Ipsos Flair Collection

years of Ipsos in Brazil

Brazil 2018: The Mask Slipped! Time for Truth Brazil 2018 The Mask Slipped! Time for Truth

Ipsos editions August 2017 ©2017 – Ipsos

3 | [ Guide ]

Ipsos Flair: understand to Forese.

Globalisation, fragmentation, digitalisation and socialisation, innovation through technologies and heavy marketing and sales spending: all these words change the game. What are the consequences? Increased competition and volatility.

Ipsos leverages assets thanks to its broader knowledge of countries and cultures, and their social and political environment.

In 2006, Ipsos Flair was created in order to demonstrate the originality and sharpness of Ipsos, because « Flair » is about instinct and intuition. It is the ability to capture the mood, to perceive the right direction, to know when to act.

It is also another way of looking, one that considers survey results as sociological symptoms to understand the real relationship between people and everything around them: brands, ads, media… Ipsos is uniquely positioned around five major specialisations: marketing; customer and employee satisfaction; media and advertising; public opinion research; and survey management.

By bringing together these diverse and complementary perspectives, the Ipsos Flair series helps our clients to formulate and to fine-tune strategic planning approaches.

Since 2015, Ipsos Flair has been a strong, loyal and illuminating tool in Brazil thanks to the great reception of our clients and the commitment of our teams. This year, we are pleased to present the fourth edition for 2018. Last year, we were betting about “a new sequence and a real transition” and “a time when wise choices are imperative”. Such a sentiment is particularly apt today.

Henri Wallard CEO Adjunto Chairman of Loyalty and Public Affairs

5 | [ Editorial ]

In its second edition, the Ipsos Flair series in Brazil described the year 2016 as "a year of turbulence". Hence came our title, "Disenchantment, Pragmatism and Hope." The third edition, about 2017, pointed to a turning point with a clear choice to be made: "Seeds or debris". It would be good if this year we could continue the metaphor of the seeds, bringing the plants with flowers, blossoming with new opportunities. Unfortunately, the country's current news does not encourage optimism.

The mayor of Rio’s decision, aiming at cutting the funding the city gives to samba schools (US$ 7 million) by half speaks for itself. One can interpret it as the moral choice of a conservative religious minister. It also can be seen as one of the consequences of country’s economic crisis: several states, such as Rio de Janeiro itself, are on the verge of bankruptcy, accumulating several months of delay in the salaries of public servants.

Where did the Lula years go? A time when commodity prices were high, giving the impression to Brazilians that the time to get rich had finally come. A time of internal growth, with social policy, access to credit, development of a middle class and development of the market through consumption. A time of external growth, with investors coming from abroad, expanding the financial resources of the country. It was a period of a 4% annual growth, twice the growth of previous years.

But it was not the era of structural reforms: infrastructures, training and education, among others, did not benefit from this period.

After her election in 2010, former president Dilma Rousseff held herself to one belief: GDP growth would come from increased public spending. It brought deficits, an expanding public debt and inflation... The consequences would have been less severe if commodity prices had not fallen as they did.

And it was not just that. Repeated political scandals, impeachment of the president in 2016, revelations that now involve the name of the current president, Michel Temer, accused of "passive

7 | corruption", "obstruction of justice" and "participation in a criminal organisation", with numerous requests for his impeachment in the House of Deputies... a reality far, far away from the cheerful images of samba and carnival.

In 18 months, unemployment almost doubled, jumping from 7.4% to 13.2%, with immediate consequences on consumption, credit and purchasing power. Of course, some companies adapt themselves to this scenario, such as Renault, which will market a new popular car line from August. But it can also be seen as a kind of downgrading.

What stuns and disappoints most Brazilians is to see that they have been literally "cheated” by the media, the politicians, and by all those who inform and govern them.

The question of truth is so important this year. When it comes to post-truth, when it seems clear that "fake news" is part of daily life, it's worth remembering Hegel and Guy Debord.

The first, who wrote in The Phenomenology of Spirit (1807), "the false is a moment of truth (but no longer as false)."

And the second, 160 years later, said: "In a truly inverted world, the truth is a moment of the false." Why? Because "societies in which modern conditions prevail presents itself as an immense accumulation of spectacles. And "the spectacle is the affirmation of the appearance."

This discovery is funny for a critic or writer, inspiring for the revolutionary. But it is terrible for a society that loses, in an instant, all its references and does not know in whom or in what to trust anymore. Literally, the air is heavier.

Yves Bardon Ipsos Flair Program Director

| 8 [ Perspective from Alex Grönberger, CEO of Ipsos Latam Region ]

I have been working on consumer understanding for more than 30 years now, and always felt very confident explaining why people and societies behave in one way or another and anticipating what they would probably do next. For several years, Ipsos’ mantra was Nobody is Unpredictable, and we all strived and succeeded at it.

Thirty years, and I have never felt as lost as trying to understand Brazil today and where it is going. It is so puzzling! Impeachment, corruption, loss of credibility of all leaders, not only political but also social and corporate leaders, left us in the dark and there is no sign of any light that could show us the way out. The economy has shrunk more than 3.5% two years in a row despite an unhealthy inflation rate. And still, people and consumers are going on and, in the first quarter, the GDP went up by 1%.

How? Why?

Can our people in Brazil come back from everything you throw at them? Their skin has hardened, their eyes too, but they keep moving on with their inner force, even despite the missteps and misguidance of their leaders. Maybe they have seen all possible masks covering the darkest and most secret intentions, but they have now learned to see through them?

As Lula gets a 9-year, 3-month sentence from Judge Sergio Moro and Michel Temer’s popularity fell even lower than Dilma’s before the impeachment, nobody seems really surprised, and keeps walking. Temer may step down, but probably not, and the status quo will remain until the next elections in October 2018, and people will keep going? We can infer that their expectations from the leaders are so low that they care very little about what might happen at the top of the political agenda; they hardened up and they continue by themselves.

9 | Our key learning in this Flair Brazil 2018 is that to understand what is going on in the country we should look more at people and less at its leaders; people have achieved a level of maturity and are making decisions and taking action by themselves regardless of what traditional leaders may say. And the one piece of advice coming from this learning, is that if you have to address the Brazilian people today, make sure you use no mask.

I trust this Flair will inspire and empower you to get better connections with this new Brazilian.

| 10 [ Marcos Calliari, Ipsos Brazil CEO ]

Moments of sadness and disappointment in Brazil’s political- economic scenario woven into moments of hope in finding a solution for such problems, always with a touch of good mood to handle things, Brazilian style”. These were the words used in the foreword to the Flair 2017 edition (published in 2016), a year marked by the expectations arising out of the legacy of the World Cup and Olympic Games, as well as by the inevitable changes brought forth by the impeachment and consolidation of the largest anticorruption operation ever seen in the world, which affected levels – and names – previously deemed untouchable. Hitting rock bottom and appropriating of citizenship were the words of the day. We spoke of seeds found amidst the gravel, bits and pieces, promising to flourish.

From the political-economic standpoint, the following remarks almost seem naïve with the unfair benefit of retrospective: one year later, Ipsos’ Global Advisor study (May 2017), conducted with citizens in 26 countries, ranks Brazil last in perceptions on the domestic economy – only 10% of the interviewees classified Brazil’s economy as good. Though there are a few positive signs, such as the GDP rise in the first quarter after 8 consecutive quarters of lows (1Q17), Brazilians still have not perceived such changes and still suffer with income drops and record unemployment. The Consumer Trust Index in the May 2017 Pulse Brazil study remains at a discouraging level: 68 out of a 200-point scale. As for politics, hopes for a new ethos is even further marred by frustration, caused by recent developments in Operation Car Wash, including testimonies, investigations, warrants and imprisonments galore, bags full of money exchanged in the most unbelievable of ways, up to and including Brazil’s highest ranking authorities. A feeling of anachronism comes to mind, especially given the events occurred in 2016. And in 2015, for that matter. And here we are - anaesthetised. Perhaps rock bottom has not been hit quite yet. Future perspective on local economic improvement has decreased by 7 p.p., as was also seen in the Global Advisor study – 48% of the people still believe things may change for the better. We are anaesthetised and few things seem to surprise us – and life goes on.

11 | Economists claim the economy is disproportionately affected by politics in Brazil. Such claim is in fact true. Brazilians are nevertheless becoming experts in living apart from the lugubrious backdrop of its economy. A new story calls for a new script, and new actors to play the leading roles. Brazil is experiencing a fascinating demographic moment; from the perspective of generational approach, said moment will bring forth essential changes: we are no longer the country of youths as we once were. Brazil’s largest generation volume-wise is no longer being born, but gradually assuming decision-making and largely influential roles. According to classic generational theories, as is the case of Comte’s work, for instance, “the dead govern those who are alive”: we are definitively the fruit of our history, but evolution would only take place through the succession of generations.

According to Ortega y Gasset, the dominant position phase takes place between 45 and 60 years of age, when individuals develop and apply inspirations of prior phases. Young profiles have increased influence in twenty-first century Brazil – and, in this case, young profile means far more than merely a demographic category – as they are greater in number and far more heard than in the past. Institutions will inevitably undergo changes – all it takes is a quick reflection on the composition or dynamics of the families in the past, or of companies as workplaces, only a generation ago. Is this level of change still ahead of us? Brazil has witnessed deep and substantial changes to its social dynamics and specifications in a very short period of time. The recent fight for public spaces, new family models, movements to fight gender bias, intolerance, bike activism, endless options of green juice, urban gardens and new work models, among several other examples, are minor and major signs of a far larger and deeper movement than tomorrow’s headlines on the news.

Companies and brands alike may play a leading role in this process. We are no longer passive observers catering to needs. We are part of the process, encourage and influence it. Individuals and market players must be alert and aware – the time has come to do the right things. Waves are visible and loud; currents are unbeatable. Something big and potentially fascinating is happening under the storm.

| 12 [ Conteúdo ]

[ User Guide ] 17

[ Brazil at the Crossroads ] 18 From political crisis to moral crisis 18 Whose fault is it? 19 Ethics & Compliance 20

[ Chapecoense x Mariana: Proportion between Impact and Commotion ] 22

[Crisis of Values or Values in Crisis ] 28 “The principles you respect are your own identity” 29 “Nowadays people know the price of everything and the value of nothing.” 30 “It is not opportunity that makes a thief. It only reveals the thief.” 31 “Everyone has a conscience and a pillow. Not everyone can actually sleep.” 32 “Act only according to that maxim whereby you can at the same time will that it should become a universal law.” 33

[ 2018 Elections ] 34 The end of “Rouba, mas faz”? 34 From acceptance to exasperation? 35 The winner, a Brazilian Trump? 37 Brazilians are lost and looking for alternatives 39

[ Political Outsiders: Are There Non-Political Politicians? ] 40 Politics No More in Brazil: Brazilians Are Hopeless and Tired 41 Is it possible to be an apolitical politician? 42

[ Hangovers and Backwashes, Good and Bad. What is next ] 44 A new twist 45 The Egregore, magnetising the opinions 46 The cultural revolution of brands 47

13 | [ Consequences: The question of "truth” ] 49

[ Where Is Democracy Headed? Post Truth,Fake News and Our Cognitive Laziness? ] 50 Manipulation, an old story 51 Distorsion and re-information… 52 … a challenge for us, poor humans! 53 After the post-true, the Pure Reason? 54

[ Is There a Limit to Freedom of Expression? ] 57

[ Public Opinion, Algorithms & Democracy ] 66 Considerations on the Current Scenario 66 The Potential of the Internet and the Social Media forthe Democratization Process 66 Algorithms and social media phenomenon 67

[ Research or Share? ] 70

[ Moves & Insights ] 75

[ Hi! How Are You? ] 76 Brazilians are about to blow the whistle 77 The Power of “No” 78

[ Are Religion, Soccer and Politics Out of the Table? ] 81 Conversation: a building block of all human beings 81 How to feel safer? 82 The science of managing dreams 83

[ Is It True That You Are What You Buy? ] 86

| 14 [ Adult only after 30 ] 94 After all, what does it mean to be an adult? 95 Adults in extinction 96 Why leave home? 98 Full nest 99

[ The Singleton, it is a match! ] 101

[ Business and Creativity ] 106

[ Beauty as a Form of Expression ] 110 Trends, Controversies and Pathways 110

[ Will Beauty Boil the Pot ] 116 The Proposal of Inclusion Is Born from the Nature of Exclusion 117 Acceptance and Pragmatism 118 Best Version of Oneself, Worst Version of Someone Else 119 Beauty of Opinion 120

[ Is the Brazilian Market Ready to Meet the New Demand for Healthy Alternatives? ] 122 According to the dictionary… 122 According to real life and to new expectatiions… 123 According to melting-pot of the Internet and universal access… 124 New questions mobilise new answers 125 It is necessary to disconnect fastness from healthiness 126

[ Watch Out! Seniors Are Also Your Target ] 128 Age Pyramid Inversion: Brazil Is Getting Old 128 There are more seniors – and they’re online 129 Are brands afraid of getting old? 130

[ No Such Thing as Crisis in the Pet Industry ] 131 My Pet, My Baby 133

15 | [ How the technologies change the game ] 137

[ Live; Aqui e Agora ] 138 A quick recap 138 The more technologies we have, the more we are demanding 139 Augmented reality increases the desire of emotions 140

[ Wearables: How to Use the New Trend to Boost Your Brand? ] 143 Wearables are ‘wearable technologies’ 144 Innovation and loyalty, a challenge! 146 Information Security 146 Wearables Market 146 Opportunities 147

[ New formats, Realities and Artificial Intelligence: Where do you fit in? ] 149 The past, present and future technology and the impact thereof in our society 149

[ Song ] 159

[ Conclusion ] 161

| 16 [ User Guide ]

“Brazil is not for newbies”

Tom Jobim

17 | [ Brazil at the Crossroads ]

By Alexandre de Saint-Léon, Former Ipsos Country Manager in Brazil

From political crisis to moral crisis

On May 16, 2017, the newspaper Financial Times published a special article on Brazil, having predicted the country’s recession was almost coming to an end. There were signs that the worst part of the crisis was almost over. The next day, the plea bargain of the owner one of Brazil’s largest companies associated the name of President Temer to corruption and obstruction of justice, thus unveiling the crisis was far from coming to an end.

Even before the plea bargain, it was already clear that the problems that put Brazil in this position are far deeper and structural, and would not have been solved from one day to the other. We are in fact going through a crisis. A political crisis, whose consequence is an economic crisis, which is a result of a moral crisis.

Solving such a moral crisis may be Brazil’s greatest challenge today.

It would nevertheless be rather naïve to believe such moral shock arising out of the lack of ethics and act of corruption has recently increased or is only connected to a given government. Corruption has always existed in Brazil – much like in other countries and societies. Oftentimes veiled, though out in the open at others, corruption is a living part of Brazilian politics since time immemorial. It is possible to actually argue that corruption is part of the development of the nation as it detached from the Portuguese Empire.

What has changed in Brazil? Why has corruption gained so much visibility, and why has it become so widely responsible for pushing the nation further into this which is deemed the worst crisis of its history?

Brazil has not necessarily changed, but Brazilians have. What has in fact increased is the awareness people have of such acts. It is

| 18 only natural for the people to have become increasingly critical during such growing process, having left aside passivity with respect to everything that went wrong or was done for devious purposes – or which was not even as unveiled as once believed.

The current media scenario also plays a key role in placing the spotlight on the aforesaid moral crisis. The social media have given people a voice to express their opinion and come together in movements to support the ongoing investigations. One voice online turns into millions of voices on the streets in only a few clicks.

The fact of the matter is that Operation Car Wash and other pending investigations revealed that the moral crisis, once largely attributed to the political class, is in fact increasingly part of the entire Brazilian society.

Whose fault is it?

We perform small acts of corruption on a daily basis – there is a generalised ethical crisis, and there is no use trying to relieve oneself of responsibility for it. Brazilians still have to change their mindset on this respect.

Brazilians nonetheless have realised that they must fight against this lack of ethics that leads to moral crisis. As mentioned by journalist and MA in political science Clovis de Barros Filho:

“Ethics is a constant battle against villainy. Lack of ethics corrupts institutions. When it comes to losses and gains, no good comes out whenever a villain wins”.

This is becoming increasingly clear – but are we ready to fight against it?

Massive support for the investigations is a good indicator that the answer is yes – and not only via rejection of corruption, political parties and its politicians, but rejection of corruption irrespective of where it may be.

19 | What was once a political crisis has now become an institutional crisis, having taken over the business world. The plea bargain itself, involving President Temer, from one of Brazil’s leading countries, clearly challenged the credibility of the business industry in the public eye. Who can we trust?

There is undoubtedly a crisis of trust in the governments, public and private institutions. It is worth mentioning that this is not exclusive to Brazil – at a global level, the number of CEOs fired for lack of ethics and compliance has also increased.

Ethics & Compliance

their compliance politics. There is growing pursuit for meritocracy and for the image of the good manager. There is less space for the Brazilian way of doing things, the so-called “jeitinho”, and for the lack of ethics. Paying attention to profitability is key, but without making decisions that hinder common good. Such transformation is increasingly necessary for companies – and for society as a whole.

The moral crisis is a tough reality that shows the far-from- glamorous side of the country and its institutions. However, much like any other crisis, it is also a period of transformation that opens way for behavioural and attitude changes to come.

French thinker and writer Victor Hugo once said that, “between a government that makes people evil and that consent, there is some shameful complicity”. The Brazilian people are tired of being an accomplice of this situation – and this is a one-way street. All there is left to find out is to understand what is this pathway.

Brazil is at a crossroads, and this is a very challenging moment. There are a few pathways leading to possibilities of change at this point, for which deep changes are necessary. It will not be easy – there is a long, winding and obstacle-filled road ahead of us.

Other roads may seem quicker and are equally available, such as the road of populism or of the “messianic saviour”, which attract many in the hopes of a fast solution, but it necessarily leads to

| 20 doom. In the end, shortcuts and walking in circles are one and the same, taking us back to the point at which we are now.

This is a crucial time in Brazilian history – taking the right road ahead not only represents the way out of the crisis, but also the structural and moral strengthening Brazil so desperately needs. It is time to choose the right road to walk down – no shortcuts allowed.

21 | [ Chapecoense x Mariana: Proportion between Impact and Commotion ]

Two tragic moments have recently hit Brazilians: the worst ecological disaster with a mining dam ever seen, and an airplane crash that mowed a soccer team on the rise.

On November 5, 2015, 62 million cubic metres of waste from iron ore extraction took over the district of Bento Rodrigues, Mariana, state of Minas Gerais, much like a tsunami. Nineteen people lost their lives to the collapse of the Fundão tailings dam, operated by mining giant Samarco, which destroyed 80% of the district’s houses. Thousands of people lost their homes. Having continued on its way towards the mouth of the Doce River, the sea of mud affected approximately 40 cities, killing 11 tons of fish. The disaster made its way to the states of Bahia and Espírito Santo. “Because of the extensive area affected, the fauna and flora of the Doce River became even more vulnerable: ecosystems and species that were already threatened by predatory activities and impacts arising out of the industrial, farming and mining activities started facing real risk of extinction.”

The Public Prosecution Office and the Environment Protection Agencies sought the protection of the collective and diffuse interests. Company management and the partners thereof are liable for environment crimes and the company has agreed to redress the environment damages caused. Non-profits have also played their part, and international agencies have taken the matter for discussion at the international level. The government has omitted the tragedy in the official report delivered to the UN in February 2017. In short, when it comes to Human Rights, the disaster has also received the attention of certain organisations.

On November 29, 2016, Brazilians lived the airplane crash that killed the soccer players, the support team and press members: “A tragedy for global soccer, and especially for Brazilian soccer. The airplane transporting the Chapecoense team to the first match of the South American Cup finals against Atlético Nacional made

| 22 a forced landing this Tuesday morning in the area of Antióquia, in a terrible accident in Colombia. According to the information provided of the Colombian Chief of Police, José Acevedo, 71 people died and six survived.”

The Federal Prosecution Office has limited jurisdiction in this case, for the plane left Bolivia on its way to Colombia, without crossing over Brazilian territory. Respecting the sovereignty of both countries, Brazil could only assist the investigations they conducted. The Brazilian Agency of Civil Aviation (ANAC) had denied the aircraft’s takeoff from the Guarulhos International Airport in compliance with international treaties, and not because of technical matters related to the aircraft.

What is the extension of the social and economic impacts caused by each one of the occasions? How was the popular reaction to both events?

To understand what these two tragic events reveal, we had to go beyond emotion.

I N T E R V I E W Ana Cássia Elias Mercante, Ipsos Head of Ipsos Brazil Legal Departament

What conclusions can be drawn from observing the reaction – or commotion – of the Brazilians and their institutions, in relation to each of these events?

My answers are not to be mistaken with the respect owed to the mourning and feeling of loss of the persons who are victims of the facts. As a Brazilian, daughter, wife and mother, and also as a lawyer of a company that tries to understand human behaviour, I would like to pay my respects.

Following the objective review of the facts, it is interesting to address the matters at hand. In the past 60 days, in addition to the research and conversation on the matter, I have also started noticing several issues that brought me back to the Chapecó vs. Mariana dilemma.

23 | It is interesting to begin with the most assessable matter: the number of results obtained from the Google search for the terms “accident Mariana dam” and “accident Chapecoense airplane”, in Portuguese. The survey resulted in approximately 206,000 results for Mariana and 1,130,000 results for Chapecó.

Below are the conversations I engaged in with different people that were the most relevant for me.

I heard the following stories when talking to a friend, and, at a different occasion, to my son’s friend: “My daughter (11-year- old who studies at one of the best schools in São Paulo) was devastated when she heard about the Chapecoense accident. She even made a video and posted it on YouTube.” The girl never said a word about Mariana. The second conversation occurred with a 25-year-old woman who said she hear her younger sister (10 years old) crying in her bedroom.

When she went in to see what was happening, the girls said she was sad because of the Chapecoense accident. Not a word about Mariana.

Based on press and internet searches and news heard on the radio, I came across the following polarisations:

• 19 X 71 direct deaths • Ecology X soccer • Perennial consequences X immediate consequences • Public health X immediate death • Funds for work X funds for leisure • Non-profit actions X Mothers unite to “restart life”

Is it possible to associate such reaction to the habits of Brazilians?

I have recently participated in the opening of an event conducted by Celso Cintra Mori, my personal reference as a lawyer and one of the leading encouragers of reflection I know.

His first words were on ethics; after defining the relevant concept, he shared his theory on “Me, Me”, and “me, us” (the “me”

| 24 contained in the expression when we say “us”). He mentioned that the, “respect and consideration for others establish the limit of the concept of ethics”. These are indispensible behaviours to “preserve life in society, aimed at the common good”. Mori also claimed that “without an ethical life, there is no life in society”. Mori then started addressing individual and group ethics, the culture of ethics and the herd behaviour. He made us think about how human beings imitate one another because of our gregarious instinct.

Mori gave examples with the reaction observed in two countries during a water crisis: one, relating to an us-oriented society, in which merchants decided to lower the price of the water to overcome the crisis. The other, a more me-oriented society, in which merchants saw the opportunity to increase the price of the water and obtain greater profit when faced with scarcity. Mori concluded by saying that the more evolved the society, the more it becomes us-oriented.

He concluded by saying that the use of policies oriented at preserving ethics, respect and society as a whole is an irreversible process in our country, irrespective of how long it may take.

Based on your personal understanding, could you develop your views on the Brazil you are currently living in?

I point to two different yardsticks.

As a soccer team, Chapecoense has been reorganised and is already playing soccer matches. It still receives more press and popular attention than ever, especially from soccer fans.

In turn, the communities that used to live on the margins of the Doce River suffer to this day from the lack of funds, work and living conditions. According to certain studies, the ecological disaster may be one of the possible causes of the high levels of yellow fever in the area – it has nonetheless been ignored by the press.

