.

Brazilians and the Green Economy 2

The video clip above is the second of 3 peices of research conducted by TWRAmericas at the popular weekend Ecofeira market in Lagoa de Conceicao, Florianopolis. On the ongoing debate about green consumerism, thanks to the digital magazine Envolverde for the followingIDEC (the Brazilian Institute for the Defense of the Consumer) and Vitae Civilis (an NGO) have launched a new campaign, named "Mude o consumo para não mudar o clima" or "Change the consumer to not change the climate". The objective of the campaign being to raise the consciousness of consumers in relation to the impact of thier consumption behaviour and offer alternatives with ecologically less damaging consequences.

Brazilians and the Green Economy: part 1

Having recently posted on a number of issues surrounding Brazilian consumers and their attitudes on issues such as packaging, plastic bags and sustainable consumption we decided to head out and conduct some interviews with shoppers at a popular weekend market in Lagoa de Conceicao, Florianopolis. The Ecofeira market held every Saturday morning promotes various organic products and those grown without the use of agrotoxics and we thought it would be a good place to explore some of the issues as Brazilians see them. We'll be posting a number of edits in forthcoming days (in Portugues and subsequently with subtitles). To start with today there are some contextual scene setting comments...

Less Plastic Bags in Brazil

Earlier this week the Brazilian environmental minister announced a new scheme (Consumo Consciente de Embalagens: Conscious Packaging Consumption) which aims to incentivise the reduction in usage of packaging and plastic bags. The scheme was launched with the slogan “The choice is yours, the planet is ours”. The campaign objective is to raise awareness amongst consumers of the packaging that accompanies products that they buy. Producers, wholesales and consumers will be the target of the campaign which aims to introduce the possibilities of alternatives of current packaging. The second focus of the campaign will be to substitute plastic bags in supermarkets for reusable bags. As the Minister stated, it is all about generating a change in habits…yet this rather underplays the policy and role of supermarkets. Anyone who has shopped in a Brazilian supermarket cannot fail to have noticed that it is a regular occurrence to receive more plastic bags than items purchased. We certainly intend to follow up this story in the immediate future.  Read more on this story in Portugues here

Environmental concerns rarely influence Brazilian consumers

Having recently noted the low recall and association with 'green' brands it's perhaps not too surprising that another recent study has shown that Brazilian consumers rarely account for environmental impact when purchasing. Only 15% on consumers alter purchasing behaviour to avoid compnanies who are environmentally negligent in comparison to 51% of Australians and 42% of US and German consumers. Given that 75% of respondees stated an interest in knowing how companies act responsibly in this area there would appear to be both a communications challenge and opportunity facing Brazilian industry. Recent research elsewhere by Ibope, also demonstrated that whilst 85% of those interviewed value good social practice and would consider paying more for products made with considerations for environmental damage, only 37% would pass up their prefered brand even if they knew it was environmentally harmful. Read more...