Our children suffer with the loss of a soccer team, but now with the devastation of the Doce River margins. Why are they moved

25 | by individual and not by group losses? Perhaps because they imitate adult reaction, having soccer as its national passion.

We look up to our leaders to imitate their behaviour, and our political and business leadership portrays what is being promoted by the press: “me” overcoming “us”. Chapecó over Mariana.

How can we still be a happy, light and creative people, leaving the “me” aside to assume the “us”?

Our leaders, currently exposed by investigations, have transformed flexibility of the “Brazilian way of getting things done”, or “jeitinho brasileiro”, into something “illegal”. There are clearly several creative means to find legal loopholes to one’s own benefit!

Also, coherence – in other words, the ability to think, speak and act in each way – has not been the most commonly implemented practice by such leadership.

Do you think that people’s reaction to the Brazilian market may be associated to both tragedies?

Practices experienced in recent years are doomed. There is no way back. Awareness on the possible leakage of a dam and not doing anything is unacceptable, and the executives involved are being criminally prosecuted for their omission. I believe this is the first step towards having “us” overcome the “me”, for petty attitudes (including saving fuel in flights) will not be tolerated.

We are also breaking paradigms, despite the resistance of those in power. Our learning comes at the expense of an unprecedented moral, political and social crisis.

Cultural changes do not take place from one day to the next, however. It is a project under construction. Though many long for sustainability, we are still not mature for the full effects thereof. People still have basic needs to be met. A substantial part of the Brazilians cannot walk their talk because of lack of purchasing power. It’s easy to say – but not to do.

| 26 Initiatives to strengthen the economy have already been taken. They are hard and oftentimes imposed, but mandatory.

The pathway towards “us” is sedimented for the future. Being aware of the whole will not exist, except if preceded by the awareness of the part. Our children seem to be aware of the part, or at least of the part that is included in their “world”. It will take us adults to educate them to expand their awareness.

Do you think that it is not possible to take a step back anymore?

No, as slow as cultural evolution may be, it is not possible. Resilience because of Brazilian’s “light/mellow” profile, yes. Perseverance acquired from pain, yes. But pain also brings growth.

The greater the need for sustainability against the growing curve of scarce resources and the need to pursue limits imposed by coherence between discourse and practice, the greater the agility of the change for Brazil’s sustainability.

I believe we will already witness changes in 2018 by valuing companies that adopt ethical, coherent and transparent principles. We will be ready if we invest now. Promoting this stand will gain consumer sympathy.

Brazilians are no longer interested in “taking an advantage out of everything”- the “me” – having gradually moved towards seeking “benefits for the community”- the “us”. I do not believe this translates into the elimination of the desire to consume, but in changes to how consumption happens. More responsible attitudes mean less devotion for having and greater wish to enjoy, with responsibility and according to sustainability principles.

I believe this scenario is currently being outlined, will gain strength in 2018 and will continue growing throughout the coming years.

27 | [ Crisis of Values or Values in Crisis ]

Value. Noun coming from the Latin term valor.

The entry in the Brazilian dictionary, which, among other meanings, may stand for “set of exceptional qualities that attract the respect and consideration of others”, or “set of principles representing the ideal of perfection that should be pursued by man” (Michaelis Dictionary). In philosophy, it may be described as the “Concept that determines what is or may be deemed as an object of desire, whether relatively or absolutely”. In the plural, values are “beliefs in relation to what is right or wrong, and to what is important in life, in moral, cultural and social terms".

In one way or another, what each person is or becomes is a consequence of everything that person believes to be right or wrong, a mere consequence of one’s values. A society will also be clearly fruit of the values of its individuals, of the values that either prevail or stand out in such group. Anything observed in a given society, the acts thereof, reflects its values. After all – where do the values of Brazilian society stand in 2017?

By Luis Fernando Freixedas Abimerhy, Ipsos Marketing

As is well known, moral and ethics are codes that depend on time and on a group of individuals (which may be as restricted as a family or as broad as a nation). An act deemed immoral or anti- ethic at a given place today may no longer be considered as such in time, or may not even have the same connotation at another place. For this reason, things that seem absurd nowadays, such as the Apartheid (racial segregation regime of South Africa, implemented during the second half of the twentieth century), Nazism (extreme rightist ideology originated in Germany following its defeat in World War I) or even slavery during the Brazilian colonial period have already been absolutely moral and ethical ideologies at other events in time and space.

It is wide and broadly known that for a long time Brazilians

| 28 used to be proud of valuing the so-called “Gerson’s Law”; in other words, the notorious jeitinho brasileiro, or Brazilians’ way of getting things done (national skill of managing to obtain everything, even if it calls for shady or ultimately illegal attitudes) was a positive highlight of our people. Not long ago, this attitude was not exactly contradictory with most people’s values.

As the years went by, amidst the transition from the twentieth to the twenty-first century, such notion of profiting from every possible thing or always finding a “jeitinho”, a way out, became less ordinary and was gradually being overcome. It seemed that Brazil was developing as a society, changing its values. And for the better. In practice, however, our attitudes and behaviors do not seem to confirm such trend – which also seems to give rise to a very significant crisis of values.

“The principles you respect are your own identity”

So, which are the values Brazilians cherish and even believe to hold as independent individuals? Integrity, honesty and respect, perhaps? However, considering everything we witness nowadays, as a society, do our attitudes really reflect such values? Or aren’t our individual principles really strong convictions, to the extent that we individually end up assuming group-imposed attitudes, which are values other than our individual values? Are we facing a crisis in our values?

Examples galore in our everyday lives to help us realise there is still something wrong with our values. It is not even necessary to once again mention our notorious politicians and the corruption that devastates the country. There are several other examples in different areas, all over Brazil.

Take, for example, the military police strike occurred in the state of Espírito Santo, in February 2017. The mere realisation that the police would not leave the stations sufficed for looting and violence to peak all over the state. Words such as fear and barbarism were exhaustively repeated by the local population, in those days. Is this right, or is it excusable given the police was not on the streets? Is it okay because no one was watching? If it is

29 | not okay, but so many people joined the acts of violence in order to spread fear throughout the state, isn’t it true that the values of certain groups prevailed over the individuals’ values? Is this not symptomatic of a crisis?

What about the many cases of collective rape, vulnerable adult rapes, and the several examples of violence against women, which unfortunately are easily found on websites, newspapers and on TV, on a daily basis? What conclusions may be drawn about the values of Brazilian society, considering an act of violence against women is reported every 7 minutes, totaling over 3,000 cases of sexual violence and more than 4,000 cases of female homicide victims (data provided by the Federal Government Office of Women’s Policy for the year of 2016)?

“Nowadays people know the price of everything and the value of nothing.” (Oscar Wilde)‬

These are only two examples, but we could spend hours, even days, listing examples that yes, beyond our everyday political and economic crises, we must also open our eyes to this which may be a far more serious one: our crisis of values.

It is, in fact, far more serious – after all, the source of many of the issues and other crises we face may be rooted in the lack of solid values, which do not fall to any spark caused by a group or institution.

Some could argue that this crisis is nothing new, that it dates back at least to the times of soccer player Gerson. It is in fact true that it is hard to determine whether this is a new chapter in Brazilian history, or if we still have not finished the last one. However, if we dig deep into this issue, it is clear that the characteristics of life in the twenty-first century, in the Internet era, in the era of now and of excessive stimulation and superficiality in our lives, also contribute with other specificities of this current moment, unparalleled by any other moment of our history.

This is so because we have been living in an unprecedented Big Brother era. We are constantly ‘watched’ – even worse; nowadays, no one needs to wait for the next day to find out about current

| 30 news. In fact, the social media are oftentimes the sources of current news, perhaps even faster than television itself. Many of the aforementioned examples – violence in Espírito Santo or the cases of harassment against women – come into light thanks to the videos recorded with our smartphones and their powerful cameras, which are increasingly connected to the social media, news channels and, consequently, to the whole world.

“It is not opportunity that makes a thief. It only reveals the thief” (Mário Sérgio Cortella)‬‬

Hence, the greatest risk of such surveillance is being identified in a moment of personal crisis of values. Few looters in Espírito Santo felt any fear in performing such acts, much like few aggressors experience any fear of attacking: their greatest fear is the possibility of other people finding out. Because it is then – and only then – that the act becomes reproachable, in their understanding. One lives a make-believe situation in which “if no one knows what I am doing, then my morals are not being jeopardised”, when the truth is that what is right is right, and what is wrong is wrong, irrespective if there is anyone watching.

If, on the one hand, the power and possibility of recording good and evil is only a click on one’s phone away, on the other, there are serious risks inherent to this overflow and immediacy of news/information. After all, not all sources are trustworthy and not all things immediate inevitably lead to the right conclusion or necessary lack of bias. In many cases, not even the full information, and oftentimes the partial information hinders more than no information at all.

Some may agree that this is in fact a serious issue, but will argue against it being more serious than our economic crisis. I truly believe it is. Extremely severe recession, for instance, may actually last a few years and even have long-term consequences. Improvement is nevertheless always a possibility, whether general or specific, be it thanks to appropriate measures taken or to a more favourable economic scenario.

However, without moral and ethical values, our society inevitably tends to remain in an eternal cycle of crises, for this environment

31 | is quite positive for false saviours or leaders to blossom, representing values (or the lack thereof) that effectively reign in this society, sentencing it to new cycles of stagnation in lieu of giving room for the rise of leaders pursuing evolution and the ongoing improvement of our society – leaders with strong moral and ethical values, irrespective of ideology.

“Everyone has a conscience and a pillow. Not everyone can actually sleep.”

Those who believe this is a nonrecurring or even a merely social issue are also quite mistaken. It may even become a commercial issue, for manufacturers and especially their brands also have values. Institutional values. And people buy such brands according to their personal values. Any incompatibility or inaccurate interpretation thereof may translate into substantial losses for a brand.

Examples of such incompatibilities and their consequences abound, but this is nevertheless a sensitive matter. An example from the entertainment industry may nonetheless be applicable in this case. A news website recently posted a video claiming animals were abused during the shooting of film “A Dog’s Purpose”, shortly before its global rollout. The video went viral, worldwide, having triggered protests and boycotts against the film. Though the rippling effect did not automatically equal a death sentence for the film, it most certainly translated into considerable financial losses: two weeks before the premiere, the expected revenue of the film was of USD 24m on its rollout weekend in the USA; however, it actually grossed slightly over USD 18m (almost 25% short of the forecast).

Explanations, reasons and attempts to defend the film came at far lower speed. Producers claimed that precisely to ensure the animals’ wellbeing, the animal protection group American Humane attended all shootings and attested that there was no dog abuse during the production. Additionally, independent investigations concluded that the footage upon which the news published on the site had been edited and distorted what actually happened on set: the site only showed the excerpts of its interest, giving the impression that it was reporting the truth.

| 32 How many companies – Brazilian or otherwise – are not currently being scrutinised by their consumers? How many are not in the close range of mobile phones, social media, consumers thriving for a mishap with potential to go viral? And how many Brazilian companies are not also dealing with their own crises of values in post-modern times?

“Act only according to that maxim whereby you can at the same time will that it should become a universal law.” (Emmanuel Kant)

Is there a solution for this crisis? Let’s be optimists and believe yes.

In order to move away from such vicious circle, it is necessary to leave behind the idiom constantly repeated by one generation after the other: “Do as I say, not as I do”.

These times call for a change of attitude; it is more than clear that actions (or examples) speak louder than words, especially when it comes to education. And examples come from doing, and not by saying something. It is necessary to actually be an example, a role model. It is only then and with a lot of patience that we will one day be able to overcome this crisis of values.

It is also key to be realistic to understand that there is no easy way out. Individual and especially collective habits and behaviors are neither easily changed, nor happen in the blink of an eye. Much like a severe psychological or physical disease, the first step lies in admitting we are ill to cure any evil.

This is the first step of Crisis of Values or Values in Crisis.

33 | [ 2018 Elections ]

The first draft of this paper was written in March 2017 and completed a few weeks after the publication of the list of the Supreme Federal Court (STF) Justice Edson Facchin, based on the Odebrecht plea bargains.

During this period, the pieces of Brazil’s political board were moved around a lot, having only confirmed such a question-filled scenario the 2018 presidential elections is likely to turn into. At this point, it is possible to determine a few hypotheses, but it is still too soon to designate any name as a winner, given the instability of the scenario.

By Danilo Cersosimo, Ipsos Public Affairs

Such a scenario is unstable because the Operation Car Wash investigations have set fire to the Brazilian political establishment, having opened the way for the so-called outsiders, reinforcing the anti-political and increasingly conservative tone that prevails (in line with the global phenomenon witnessed in rather symbolic examples, as is the case of Brexit, Donald Trump’s election in the US and the rightist shift seen in France and in other European countries.

The end of “Rouba, mas faz”?

In addition, there is another issue to be considered: in Brazil, the political class has been historically seen as corrupt and above the law. The popular Brazilian saying of “rouba, mas faz” (roughly translatable into “he’s a stealer – but also a doer”) has always been a part of Brazil’s political folklore and is somewhat embedded into the social structures of a country that always tries to find an easy way out – the notorious “jeitinho”.

However, we are taken by some sort of moralisation cycle and trust our votes to candidacies veiled by alleged ethics, preaching the anticorruption speech – always in favour “of the poor” (a national “institution”, part of Brazilian history from day one).

| 34 This was the case in Jânio Quadros’ election in 1960, when he promised to use his little boom to swipe away corruption and the “bad guys”, having repeated itself with Fernando Collor in 1989, when he promised to “pursue all grafters”. In both cases, Brazil was amidst a crisis of institutional frailty and economic decadence. If, on the one hand, historical distance allows us to refer to Jânio Quadros as a traditional conservative, on the other hand, Fernando Collor could be classified as an outsider.

After a 25-year period without the right to vote, in 1989, Brazilians had the opportunity to elect their first president since 1960, in a scenario similar to that which will soon be seen in 2018: anti-establishment discourse, anti-corruption agenda and high fragmentation of names and political parties. Inflation and economic crises were the ghosts to be fought against, as well as unemployment.

Much like in 1989, Brazil will once again outsource its hopes for a brighter future to another strong cultural trait: the Portuguese- based messianic myth of Sebastianism. Such a messianic tone will not only be present in the campaigns of the conservative or long- winded candidates, but also of those who will use the speech of good governance and management, or of anti-politics, so to speak. The characteristic common to both profiles is the strong anti-corruption, anti-Labor Party (PT) and anti-former president Lula stand.

As a matter of fact, former president Lula has gained several points in his indicators of image/reputation, though rejection against him still stands tall. Ironically, Operation Car Wash may have been beneficial for his possible candidacy – after all, the fact that the operation may have levelled all the presidential names by affecting the entire political class – it has become increasingly clear that they are birds of a feather.

From acceptance to exasperation?

Ipsos Public Affairs’ Pulse Brazil survey has showed the level of discontent with and rejection of traditional political parties and politicians for the past two years; in an electoral scenario in which only such names compete, those who have at least some sort

35 | of legacy already have an edge (especially “for the poor”) and hence some sort of political capital at the national level.

Against Lula (and the other names that came up in Operation Car Wash) are the odds of being unelectable for 2018, if he in fact faces trial. Also, the high level of rejection is also against him, which is quite hard to reverse – especially in a scenario against candidates with little or no history of involvement in scandals or corruption, as is the case, for instance, of Marina Silva e and João Doria. According to the Pulse Brazil survey conducted in April, Lula’s disapproval rate is of 64%, whereas Marina (58%) and Doria (40%), currently have lower disapproval rates than the former president.

It therefore seems quite reasonable to consider scenarios in which new names run for Brazil’s presidency, ranging from neopoliticians (even though they do not enjoy the title), to celebrities and names connected to extremely conservative stands, all of whom will try to portray themselves as someone fresh and new (though certain practices are still quite dated.

Strictly speaking, it is likely for the “good manager” speech to be more effective than others closer to the extreme right agenda. São Paulo’s current mayor thus seems to have an edge, for he has managed to tap into this notion and is a good communicator. His chances have increased after Justice Facchin published the aforementioned list of names, considering the leading names of centre-oriented party PSDB have been included in it: José Serra, Geraldo Alckmin ae nd Aécio Neves watch their political career go down the drain at every plea bargain signed under Operation Car Wash.

According to the data collected in the Political Barometer of Ipsos Public Affairs, São Paulo mayor Doria has hit an approval rate of 14% and is still rather unknown at the national level. Against him are his speech and, so far, a highly aesthetic and media- oriented administration that may limit his political ambitions if the population does not feel the practical results of his term in São – especially the “poor”, who directly feel the hardships of being Brazilian whenever they need to use public transportation in the suburbs, and especially considering the terrible conditions of the education and health systems.

| 36 Jair Bolsonaro, currently the leading name of Brazil’s right, has obtained approval rates similar to Doria’s; his name ranks high in different surveys on the electoral scenario, both in terms of spontaneous preference and in triggered/stimulated voting intention. Because Bolsonaro represents the conservative and moralist voice, he is likely to take up relevant space in the electoral race, for Brazilian society has gradually walked towards such ideological stand.

Ironically enough, Bolsonaro is largely supported because of his apology of dictatorships and torturers, in a country longing for justice and which puts its hope on the Car Wash judges – names and institutions that simply did not exist in the dark days of the military regime.

The winner, a Brazilian Trump?

Many people ask themselves if Brazil will elect a Donald Trump in 2018.

Taking the surprise factor into account, I believe so. After all, the American president is partially present in the discourse of candidates such as Doria (anti-politics, good manager etc.) and of candidates such as Bolsonaro (politically incorrect, anti-human rights, against gender equality etc.).

It is also worth mentioning that the part of the eccentric millionaire with a touch of celebrity still has not been played by any official pre-candidate, though names such as TV show hosts Roberto Justus and Luciano Huck may rise to the occasion, as did Silvio Santos in 1989 (even though he only joined the presidential race after the beginning of the campaign, and his candidacy was cancelled before the first round of the election.

Another phenomenon similar to 1989 refers to the use of smaller parties by part of the candidates who did not come from a traditional political career. Fernando Collor was elected via PRN and Silvio Santos tried to run for office with PMB. The relevance of the parties no longer seems important, considering the worn image thereof caused by several corruption scandals and the loss of ideological identity.

37 | The frailty of Brazilian democracy has never been so dramatic during this post-military regime period PT and PSDB lost themselves on the way, and what could have been a healthy balance between a possible centre-right and centre-left orientation has become an objectionable mechanism of physiology, corruption and ideological distortion. In the meantime, the PT and PSDB governments have been complacent with the deterioration of the political system and have maintained it in exchange of reforms that were never performed. This has also been the case during the first year of the Temer administration, and his corroded PMDB. It is very sad to see what the party has turned into, considering its ‘founding fathers’ were amongst those who fought the military regime, such as Guimaraes, and André Franco Montoro, among others.

Considering the aforesaid context, it is also important to mention the necessary labour and social security reforms, among others. These elements will certainly play a key role in the election. Former presidents Fernando Henrique Cardoso, Lula and Dilma Rousseff, made minor attempts to achieve such changes, having hit below-par results, for the deals cut out with Congress did not suffice to open this can of worms.

Brazilians want change but are afraid of the reforms. They do not understand them or trust the current president and Congress. Brazilians do not see the benefits that may result from possible reforms.

Brazil also lacks honest and consistent debate – those who try unfortunately are unable to obtain the necessary push or are not understood. A substantial portion of such intellectual and agenda poverty Brazil currently faces is caused by those that were once its largest political parties PT and PSDB.

The parties gradually lost their ability to understand and communicate what people needed as they gave up on their respective agendas for the country in favour of agendas of power. Having outsourced their base politics (especially PT, in this case) to marketing professionals, they lost their essence and impoverished debate.

| 38 Brazilians are lost and looking for alternatives

No name in traditional policy or even newcomers would have any chance of winning the election against judge Sergio Moro, icon of Operation Car Wash. Both Moro and former Justice Joaquim Barbosa and the Chairwoman of the Supreme Federal Court, Justice, Carmen Lúcia, enjoy high rates of approval.

As has been repeated in the past two years, Operation Car Was has a very strong appeal with the population, for it has shed a light on everything Brazilians always thought happened. It also allowed Brazilians to understand that any misappropriated funds were the funds meant to be invested in quality public service or in government treasury, thus avoiding financial issues and tax unbalance.

Nonetheless, general admiration for Moro and other members of the Judiciary Branch may also have a downside. Whether caused by lack of political culture or integration-prone leaders (a gap yet to be filled in this political game), Brazilians seem to be transferring the responsibility of cleaning up the country’s mess to one person only, hoping Moro will put all criminals in jail. It will be great if this is the case, but such an act alone will not solve all our problems. The structure will remain frail and allowing for the same mistakes to repeat themselves on and again.

This scenario of democratic frailty and lack of trust in politics is likely to give room for a period of social tension and greater polarisation, especially in the event of a second round in the elections, with ideologically antagonistic candidates.

I do not know who will be elected president in 2018, but he or she will receive the vote of millions of Brazilians who have lost interest in politics, are concerned with the future and longing for change.

The greatest risk Brazil is currently facing with the current scenario is “to change for nothing to change”.

39 | [ Political Outsiders: Are There Non-Political Politicians? ]

Amidst one of the most adverse political and electoral scenarios seen in the past few years in Brazil, one of the marks of the last municipal elections was the rise of candidates who claim to be political outsiders.

The wave of popular dissatisfaction with Brazil’s current scenario has marked voter behaviour in 2016 and has reflected in the lowest rate of mayors re-elected in history, despite the record panorama of candidates running for a second term. In 2016, only 48% of the candidates running for re-election managed to re- elect themselves, whereas 66% were re-elected in 2008.

Many of the candidates elected as mayors in 2016 had never served a term before, and also define their professional pathway at the margins of a traditional political career. Such candidates have not followed the regular political career within the parties, and take the role of an external figure capable of understanding and solving public policy-related issues, through experience in private management.

From a historical standpoint, such a profile is very common in politics and repeats itself worldwide, though each region has very different experiences and frameworks. For instance, this is the case of Donald Trump, elected in the US last year, of former Italian prime minister Silvio Berlusconi and Argentina’s current president, Mauricio Macri.

São Paulo’s elected mayor, entrepreneur, journalist and ad man João Doria Junior (member of centre-left oriented party PSDB), is one of the examples of candidates who have used the apolitical speech as a campaign instrument. Also in the 2017 municipal elections, the elected mayor of Belo Horizonte, state of Minas Gerais, Alexandre Kalil, businessman and former CEO of soccer team Atlético-MG, presented himself as an outsider in the dispute with slogan “Politicians No More”.

| 40 By Cassia Matsumoto, Ipsos Marketing

Politics No More in Brazil: Brazilians Are Hopeless and Tired

According to the electoral marketing professionals, the personalisation of electoral disputes focused on the candidates (in lieu of the political parties or agendas) was already expected for the recent elections, in which Brazil is facing a national crisis and the succession of political scandals further increased the disappointment of Brazilians’ deception.

An Ipsos survey conducted during the period preceding the elections, in July 2016, revealed that 89% of the Brazilian population believed the country was going on the wrong track.

At a deeper level, discontent is a general phenomenon rooted in several issues connected to the crisis of political representation we currently face, expressed in the low legitimacy of the leading institutions of the Brazilian political system, including political parties, Congress and the rulers themselves.

Other consequences of voters being tired and seen in the last elections was the low rate of reappointments and the high number of absentee, blank and protest votes.

The main criticism of the Brazilian system nowadays is the lack of credibility, strongly affected since the process to raise financial and material resources for the campaigns to the effective period served in office, especially in what concerns the lack of transparency relative to campaign expenses, political fragmentation and unprecedented corruption.

To this end, positioning oneself favourably to a given ideology or political party and acting according to the rules of the political game has become synonymous of adherence to the system based on inefficiency and bribery.

41 | Is it possible to be an apolitical politician?

According to Aristotle, man is political by nature, for we are the only beings capable of using language, which is the basis of communication between humans.

Considering Aristotle’s understanding, if applied to modern days, it is possible to claim we are constantly being political, for everyday life is marked by several actions that influence our relations and our group.

Politics has also become a synonym on how to relate with matters of the city and of society; such practice was associated to government actions, state administration and how society deals with the regime itself.

Once again focusing on our current historical moment, governing is part of the context of political actions and strategies that include the mayors’ active involvement in negotiations with the city council, with the demands of different groups of interests and making concessions in the political game.

In other words, concession and negotiation are both part of a manager’s daily routine, whether public or private, corrupt or otherwise.

What to expect from the new politicians?

In general, the professional careers developed by administrators are not distinguished from the others when they decide to join the political scenario. Names such as Berlusconi help us understand that they oftentimes face the same type of challenges endured by traditional politicians.

The first months of administration of the new mayors elected under the apolitical speech reveal that despite their having walked down a different pathway in their careers, they are all currently inserted in the political context.

Outsiders will have to govern considering the mechanisms part of the management of the system they are currently involved, technique and morale included. It is necessary to break with

| 42 the false expectation that those who are not career politicians are exempted from the political game, because that is not what should happen. It is necessary to break with the denial of politics, focusing on acting collaboratively within the democratic framework – thanks to dialogue, public interest and trust.

The last elections have reflected the crisis of representation currently faced by the political class, which has given room for several candidates to introduce themselves as new and disconnected alternatives from the traditional system.

The political system is likely to be modified. However, how are politicians alone supposed to be responsible for such change?

43 | [ Hangovers and Backwashes, Good and Bad. What is next? ]

The relationship established between the State and society is one of the main anchors of government legitimacy. Both are susceptible to transformation in this dynamic. Brazil is facing old problems; society is nevertheless mutant and the new generations and technology support this process.

The purpose of this paper is to reflect on Brazil post-2016, in the light of the feedback process of the environment, in its socioeconomic context, and the person living in this environment, who has opinions and whose actions determine the pathway for future generations. The words of Ortega y Gasset perfectly summarises this idea: “I am I and my circumstance, and if I don't save it I don't save myself.”.

By Luiza Pires, Ipsos Connect

At the risk of incurring a simplification, which invariably leads to injustices, we experienced something similar to a hangover in 2017. Yes, that kind of hangover caused by a night out or any other form of sleep deprivation. In Portuguese, the word “ressaca” means both hangover and the backwash typical of waves. In this case, when it comes to its connotation of setbacks, arising out of the agitation of the waves, inconstancy and volubility. This recent backwash is not the same as the backwash of previous years, whose recovery was fast and strong. This is Brazil’s fifth crisis since the implementation of the Real as the country’s currency, which included a GDP drop of an average of seven percentage points in the past 24 months, and now seems to show slow signs of recovery.

The perverse combination of factors: unskilled leaders and a weak opposition have hit the economy hard, much like doses of tequila, or, to paint the scenario with more Brazilian colours, of cachaça. High levels of unemployment make a huge impact in

| 44 the society. I would much rather add a more positive flare to this moment, but discomfort is typical of hangovers.

Brazil has several technical resources to diagnose and treat this condition; the challenge is nevertheless political. The liver is hit hard by hangovers. How is it possible to develop enforceable and socially desirable public policies and strategies, and implement them in an unstable political scenario, of difficult consensus between the political parties, and the “court-oriented approach” to Brazilian politics?

A new twist

Brazilians are quite familiar with this scenario and pessimism – but there is a twist: the generations connected to the internet 24 hours a day in Brazil and abroad, and their ability for almost immediate mobilisation.

In retrospect, Generation X played an essential role for its challenge-oriented and oftentimes transgressing role against governments and authoritarian families, thereby establishing a freer and democratic pathway for the current Y and Z generations, the so-called Millennials and Centennials.

The touchscreen generations are not only very familiar with the digital world, but also want to be heard and to be influential in the social media - their voices amplified as never before. They believe in the role the Internet plays to influence public opinion: 81% claim the Internet has power and influences public opinion1. 1 Ipsos Connect EGM Multimedia – Jan to Dec 2015 Political moments such as MBL and VPR, whose leaders are 20 and 21 years old, reveal such characteristics and design a trend not only for digital activism, but also in the creation of non-parliamentary movements acting outside the establishment. The youth’s renewed interest in Brazil’s political developments is not limited to national frontiers. In the most recent edition of TED Rio, businessman and investor Jorge Paulo Lemann referred to the substantial interest the Ivy Leaguers have in coming back to Brazil and furthering political careers. This will certainly represent a renewal of the Brazilian governing class.

45 | Many people ask themselves about the risk of the agenda proposed by certain emerging movements stumbling into radicalisation, for at times like these, such movements are rather alluring, for they tap into the increasing tension in society. From the historical standpoint, times of institutional, but especially of economic crisis, enhance the perception of disparities of income and power, leading to extreme movements, such the populist movements seen in the New and Old Continents, headed by charismatic and demagogic characters.

In Brazil, the understanding of certain past lessons as the need to remedy the financial system and change the legitimacy criteria society uses to assess the effectiveness of a government are likely to avoid the setback and rise of a new Messiah.

The Egregore, magnetising the opinions

Civil society is organising itself by means of the social movements and exchange of online information, calling for transparency in the State. There is a new ethos holding the government elite liable for its acts, as a positive answer to the turbulent years we are currently facing.

The discourse seen in the social media is nevertheless still diffuse, identifying an irreversible interest in having a voice and being heard, on the pathways of national policy.

The impact of spreading ideas and interpretations of facts are much like an Egorgoro (from Greek, egregorein), a spiritual force created from the sum of collective energies. Ideas do in fact materialise themselves, whether in the response of the governors, or in the effective mobilisation of civil groups.

It is not only the State that tends to act influenced by collective mobilisation. These generations have also proved to be very active with respect to brand activity. Much like their response to the political context, their reaction to brands is to be outspoken, especially in the event of discontent, in addition to the creation of their own content.

It is a mistake to inflict upon leaders of any nature the duty of

| 46 abandoning their beliefs and bluntly embrace any and all points of view promoted online; fighting it back entirely would also be a mistake, for people are becoming increasingly influential and every opinion or experience is shared. Information is instantaneous, judgment is public, democratisation of voices will mark businesses and companies will feel even stronger rippling effects in their modus operandi.

The cultural revolution of brands

New consumption standards require companies to adjust themselves especially in terms of communication. Interactive technology, associated to the workforce to offer a more attractive pathway, open to individual needs, will take the lead.

In addition to responsive sites, corporate communications via text message apps and availability of mobile transactions go hand-in-hand with the culture of immediacy and multitasking. Visual identity based on simple and strong design becomes far more relevant when the consumer’s attention and availability has decreased, together with the tendency of being picky when it comes to written material.

In addition to the issues of adhesion to desirable consumption standards, there is also the clear impulse for brands to be engaged in social or environmental causes.

The beauty industry has been especially responsive to the rejection of gender identity or the application of social roles, typical of Generation Z, signing male make-up ambassadors and transgender models, in addition to other diversity-oriented actions. Cosmetics have also played a more solid role in taking a stand against animal testing and for sustainable practices. In line with the inclusive discourse seen in the social media, the sharing economy is also on the rise, the best example of which is the Uberpool.

Above all, authenticity and transparency in discourse are increasingly valued. Citizens and consumers develop low tolerance to distant, inaccessible and, above all, inconclusive discourses.

47 | Zeitgeist is far more than just verbalisation, and it also stands for the power of mobility (which is fast and easy) and with effects on observation and vigilance of social agents, whether public or private.

The answer to our collective hangover when it comes to leaders and companies is likely to be more frequent and immediate, thereby establishing a dialogue with individuals who play an ever more active role in this dynamic.

Sources:

• Ipsos EGM “A Deeper Perspective on Brazilian Millennials” – EGM Study from January to December 2015, 34,210 people aged 13 + in 9 metropolitan areas: São Paulo, Rio de Janeiro, Curitiba, Belo Horizonte, Salvador, Recife and Fortaleza. Interviews were conducted face-to-face, on the tablet. [Margin of error of +- 0.53%]. • Article: Qual Estado, Para Qual Democracia? Os Lugares da Política, by Lourdes Sola • Article: Privilégios e Desabafos- Roberto da Mata for O Estado de São Paulo • Periodical Exame: Esqueça os millennials: a geração Z vem aí João Pedro Caleiro • Globo Veja as características que marcam as gerações 'baby boomer', X, Y e Z • Entenda a evolução do comportamento dos jovens desde a década de 60- Advertiser André Oliveira, head of Box 1824 • “Juro Alto É A Grande Doença Macroeconômica Brasileira” Gustavo H. B Franco for periodical Revista Época • Avanços Paradoxais- Murillo de Aragão, for periodical Isto É • Não foi tempo perdido- Murillo de Aragão, for periodical Isto É • Duas Perspectivas sobre o porvir brasileiro, by Bolívar Lamonier for Instituto Millenium • Mudar ou Morrer- Paulo Guedes for O Globo • **YEC an invite-only organization comprised of the world's most successful entrepreneurs 40 and younger. YEC members represent nearly every industry

| 48 [ Consequences: The question of "truth ]

49 | [ Where Is Democracy Headed? Post Truth, Fake News and Our Cognitive Laziness? ]

Oxford Dictionary elected “Post Truth” as the word of 2016.

The choice was not made because the term was coined in 2016, but because of the exponential increase in the use thereof in the last few months of the year. The expression is an adjective defined as “relating to or denoting circumstances in which objective facts are less influential in shaping public opinion than appeals to emotion and personal belief2". 2 Oxford Dictionaries (2016). Word of the Year. https:// The first use of the term with such connotation dates back en.oxforddictionaries. to 1992, by playwright Steve Tesich, in an article published in com/word-of-the-year/ American weekly periodical The Nation. However, it was only in word-of-the-year-2016 2016 that the term fell into the grace of international media: Google has over 20.2M citations thereof in English, 11M in 3 Priolli, Gabriel (2017). Spanish and 9M in Portuguese3. A era da pós-verdade. Publicado em 13 de janeiro de 2017. https:// British magazine The Economist may be held largely accountable www.cartacapital.com.br/ revista/933/a-era-da-pos- for rendering the term popular, after publishing article "Post- verdade truth politics: Art of the lie4". The article claims that feelings, not facts, are what matter in post-truth politics and are on the 4 The Economist (2016). core of political debates. Be it in the Brexit or in the US election Post-truth politics: Art of the lie. 10 de setembro campaigns, candidates – especially right-wing conservatives de 2016. http://www. – pushed forward a populist, highly emotional and intolerant economist.com/news/ leaders/21706525- campaign, having resorted to rumours and untruths to win politicians-have-always- over the majority of the population and lead to otherwise lied-does-it-matter-if- unimaginable results they-leave-truth-behind- entirely-art

By Ronalda Maia, Ipsos Loyalty

Manipulation, an old story

The manipulation of rumours as a political phenomenon may

| 50 hardly be dubbed exclusive of the “post-truth era”. As Joseph Goebbels, Propaganda Minister of Nazi Germany, once put it, “Repeat a lie often enough and it becomes the truth”.

The Third Reich, if not the greatest, is among the leading pieces of evidence on how the use of lies and manipulation of prejudice may lead to the most dreadful periods of human history. Still, it 5 is not necessary to go far to realise there are several examples in BBC (2004). Report concludes no WMD contemporary history on the manipulation of truth. in Iraq. http://news. bbc.co.uk/2/hi/middle_ east/3718150.stm For instance, in 2003, George Bush and Tony Blair claimed there were chemical and biological weapons in Iraq to back the 6 country’s invasion. No weapon was found within one year of Ipsos Public Affairs (2016). Ipsos/BuzzFeed the military campaign.5 If, however, the manipulation of truth is Poll: Fake News. 6 de not exclusive to this age, then what is so new about it that has dezembro de 2016. http://ipsos-na.com/ caused the media to see 2016 as the post-truth era? There is a news-polls/pressrelease. common denominator: the consolidation of companies such as aspx?id=7497; Silverman, Craig; Singer-Vine; Google and Facebook as new media channels. Jeremy (2016). Most Americans Who See Fake News Believe It, There is a certain consensus that the internet had a key role New Survey Says. 6 de both in Brexit and in Donald Trump’s election largely attributable dezembro de 2016. to the spread of "fake news" and the contribution thereof to https://www.buzzfeed. com/craigsilverman/fake- democratic debate. According to the survey conducted by Ipsos news-survey?utm_term=. Public Affairs for BuzzFeed News, which tested the Americans’ jop1PBllz#.crA24b99k knowledge of fake news circulated during the US elections, 75% of the respondents believed the information given in the news 7 Herman, John (2016). was real6. Inside Facebook's (totally insane, unintentionally gigantic, hyperpartisan) Political news pages are born adjusted to spread through political-media channel, The New York Times social media feeds. Thanks to their attractive headlines and (24 de agosto de 2016), sensationalist tone, such pages have the potential of reaching https://www.nytimes. com/2016/08/28/ large audiences, in order to dispute reach with traditional media magazine/inside- news sites, as is the case of CNN and The New York Times7. facebooks-totally-insane- unintentionally-gigantic- hyperpartisan-political- Politicians also benefit from the lack of transparency of such new media-machine.html media, not only encouraging circulation, but also often validating 8 Solon, Olivia (2016). fake news that favours them (Trump is the most notorious "Facebook's failure: did example thereof)8. fake news and polarized politics get Trump Elected? The Guardian (10 de Such phenomenon is not exclusive to the developed world. Per a novembro de 2016) https:// www.theguardian.com/ survey conducted by BuzzFeed Brazil, in 2016, the top 10 main technology/2016/nov/10/ pieces of fake news on the Lava Jato Federal Police Operation facebook-fake-news- election-conspiracy-theories

51 | 9 Aragão, Alexandre had 3.9M engagements, whereas the 10 leading true pieces (2016). Notícias falsas 9 da Lava Jato foram mais of news totaled only 2.7M . In an article published in February compartilhadas que 2017, newspaper Folha de São Paulo includes a list of the top verdadeiras, BuzzFeed Brasil sites spreading fake news in Brazil, essentially encouraged by the (22 de novembro de 2016). https://www.buzzfeed. profit obtained via ads10. com/alexandrearagao/ noticias-falsas-lava-jato- facebook?utm_term=. ae1gnX5GM#.xpzNErbgA Distortion and re-information… 10 Victor, Fabio (2017). Como funciona a engrenagem das Leading social media companies have studied and implemented notícias falsas no Brasil. Folha de São Paulo (19 de fevereiro initiatives to fight against the spread of fake news online. de 2017). http://www1. folha.uol.com.br/ ilustrissima /2017/02/1859808 -como- For example, Google and Facebook, are planning to work on funciona-a-engrenagem-das- curatorship and authenticity “certificates” to alert users when noticias-falsas-no-brasil.shtml it comes to information from untrustworthy sources11. It is 11 Deutsche Welle (2017). nevertheless hard to understand to what extent it is possible to Facebook anuncia novas medidas contra notícias revert the damages arising out of misinformation, once the fake falsas. (15 de janeiro news has already been spread and shared in the social media. As de 2017). http://www. dw.com/pt-br/facebook- a matter of fact, once assimilated by people, fake news tends to anuncia-novas-medidas- be resistant to correction. contra-not%C3%ADcias- falsas/a-37141501; G1 (2017). Google lança no Even after being denied by trustworthy sources or concrete data, Brasil iniciativa contra notícias falsas, (15 de fake news does not lose its resonance or power. Users of a given fevereiro de 2017) http:// social media may continue sharing rumours in order to legitimise g1.globo.com/tecnologia/ their political decisions and opinions within their circle of noticia/google-lanca-no- brasil-servico-de-checagem- friends 12. No wonder the feeling of living in a post-truth era exists, de-noticias-falsas.ghtm in a world in which information accuracy ranks second to the 12 Del Vicario, Michela; number of likes received. The question that remains unanswered Bessi, Alessandro; Zollo, Fabiana; Petronic, is: what leads us into perpetuating this cycle in which facts seem Fabio; Scalaa, Antonio; less important in the formation of our political stand? Caldarellia, Guido; Stanleye, H. Eugene; e Quattrociocchia, Walter (2016). The spreading of … a challenge for us, poor humans! misinformation online. http://www.pnas.org/ content/113/3/554.full Certain cognitive behaviour experts have demonstrated, as clearly as ever, that human beings are oftentimes moved by emotions and intuition in lieu of reason13. In a work published in 2002, psychologist Daniel Kahneman received the Nobel Prize for Economics by challenging the modern myth that human beings are naturally rational, having proven that several decisions are made based on intuition and feelings, by means of different experiments. Intuition is nothing more than our ability to find common elements

| 52 we have already lived in previous experiences to find a fast solution 13 Em artigo publicado na revista The New for a problem in any given challenge we face – the more common Yorker, Elizabeth Kolbert elements, the faster the decision will be14. monta um argumento interessante com base em diversos estudos científicos Kahneman argues that activating our intuitive capacity is easy para explanar porque fatos and requires little effort: we assimilate all surrounding pieces of têm pouca influência na construção das opiniões information through an intuitive thought (System 1) without any pessoais: Kolbert, Elizabeth logical and rational order. Responsible fo the organisation of such (2017). Why facts don’t change our minds. http:// information is the rational thought (system 2). www.newyorker.com/ magazine/2017/02/27/ why-facts-dont-change- Once ideas are assessed and organised by System 2, they are our-minds transformed into beliefs, and thus choices are made. The problem is 14 Kahneman, Daniel that activating our rational thought (System 2) is harder, slower and (2011). Thinking, Fast and Slow. Farrar, requires substantial effort. Straus and Giroux, Nova York. Pode ser encontrado pelo link: As such, we often fall for the “confirmation bias”; in other words, http://shifter-magazine. people often refute any information that goes against his/her com/wp-content/ uploads/2015/02/Daniel- own opinion. It is easier to reject facts and data that require any Kahneman-Thinking-Fast- additional effort of the brain rather than reviewing our beliefs and and-Slow-.pdf prejudgements. 15 Kolbert, Elizabeth (2017). Why facts don’t 15 Still in the cognitive field, Steven Sloman and Philip Fernbach change our minds. http:// debate how technological advances human society makes as a www.newyorker.com/ magazine/2017/02/27/ group increases individual ignorance. why-facts-dont-change- our-minds. For instance, we do not need to know how a smartphone works in order to operate it, we simply know it works. According to the authors, such ignorance is key for technological evolution.

After all, if it were necessary for people to be aware of how each new tool works before being able to use it, civilisation would hardly have achieved current technological level.

Experiments conducted with Yale University graduate students in the USA shows that people are likely to believe they have greater technological knowledge when less reflection on how the tool works is involved. A similar test conducted to assess knowledge on public policies reveals the same trend, though with a singularity: the less we reflect on the matter and acknowledge our own ignorance, the greater the tendency to rely on feelings and intuition, and the more intense – and more radical – our political stand and choice will be16.

53 | 16 Foi solicitado The myriad of information to which people are exposed nowadays, que os estudantes classificassem o seu whether online or in the social media, for instance, offers answers for nível de conhecimento any and all issues. Part of such “lazy cognition” involves accepting sobre o funcionamento ideas that reinforce our beliefs and prejudgements, instead of sobre descarga de banheiro. Neste assessing data disaffirming our opinions, which therefore require primeiro momento greater cognitive-rational effort (System 2). a maioria classificou seu conhecimento como alto. A partir It is not necessary to invest so much energy in the attempt to daí, foi solicitado que explicassem passo- understand or broaden our repertoire on socio-political matters if a-passo como esta there are “collective understandings” offering simple solutions for ferramenta funcionava tecnicamente. Após o complex issues. Scientifically proven facts have little or no influence exercício, foi pedido in determining people’s opinions. In fact, appealing to feelings/ que classificassem intuition works much better. novamente seu conhecimento técnico. Somente após este exercício que ficou claro a eles a sua ignorância After the post-true, the Pure Reason? individual. Em estudo similar ao de Yale mas agora sobre política “Post-truth” era debates seem to be a trend likely to mark pública, Soloman e political discussions in the upcoming years. Fernbach notam que assim como no caso da descarga de banheiro, Brazil will hold its next presidential elections in 2018. pessoas tentem a ter uma opinião mais forte quando não tem As the population is raging because of the economic and political consciência da sua crisis, candidates of all parts of the political spectrum are likely to ignorância sobre o assunto. Após pedirem tap into emotions to achieve victory at all costs. para explicar em detalhes sua posição e, em seguida, classificar Many people have discussed the case of Brazilian right-wing novamente sua opinião, extremist Bolsonaro after Trump’s election, as someone whose as pessoas tendem a ser menos extremistas religious connections and intolerant discourse might actually ao perceber o quão grant him real chances of victory in the presidential elections. pouco conhecem sobre Be it in Brazil or abroad, it is necessary to better understand the o assunto. consequences of these new types of formation of public opinion in democratic debate.

More mature democracies with more solid institutional mechanisms should somehow seek to bar the process of manipulation of untruths and radicalisation in political debates. In Europe, since the end of the last year, Angela Merkel’s administration in Germany has been working on a campaign to push a new law obliging the media to remove hate-spreading or enticing fake news.

| 54 Approval thereof means companies such as Twitter and Facebook 17 Faiola, Anthony; Kirchner, Stephanie may be fined at up to EUR 50M if they do not intensify their methods (2017). How do you to “curate” and remove fake news from their platforms 17. stop fake news? In Germany, with law. The Washington Post. Despite being valid only within German territory, other European 5 de abril de 2017. countries may implement similar measures if Merkel’s policy https://www. washingtonpost. proves to be successful in the reduction of hate speech in political com/world/europe/ debate by fighting fake news. how-do-you-stop-fake- news-in-germany-with- a-law/2017/04/05/ However, what are the consequences of the “post-truth” era in a e6834ad6-1a08-11e7- bcc2-7d1a0973e7b2_ country such as Brazil, whose democracy is still young and suffers story.html?utm_ from the ghosts of the military regime? term=.1f568e4c3fff

Much like the US, Brazil may suffer with the ascension of extremists, especially at a time when the population trusts traditional politicians less and less, and the more conservative groups call for military intervention.

If Sloman and Fernbach are right, the only way of reducing the appeal of political emotion is by offering more information to the population.

An essential part of this process would come from having basic education in Brazil encourage students towards critical thinking from an early age, especially when it comes to profitable and quality-oriented debates on sociopolitical matters.

A population whose critical capacity is strong, who is aware of 18 Bedinelli, Talita (2016). its own political ignorance, may run away from the temptation A educação brasileira no centro de uma guerra of choosing radical discourses. However, the country seems to ideológica. El País. march towards the other direction with laws such as “Bias-free 26 de junho sw 2016. http://brasil.elpais.com 18 Schools” – which attempts to avoid classroom discussions on /brasil/2016/06/22/ issues such as gender, sexuality and racism – are approved. politica/1466631380 _123983.html

How is it possible to appeal to reason in a country that is increasingly less open to political debate, stuck to its beliefs and prejudices?

Unlike Germany, which is aware of its own history, and whose government proves to be directly interested in reducing political radicalisation, would the current government be interested in raising a similar flag?

55 | The discussion on fake news and the fight against it must also be addressed in the Brazilian political scenario.

Letting it go could substantially hinder the young Brazilian democracy.

| 56 [ Is There a Limit to Freedom of Expression? ]

Arrival in an era of post-truth and perspectives and diligences brands should be aware of

Those who experienced the popularisation of the internet from the 19 O que é a web 3.0? mid-1990s to date have had the chance of following the process Qual sua importância para os negócios? that has brought us to this new reality. The Web 2.0 revolution Available [online] at < replaced a model oriented towards the “democratisation https://aquare.la/pt/ artigos/2015/03/18/web- of information access” to a model of “content production 3-0-e-sua-importancia- democratisation”. While the internet was comprised of portals nos-negocios/> accessado em 31 de with static content during Web 1.0, produced by companies março de 2017. and with little or no user interaction, in Web 2.0, content is also created by the users19. Such process resulted in the phenomenon referred to as Consumer-Generated Media (CGM).

As such, the second generation of the World Wide Web came with the promise of delivering more truth to people, considering it allegedly provided for interaction between users, in addition to more substantial information, unbiased opinions and contact with global perspectives. It seemed like a perfect world! People were nevertheless surprised by a rather different reality.

What is happening? Let’s discover the views of our expert!

I N T E R V I E W Natália De Lucca, Ipsos Connect

What has the Internet changed most?

As the traditional media made room for blogs and social media, we witnessed the creation of a personalised media represented by a reflection of ourselves. In other words, instead of using social media and the entire universe brought forth by the internet to dig deeper into information, pursue more relevant news and establish quality debate, we began using social media

57 | to actually become the news, information and the centre of such discussions.

Now, we are used to talking about everything. We love to share stories, news and information with everyone around us; after all, we are living in the era of information, social media and of mobile first. We need to be up-to-date on everything that is happening – preferably as they happen. News has just been published and we feel the need to have a stand on it, and, of course, be one of the first to share the news with our friends on social media – they just have to read this! Didn’t you like what I’ve shared? Do you think in a different way? It is quite easy. All you have to do is block or unfollow me and you’re all set. Life goes on.

All it takes to confirm the above is a quick look at your Facebook or Instagram account: amazing trips, awesome parties, exotic food, beautiful landscapes or check-ins at airports, bars or restaurants. In short, all sorts of events happening in your friends’ or acquaintances’ lives.

Why is this so?

Because people already enjoy talking about themselves, and social media has furthered such desire for personal attention. Every picture, text and news shared offer ideas of what we desire and that defines us. We have the freedom to create any identity we want. Such desire is also boosted by the need to belong, of being accepted in such networks – what happens with posts we share.

20 Grando, Nina. Ponto Social media become even more attractive for people because eletrônico. O vazio em cada curtida. Available unlike the offline environment, we manage to quantify such [online] at accessado em influences the self-esteem, image and type of relationship users 31 de março de 2017. establish20.

It is clear that the Internet, blogs and social media, more specifically, have brought forth substantial change for all of us. Each user has been able to have access to a broader range of information, and, above all, to amplify his/her voice to

| 58 the whole world. However, using the words of Andrew Keen (already in 2009!), they become true sanctuaries for the cult of self-transmission. Have you heard the expression “I post, therefore I am”? This is precisely how we can see people do not necessarily share the information that is more relevant, but the information that will contribute to build the image they want to transmit, which will also boost the relationship with the other users.

Could you explain more?

Jonah Berger in his book Contagious: Why Things Catch On (2014), offers an interesting insight on how this works. In short, people tend to share things that make them seem fun, smart and trendy/connected, and which help them achieve a given visible level of status. Moreover, highly emotional content, whether positive or negative, are oftentimes shared because they reinforce emotional connection with the other person.

A third aspect is connected to the behaviour of imitation, which psychologists refer to as ‘social validation’ – when people tend to copy what other people are doing “since this is what they are talking about, it must be important and I should talk about it, too’. Finally, there is the notion of practical value, connected to sharing information aimed at helping others, either to save time, money or to improve health, for instance.

However, the problem is that in this mobile era, of scarce attention, in which immediacy speaks louder, people end up sharing information without even double-checking whether it is true. Even worse, in the pursuit of being part of a social context, people feel the need to share an opinion on everything, even though they lack sufficient knowledge on the respective 21 http://www. matter21. Look things up? It is too much work and a waste gabibarbosa.com/nao-e- preciso-ter-opiniao-sobre- of time. If my friend sent it to me, it must be true. If in two tudo/ minutes I can read the news headlines and sort of understand what is going on, that is more than enough.

How about truth? It doesn’t matter! We have reached a level at which people give fact-less opinions, and, above all, amplify their impressions, influencing the other people who are part of the network.

59 | Are we experiencing collective myopia?

In order for us to have an idea at what point we are at, the ascension of social platforms as news sources, coupled with the exaggerated egocentrism and the need for self-expression, have given rise to what we currently define as the post-truth era, as

22 http://www.bbc. discussed in the previous article. In the words of The Economist, com/portuguese/ we have come to a point at which “The fragmentation of news internacional-37998165 sources has created an atomized world in which lies, rumor and gossip spread with alarming speed”22. People seem to be indifferent to the reality of facts – what matters is the image created based on what is shared.

Solely to have an idea of behaviour in Brazil, according to the survey conducted by Advice corporate communication together with Bonusquet, in Brazil, approximately 78% of 23 https://olhardigital.uol. the interviewees claim to use the social media for information com.br/video/entenda- purposes, with Facebook leading as the most relevant platform. como-as-redes-sociais- ajudaram-a-espalhar-as- Additionally, 42% claim to have already shared fake news in noticias-falsas/64986 the social media23.

There are no official figures on the matter, but everyday conversations reveal our attention is always drawn by a given piece of news, which we soon find out was nothing other than a rumour. During the World Cup in Brazil, certain rumours became quite famous, having even been published by news vehicles. “Germany has donated its training centre to poor children in Bahia”, “Algerian national squad transfers FIFA prize to Palestinians in the Gaza Strip”, and so on. These

24 http://link.estadao. are only some of the examples with greater repercussion at the com.br/noticias/geral,era- time24, and only reinforces the indifference with respect to the do-compartilhamento- em-massa-cria- trust of the information. Likes, shares and comments are all febre-de-noticias- that matter. inventadas,10000030888 The bubble effect created on online platforms is also one of the factors that helps to explain how we have come this far. The possibility of blocking, unfollowing or unfriending someone in the digital world leads an increasing number of people to limiting their social groups to like-minded people. We either block or no longer follow people whose opinion is different from ours, rendering debates empty. In addition, the algorithms used in certain media favours the reach of our friends’ posts instead

| 60 of news content, for instance, thus furthering the creation of 25 http://blog.publicidade. 25 uol.com.br/2016/12/09/ such a bubble . At this point, information becomes interesting anuncio-em-noticia- in the eyes of the beholder, and people stop second-guessing, falsa-e-fria-evite-que- sua-marca-passe-por- reflecting or interpreting the other side of the story, and desinformada/> access eventually only reaffirm their reality according to the ideas and on March 31, 2017 values they defend and which are shared by the members of their network. In the words of the article published in periodical Carta Capital, “If the facts are adjusted to these ideas, great. If 26 https://www. 26 cartacapital.com.br/ not, it does not matter” . revista/933/a-era-da-pos- verdade Thus, we are part of a context with increasingly superficial observations. We once used news vehicles to obtain information, then we started using them as sources to check the truth of the information, and nowadays it seems we use neither. Evidently, they still play such role, and quite well; however, nowadays, we witness a movement of people who do not use the vehicles to search for information, or even to double check it. Our society ignores the reality of facts to create its own truth.

Andrew Keen summarises this idea quite well in his book entitled The Cult of the Amateur: “The truth, to paraphrase Tom Friedman, is being “flattened”, as we create an on- demand, personalized version that reflects our individual myopia”. Each one of the posts we face on social platforms is a source of information with equal relevance, though merely regarded as a different ‘truth’.

“In this era of exploding media technologies there is no truth except the truth you create for yourself”.

How do brands stand in this scenario?

Brands could suffer the worst effects of this post-truth era. Dealing with a fast-spreading rumour, especially with people who would rather believe in what they want to believe, instead of sticking to the real facts, may be very expensive to revert the entire branding work that has already been established.

A good example is the fake news spread on brand HAVAN – retail chain of the state of Santa Catarina, which has a replica of the statue of Liberty on its shop windows – which also had to act before the rumor reached uncontrollable levels.

61 | 27 http://g1.globo. According to the rumor, the owners of the chain were politicians com/economia/midia- connected to the PT (Labor Party). After employees were e-marketing/noticia/ boato-sobre-quem-e- actually suffered hostilities because of the alleged connection dono-da-havan-loja-da- to the political party, the owner, Luciano Hang, decided to get estatua-da-liberdade-vira- involved. Hang starred in the brand’s Christmas campaigns comercial.ghtml to clarify he was the owner of the company and also profited from the opportunity to mention the Christmas sales. Though against public exposure, as is the case of several businessmen, this rumor could have hindered HAVAN and was affecting its employees, tipping the scale towards the decision to clarify who was the owner of the company, as the most accurate for the moment27.

PepsiCo also had a fast reaction and introduced an innovative way to tell the truth, which was rather appropriate for the digital world. The company, owner of Elma Chips brand, reacted fast against the accusations that came up about the bag used for the Ruffles chips. According to the rumors, the bag had more air than chips. The brand produced an attractive infographics containing the explanation on why the air in the package was necessary to preserve the product.

What is the common measure taken by the companies with respect to the fake news?

Speed! We have seen that the speed at which such information spreads is enormous, and letting them loose may result in loss of sales and expensive reputation costs for the brand. Joining the race as soon as possible may therefore translate into good results. In order to do so, monitoring the social media and especially the repercussion of whatever is said about the brand becomes extremely important. It is also important to be connected to all issues discussed in the social media to better understand if any distorted information has been spread, and acting fast may actually prevent a rumor from showing up in one platform from spreading out to the other ones.

It is nonetheless pointless to act fast and simply say anything. Sound and duly prepared crisis management is key. It is necessary to measure the risks and to be sure consumers will understand the answer and react well to the release. It is necessary to be careful with words. But remember: there is no

| 62 use in trying to cover rumors with half-truths. If your bag has more air than chips, do not try to deny the fact, but explain the reason why and people will see this is no longer a problem. Clarification is the best policy.

Additionally, because we are specifically referring to the social media, it is essential to adapt the content to the platform. There is no use in publishing 15-line standard releases on all social media, for they will certainly go by unnoticed, with minimal chances of being shared. It is necessary to be creative and respect the role each platform delivers to its users.

One of the possible safeguarding measures is to record any crises the brand may face, and write down possible solutions for such crises on the side. This may help ensure good decision making on the pathway to be followed should the brand be targeted by rumors.

Another issue that deserves the attention of the brands is not necessarily connected to being the target of the fake news, but to content of this nature. We are aware that one of the reasons that leads the ‘fakers’ to create rumors has to do with financial motivation – after all, clicks attract advertisers. Hence, before 28 http://blog. starting a media campaign, it is necessary to pay attention not publicidade.uol. com.br/2016/12/09/ to connect the brand to websites or fraudulent content. Lack of anuncio-em-noticia- control on where ads are published may also cause the brand to falsa-e-fria-evite-que- 28 sua-marca-passe-por- be surprised, causing its image to be connected to true rumors . desinformada/> It is necessary to stay tuned!

What are the perspectives on the issue? Will it be necessary to set limits for freedom of expression?

Realizing it is necessary to prepare ourselves to deal with online rumors helps us understand how to dismiss or at least to minimize this type of behavior. The first question that comes to mind is: Who is to blame for getting here? Will we blame it on the platform? News vehicles? The creators of fake news? Those who share the fake news? The courts? Or all of the above? Irrespective if there are one or more parties to blame, the fact of the matter is that we are witnessing the obscure side of freedom of expression. This is precisely where doubt lies: should limits be established?

63 | Limit is not the most appropriate word to be used in this case.

If Web 2.0 has come with the proposal of offering greater freedom of expression, whereby it makes no sense to set limits, which would certainly be a setback. The fact of the matter is that guilty or otherwise, every player involved in this context has a responsibility. Users must report fake news and pay far more attention to shares; the press must work relentlessly in order to check the accuracy of published facts; the platforms must design prevention mechanisms; brands and public figures must pressure the competent bodies to educate the population when it comes to such behavior; the affected parties must take matters to court; and the courts must punish the guilty.

The Internet is not a no-man’s-land.

Digital crimes do not go unpunished. In an article published 29 http://extra.globo. by newspaper Extra, David Rechulski, lawyer specializing in com/casos-de-policia/ rede-de-boatos- internet crimes, explains that promoting lies may translate into compartilhar-informacoes- tort and liability in the civil sphere, and people may be sued for falsas-pela-internet- mesmo-sem-querer-pode- defamation, defamation by imputation of disreputable conduct ser-crime-14631763.html or defamation by imputation of criminal offense. Such charges may be pressed both against who shared the information and who spread the information29.

As such, and in order to change this scenario, certain players in addition to Google and Facebook have mentioned they will take measures on the matter. There are already platforms that check the accuracy of the information: e-farsas, boatos.org, fatos & boatos are just a few examples. Also, press agencies such as O Globo and Extra have criated a specialized group to 30 http://adnews.com. br/midia/o-globo-cria- check facts, “É isso mesmo?” and “#Éverdade ou #Éboato”, grupo-para-combater- respectively30. disseminacao-de-noticias- falsas.html It is not necessary to curb people’s freedom of expression, but to ensure information is spread in the best possible way, to avoid unconscious mistakes.

The fact is there is still a long way to go, and all players must get involved to change this scenario. Unfortunately, in the current dynamics, we do not know exactly what the next movement has to offer in the online world. In the meantime,

| 64 amidst facts and rumors, it is best to do what applies to you and ‘keep your eyes wide open’, in order to be ready to act, if need be.

65 | [ Public Opinion, Algorithms & Democracy ]

By Priscilla Branco, Ipsos Public Affairs

Considerations on the Current Scenario.

According to philosopher and researcher Carlos Matheus, 30 MATHEUS, C. As “having an opinion is a method of affirming30” our individuality, a opiniões se movem nas way of standing out in relation to other people. Also according to sombras. Editoras Atlas, São Paulo, 2011. p. 91. Matheus, “a human being, as a person, reveals oneself by means of self-expression, by speaking one’s mind or disclosing one’s opinion”. If the expression of individual opinion is connected to each person’s self-affirmation and means such person’s difference in relation to everyone else, public opinion, as a concept, only exists when there is cohesion; in other words, when opinion becomes collective and not individual.

The ability to openly and freely express our opinion, whether individually or collectively, is what ensures our possibility to live in a democratic environment. On this matter, it is arguable that the maintenance of Democracy depends on the right to vote and the right to equality before the law, in addition to other guarantees, as well as communication processes that provide for the exchange of opinions and the possibility to learn from stands and ideas other than our own.

Said condition is therefore essential for any society that claims to be democratic. For this reason, any attempt to limit freedom of expression and opinion, nowadays is immediately rejected, either by the media or by other social actors.

The Potential of the Internet and the Social Media for the Democratization 31AMADEU, S. Cultura Process. tecnológica e Democracia no século XXI. Curso proferido no Centro de The communications processes have been changed with the Pesquisa e Formação do SESC em junho de 2016, birth of the Internet; in other words, with the arrival of digital São Paulo.

| 66 communication31. Communication, which was once strictly 32 AMADEU, S. Cultura tecnológica e Democracia unidirectional (a one-way street), has become multidirectional, no século XXI. Curso enhancing the possibility of participation of more people in proferido no Centro de the social debate, thereby creating a “potential place for the Pesquisa e Formação do SESC em junho de 2016, organization of democratic citizenship32.” São Paulo.

Nowadays, 47% of Brazilian households are connected to the 33 CETIC.br – Pesquisa TIC Domicílios 2015. 33 Internet . In 2015, the percentage was 31%, and in 2011, 15%. Disponível em: http:// Though this number is lower than the figures registered in the www.cetic.br so-called developed nations, it represents the growing expansion of connectivity in the national territory, especially thanks to the lower costs of the available technology.

If internet use is in full expansion in Brazil, the same may be said about the use of social media. Social media currently are far more than sociability platforms to share opinions, interests 34 LEMOS, R. Precisamos and experiences. According to Ronaldo Lemos, ITS (Technology falar dos algoritmos. Disponível em: http:// and Society Institute), nowadays, circa 30% of the people in the www1.folha.uol. USA read the news and receive information about the world com.br/colunas/ 34 lemos/2015/05/1629738- exclusively via Facebook . precisamos-falar-dos- algoritmos.shtml There is no available data in Brazil on the number of people searching for information exclusively via such platforms. However, according to the 2015 TIC Domícilios survey, 77% of connected Brazilian homes used the internet to access social media.

Algorithms and social media phenomenon

Such figures call for urgent reflection on the role social media play in the contemporary world. If they were once created as sociability platforms, nowadays they develop several other functions, such as access to and sharing of information, knowledge, marketing popular claims and political opinions, among others.

Journalists and internet researchers recently revealed the 35 O ativista da Internet phenomenon of the bubble filter35. In essence, bubble filters are Eli Pariser é autor do Best Seller “The Filter nothing other than the configured algorithms that “choose” Bubble”, que explica what we see on our timelines and feeds. Previously established como as informações que acessamos na rede são in order to effectively direct marketing ads and therefore boost personalizadas por meio corporate sales, nowadays they also direct posts of other nature, da filtragem de conteúdo. such as news. Said filters have become a problem for companies

67 | such as Facebook and Google, which position themselves in the market as “communication” platforms and search engines.

36 STONE, H. To begin with, what is an algorithm and how does it work? In Introduction to Computer Organization short, an algorithm is a set of rules that defines a sequence of and Data Structures. operations, in other words: “[…] any sequence of instructions McGraw-Hill, New York, that may be followed by a robot is referred to as algorithm36”. 1972. p. 4 (Tradução livre). As such, an algorithm is nothing other than a set of instructions that receive an input (A), and provide an output (B). In addition to their use in programming, algorithms play important roles in situations such as in the assessment of Big Data, file compression and data cryptography.

Algorithms are extensively used not only in social media, but by banks, credit agencies and by several other institutions such as consulting companies for the development and assessment of public polices. When it comes to social media, algorithms are now used not only to direct product or services, but also for the purposes of information. According to the companies, such targeting is used to improve our experience in their platforms. In simpler terms, companies create algorithms that “learn” our tastes and opinions, and eventually guide us only to posts we are likely to agree with.

According to activists, internet researchers and data scientists, this is one of the most complicated phenomenon of our times, for it limits our ability to access different positions, restricting the possibilities of dialogue with people whose stands differ from ours.

Such reality may lead us to experiencing two scenarios:

1. When we are limited to receiving only opinions that are similar to ours, we tend to believe our stand reflects the stand of most people, which oftentimes is not true; 2. And 2) when this phenomenon happens, our ability to argue against contrary opinions may be reduced, providing for a scenario of intolerance towards those who take any stand other than ours, contributing to the well-known ideological polarisation.

| 68 On this matter, instead of contributing to the enhancement and qualification of the social and political debate, social media has become a place where the bubble filter phenomenon is increasingly expanded, creating room for the reverberation of echoes in which like-minded people talk only among themselves. As a result, technology companies that claim to be platforms, but confirm the use of algorithms to target content towards their users, are increasingly facing demands of certain social actors, such as academics and journalists, to take responsibility for the content spread on their pages. The widespread of “Fake News”, whose influence on public opinion still has not been measured by any scientific study, is yet another modern phenomenon we have to deal with.

Considering the increasing relevant of the social media in the modern world, it is essential for us, as researchers, to investigate the possible developments of this new reality, and how it may affect the formation of public opinion in Brazil and abroad.

69 | [ Research or Share? ]

The digital world is truly huge and full of new perspectives and opportunities. We have access to information in real time, we can see the content we want, when we want and shop all over the world. Moreover, we get to interact, share, debate, criticise, raise flags an express our thoughts and feelings.

However – are we ready to share?

I N T E R V I E W Cintia Lin, Ipsos Connect

Content sharing is deemed both a marketing tool and an indicator of success, for it means engagement and greater reach. When we come across such content with which we relate, irrespective of reason, we share and reveal our preferences and abidance with whatever is being said. We are raising our voices on issues that perhaps would not otherwise have a place in TV, for instance – another gift the internet and its widespread access has given us.

The Ipsos survey “Affluent Europeans”, conducted in 21 European countries in 2015, includes a very appropriate term for this matter: “Uploaders” – people who contribute with some type of internet content. Other classifications stem from such umbrella term, as is the case of Influential Uploaders, Popular Uploaders and Branded Uploaders, who generally bring new concepts and ideas into light, or “famous” content. Consumers are now expected to proactively reflect, criticise and, if applicable, user and share such content. The idea here is: how much do we effectively read, analyse, check and validate the information we “like”?

How about the information we share?

Connection to the world precedes breakfast!

It is no surprise that such diverse sources of information and market assessments performed both locally and globally point

| 70 to the social media as the main source of information. Our days are increasingly connected, and the internet shares our time with other activities. according to the Ipsos Mori Tech Tracker study conducted in Great Britain, in 2016, the use of the social media ranks second amongst the most popular and used activity, falling immediately behind e-mail use.

Many times, if not everyday, we find ourselves still waking up, in bed, reaching out to our phones as we turn off the alarm and log into Facebook, Twitter or Instagram to see “what’s new”. Immediately after, in order to complete the early morning activities, we engage in conversations on WhatsApp and other messaging services, with every possible group. The idea of enjoying breakfast at the dining room or kitchen with one’s entire family and someone reading the newspaper seems to be quite obsolete or long gone.

After all, who has not searched for information or news on Facebook or Twitter? “So and so shared” or “I’ll probably find it in such and such brand’s page”, or “I’ll definitively find the results if I google such celebrity’s name”. Yes, we are increasingly becoming hostages of social media – at our own will –, especially considering that more often than not, we find exactly what we are looking for!

What are the keys in the sea of fake news?

Transparency and… relevance.

The news industry is not the only one that suffers the effects of the sharing behaviour and thoughtless or groundless expression. The advertising industry has also been affected – after all, sharing fake messages, news and ads frequently blows things out of proportion. It is nonetheless necessary to bear in mind that fake news has always been around – however, the medium has changed and groundless production of content in the online world has no boundaries.

Professionals are well aware of the negative impact in terms of brand exposure – but how is it possible to stop false content from being spread and any inappropriate use of a brand? Transparency is key. Opinions cannot be avoided in

71 | a democratic environment, but there are means available to reassure one’s stand and perspective. It is precisely on this end that it is increasingly necessary to rethink the context and content to be disclosed. Brands that stand out sharing-wise obtain positive feeds, more often than not. As for advertising, it is clear that emotional response helps increase the number of shares, for it was capable of establishing some sort of connection that profits both from an emotional tone (an insight or some sort of human truth), a joke (a pun or prank) and from some sort of anguish or revolt.

And what exactly stands out? Social awareness – and there is no coincidence here. Ads focused on storytelling connected to human and social needs – which are generally universal – tap into the energy of the current political, economic and social framework, and will naturally be more relevant.

FOUR TACTICS THAT CAN IMPROVE EMOTIONAL RESPONSE

Social conscience (appeal to people’s desire Social conscience 167 to do the right thing)

Emotive imagery Emotive imagery 151 (e.g. families, experiences)

Creative ad formats Creative ad formats 131 (e.g. rich media)

Claim to fame Claim to fame 124 (e.g. differentiated identity)

Emotional Engagement* Indexed to Average

Fake or not fake is the question!

No more, that is not the question, no more.

The spread of social media and the growth in the number of Uploaders, connected to Brazil’s social-political-economic scenario, have given room to several spontaneous and unstructured forms of consumer expressions, in real time. There is an increasing number of stories such as people who have been friends for and end their friendship over different points of view

| 72 of any nature. Politics, society, religion and soccer are constantly being discussed. There is a constant feeling of restlessness caused by so much content and events. To top it all off, we often run into that message, piece of news or information that represents us (translated into hashtags such as #relate). It does not matter if something is true or not.

The mere fact of being there (already seems an endorsement) and being in line with what belief is right is worth a share.

However – have we looked into the matter enough to share it?

It is no wonder that companies such as Google and Facebook are working on actions to remove fake news and sources. The expression has actually become popular in one of the most commented on political moments, at a global level: when then- candidate Donald Trump gave his first press conference. He looked at a CNN journalist and said, “You’re Fake News”, as he refused to hear the man’s question.

The growing number of content-promoting sites and Uploaders that seldom do their research has deep effects on serious, quality journalism, as well as on consumer knowledge. As news access via online and third-party platforms increases, it becomes harder for social communication media to stand out in the crowd. In the end, there is a battle with few “winners”, but definitively a lot of (if not all) “losers”.

Such interactive scenarios marked by a mix of fixed and legitimate content offers food for thought, in addition to opportunities to read and hear information. We have to understand what a popular post represents for a community, for society. Is this a different voice for democracy?

Whether or not further research takes place, sharing is likely to happen. However, it is necessary to bear in mind that spreading fake content is a crime, but sharing one’s opinion is not. Irrespective of the post, whether legitimate or otherwise, there is a common behaviour that is worth reflecting on: Why do we share? Are we doomed to the polarisation of ideas, such

73 | as feminism vs. chauvinism? Right vs. left? Natural birth vs. c-section? Should we raise flags? Why? Why share something if we are unsure of the source? True or false?

| 74 [ Moves & Insights ]

75 | [ Hi! How Are You? ]

Dear reader, think about the many times in which you ran into someone you know and immediately asked, “How are you?”, as anyone with good manners is expected to. How many negative answers did you receive? How often was the answer at least neutral? I am quite sure that only very few. This is a common characteristic of Brazilians, to just answer, “Fine”. This is what is expected – a well-mannered answer to a well-mannered question. But are things actually ok? Would it be awkward if the answer were “No”?

37 Verse of song Como Dois e Dois. Caetano Veloso. 1971 “All is fine, like two plus two equals five”37

But here is the truth – things have not been going well.

By Cassia Lopes, Ipsos Marketing

38 Ipsos Pulso Brasil Onda Actually, we are now ready to admit that something is wrong. 144 (March 2017) According to the data obtained in the Ipsos Pulse Brazil38 survey conducted in March 2017, 90% of the Brazilians believe the country is on the wrong track. Even if one considers everyday activities, dissatisfaction has set the tone in the country.

39 Reclame Aqui Portal: http://www.reclameaqui. See how many friends are fighting each other in the social media, com.br/categoria/bancos/ whether with respect to relationships, unsuccessful interactions with companies or political beliefs; the brave testimonials of 40 More than three million people who suffer or live with those who suffer with terrible people demonstrated : http://www.estadao. diseases; the number of companies running to explain their com.br/aovivo/ attitudes on the Reclame Aqui portal39 (the consumer complaint manifestacao-contra- dilma. 13.03.2016 portal has recorded over 10,190 complaints against banks, relative to undue fees charged!); the huge amount of people in 40 41 Fundação Procon of recent political protests throughout Brazil ; social movements the State of São Paulo triggering material reflections and causes, fully clashing with Portal: http://sistemas. procon.sp.gov.br/rank_ behaviours that have long been present in society; the consumer estadual/?m=rank_atend. protection agencies receiving several complaints filed by dissatisfied consumers41 (until March 25, 2017, 156,824 cases were filed with the Consumer Protection Agency (PROCON) of the state of São Paulo).

| 76 Brazilians are about to blow the whistle

Though the pictures on social media insist on displaying happy days only, on certain matters, yes, Brazilians are about to blow the whistle.

The question is: why? Has our schooling level improved and we are now ready to fight for our rights? Has our patience been tested enough with bad products and services? Are the channels more available for us to express our feelings (or resentments, maybe)? Are we feeling safer and more confident to admit our humanity and frailty? Has our self-esteem and emotional independence improved, for us to agree to be dubbed grumpy complainers? Are we more inclined not to judge and label people 42 who expose themselves? How about companies? Are they more A Theory of the Human Motivation. A. H. Maslow open and ready to listen and minimise consumer dissatisfaction? (1943). In Classics in the History of Psychology. York University, Toronto, This may actually be the case in all areas, to a greater or lesser Ontario. ISSN 1492-3713. extent, depending on the personality of the person involved, the Originally Published in Psychological Review, socioeconomic and educational level, the company involved in 50, 370-396: http:// the campaign and the specific situation. Though each person has psychclassics.yorku.ca/ given specificities and methods to deal with problems, as human Maslow/motivation.htm. Access on April 10, 2017. beings, we have the need to feel accepted and to live in society. A.H. Maslow, Motivation According to A. H. Maslow, with whom all marketing experts are and personality, 2 ed. Upper Saddle River: acquainted, human beings express and have the need to obtain Prentice Hall, 1970 the fulfillment of several basic needs, including love and a sense in Kotler, P. e Keller, K, Administração de of belonging, which come out as soon as the physiological and Marketing, 12 ed. safety needs are met42. Pearson Prentice Hall, p. 184. 2006.

5. Necessidades de Auto-realização (desenvolvimento e realizações pessoais) 4. Necessidade de Estima (auto-estima, reconhecimento, status)

3. Necessidades Sociais (sensação de pertencer, amor)

2. Necessidade de Segurança (segurança, proteção)

1. Necessidades Fisiológicas (comida, água, abrigo)

Hierarquia das Necessidades de Maslow 77 | From a very young age, we were conditioned to assume behaviours approved by our parents, where “good behaviour” is rewarded with love and affection. We tend to reject any unapproved behaviour, even if they seem correct to us, given that “(...) the child tries to be what others expect from her, instead of 43 HALL, C.S; LINDSEY, L.; trying to be who she really is43”, according to Hall, Lindzey and CAMPBELL, J.B. Teorias da personalidade. Porto Campbell, apud Scartezini, Rocha and Pires. Alegre: Artes Medicas Sul, 2000., p. 371 apud Scartezini, Rocha e Pires Perhaps many of us are still basing our attitudes and expressing in A NECESSIDADE our opinions in the pursuit of approval. After all, we enjoy love DE AUTOESTIMA EM and affection and have our needs in terms of love and sense of CARL ROGERS. Access on April 12, 2017 belonging... http://faef.revista.inf. br/imagens_arquivos/ arquivos_destaque/ We avoid conflict in order to be accepted and approved, and hkNYQZ4GFZuVX oftentimes shut down our concerns. However, it is not possible wL_2013-5-13-15-59-41. pdf. to silence everything forever! Are our feelings bursting after so many years of being contained?

Beyond the psychosocial factors inherent to human beings, Brazilians also have to deal with historical factors that influence how we see each other and behave ourselves. We have lived a recent past of dictatorships and a less recent past of slavery and colonisation in which “yes” was the only possible answer.

The Power of “No”

We are gradually learning what to do with this so-called freedom. We live in a country that is still a teenager, still experimenting with recently-allowed possibilities and sensations, far from the balance of more mature societies and democracies. We are still closer to flourishing emotions than to adult reason.

In the words of Sérgio Buarque de Holanda, “Brazilians are cordial”. However, we are not cordial in the sense of being polite, nice or courteous. In order to understand the historian’s thought, it is necessary to go to the etymological root of the word, which comes from Latin cor, cordis, the same as heart. In other words, Brazilians are motivated far more by emotion than by reason. We are passionate!

| 78 “My nerves have been so raw, random soap 44 Verse of song Flor da Pele. Zeca Baleiro. 1997 opera kisses make me cry”44

Changes and relevant facts that have recently occurred in Brazil’s political, social and economic scenario, such as the ascension of the middle class, more access to education, the country’s projection in the international scenario, including the organisation of leading sports events, the political and economic crisis and the penalisation of politicians and businessmen for acts of corruption. These have all brought to light provocative feelings, that invite us to consider things from different perspectives and reflect on the consequences and developments thereof.

On a personal level, we are learning how to express and deal with our emotions instead of holding it all in. As for politics, we are learning how it works and what is our role in a complex democracy, as it should be. Professionally speaking, we are being challenged to think outside the box and be innovative. There is less room to sit on the fence, both because others demand us to take a stand and because we are more critical in relation to the reality around us. The learning process is slow, but steady.

If things are not ok on the one hand, and we express that in several ways, as human beings we have the need for affection, belonging and acceptance, which moves us, from an early age, to assume the behaviours that are approved and accepted by the groups to which we belong or would like to belong.

Furthermore, if, on one hand, we have a history of being repressed, Brazilians are also guided by emotions and encouraged to position ourselves in several ways. So many dualities have rendered us apprentices in different areas of life, whether in private life or in society. It is necessary to bear in mind that people are unique, despite the different roles they play: each consumer is a citizen, collaborator and individual. Changing the way we deal with others, with ourselves and with what belongs to us affects everyone. We are a people in transformation!

Until very recently, consumers would simply accept and nod when any poor service was provided, or would shyly complain and receive a refund, thus feeling valued. This is getting more and more unlikely nowadays. Consumers post on Facebook,

79 | which becomes visible to their contacts. You would probably think twice before hiring a company with which your friend had a bad experience, right?

Also, consumers generally express their dissatisfaction on the pages the companies have in the social media, which thus becomes visible to other clients, or, even worse, to those that considered becoming clients and who will likely hold that thought (erasing a negative comment may generate even more rage!). Such dissatisfactions quickly go viral and the loss for the brands is huge! The fact is that dissatisfaction was once limited to a small circle of people, but nowadays it is visible to the entire world in a matter of seconds.

Are you satisfied with the services and products you acquire?

With the support received from companies when something goes wrong?

With the overwhelming quantity of information received from companies when something goes wrong?

The number of complaints we hear on a daily basis and read in the social media – and the repercussion thereof – prove things are not going quite that well.

Public and private companies must accept we are no longer the consumers we used to be and will not accept being treated disrespectfully. Companies must be ready for this consumer/ citizen/collaborator 2.0 who has an active voice, self-esteem, is far more informed and above all, highly emotional!

45 Verse of song Comida. “We want more than food, we want food, fun Arnaldo Antunes, Sérgio 45 Brito, Marcelo Fromer. and art” ”*

*including quality, good services and fair prices!

| 80 [ Are Religion, Soccer and Politics Off the Table? ]

Bringing up all three of the foregoing issues at once means ignoring the specificity of each one of them and how relevant they are for our society. Nonetheless, all three issues influence consumer behaviour, are influenced thereby and also influence each other.

Though according to the Brazilian idiom these matters are not to be discussed, they are present in Brazil’s everyday life; from universities to bars, to bus lines or in conversations with bank account managers.

What can we – and brands – learn from this experience?

By Raphael Cuartero, Ipsos Connect

Conversation: a building block of all human beings

We need to communicate, express ourselves to generate connections on different levels, albeit always necessary. In Brazilian culture, the simplest and most complex of everyday tasks that require communication are generally preceded by random conversation – Brazilians are not as straight-to-the-point as other people. Considering the foregoing context, soccer is frequently the most commonly discussed matter, and may be lighter and easier to address, thus providing discussions to flow easier.

Far beyond making things clear and expanding knowledge, communication is key to validate our existence. We validate who we are when we have a direct answer arising out of our actions; every action, whether individual, verbal or physical, is a form of expression. Communication requires a sender and a receiver; one helps the other shape its own identity. Values play a material role in this context. Though such a role is not unique, it is nevertheless relevant: religion is embedded in our society and defines many of our values, which, in turn, guide some of our behaviours.

81 | When we expand relationships into different societies, it is necessary to have certain rules to help individuals co-exist. Problems blow into a different level of proportion in society, and become more complex, whereby it is necessary to develop laws, rules and behaviour standards to ensure the better operation of the whole. Therefore, politics becomes necessary, for it renders communication simpler, and ensures representativeness. The state must provide improvements to ensure society works properly.

This process takes place through debates, understandings between the population and politicians, as well as among the politicians themselves. Politics because key in this context, for it not only allows relations to be established and terminated, and identities to be built, but also for the entire process to take place.

All three issues may be debated. As a matter of fact, they should be – learning is not possible without debate. The question that remains is – are we ready for this discussion? In general, these issues generate discomfort, people understand the discussion as a threat to who they are and not simply as a specific idea or opinion.

It is necessary to discuss the relationship to understand the pros and cons thereof for society, to ensure critical assessment on the possibility of reformulating the role each religion has for individuals and for society. Perhaps religion plays a less relevant role in countries whose economy is well established, there is greater democracy and quality of life, but to what extent and when do we depend on it? Though religion may an option to endure complicated situations, it is necessary to discuss its role from an objective and respectful standpoint, especially in Brazil.

How to feel safer?

We are currently undergoing a period of uncertainties, and the population would rather stick to known values and ideals to feel safer, which easily translates into a more conservative take on life, despite progress made in certain areas.

Though Afro-Americans have more representation in advertising nowadays, the need for their inclusion in society is understood,

| 82 the fatal heritage arising out of hundreds of years of slavery is still denied. Brands influence behaviour and have the ability to guide consumers towards new reflections, bringing forth greater multiplicity of identifications and behaviours. Many already follow this pathway, which must be walked down to ensure greater freedom not only of communication, but also of choice for consumers.

Nowadays, politics is a sensitive subject much as religion is. Dissatisfaction with current conditions, disbelief in politicians and even in politics itself has caused discussions to be increasingly headed, and even dangerous in certain occasions, as happens with soccer fanatics. Fanaticism is dangerous, for it limits communication; people cannot establish relationships without communications, and brands are unable to connect with consumers. Brazil is making slow progress in its recent democracy, there is still a long way to go and improvements to be made, not only in terms of laws, but of how politics is run. People need to be able to engage in conversation to improve their actions, in order to make appropriate demands to their representatives, in terms of what is necessary for society.

The science of managing dreams

Brands do not sell products and services only, but also dreams ideas and establish behaviours. Companies need a stable political scenario for there to be trusting consumers with purchasing power for them to prosper. As senders of a message, they must improve their consumers; as receivers, brands must understand what consumers need, far beyond the need the product must meet.

Understanding the political scenario and what consumers long for does not translate into having a political stand, which may in fact be dangerous; it means ensuring we have more sceptical and critical consumers, with more intelligent and efficient communications, so that such consumers may understand the real value brands must offer.

Consumer involvement is proportional to the relevance of what we offer.

83 | One necessarily concludes that soccer may be discussed to further knowledge on the subject, but also to establish connections between people. Religion may also be discussed on different levels, as is the case of soccer, not only to further the debate on the issue, but also to assess its role in society. Nowadays, politics has become central, which covers this and all other matters and renders the conclusion even more complex.

Politics is the art or science of governing, controlling society and the economy, which in turn is influenced by both. There is great disbelief in the political system on a global level, as extremists gain voice and the establishment is left aside. This situation was built and is part of a process that is likely to last, whereby debate is of the essence, for such process to also mean progress.

Brands prosper per science and technology, but the economy has a more fertile ground, for it is where consumers reveal greater freedom and independence – in other words, greater purchase power. Disbelief and dissatisfaction in the established system may imply a more negative relationship between brands and consumers, and such a trend is currently in place. It is necessary for brands to trust not only products and services, but also what brands can do for them and for society.

Understanding what the market is and how it behaves is absolutely necessary, as well as what the consumer is looking for. Different search tools will not suffice if we are not ready to talk to consumers directly.

Talking means listening, understanding and providing an assertive answer for the relevant context. Brands may become hostages of the digital scenario, in which information is shared, fast, uncontrolled and in which there is also greater room to express harsh perspectives. Improving the consumer’s critical assessment is key for our survival. Without such assessment, there is no room for healthy discussions looking for a positive objective for both sides.

Umberto Eco once said that “social media gives legions of idiots the right to speak’, however, the problem is not the

| 84 internet, but the idiots. How can we be better and improve our audience?

Carl Sagan was concerned with the fact that “excessive technology has empowered people, but many of them still live in the ‘dark ages’.

How can we help bring them out of there?

85 | [ Is It True That You Are What You Buy? ]

Brazil is currently experiencing a time of reflection.

Capitalism has taught everyone the American dream, according to which the more, the merrier.

Marketing, advertising, media and propaganda tap into (or appoint) needs, unfulfilled desires, needs, opportunities and any reason to increase the consumption of a given product or service.

On the other hand, there is an ever-increasing outburst of movements to stop unnecessary, rampant and unconscious consumption. Our planet, our society and our minds are directly affected by consumption.

In the end, is this impact negative or positive? What is legitimate? That raises some questions. Find out more about this from our expert.

I N T ER V I E W Juliana Pinheiro, Ipsos Loyalty

Is conscious consumption really happening – and does it have the power to change the drivers of loyalty to a brand?

There are currently several means of using one’s conscious before reaching out to the wallet, irrespective of each person’s reasons.

There are sites and apps for the exchange, sale and even sharing of used products (after all, why buy a drill if you rarely use one and your neighbour has one at home?). Blogs and tutorials on do it yourself (DIY) techniques further encourage the homemade “flip” or renovation of furniture, clothes and jewelry. Such options cater to those who do not want to generate more production or waste, or who simply want to save more and spend money elsewhere.

| 86 Recycling has also become ubiquitous in the past 10 years, and one rarely runs into someone nowadays who does not believe we ought to recycle. Is Brazil truly making progress in this respect?

Some people argue they would recycle if their condominiums or gated communities had a waste collection programme. Others claim they do not recycle because the waste is not collected as frequently, or for being unaware of how the products should be classified (there are many people who still do not know that used napkins are regular organic trash and not recyclable paper)...

There are still others who effectively go through the trouble of recycling, looking for information and taking waste to the closest recycling centre. However, even for those who have recycling at heart, selective waste collection is a luxury – after all, only 20% of the Brazilian cities have organised such programmes.

Thus far, the impact of the brands and large companies is somewhat indirect – but how about when one speaks of conscious consumption, which addresses the ethical, environmental and social factors of production? Such movement is still clearly under construction: is it just one more trend, doomed to soon fade away, or is it really a change of attitude?

Are people effectively choosing what they want to buy, ranking awareness as a priority in consumption-related decisions?

In fact, what does consumption and awareness stand for?

Let’s take a look in the dictionary!

Consume: verb 1. To destroy or expend by use; use up. 2. To eat or drink up; devour. 3. To destroy, as by decomposition or burning.

Despite the rather negative definitions, it is undeniable that consumption offers interesting and enriching experiences, such as restaurant visits, trips and access to other cultures, education

87 | and learning, up to including the physical well-being arising therefrom.

If conscious is defined as knowledge, judgement, notion or sense of responsibility, then it refers exclusively to using common sense in such consumption (which sense is individual). The definitions and expectations involving conscious consumption are nonetheless far from simple, and therefore relate to issues requiring a certain level of knowledge that challenges consumers.

IMPACT OF CONSUMPTION

Economy and Society Environment Yourself

Local business Origin of the raw Lifestyle: where to development x import material: use of spend your time environmental and energy (family Support local producers preservation areas, relations, hobbies, x large corporations animal testing volunteer work, community services) Social inequality Demand for non- level and fair work renewable natural Overweight and obesity compensation products Ethical standards and Use of child or slave Destination of conducts, moral values labour corporate and Creation and consumer waste maintenance of image/ status

Indebtedness and delinquency/default

According to United Nations estimates, society will need 35% more food, 40% more water and 50% more energy by 2030, furthermore indicating that our current demand for natural resources has already exceeded the Earth’s renewal capacity.

While there are plastic islands floating on the Pacific, packages account for one third of the domestic waste, which, in most cases, have been used once only prior to disposal.

| 88 Are companies truly working to improve their performance and impact and still maintain profitability?

Examples of production process improvements to decrease environmental impacts are plentiful from different companies operating in different industries. The fair trade certificate, for instance, summarises several conscious consumption (or trade) practices, ranging from transparency in the supply chain to respect for the environment, safe work environments and social development factors.

Stella McCartney is the leading name of fair trade in the fashion industry. Her brand is a synonym for sustainability in this market, thanks to her investments in green fashion, through the use of organic fabric, certified wood, no use of leather or animal skin.

Other brands have also stemmed from such initiative, always resorting to creativity: natural colourings made from tree barks, reused canvas to produce clothing items, plastic bottles to make shoes and vegetal resins for eyeglass frames.

Brazilian brands and stylists such as Svetlana, Insecta, Gustavo Silvestre and Nicole Bustamante are dedicated to almost exclusive, handmade production, which eventually generates more expensive products because of the labour used. Inspired by the slow food movement, the term slow fashion is increasingly used nowadays, and the minimalist adjective has also brought new closet-oriented ideas, which had previously been applied to décor, architecture and technology.

Both from the environmental and economic background, it is worth mentioning that increasing Brazil’s food exports, whereby the country now ranks second among the world’s leading players, according to the FAO ESTAT 2015 report, largely arises out of the direct or indirect exploitation of natural resources.

The Greenpeace report entitled, “Slaughtering the Amazon”, published a few years ago, revealed the destruction of the Amazon forest by the cattle industry, which further results

89 | in social (use of slave labour) and climate impacts (Brazil is the fourth largest emitter of greenhouse gases caused by deforestation).

Nevertheless, the brands of the leading companies listed in the report are still all over retail stores and in consumers’ cupboards. Though JBS has already been sued for serving larvae-infested meat to its employees, and for once again having been exposed in the scandal resulting from Federal Police operation reported in March 2017 (Operation Weak Flesh), the impact for consumers has not caused them to leave behind brands such as MassaLeve and Doriana.

Consumers are unaware of the relationship brands have with companies; though they might actually like to, many retailers are unable to track down the entire supply chain. This is one of the main reasons why it is so difficult to put conscious consumption into practice.

How to change this mindset?

Money plays a leading role in this scenario. The special meat produced by Korin, coming from female cattle of native grasslands in Pantanal, without the use of pesticides or urea to accelerate the fattening process, is deemed sustainable, currently referred to as “green meat”. There is a slight change in the meat’s flavour, but substantial impact in terms of cost: approximately 90% higher than the unbranded or in-house meat sold at the supermarkets, as explained by Korin CEO Reginaldo Morikawa, interviewed in October 2016.

A basic t-shirt sold by sustainable brands may cost circa BRL 75.00, when compared to the BRL 30-40.00 charged by large retailers. Some are willing to pay the price, others are not. Regardless of the percentage of each group, wouldn’t it be more interesting to have offers available for both audiences?

The decision to buy integrates more and more parameters (origin, composition, expiry date, CO2 impact recently...). It is becoming increasingly hard to choose!

| 90 It is true, but information, or the lack thereof, is essential in the purchase process. Those who are unaware of the practices of a given company will continue buying from it, even if it goes against their values. Large companies themselves face this deadlock and hardly ever have control over all production process, the material used, formulation and traceability thereof.

There are several movements, including a campaign by large retailers Walmart, Carrefour and Pão-de-Açúcar Group to control the origin of the products made available to their clients, despite the substantial difficulty involved in controlling suppliers and their respective vendors.

When unconscious, consumption may further lead to personal consequences, such as obesity. Most Brazilians are affected by overweight, and 20% of the adult population is obese. In January 2017, the Food and Agriculture Organization of the United Nations (FAO) launched a programme to encourage and stimulate the creation of sustainable food systems in Brazil, together with the Pan-American Health Organization. It is a social response to hunger and malnutrition, frequently caused by the population’s lack of access to healthy food. Such lack of access is not only seen in places where malnutrition is frequent, for we have also identified lower population levels consuming several processed, low-cost foods with very low nutritional value in order to meet desires forged or fed by a culture guided by immediate pleasures.

Thinking about health has open valuable space in the market for brands to position themselves as natural bands, or even for former bands to renew their products. Such new brands generally start rather small, and as they take up shares of large brands, they soon receive an attractive purchase offer or such competing brands launch a new product with similar features.

NaturalOne produces 100% pure fruit juice and has witnessed a sharp growth thanks to observing the needs of the new conscious consumers. It soon became the object of desire of groups of the likes of Coca-Cola and Ambev. Against all odds, its sale to an investment fund is pending approval – and who would be best to predict the future?

91 | Isn’t it possible that large brands have a lot to learn from this movement – and should therefore become active, instead of reactive? Does the behaviour of waiting for something to become bothersome in order to do something about it eventually shun consumers away, possibly reducing empathy/connection with the brand?

The purpose of the online guide GoodGuide is to promote the true quality of products available in the market. Sketchy and unhealthy ingredients are uncovered, including a ranking on the best product of each category. In turn, collaborative app boycotts intend to help identify companies supporting social programmes or those that violate environment laws, use slave labour or animal tests, for example. All it takes is scanning barcodes to view the information.

If bets are placed on the growth and spread of such platforms, the cost of rebuilding brand image with current clients may be much higher than the cost of adjusting the company’s supply.

Brands that do not know where to start may furthermore seek the support of consulting companies whose services include assisting businesses in collecting and managing the value of their supply chain, from raw materials to end products. An example of this is global company Historic Futures, which works with sharing information collected from the chain of large brands in the past few years, and which has a practical system whose data is constantly updated.

Consumers differ according to the level of awareness they are willing to apply in their purchase processes. Ideally, consumers should generally ask themselves the following questions in order to assess conscious consumption: • Do I really need to purchase this product/service? • To what extent is this company aligned with my values? • Am I supporting the local economy? • Are the people working in the production of this item fairly compensated? • Is this a quality or long-lasting product?

| 92 Conscious consumption is undergoing a phase in which asking only one or two of the foregoing questions before buying suffices for many people, thereby giving room for brands to offer improvements without necessarily reformulating the entire chain or drastically increasing their costs.

Consumers who are 100% aware are in fact a minority, and generally consume so little and based on such a range of criteria that it is almost unfeasible to cater to their needs. On the other hand, offering truly healthy products, respect and integrity- oriented work environments and transparency in the supply chain may lead brands to redeem the admiration that has been gradually lost among consumers in general.

93 | [ Adult only after 30? ]

If each one of us stops to think about the family of the 1960s, to then compare it the current family, we would certainly realise substantial changes have occured to the dynamic composition and hierarchical organization thereof.

Considering our current idea of a family, it would not be unlikely for a home to include sons or daughters aged 30 or so. Nowadays, the idea of having an adult living with his/her parents is not shocking or overwhelming, an idea which could have been unthinkable for families in the sixties. Then, the very fact of leaving the parents’ house for was the way in which such a person was defined as an adult. Is it possible that not leaving the home contributes to render such people “less adults”?

Perhaps we believe there are more grown-up children than actually proved by facts in such a situation. The Ipsos Public Affairs “Perils of Perception” survey revealed that out of the 34 surveyed countries, respondents said there was a greater number of sons/daughters aged 25-34 years living with their parents than 46 Duncan P. Revealed: there actually was46. The Gap Between What You Know about Your Country and the Perhaps we are blowing the current situation out of proportion, Reality. The Guardian, but the fact of the matter is that the percentage of youth/adults 2015. https://www. theguardian.com/society/ living with their parents is higher than 40 years ago. datablog/2015/dec/02/ revealed-gap-between- your-knowledge-reality What is the reason behind such delay, considering this is an important step into adulthood? Does it mean our adults are immature? In other words, are they becoming adults later? Is it a choice or an implication of the current economic scenario?

Let’s look at the answers!

| 94 By Guilherme Caires, Ipsos Loyalty

After all, what does it mean to be an adult?

For the sake of reflection, it is necessary to better understand what adulthood is and the phases that precede it. It may seem strange to discuss concepts on development phases we believed to be clear; however, such notions are mutable and relative.

47 Ariès P. História social An example of such transformations is adolescence, a phase da infância e da família which has been clearly identified in our time, is a recent invention 48 Salles LM.F. Infância e 47 that dates back to the beginning of the twentieth century . How adolescência na sociedade we perceive children has also changed – children were once contemporânea: alguns apontamentos. Estudos perceived as “mini adults” and treated as incapable beings. Adults de Psicologia (Campinas) used to be the centre of attention – the so-called adultcentrism48. 2005; v. 22, n. 1.

There is a clear overvaluation of childhood and adolescence 49 Furlanetto BH. Da nowadays, which may contribute for certain conflicts present in infância sem valor à infância de direitos: our current context, such as children and teenagers bossing their diferentes construções parents around, intolerant to frustrations and impatient; parents conceituais de infância ao longo do tempo who are unable to say “no” to their children, intolerant to their histórico. In: Furlanetto frustrations and who are immediately satisfying their needs. We BH - Infância em pauta: um estudo histórico 50 are thus facing the “I want it now” crisis . sobre as concepções de infância presentes nas canções e na Considering such changes, in order to understand the adult of formação de professores. our era, it is necessary to recall that he/she was an adult and [Dissertação/Mestrado]. teenager who had rights, and who possibly tries to extend Educação: História e Políticas. Paraná: adolescence and delay the pathway to old age. Such attempts Universidade Católica may be identified in the types of adults classified nowadays. do Paraná; 2008. http:// www.pucpr.br/eventos/ educere/educere2008/ There are the young adults, aged 18 to 40 years (yes, a 40-year-old anais/pdf/892_632.pdf youth), who is currently transitioning into adulthood. Young adults 50 La Taille Y. A crise are those who are in the pursuit of certain achievements, such as do “eu quero já”. Entrevista concedida à professional, emotional and financial stability, ability to take care of jornalista Ana Aranha]. oneself, greater autonomy and accountability. Upon achievement, Época 2005; pg. 86. http://revistaepoca. the person may be deemed an adult, and before becoming elderly, globo.com/ /Revista/ may enjoy yet another classification: middle-aged adult. It is worth Epoca /0,,EDR72422- mentioning that everyone will undergo such development phases 6014,00.html according to his/her personality and experiences.

95 | As such, if we were once only divided into children and adults, it is now clear that as time has elapsed, we seem to have come up with more terms to classify the “new” development phases. This process may be deemed as an advance in how accurately such phases are classified, but may also be a way society has found to postpone the responsibilities inherent to the next steps and life phases. Children used to “become adults” all of a sudden, whereas nowadays there is a long way before maturity, and it is up to us to reflect on whether this pathway is too long for our future adults to walk down.

Adults in extinction

There is a general consensus whereby leaving the family home to live on one’s own is an important rite of passage in identifying as an adult. It is the final phase in which the person detaches from the known family environment to begin a period of assessment of one’s own ideals, self-knowledge of one’s own needs and potentials. Many of us would say this is the main – perhaps the 51 Instituto Brasileiro de Geografia e Estatística: only – way of identifying an adult. IBGE [recurso eletrônico] – Síntese de Indicadores Sociais: Uma análise However, there are several issues associated to the economic, das condições de vida social and political situation that have contributed to delay in da população brasileira taking such step. According to the Brazilian Institute of Geography – Rio de Janeiro: IBGE; 2015. http://biblioteca. and Statistics (IBGE), in 2015, the percentage of Brazilians aged ibge.gov.br/visualizacao/ 25 to 34 years living with their parents was of 25.3%, having livros/liv95011.pdf

1900ral 1900ral 1900ral 1900ral % Jovens 24-34 morando com os pais 1900ral 1900ral 1900ral 1900ral 52 Instituto Brasileiro de Geografia e Estatística: IBGE [recurso eletrônico] 1905ral 1905ral 1905ral 1905ral 1905ral 1905ral 1905ral 1905ral 1905ral 1905ral 1905ral 1905ral – Síntese de Indicadores Sociais: Uma análise 51 das condições de vida reached the highest level in 11 years of data collection . da população brasileira We are aware that such a young adult living with his/her parents – Rio de Janeiro: IBGE; 2015. http://biblioteca. have very similar occupation rates in the work market to the ibge.gov.br/visualizacao/ average of those who already live on their own (71.7% and livros/liv95011.pdf

| 96 75.1%, respectively)52. This means that unemployment is not related to the permanence of Brazilian adults at home. However, when digging deeper into academic background, there are significant differences between these same groups: on average, those who live with their parents have a higher schooling level, have studied for more time and a higher percentage of family members who are still studying. This may reveal young adults stay at home to study for a longer period, and consequently join the work market with a stronger academic background.

Data collected in other countries also reveals that the percentage of young adults living with their parents has also been on the rise. In the US, living with parents is the reality for 32.1% of young adults aged 18 to 34 years. This is the highest percentage since the Great Depression. In Japan, the percentage of young adults aged 20 to 34 years living with their parents has jumped from 29.5% in 1980 to 48.9% in 2012. Data is also similar in countries such as Australia, Italy and most European countries, especially when considering the data spaced out for a longer period of 53 time53. Desilver D. In the U.S. and abroad, more young adults are living The reasons behind the growth of such figures are different for with their parents. Pew Research Center, each culture, but it is possible to identify certain common traits 2016. http://www. to this anti-leaving the nest process. The first reason is economic pewresearch.org/ fact-tank/2016/05/24/ – living on one’s own requires a higher investment, and youth in-the-u-s-and-abroad- purchasing power has been dropping. Surveys reveal that in the more-young-adults-are- living-with-their-parents United Kingdom, the average price of a house was circa three times the annual income of a young adult until the end of the 54 Office for Nacional last century. Such rate has increased since then and is currently Statistics - ONS; 2016. 54 http://visual.ons.gov.uk/ at 4.5 . living-with-parents

Price of properties purchased by young adults according to their annual income (Source: House Price Index, November 2015, ONS)

1900ral 1900ral 1900ral

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1900ral 1900ral jan/yy jan/yy jan/yy jan/yy jan/yy jan/yy jan/yy jan/yy jan/yy jan/yy jan/yy jan/yy jan/yy jan/yy jan/yy 97 | Rent becomes an option given the impossibility of mortgaging a house, but prices in this modality have also peaked, for they walk hand-in-hand with the selling price of such properties. This is also the case in Brazil: real estate prices have doubled in the 55 Campos E. Preço past 40 years, net of inflation55. Even if Brazilian, your adults dos imóveis em São Paulo dobrou nos living with their parents have the same level of employability últimos 40 anos. Época as those who have left the household; living with one’s parents Negócios; 2015. http:// epocanegocios.globo. may be beneficial for the sake of saving money to then purchase com/Informacao/ property of better quality, without facing substantial hardships. Resultados/ noticia/2015/09/ imoveis-em-sao-paulo- Another common factor that may help us understand the valorizaram-103-nos- reason for which young adults are staying at home is the fact ultimos-40-anos.html that marriages are taking place increasingly later nowadays. The 56 Redação Veja. IBGE: Brasileiro está se average age for men has jumped from 27 to 30; and for women, casando mias, mas união from 23 to 27, when comparing the 1974 to 2014, in Brazil. This dura menos. http:// is also the case in other countries – hence, for those who can56, veja.abril.com.br/brasil/ ibge-brasileiro-esta- taking longer to leave home ends up being profitable. se-casando-mais-mas- uniao-dura-menos/ Why leave home?

57 DePaulo B. Why Are If there are external factors that scare young adults and So Many Young Adults Living With Their Parents? undermine their confidence to leave the parents’ homes, when – Psychology Today; we look into such homes, there are also other factors that are just 2016. https://www. psychologytoday.com/ as important and which back said permanence. blog/living-single/201605/ why-are-so-many- young-adults-living-their- “Nowadays, young adults get along with their parents, and if parentsn%C3%A3o- you cannot imagine how things could be otherwise, it is because querem-sair.htm>. you are very young and did not live in the sixties.” This quote by 58 Silveira PG, Wagner Bella DePaulo, American psychologist specialising in youth, helps A. Ninho cheio: a permanência do adulto us reflect on how the relationship between parents and their jovem em sua família children has changed in the past decades, becoming increasingly de origem. Estudos de 57 Psicologia (Campinas); permissive . http://www.scielo.br/pdf/ estpsi/v23n4/v23n4a12.pdf It is also necessary to bear in mind that as seen above, the young adults to whom we refer were children who were super-valued in the domestic environment, who grew up with a highlighted position in the family and now enjoy the benefits and freedoms offered in the parental home58. An example is the issue of bringing a boy/girlfriend to sleep over, which is no longer a taboo. Protected by such benefits, it is far more comfortable for the person to stay at home, thus revealing such a generation may

| 98 not be willing to face and assume the risks and responsibilities of 59 Kawall T. Geração 59 Canguru. O ninho está adult life . cheio, mas eles não querem sair. Revista Such a young adult, raised amidst so much parental care and Brasil 247;

When he/she looks into the future, this person who apparently 60 Calligaris, C. A grew up with the possibility of choosing between several options Adolescência. São Paulo: Publifolha without substantial conflict now faces a crisis in his/her wills, and 61 La Taille Y. A crise do is not interested in planning a project for his/her life. “Believe in “eu quero já”. [Entrevista who? Why vote? It is much easier to focus only on the present concedida à jornalista Ana Aranha]. Época and on immediate pleasure that alienation and the five senses 2005; pg. 86. http:// have to offer.”61 revistaepoca.globo.com / Revista/Epoca/EDR72422- 6014,00.html Another relevant aspect is parental influence given the 62 Kawall T. Geração circumstances. If nowadays the young adults themselves are Canguru. O ninho está concerned with living on their own, so are the parents in seeing cheio, mas eles não their children leave. As a result of the delayed nest-leaving querem sair. Revista Brasil 247;

99 | pays attention to the financial matters, these young adults are preparing themselves for a more demanding work market and an increasingly expensive world. In turn, the emotional factors lead us to reflections on how this generation of young adults is willing to address the responsibilities inherent to adulthood.

The aforementioned scenarios do not annul each other, but point towards different consequences, both for society and for the work market. Will we see young adults who are ready to face the things they will have to give up in their lives and in companies to achieve their objectives?

Or will they become prolonged adolescents, eternal Peter Pans? The house is full – but what is actually going on?

| 100 [ The Singletons, it is a match! ]

Though the growth of the so-called “singles market” is often mentioned, what exactly does it mean?

To begin with, it is worth clarifying that though the number of Brazilians who declare themselves as single (marital status) has hit the impressive mark of 77 million, this paper does not refer to them.

Singles here means the Brazilians who are mostly economically active and living alone. Such category therefore includes: • Divorced people; • Separated people; • Widowed people; • And single people themselves.

These people have very different profiles and reasons for living alone. Senior citizens, for instance, who may be included in any one of the aforesaid groups, are responsible for the significant increase in the percentage of people living alone. The number of Brazilians who are stronger, healthier and financially stable senior citizens further the statistics and especially reiterate the need to cater to their special needs.

Once the group has been defined, though proportionately they may still be small, we are still talking about a huge group of people. An issue we need to clarify!

By Soraia Amaral, Ipsos Loyalty

The number of people living alone has substantially grown in the past 10 years in Brazil, having exceeded 10 million people in 2015, according to the Brazilian Institute of Geography and Statistics (IBGE). If there are still doubts as to what this means, this market segment has the same size as the entire Swiss population, for example!

101 | These numbers are not only relevant in terms of quantity – singles are responsible for a BRL 100 billion per year market. Not bad, right? There are those who refer to the singles as workaholics, individualistic people, eternal bachelors, party-till-you-drop types, who do not see having a family as a priority. However, as the saying goes, in practice, it is a whole different story!

We are witnessing the rise of new formats.

We have grown up amidst an idealised lifestyle; we are born and live with our parents, and then leave the nest when married, thus replacing a home for another, with a husband/wife, kids...

As the years went by, we realised these were not the only options available and the scenario gradually changed.

Youths started leaving the household to live abroad, or even go to school in different cities, thus assuming a life of responsibilities away from their parents. Nonetheless, after finishing college, many would move back home, which was the natural process of maturity.

The fact of the matter is that we have seen this scenario change in recent years. The number of youths aged 20 to 29 years living alone has decreased, whereas the percentage of those aged 25 to 34 years has increased. What has changed?

Youths are taking longer to leave their parents’ home; they are waiting longer, until they feel financially stable. They are leaving their parents’ home to live alone, and not to share apartments with roommates or a spouse. If we think of these citizens as consumers, it is possible to presume that their income, which is more stable, does not need to be shared with other house members.

According to the results of the Ipsos Pulse Brazil survey, in the historical average, the number of singles who claim they will have money left in the end of the month is bigger than those who live with other people. This reflects directly in their purchase behaviour, for people with this profile are willing to pay more for comfort. All they need to do is find brands that have such comfort to offer.

| 102 If, on one hand, there are consumers looking for practicality, on the other, there are companies that have already realised how big this market is and have invested in solutions. In recent years, we have seen changes certain companies have made to join this ‘race’ and cater to such needs. The first ones that come to mind are the food companies, which started offering individual or smaller portions for those who do not have someone to share meals with at home.

In Brazil, the singles market accounts for 7% of the sales of food companies, according to the Brazilian Food Industry Association (ABIA).

Maybe there is some money left in the end of the month, which does not mean that purchases should not be smart. There is no room for waste – singles want to buy what they will consume. And voilà: homemade-looking, ready-to-eat lasagnas packed in individual containers that can go straight to the microwave.

Pursuit for practicality is such that several startups and companies have developed a solution – which is delivered straight to the person’s home!

All sorts of things are offered (or almost everything), from the online supermarket list delivered at home, without having to waste time in supermarket queues, to male hygiene kits packed inside boxes ranging from the most basic to the most diversified kits, delivered on a monthly basis to one’s house, package containing deodorants, shaving creams and even underwear. Then there’s no chance of forgetting to buy them!

There is also a similar service available for drugs and medication. Do you need to buy birth control pills every month? The company will send it to your house, including the respective replacement and anything else you choose.

Some people may argue these services are unnecessary, but the truth is that the feeling of lack of time is ever the more common – if there is a way to optimise time, people are willing to pay in order to get it done.

How about the leading retail names? As has been previously

103 | mentioned, such consumers are looking for practicality, and are no longer interested in standing in line for hours, dealing with packed-full parking lots and purchasing more to pay less, even if they do not use such products.

Leading companies have also caught up on this trend, and are adjusting to it as fast as they can – there are very few retail companies nowadays that do not offer home delivery services, for instance. Delivery is a reality in practically every big city.

The question is: how ready are companies to quickly adjust to new formats and to develop fast and cheap options? This is an issue. At a time of crisis, whether financial, political or moral, the pursuit of all things new becomes a reality and startups generally have a better chance of succeeding. Thanks to their optimised format, substantially lower operating costs, startups are platforms capable of solving one’s problems – with a cool vibe.

It is not a lost cause for the big companies, but it is necessary to think of formats that do not seem too complicated, too hard or to expensive. “They do offer delivery services, but it takes too long”. “Services are tailor made, but too expensive”. This ‘but’ may seem like a bonus, but these consumers are looking for this ‘but’ as a basic. This value needs to be perceived in order to be valued. As mentioned above, they are willing to pay more.

If lack of time is the issue, large cities such as São Paulo are always ahead. So much so that this need has reached the household of single people. They want to live close to work, to the subway, to their friends and downtown – even if it means living in 18 square metres.

There is no reason to be scared and it is all doable.

There are construction companies developing studio apartments which used to be 45 m², and nowadays come in half the size. These solutions are simpler and and the space is highly optimised – one room comes with enough space to fit a bed, which turns into a couch, a small place to eat and a bathroom, everything easily available. If need be, these buildings often have laundry and meeting rooms to welcome friends, and gyms – no one has to live entirely within the 18m².

| 104 Still in this format, there are buildings that offer shared tools, bikes and even cars – there is no need to buy them, all you have to do is use them whenever necessary.

The percentage of singles that have stated they own a car is lower than the percentage of people who live together. Because they live in more central places with greater freedom, they are more willing to share cars with other people. Does this mean that the vehicle industry is losing a share of its market? Not at all! This is exactly what we mentioned in the last issue of Flair Brazil. The big names of the auto industry are also feeling the rippling effects of the sharing economy, and have already started to move their pieces in order to understand this market and deliver services targeted at this sharing-prone audience.

The need for individual services and products are in fact the same. In the beginning of this paper, singles were referred to practically as equals – whether single, divorced, widowed, “party- til-you-drop” or senior – however, as steps were taken towards the conclusion, it is clear that each single person is unique, each profile has specific needs and generates different demands.

If your company is ready to understands the singles and cater to their needs – it is a likely match!

105 | [ Business and Creativity ]

As a result of the economic crisis, several companies were closed down, and several professionals were dismissed. Increasing pressure has been exerted for everyone to do more with less, thus opening room for greater use of creativity by companies and their employees, amidst the obligation to update and specialise .themselves

The attempt to boost creativity was once limited to the most obvious industries, such as arts, advertising and fashion. Nowadays, “thinking outside the box” is ubiquitous, both for .new entrepreneurs and in more traditional careers

There has been much talk of innovation to transform the crisis into opportunity. According to Geoff Nicholson, dubbed the “Post- it Father”, innovation is transforming knowledge into money. Innovating means having an idea that caters to market needs and expectations, which is sustainable, feasible from the economic standpoint and offers financial return for the companies. Apple co-founder Steve Jobs used to say that innovation is what .distinguishes a leader from a follower

Even if there are risks involved in betting on innovation, how risky is it for a company or professional to remain in the comfort zone? What are the risks for brands that do not position themselves and ?follow standards

By Carolina Tonussi, Ipsos Connect

Innovation does not always translate into substantial changes, and, in this case, risks are also lower; it is oftentimes a matter of change of perspective, of rethinking processes and transforming a previously automatic action into something seen with “fresh eyes”.

As competition increased, taxi apps such as 99 and Easy Taxi had to reinvent themselves by implementing the following actions: working with different options of cars for each passenger profile; establishing partnerships with companies offering discounts;

| 106 offering taxi options with bike support; and giving the users the option of sharing their ride, among other examples of updates that positively impact consumer relations, and help companies stand out amidst a scenario of increasing change in the past years.

Innovations also include digital banks, for instance, targeting an audience that wants to avoid going to physical banks. To this end, reflecting on habits and trends becomes an ally in bringing forth new ideas.

Digital media ascension and the consumers’ lesser and ever- disputed attention are also other factors that back the importance of thinking outside the box and standing out amidst so many stimuli, content and information. On this matter, it is worth mentioning the drop in advertising memory in recent years, as reported in the Ipsos Connect survey, the Ipsos unit specialising on brands, communications, media and content, according to its database.

Drop in TV Advertising Memory, When Compared to the Historical NormBrand Awareness and Retention Ipsos Connect: Exclusive Database relative to the assessment of TV campaigns (2013-2015) Developing a campaign for TV or any other medium is no guarantee of being noticed. It is necessary to communicate well, for the content to be better than the rest, thereby favouring greater audience engagement.

Certain examples of innovative campaigns in 2016 reveal that more than the investment, it is important to present information in a different manner.

Bank Itaú launched a campaign introducing its digital bank, “digitau”. After several comments of the misspelling of the

107 | word (digitau instead of digital), the Brazilian Advertising Self- Regulatory Council (CONAR) had to intervene. Resorting to humour, the bank answered with a YouTube campaign featuring a lesson on “metalanguage”, using a character, Chico, to do so.

On the LGBT International Pride Day, cosmetics brand Avon also dared by airing a campaign on diversity. With slogan “For Everyone”, or “Para Todes”, instead of the gender- oriented “Para Todas” or “Para Todos”, in Portuguese, the brand showed its product is genderless.

I would be in my comfort zone presenting only examples of brands and communication, since this is the area with which I have worked for over 10 years. For this reason, I would also like to include examples of other industries that show us how it is possible to think outside the box and overcome expectations of those who receive the transmitted messages.

In politics, irrespective of the opinion and image of the São Paulo mayor, it is undeniable that he has proposed innovative solutions for the city. João Doria´s program “Your Invoice Is Worth a Million” is one examples of such “thinking outside the box” action. It offers a chance to win one million reais per month for those who register and ask for the Electronic Service Invoice for Tax Payment Purposes (NFS-e). The proposal of the action is to reduce tax evasion, thus turning the population into indirect tax auditors. During carnival, Paulo Barros managed to reinvent samba school Portela with simple executions, when compared to the grandeur of the event, though from a completely different perspective. Paulo Barros was largely accountable for helping Portela win the 2017 Carnival, after 33 years without a victory.

Opening Group of Portela, which presented the piracema phenomenon, the fish migration upriver, towards the spring, at the time of the animals’ spawning and reproduction.

| 108 Group of "crocodiles" crawling on the avenue during the Portela parade in 2017

There is room to think outside the box even in soccer.

In 2016, an unknown team of the state of São Paulo managed to win its way towards the State Championship finals by changing the way they play. Led by coach Fernando Diniz, Audax organized a strategy in which its 11 players spent more time passing around the ball, avoiding long-distance kicks and prioritising time with more technical moves, revealing the players’ polyvalence. Though simple, the change was brought forth by creative leadership, who suggested a different scheme than the other coaches were using, translating into interesting results for the club.

There are those who believe creativity is exclusive to the few people who were born with this gift. Nevertheless, it is possible to stimulate creativity in daily activities. Stress, excessive concern, lack of direction and the feeling that one is unable to compete a task may affect creativity. Even if there is no recipe to increase creativity, it is possible to exercise it by implementing actions such as: escaping routine – taking a different route to go to work, or visiting a new bakery for coffee; sleeping well to rest the mind; working from a different environment; exercising; chatting with friends; seeking inspiration in films, books and courses and challenging oneself to think of small changes to everyday life.

The economic crisis has shined a light on the importance of creativity in several areas. As examples abound, why not think of a more creative approach to business, and rethink risk?

Is it riskier to do the same thing on and on again, or to rethink processes and innovate?

109 | [ Beauty as a Form of Expression ] Trends, Controversies and Pathways

By Miriam Steinbaum & Fernanda Wajchenberg, Ipsos Marketing

“A woman in red shoes always has great plans”. Almodovar, in an interview on his film Tacones Lejanos

Beauty, or anything beautiful, has been a construction used to indicate everything that pleases us. The notion of beauty appears associated to an ideal of flawless beauty and eternal youth.

In children’s stories, beauty sides with good – witches are ugly, princesses are beautiful. In order to cast a spell, the sexy Evil Queen transforms herself into an old woman, whose skin is marked by moles.

In his book History of Beauty, Umberto Eco takes readers on a ride all the way to Ancient Greece, where the idea of beauty was associated to what is pure and fair, but also to eye-catching elements, to our pleasure. “Who is beautiful is loved, who is not beautiful is not loved” (Wedding Song of Cadmus and Harmonia).

Beauty emerges as a representation of proportion and harmony, splendour, light and integrity in both Greek and Latin cultures. However, such harmony does not necessarily mean the lack of contrasts, but the balance thereof. The issue of balance and beauty will be further addressed with respect to the contemporary scenario.

It is known that brands and the industry have oftentimes backed situations that “place us simultaneously as judges and objects of a given judgement”. Such social dynamic determines the place each person occupies in social hierarchy. “Not only our identity, but also our notion of self and self-esteem are based on this identity” (Rodrigo Sampaio and Ricardo Ferreira).

| 110 However, on the other hand, it is interesting to see certain expressions of desire for higher diversity, for the inclusion of greater aesthetic individuality: the explosion of bodies covered by tattoos, providing for the dissolution of the idea of immaculate beauty; older women who naturally assume their white hair, shaped by asymmetric, edgy cuts; and the ever-increasing presence of plus size models in fashion weeks and editorials

Does the concept of beauty remain the same in a society marked by increasingly fragmented expressions, in which the voice of minority groups reverberates online – even if to immediately thereafter reduce and simplify it?

“Inclusive beauty” is now part of a growing number of markets – in terms of ethnicity, gender and sexuality. Far more than a pantone of colours, it concerns catering to different needs. Also, how can brands position themselves in the pursuit of beauty that covers the different representations of who we are, or who we want to be?

When looking for more concrete examples, reference can be made to older targets, such as the baby-boomers. Outside Brazil, Jean Paul Gaultier was the first to show older models in the catwalk. Other brands like American Apparel, Céline, Dolce & Gabbana are also placing their bets on mature casting. In turn, brands like Old Ladies Rebellion or the blog Advanced Style bring a new perspective on senior fashion or about what is expected from senior behaviour.

If, according to the estimates, Brazil’s senior population grows above average, and may even double up to the halfway point of this century, in addition to being the segment which, in times of crisis, still manages to preserve some sort of savings, senior fashion and cosmetics are likely to take the lead when it comes to style, innovation and services.

Dove has pioneered communications that do not exclude 60+, Afro-American, ginger or overweight women. When emphasising

111 | real beauty, Dove resorts to beautiful wordplay, such as wrinkled/ wonderful; fat/fit; grey/gorgeous; and flawed/flawless. Brazilian brand Natura launched its campaign for anti-ageing cream Chronus, “too old for this”, as a provocation on pre-established, aged-based beauty and behaviour standards.

The campaign values both identity and freedom of choice, irrespective of age, by sharing real stories of real women. Testimonials include new models: Vania, 73 years old, heavy metal fan with tattoos all over her body. Claudia, 40 years old, decided to get pregnant for the first time – as a single parent. Mariana, 27 years old, is a virgin by choice. In other words, “women spend their lives being judged because of their age… How long will you stand this? Who defines the right age for you?”

The issue of beauty among other women has gained strength but has also resulted in certain controversies: Karen Terenzzo argues that the image of older women in the media is structured on successful storytelling, whose muse is Jane Fonda. According to Terenzzo, it is all about the “aging hype”, a process which is essentially based on the success of always looking young, thin and impeccable.

The strong pressure for beauty, or better yet, for a single standard of beauty has been a reality for Brazilian women, which also increasingly affects men.

In 2013, Brazil ranked first among countries with the greatest number of plastic surgeries in the world. In 2015, such figures dropped in the outbreak of the economic crisis. According to the survey conducted by the International Association of Aesthetic Plastic Surgery (ISAPS), 1.22M procedures were performed in Brazil in 2015, almost 120k surgeries short of 2014. Despite the drop, Brazil still ranks second, behind the USA only.

In his book Consumer Society, Jean Baudrillard says that “beauty is such an absolute imperative only because it is a form of capital”. This is also the understanding of Camille Paglia, when claiming beauty is an asset to which we give ourselves in unconditionally.

| 112 It is therefore arguable that beauty is one of the most valuable contemporary goods. Beauty sells. However, we also believe that is possible to overcome such archetypes, establishing new spaces of beauty.

Women oftentimes complain of the “shampoo ad” ideal in many of our qualitative surveys. In a country marked by such ethnical diversity, it is a breath of fresh air to witness the increasing acceptance and welcoming of Afro beauty, for women to embrace their curly hair – the so-called big, all-over-the-place hair. It is a moment of light in Brazilian culture.

On the other hand, Brazil also invented hair straightening techniques and the use of formaldehyde for such purposes, in spite of all risks involved both for users and the hair stylists.

When the younger targets are concerned, especially the Y and Z generations, with their unique engagement and activisms, there are certain brands that flirt with less traditional language and usage, as is the case of Lola, new player in the perfume and personal care industry, whose packages come in new formats – including products such as “Sudden Death Mask” and “Massive Volume Shampoo”. Perhaps Coco Chanel would be happy to see that there is a place for humour when one speaks of beauty.

Nietzsche wrote about a possible contrast between Apollonian and Dionysian beauty – the first being harmonious, serene, light-oriented, relative to reason, and the latter the beauty that transmutes, the dangerous beauty, the mystery-embedded night.

After listening to girls with dyed hair – which may be blue on one day, white on the other and back to natural one week later –, it is clear that the ability to explore different versions of one’s self- image, of becoming someone else, is not only a growth ritual, but also a more Dionysian take on one’s own beauty.

Still in this context of transformations, certain brands have acted as ambassadors of different causes and minorities, thus reinforcing the notion that beauty lies in opening up to all things new and coming to terms with choices made. There is an ever- growing number of behaviour campaigns valuing diversity, while campaigns targeted at functional elements only, on product

113 | benefits or at a single standard of European beauty are plunging. L’Oréal Brazil is also taking steps towards this new direction and has recently created an interesting audio make-up guide for the vision impaired. The idea is to use make-up as a tool to further develop who we are, to bring out the best in us, reinforcing the importance of autonomy in the process of creating our own beauty.

Irrespective of profile, the idea of beauty in balance is once again on the rise – beauty comes from within and then expresses itself outside –, based on the principle that a happier life naturally translates into better looks.

Considering such movement, the valuation of self-expression in its most natural form becomes clear. For the sake of illustration, there are “anti make-up” campaigns, make-up made to seem as one is not wearing any make-up, moisturisers offering freshness and natural glow for one’s skin, etc. BB creams are an excellent example of this natural-oriented trend in make-up, which resonates so strongly in Brazil.

It is also clear that consumers are increasingly aware of the overall impact of their consumption choices in the whole society, with a segment coming closer to sustainable causes and more concerned with consumerisms. The website BeautyLiesTruth is an expression of how the focus on quality standards is likely to become a fundamental trend in the upcoming years.

The beauty industry has tapped into this new reality and is constantly improving its production process, including practices such as water-use reduction and banning animal tests, in addition to the use of more sustainable packaging. Such pursuit of integrity and quality standards in the beauty industry is already a reality in certain countries and is gaining strength in Brazil too.

For instance, the interest in natural products, such as salt-free shampoos and paraben-free or silicon-free hair masks and treatments is stablishing its space in Brazil.

| 114 Will the new era deconstruct all the elements we were taught to unquestionably believe? Where are we headed? What are the limits between science and nature when it comes to the pursuit of beauty?

In turn, capsules, or edible beauty, are yet another player in this eternal pursuit of beauty. Rolled out a few years ago in Brazil, Nestlé’s and L’Oréal’s bet on Innéov, a premium line of nutritional supplements with exclusive skin, hair, body and nail formulas, still seems in line with the latest novelties in cosmetics.

Bets for the future include the rise of a new generation of dermocosmetic products based on scientific development, especially on genetics, which is likely to provide for further progress in the pursuit of individualisation. The future may also promote the meeting of the so-called “tailored beauty” and “medical beauty”. This trend may be connected to the same global movement to leave consumerism aside, in order to focus on preventive care adjusted to one’s genetic background, skin type and individual characteristics in general. A new reality of beauty is thus established – the beauty that is ideal for you.

To conclude, we believe that brands are facing some challenges that go beyond the need to achieve different audiences, moving towards experiencing a less dichotomy perspective of beauty, ranging from perfection to stigma, and that connects to our desire for individual expression. There is room for beauty that includes the freshness of young skin, but also the affirmation of the passage of time, the memories that leave marks in our bodies – beauty as an affirmation and expression of our own identity.

Our bets are placed on a new concept of beauty that may be the expression of life, of empowerment, of transformation. As Brazilian women working with this industry, we long for a more harmonious approach of our beauty needs, which incorporates our natural desire for freedom and continuous self-creation.

115 | [ Will Beauty Boil the Pot? ]

The notion of beauty may be introduced in so many ways, but the one that best reflected the essence of the paper, as simple as it may be, was the definition of ever-so-available Wikipedia:

“Beauty is a characteristic of an animal, idea, object, person or place that provides a perceptual experience of pleasure or satisfaction. Beauty is the quality of all things beautiful.”

The experience of "beauty" often involves an interpretation of some entity as being in balance and harmony with nature, which may lead to feelings of attraction and emotional well-being. Because this can be a subjective experience, it is often said that "beauty is in the eye of the beholder.”

To begin with, the very thought of extending the definition of beauty to animals, places, objects or ideas and not only people offers the understanding that it refers to an omnipresent element.

Additionally, describing beauty as a “perceptual experience” connected to “pleasure or satisfaction”, or “feelings of attraction and emotional well-being”, provides ground for the reflection on two different domains, to wit: • Beauty is created; and • Beauty is an agenda.

Based on said reflection, it is at least possible to consider the idea that nowadays, beauty is above all a life orientation. It is a philosophy from which behaviour patters stem, thus establishing a social organisation that is the market base for a reasonably complex variety of industries.

Originally, one could think of the most obvious examples thereof, such as the fashion and beauty industries. However, the notion of beauty furthers into the food industry in general (food production and restaurants), as well as to the fitness industry, including beauty clinics, plastic surgeons, psychotherapists, self-help books and social apps.

Nevertheless, amidst the limitations brought forth by Brazil’s challenging economy since 2015, leading players in the personal

| 116 care industry have manifested symptoms signalling certain hardships in persevering, thereby opening way to rethink how substantially such companies are connecting to their consumers, when it comes to beauty.

By Alain Enya, Ipsos Marketing

The Proposal of Inclusion Is Born from the Nature of Exclusion

Based on the observation of storytelling, beauty has always been a social phenomenon that has contextualised several events, singularised individuals and promoted transformation. The only thing that remains unchanged century after century is the eternal consequence arising out of the establishment of beauty standards: social alienation.

Said alienation already promoted a sense of exclusion, or, even worse, of hierarchy within simpler social contexts in the past, in which groups prevailed within ethnical and cultural homogeneity. Nowadays, however, after most of the globalisation process has elapsed, there is far greater potential for the sense of disintegration of individuals, amidst so much heterogeneity and exposure to differences.

Even if the Eurocentric, tall, thin, opulent and cisgender notion of beauty has survived the last century as main input for further exploration of the matter, it is clear that it is likely to be increasingly insufficient to subsidise such industry, increasingly immersed in its schizophrenia.

Such decentralisation of stereotypes and openness to diversity is a relatively slow process that has been in progress for at least half a century. The fashion industry, representing the business epitome of avant-gardism, first approached the issue of multiethnic backgrounds in 1980, with the limited media available at the time, as was the case of the “United Colors of Benetton” campaign.

More recently, in 2010, movements such as Body Positivity have gained more energy thanks to the more intensive criticism against the issue, and to the reach digital platforms offer to any initiative.

117 | Even if the incentive for the affiliation with aesthetic and behavioural plurality plays a role in rendering brands more versatile and creating a connection to the motivations of alleged minorities, it may not suffice to increase the potential of a given demand or even to trigger a competitive edge.

Acceptance and Pragmatism

Addressing the reality of beauty may essentially lead individuals to movements that are non-excluding among themselves, such as: • External Pursuit: ongoing actions whose purpose is to fit to the aesthetical standards in force. • Internal Pursuit: therapeutic process to emotionally deal with one’s own state of aesthetic misalignment. • Militancy: engagement with initiatives whose purpose is to deconstruct beauty standards. • Sublimation: personal investment in elements of attractiveness that go beyond aesthetics.

There is a myriad of industries that may benefit from such existential moments for each of the aforementioned behaviours.

Beauty salons, fast fashion stores, personal care aisles and gyms tap into the needs of consumers in any process of external pursuit, for which their products find the perfect fit. Nonetheless, considering the abundant supply, more discrete nuances play a decisive role for the sake of success. Said products and services not only deliver functional benefits, but must also be hard to replace itens for self-projection.

In turn, therapy, online forums and self-help authors see an abundant consumer market in people walking down the pathway of internal pursuit.

When it comes to militancy, there is not only a portfolio of trendsetting products and brands offering their disruptive arsenal to this audience, but there are also bars, restaurants and other entertainment venues whose business opportunity is backed by the disassociation between personality and mainstream. Finally, behaviours such as sublimation are still taking different shapes,

| 118 since their ambition is the pursuit of holistic wellbeing, in which beauty is a basic factor, for its relevance, and also an adjacent factor, for not being absolute.

These movements share the fact that their existence is based on an autotroph principle; in other words, on feedback. As such, even if the process is exhausted in the individual, the individual is taken to some other movement that is relevant at the time. In other words, the individual remains in the same chain, managed by the sense of aesthetic value. For instance, a person who has long been in the process of internal pursuit is likely to also spend time either involved in militancy or in external pursuit.

The pillar of such reality is the mere fact that the ascendant of beauty is: • Insatiability in the pursuit thereof; • Fear of losing it in its temporary nature; and • An irreplaceable sense; and irrespective of each person’s pursuit, another reality involved in the pursuit of beauty is that it still calls for sine qua non conditions, such as favourable genetic conditions, purchasing power and discipline.

Best Version of Oneself, Worst Version of Someone Else

Aspiring to a “better me” is an existential trigger from which beauty fully profits. Evidently, education, religion, professional engagement and self-conscience help in this process, but in a current social context, personal aesthetic presentation is a prevailing personal orientation.

Such aspiration is so largely backed by influential social agents nowadays, such as bloggers, instagrammers, youtubers and the like, in addition to traditional media. Such agents are vehicles used to promote suggestions and ideals of beauty, and especially of means to reach them.

Such means are precisely the landing strip of the beauty market to showcase products, services and, above all, the behaviours and habits that determine the pathways towards the oasis of beauty.

119 | Because of its comparative essence, an improved version of oneself, it may connote a worsened version of the other. Hence, the validation of beauty does not necessarily take place by means of an absolute, but by a relative assessment. Such validation influences people to treat characteristics in a Manichean fashion, and the market is available to lead the person from darkness to light.

Such demonisation of characteristics puts people in a perennial state of self-assessment. However, the verification thereof leads entire generations to states of unconformity that are not productive for the industry in the long term.

When one is in a given condition that may be reversible – such as in the event of weight gain or loss – such conditions may be used as critical mass to promote an industry, as is the case of the light products.

Certain irreversible conditions – such as height in adult life – also sponsor given markets, such as high-heeled shoes. Nonetheless, the declassification or ostracism of most irreversible conditions – such as ethnicity – only leads to realities of alienation, which eventually mitigate the market potential. In other words, prejudice means losses.

Large-sized industries have worked on initiatives to universalise the concept of beauty in order to render the democratisation of their products feasible, having obtained greater size of prize for their initiatives. However, such actions have not been able to cover opinion leadership, in a broader horizon.

Beauty of Opinion

Even in opinion leaders and inherent ideals still prevail in defining beauty, there is another phenomenon that may be catalyser of a new form of business. In the recent phases of consumption depression, beauty-related articles have started to fall back in terms of the consumer’s priorities, simply thanks to a change of opinion.

It is also clear that the industry has clashed with limits that reveal

| 120 some sort of exhaustion of their previously explored market. The pursuit of beauty has gradually moved way from being an exclusively pragmatic construction progress, and has moved towards unveiling more subjective angles. Make-up was once a form of differentiation in personal presentation; nowadays, however, it may no longer suffice to sustain an impression of personal exuberance. This is so because such means are no longer discriminatory.

Even if the pulverisation of products and service has evidently served the purpose of prosperity of the industries, it has eventually become incoherent with the very meaning of beauty, which is to highlight the person.

The multiplicity of personal characteristics that are currently manifested with greater conviction is precisely the challenge of the beauty market, for it challenges the scale of gains caused by the high demand for customisation.

Initiatives such as extending portfolios for special needs, even if burdensome for the companies’ profitable system, bring brands closer to people. Additionally, inclusive communications for alleged minorities build some sort of equity upon people living in the shadow of alienation, even if inconsistent with fashion.

The greater interest in handmade products genuinely benefits from the strengthening of a sense of individualism, translating itself into new colours, flavours, textures, smells and combinations, which further increase the plurality of appreciation.

Hence, the challenge of catering to such a complex variety of aspirations of beauty may be the conducting wire for the development of new businesses. Blogs suggesting combinations of clothes, make-up, accessories and personal care products for a given personal style have long benefited from the condition of rendering beauty feasible in individual chaos.

In short – even if one believes given segments of the beauty industry are still shy to take the lead, beauty does in fact still boil the pot.

Table for one, please.

121 | [ Is the Brazilian Market Ready to Meet the New Demand for Healthy Alternatives? ]

According to the surveys Ipsos has monitored since 2014, irrespective of the industry (food, beverages, cleaning products, auto industry), when it comes to the assessment of the notion of healthiness or naturalness, few industries have managed to achieve relevance, differentiation and credibility according to the interviewees. Based on such result it is worth reflecting on the context and increasing trends that must be taken into account or disregarded in messages sent by new products embodying such concept.

Before anything else, what does healthy mean? Two of Ipsos experts explain.

By Malu Acedo & Tania Cerqueira, Ipsos Marketing

According to the dictionary…

… Healthy means to enjoy good physical or mental health; anything that is good for health; anything beneficial or useful. Though the definition is unclear, Brazilians believe consuming something dubbed as light may have several meanings: to meet the needs in order not to go hungry; to choose ‘light’ products with reduced quantities of elements considered dangerous; to abide to sustainable, eco-friendly and organic practices.

In the past decades of the twentieth century, the growth of the processing industry and reduction of birth rates among families, in addition to other economic, cultural and social factors, have allowed Brazilian women to be part of the labour market. Such achievement did not relieve women from domestic chores, for which they are still practically exclusively responsible – thus was born the so-called double shift. It was not only necessary to maintain the household working, children fed, clothes cleaned, but also to study and work.

| 122 Considering such conduct, the industry has become a partner for such consumers running against the clock by profiting from the ideas of quickness and practicality, which was almost immediately understood by the audience as believable and essential to the new lifestyle society was taking up.

Nowadays, haste is still the prevailing modus operandi, understood as the natural rhythm of modernity. Consumers have nonetheless imprinted a substantial change to this scenario, by adding an equally strong trend to the idea of haste: having healthy habits. In order to survive and prosper in this new market, the industry has tried to embody such change, without nevertheless achieving substantial success.

According to real life and to new expectatiions…

The difficulty in meeting such new expectations seems to result from the incompatibility between the concept of practicality/ fastness, which must be maintained, and that of healthiness, which one seeks to include. To begin with, it is necessary to bear in mind the consumer’s relation with each concept. If the first one triggered an unprecedented way of living, the second rescues and gives new meaning to former values and forms of knowledge. Hence, there was no repetition of the same confluence of desire, need and innovation, which leads consumers to immediately relate to a given industry, as was the case with the concept of fastness. Perhaps the mistake lies precisely in attempting to bring together two incompatible concepts and go against what consumers have learned, relearned and believe to be healthy.

The connotations the term homemade has gained and lost in time are a clear example of the foregoing. The expression “homemade” was once disregarded in the urgencies of modern life, as a synonym of amateurism, but in the context of health, it now means “being healthy”, natural, pure, organic or handmade – in other words, the opposite of industrialised.

The attempt to couple fastness with healthiness thus hits a paradox, because it requires conciliating the idea of acceleration, typical of industrial processes, to the idea of dedication and

123 | maturation of natural processes and the entire generational repertoire, in its multiple cultural and even geographic forms.

According to melting-pot of the Internet and universal access…

At the same time, such empirical knowledge is constantly broken down in social media that broadcast a vast array of contradictory pieces on information every week, in addition to hardly being grounded, on the alleged villains and allies of health. Because such information is not filtered, oftentimes partial and rarely real truths are promoted on timelines, eventually shaking the levels of trust. Considering this wide range of references and counter- references that may or may not be based on reality, consumers develop a personal concept on the issue of “being healthy”.

All such factors hit the previously established and former partnership between consumers and traditional industry. Even if the latter seeks quality and transparency in their policies and input, invests in healthier products and bets on claims such as “naturally made”, “with ingredients you have at home”, “without harming you or the environment”, which does not meet the consumer’s diffuse expectations, and which are far more guided by prior and oftentimes romanticised references, coming from narratives “of yesteryear”, when things were always handmade.

The issue of the ingredients is a good example thereof.

Nature offers a broad variety of ingredients for which there are several homemade recipes and recommendations on how to use such ingredients to preserve health. If the industry chooses to work with ingredients known and recognised for their qualities, it becomes essential to preserve such popular knowledge, at the risk of losing the connection it seeks to establish with the consumers. Coconut water, for instance, is widely known for hydration purposes. If used in a product, whichever it may be, this is the quality that should be highlighted in detriment of any other – without doing so, the product risks losing the importance and power of such ingredient in the communication with the consumers.

| 124 The industry has had a hard time reproducing the vast repertoire of sensorial experiences nature has to offer. Its ability to deliver texture aroma and flavor is still limited, including because of external factors. The greater the presence of fresh ingredient in the consumers’ daily lives, the lower the possibility of consumers accepting them. Take boxed orange juices, for instance. Because consumers have experienced drinking fresh-pressed orange juice from a young age, it took years for the product to be accepted. Meanwhile, other fruit juices such as grape, passion fruit and cashew were widely accepted, for few people make natural juice from such fruit at home.

New questions mobilise new answers

Unfortunately, all things natural/healthy are on the other end of all things practical. Bringing both paradoxes together in the same campaign results in disbelief.

The market has made several efforts to this end, in order to meet the need for more sustainable products. However, are people ready to embrace such changes – despite such demand having been generated by consumer experience itself?

The Brazilian Ministry of Health and the Brazilian Association of Food Industries (ABIA) have recently announced an agreement, which became effective in 2017, to reduce the amount of sugar present in processed food. Brazilian taste is nonetheless more used to products with higher sugar content, and generally rejects harsh cuts in marketed products.

Such examples reveal that changes must take place and are effectively in progress.

Will brands manage to “reeducate” consumers to get used to such changes – the same consumers who, in the past, were encouraged to choose practicality over healthiness?

Will gradual transitions be necessary to meet such demand for healthiness in a real and sustainable fashion?

Will innovation surveys to develop sensorial experiences manage

125 | to bring consumers closer to products with a new – and real – natural edge?

Possibilities are far from few.

The time has come to debate such matters, not only to meet said new market requirements, but also to work with a more sustainable development of new products and position the brand to the benefit of public health.

It is necessary to disconnect fastness from healthiness

Unfortunately, all things natural/healthy are on the other end of all things practical. Bringing both paradoxes together in the same campaign results in disbelief.

The market has made several efforts to this end, in order to meet the need for more sustainable products. However, are people ready to embrace such changes – despite such demand having been generated by consumer experience itself?

The Brazilian Ministry of Health and the Brazilian Association of Food Industries (ABIA) have recently announced an agreement, which became effective in 2017, to reduce the amount of sugar present in processed food.

Brazilian taste is nonetheless more used to products with higher sugar content, and generally rejects harsh cuts in marketed products.

Such examples reveal that changes must take place and are effectively in progress.

Will brands manage to “reeducate” consumers to get used to such changes – the same consumers who, in the past, were encouraged to choose practicality over healthiness?

Will gradual transitions be necessary to meet such demand for healthiness in a real and sustainable fashion? Will innovation surveys to develop sensorial experiences manage

| 126 to bring consumers closer to products with a new – and real – natural edge?

Possibilities are far from few.

The time has come to debate such matters, not only to meet said new market requirements, but also to work with a more sustainable development of new products and position the brand to the benefit of public health.

127 | [ Watch Out! Seniors Are Also Your Target! ]

By Lis Vicentini & Carolina Teixeira, Ipsos Marketing

Age Pyramid Inversion: Brazil Is Getting Old

Every brand has a target, or the consumers towards which all communication and marketing actions are targeted. Nowadays, though most companies focus their efforts on the younger age groups, such strategy goes against and opposes Brazil’s demographic trend.

The Brazilian population has been undergoing substantial transformation in its age demographic structure. The population pyramid as generally known – triangular with a large base – has given room to an age pyramid comprised of an older population, including the reduction of youth and children and proportional increase of adults and seniors.

If the population’s annual rate growth of the past 10 years remains, at 1%, according to the data of the Brazilian Institute of Geography and Statistics (IBGE), the Brazilian population is likely to age twice as fast as the global average.

The inverse process is occurring with the younger population – aged 15 to 29 years – which has consistently decreased, having dropped from 28.2% in 2000 to 26.7% in 2010, and being likely to achieve 21.0% in 2030.

Nowadays, the Brazilian population aged 55 years old and above accounts for almost 20% of the GDP, and this number is likely to increase if the social security reform is approved. The social security deficit and the new rules proposed are not at stake here, or the public policies necessary to offer better quality of life to the new seniors. The fact of the matter is that the age group has been extended and “older adults” nowadays have more vitality and actually stands for a new phase in life, preceding the “senior citizens”.

| 128 Who are these adults, in terms of attitude and behaviour? One of the challenges involved in such answer is that several perceptions and common affirmations relative to the elderly are based on long-gone stereotypes.

It is clear that today’s elderly and those of the near future are not the same as those of 20, 30 years ago. To begin with, they are healthier. According to the WHO Global Report on Ageing and Health, the likely process is for healthier ageing, including maintenance of functional abilities to prevail.

Health is an essential factor for the success of the increased longevity, and the “seniors” are marked by great diversity, which in turn is reflected by genetic heritage, physical and social environment we live in and which affects health and influences opportunities, decisions and behaviours. Nowadays, it is possible to find adults aged 80 and above with physical and mental capacity levels comparable to those of far younger people. The fact of the matter is that advanced age no longer implies dependence or decadence that are generally stereotyped.

There are more seniors – and they’re online

A commonly used argument to back the existing barrier between brands and this audience is that it is hard to connect to and engage such consumers. This scenario has increasingly changed. Seniors were not mobile, but the Baby Boomers have grown and are fighting stereotypes!

According to the IBGE data (2016) on people aged 60+ years, 97% have mobile phones, 66% have internet access and use for social media and purchases and 45% purchase online.

Though they are digital, the difference between millennials and the Generation X is that they still do not see the internet as a two-way street. They understand and absorb content, though with no replies.

129 | Are brands afraid of getting old?

Considering the group of brands we currently have greater contact with, most have been around for 80, 70 or 60 years. It is rather surprising that “young faces” appear on their campaigns.

However, those who once were young and are current seniors have not stopped consuming. The difference is that because they are far from the eyes of the brands, they do not relate to them anymore. According to IBGE (2016) data, 45% of the individuals aged 60+ claim to have a hard time finding services for their age group.

Brands still do not have a campaign for this audience, or any portfolio or communication, for that matter. In general, these are brands or products with an anti-ageing flare that actually perpetuate the image of “age group” youth. It is necessary to take one step ahead.

If we remain stuck to this general stereotype of youth as the ideal consumer, it is necessary to reflect on the following – are brands afraid of getting old?

Nowadays, youths are seen as the door to the consumption world, as well as influences. As a matter of fact, this is not wrong. Youths are the audience who begin independent consumption (without their parents’ help), are more engaged and research- oriented. Such understanding neither invalidates nor decreases the relevance of seniors as consumers.

The current market challenge is thus to attract youth and maintain those who have aged. Youths are dynamic and keeping them in constant movement is of the essence. In turn, for the seniors, consistency is key.

“Me generation” – ‘Self-fulfillment/realisation’ generation, the baby boomers, generation that is about to become the new seniors, who enjoy being praised for what they have done and their trajectory. It is therefore essential for brands to focus on their experience, and not on their age. #letsgo? The first step is to better understand the needs and motivation of this audience, and therefore include them in the brand strategy.

| 130 [ No Such Thing as Crisis in the Pet Industry ]

Managing to maintain slow and steady growth is not a simple task for any industry, especially amidst an economic crisis. As such, the pet industry is a source of sound learning examples and inspirations for brands in general.

Between dogs, cats, birds, fish and other pets, Brazil has a total of 132.4M animals under the care of loving human beings. Dogs account for 52M of the figure; there are a total of 38M birds and another 22M cats. In addition to the substantial number of pets, which in itself already represents a vast territory to be explored, the pet industry has projected further growth because of the change in the guardians’ behaviour – a new paradigm that has been on the rise in the past decades and which will increase pet- related expenses to a whole new level.

The growth of the pet industry has stemmed into different segments, such as food, supplies and accessories, vet care and grooming services, which has thus resulted into innovative products and services, as well as such complex segmentation – ranging from mass, to premium and luxury products – to the extent of becoming rather close to that of products and services humans use.

Though the Brazilian Pet Industry Association (ABINPET) has admitted the Brazilian economic crisis has affected the industry, it has maintained the growth forecast for the following years. In 2015, such increase exceeded 7%, having slightly dropped to 5% in 2016, which did not prevent the market from grossing BRL 19.2 B in the year, according to ABINPET President and CEO, José Edson Galvão de França.

The aforesaid results are largely attributable to animal food, which accounts for 67.5% of such sales, followed by grooming services (16.3%) and the sale of supplies, vet care and accessories (8.1%). OTC medication also accounts for 8.1% of the sales. The billions per year in sales in fact represent the change in the paradigm of relationships between humans and animals, which decades and

131 | centuries ago, used to have specific roles to complete and would hardly come close to the emotional reality of the families with pets today.

My pet, my baby

Pets have become the subject matter of deep affection and intensive dedication of their guardians, and also represent emotional support, trust and a safe exchange of affection, in a context that is increasingly marked by uncertainties and difficulties. Pets therefore became a type of “safe emotional outlet”, playing roles of substantial relevance in people’s lives. For instance, for the millennials, having pets is an alternative to paternity and maternity.

In turn, for the other generations, such as the baby boomers and Generation X, pets are oftentimes an alternative to fill in the void caused by the empty nest syndrome, as kids grow up and leave the household.

In what concerns the assessment of Brazilians’ relationship with their pets, the establishment of different ties appear to be even more obvious in other recent qualitative studies.

Pets are currently deemed important family members and are treated with extreme respect.

People have developed strong connections to their pets and the more intense the closeness between species becomes, the greater the trend of associating human characteristics to them, what referred to as anthropomorphism.

It is precisely for this reason that when assessing the online references to the matter in the past year, based on the Ipsos framework of motivational assessment, Censydiam, we have found terms that are largely related to the domains of belonging and security, in which nouns such as care, devotion, trust, commitment and verbs of the likes of to protect, love, trust and oftentimes, pamper and spoil, take the lead in building this scenario.

| 132 The highly emotional relevance of pets directly reflects on the expenses allocated for their care: the greater the emotional meaning of the pet and the guardians’ tend to incorporate anthropomorphism in his/her relationship, the greater the willingness to set aside funds for their well-being.

Such dynamic therefore increasingly favours the profusion of new pet-oriented products and services, such as boarding (day care centres, hotels and spas), membership programmes for delivery products, special diets and vet care (pet insurance, for instance), among others – despite any economic hardships faced.

As a matter of fact, other Ipsos surveys reveal that the pet lovers are consumers of the A, B and C classes distributed among different age groups, who see themselves as guardians, tutors or fathers/mothers of their animals. In other words: though the purchasing power may change, the effort to promote the best conditions for one’s pet goes through all demographics .

Though the pet market already works well with the emotional connection between guardians and their pets, there is still room for the development of new solutions and means of communication that also explore such ties.

Much like dealing with children at an early age, as considering everyone is always on a tight schedule nowadays, being practical is key when it comes to taking care of one’s pets.

Guardians look for the best solutions and will make any effort necessary for the pet to be healthy and happy, projecting their success as “owner” or “guardian/mother/father” to their social circle, and perhaps even transferring their insecurities about the quality and quantity of time spent with the animal to the money spent on high-quality products and services – compensation mechanism typical of parental absence in post-modern times.

Additionally, there is also room to go beyond and offer products and services that cater to other transversal needs to different categories, such as healthiness, mobility, connectivity and sustainability, for instance.

133 | Considering the aforementioned relevance of the category, all macro-trends are likely to hit the pet industry.

Finally, prosperity in the pet industry may also be a motivation for other industries. Digging deep into consumers’ needs or motivations help brands connect to their essence and such demands as accurately and effectively as possible, thus creating emotional ties as strong as those established between pets and their parents – no quotes needed for this last word.

| 134 [ How the technologies change the game ]

137 | [ Live; Aqui e Agora ]

It hasn’t been long since the cellphone was created and people were able to call from a mobile device, opening a whole new range of possibilities, and changing the way we communicate.

But the amount of changes and new technologies in such a short time is something that will dazzle any historian. What started with a simple function of calling someone from a mobile device, kept getting newer models and devices with more and more functions and improvements.

From adding simple games into the cellphone for entertainment (like the iconic snake game) to improving physical characteristics, such as the weight and size of the device, the cellphone was able to drastically change the way consumers communicate and socially interact with each other, as well as with brands, in a really short time span.

By Cassio Suplicy Vieira Neto, Ipsos Marketing

A quick recap

To understand how Brazilians’ social behaviour has changed since then, one just need to quickly recap what has been the popular tools for mobile phones in the past 25 years. In Brazil, the cellphone story started in the beginning of the 1990s, and at first was used only for calls. But then the possibility of texting was added a few years later, which only got popular in the beginning of the 2000s. This innovation by itself already changed a bit the way Brazilians communicated, but a few years later, the smartphone came and gave them the possibility to use the internet wireless from anywhere, which in turn propelled the use of social media, like Facebook. After the creation of social media like Facebook, a lot has been done to improve the quality, speed and use of communication through videos and pictures.

With a faster internet connectivity and better cameras, social media like YouTube, Instagram, Periscope and others,

| 138 became more widely used. Even apps that started only with texting, like WhatsApp, later offered ways to communicate through videos, sounds and pictures. Now, with so much content poured into consumers’ news feed, other apps such as Snapchat, with an idea of temporary content, have gained space, making players like Facebook and WhatsApp to create tools for users to post temporary status that come and go with images or videos. But is not only the temporary content that gained space after the saturation of content created by the news feeds and statuses. Live videos, also gained the attention of Brazilians, and consequently the attention from the social media players as well.

Nevertheless, even though social media platforms with temporary content gained popularity almost at the same time as live streaming, they both became more popular for different reasons. While the idea of temporary content offered an attractive escape from the overloaded amount of data and language consumers are exposed on their daily routine, the live streaming offer was a response to a trait that Brazilians have now and is getting more and more deeply present in their personality; they are impatient and increasingly more demanding.

The more technologies we have, the more we are demanding

One way to summarise what has happened and why people are so demanding and impatient with service providers is to say that technology and innovation spoiled our society.

The advances and the benefits of a faster internet and all the other tools created to make life easier, definitely did in fact improve peoples’ lives, but they now expect all the other things that companies offer to have the same quality standard and to be error-free. And no one can blame consumers for being like this, they know it’s possible, they know it’s doable, so why do they need to put up with anything that makes them to have to wait longer or give them more hassle?

These characteristics of anxiety, impatience and high demand,

139 | together with the increasingly faster pace consumers live in, brought the need to experience the content they are interested in at first hand.

They don’t want to wait to hear from someone else, they don`t want to see a tape from a live event, they want to be there, to experience the sensations and feelings at that time and place, not from anywhere else. This is why apps offering live broadcasting and streaming, are getting more widespread. Augmented reality increases the desire of emotions

These types of apps are not the only ones getting created starting from this need. Apps of augmented reality and virtual reality offer the possibility for consumers to have a better feel of what it would be like if they were at the place they are looking at, experiencing and living the environment as if they were really there.

The increasing use of drones, for example, can greatly represent this concept of better experiencing places, feelings and sensations through the use of additional cues that, consumers by themselves, cannot achieve. This type of possibility is something completely new for consumers and, when grouped together with the impatience and anxiety consumers are feeling more and more, can explain the success and popularity of these apps and technologies.

However, with this hype around new technologies, consumers are starting to use technology to create a lot of content and much of this content is never used, appreciated or shared, and ends up being just more content out there being poured to other people’s news feeds.

Content that could be better used, enjoyed and could be more meaningful, is just thrown out there, never being really relevant, and becoming some wasted footage or picture.

Thus, it is easy for brands to get lost in this ocean of possibilities

| 140 and produce irrelevant content for consumers, that don’t really create any emotional connection with them. It’s not because the technology itself is innovative that the content that brands produce in these channels will be innovative and relevant as well. And, brands are not the only ones interested in live streaming and augmented reality; politicians are also using live streaming apps to broadcast interviews to radios; soccer clubs are using these apps to broadcast games, like when the derby in Parana between Atletico Paranaense and Coritiba was broadcasted live through social media.

Companies like Red Bull, Itaú, Old Spice and Coca-Cola have already invested a lot of resources in Brazil on live streaming or augmented reality, with Red Bull being one of the biggest users of these technologies to connect with their consumers. L’Oréal used augmented reality and virtual reality to speak with consumers about the Solar Expertise sunscreen. In a video that attempted to connect with the viewers, using the endorsement of the famous actress Juliana Paes, consumers could see the 360 degree video and experience it through virtual reality as well.

Faber-Castell also used augmented reality to launch a new coloured pencil collection which was more environmentally friendly. In the action, they made every colour of the collection become an animal of the Brazilian fauna that could be digitally painted and shared later on. The action aimed at impacting parents and children as the brand knew his target had access to apps and technology.

Maybe the best example of brands using these new technologies is Samsung using Virtual Reality to help consumers lose their fear.

The action called “#BeFearless” encouraged consumers to lose their fear, like the fear of heights, by first facing it in a safe, but seemingly real, virtual environment so they could later go in the real environment and beat their fears. This action is brilliant because it does not use the innovation in an unplanned way, just for the sake of showing a new gadget (like many brands do with these devices).

141 | It truly creates an emotional connection with consumers, by helping them face something very personal and unique to them: their fear. As a result the company has not only been viewed as innovative, engaging and leading, but also as a brand close to consumers, helping them achieve challenges.

This is what brands should be looking for when using these devices and technologies in spite of doing whatever seems cool or funny. They should genuinely attempt to create an emotional connection with their consumers, so they can be unique and relevant for them. Otherwise, the content they produce will be just more content, consumers won’t really pay attention, and the money invested in these actions will be wasted.

| 142 [ Wearables: How to Use the New Trend to Boost Your Brand? ]

People are increasingly connected nowadays, actively taking part of online social life, and consequently producing significant volumes of information. According to the International Telecommunications Union (ITU), there are over 3.2Bn internet users worldwide. Fifteen years ago, there were “only” 400M.

Brazil is part of the group of 79 countries in which more than 50% of the population has internet access, though there are differences in terms of how the internet is accessed. Only 11.5 out of 100 Brazilians pay for wired broadband connection. When added mobile broadband access, the number jumps to 78.1, also according to the ITU report.

Considering the information collected via wearables, several companies have realised such devices represent a way to come closer to the consumers, for such information may be used to directly influence results.

According to Christie Wilcox, of the Cellular and Molecular Biology Department of the University of Hawaii, almost everything happens online. Any post or publication has the potential to reach a huge amount of people. In order to have an ideal of the real impact of a given post, consider over 680,000 updates are shared on Facebook per minute; one hour of new video footage is uploaded to YouTube every minute; and Twitter receives 4k new tweets per minute, it is clear that it is possible to connect to thousands of people with a single tweet, but also choose to interact with a given group in one day.

Considering the potential available online and the substantial number of new wearables under development, the market expects to gross sales of USD 19Bn in 2018, according to the survey conducted by Statista Staff (2015). What exactly are wearables and what may they represent for the brands?

143 | By Alessandro Martins Alves & Thiago Graça Ramos, Ipsos Marketing

Wearables are ‘wearable technologies’

In other words, technological devices that users may wear and use in daily activities.

Companies are running fast to further the greatest number of items intended to maintain user connectivity in the simplest objects.

Several companies are currently working on the development of new technologies; as such, before brainstorming on what brands can do to work with their consumers, it is necessary to understand the wearables available nowadays. Below are a few examples of this technology:

• Glasses: developed for users to interact in increased reality. Google Glass was the first product to be developed and was launched in 2014; • Watch: device developed to add smartphone functionalities to a regular watch, thus making user’s life easier, for it is only necessary to take a gadget to one’s daily activities. • Jackets: the clothing item is entirely connected to the smartphone, so that users do not need access to the phone for all functions are voice-controlled, rendering the clothing item highly functional especially for those who are exercising or cannot use their hands, for some reason. Google and Levi’s are developing the first model as a joint venture.

In addition to the aforementioned wearables, there is also a new class of hybrid products, in other words, gadgets attached to items such as rackets, sneakers, etc., which connect to smartphones or computers and which are responsible for collecting information.

Below are some examples of hybrid wearables:

| 144 67 http://idgnow.com.br QardioCore. QardioCore is an ECG monitor designed that continuously measures heart rate, breathing rhythm and physical activities, and then syncs such information to the user’s smartphone via an app compatible with Apple’s HealthKit .67

Smart Tennis Sensor for Tennis Rackets. Sony-developed sensor that can be attached to certain rackets, which transfers information to a smartphone, to help players improve performance and measure their behaviour during a match.

The sensor analyses several movements, ranging from number of serves to speed thereof, and impact and speed of any hits68.

68 Source: http://www.sony.com

LG Smart Fridge.

Microsoft and LG developed a fridge with several resources to help in the use thereof in everyday life. Such resources range from showing a calendar with daily tasks, to family pictures and images on the display, to the assessment of the content stored in the fridge, thanks to the use of cameras operated via a smartphone based on the Windows 10 operating system. Additionally, the fridge also manages the expiry of the different products and activates purchase lists online.

145 | Innovation and loyalty, a challenge!

How will brands position themselves, considering such substantial pursuit of innovation and new technologies, and what should each brand do to increase share and consumer loyalty?

These are crucial questions, because the use of any such wearables or hybrid devices implies producing information that is stored in the smartphones, and may in turn be used in one way or another.

Information Security When it comes to new technology, people oftentimes have several questions with respect to information security and user privacy. Increased connectivity and information access exposes users, and makes it easier for users to fall to theft or kidnapping, especially because the information is sent via Bluetooth technology. Such windows increase user vulnerability, allowing unauthorised people to access and use the information.

Wearables Market The wearables market has been on the rise. According to a 2015 Ericsson survey, 14% of the interviewees used some type of wearable, whereas the number had already reached 30% of the interviewees in 2016.

The same survey revealed that most of the wearables are focused on sports activities; from 2013 to 2016, the sales of companies producing sports wearables jumped from USD 1.6Bn to USD 5Bn. In addition to the sports segment, demand is increasing in two other areas: health and security. Brazilian users are highly interested in security, because of the increased violence in the cities.

There are a few Brazilian companies that are about to launch wearables for this area, such as panic buttons, locators for the elderly with mental diseases and communicators connected to security centrals.

As for the health wearables, there are already a few gadgets available in the market, such as heart monitors or insulin monitors; there are also wristbands that purify water by using UV-lights.

| 146 Opportunities

In addition to the opportunities that are already under development, there are several other possibilities to come up with new tools. The best opportunities do not lie on the sale of the device, but on marketing services and using the information collected.

It is worth mentioning that a watch, phone, heart or pressure monitors will be replaced every two or three years, whereas the information produced thereby may be reused to generate opportunities for the companies.

Companies may use such information to customise their services, identify needs to be catered to – or even new ones, which consumers are completely unaware of.

Certain brands have already managed to work with sensors and benefit from them, as is the case of Rolls Royce, Thyssen Krupp, Nike, Apple, Facebook and LG, among others. Thanks to its Nike Run app, Nike can read distances each user runs and use such information to activate a marketing campaign targeted at encouraging users to buy new sneakers or even new accessories to boost their performance.

Apple, in turn, not only sells devices (phones, tablets, watches, etc.), but also offers services such as cloud storage and music download.

Rolls Royce and ThyssenKrupp use sensors in elevators and aircraft turbines to monitor and detect possible problems for users to focus on preventative maintenance, thereby decreasing costs and consequently increasing consumer loyalty.

Thanks to its Smart Freezer, LG identifies the consumer’s need to replace goods and proceeds to the online purchase thanks to a partnership with Mastercard. In the future, this may mean brands might have to communicate not only to the consumers, but also to other machines – said phenomenon is known as M2M (Machine To Machine).

147 | In view of the foregoing scenario, it is clear that companies are far more interested not in the wearables, but in the information produced thereby. Adequately using such information will be key for brand survival in an increasingly connected world that looks for personalised services and tailor-made experiences.

| 148 [ New formats, Realities and Artificial Intelligence: Where do you fit in? ]

The past, present and future technology and the impact thereof in our society

We live in a world in which modernisation, innovation and technology permeates several generations in different tribes and even in different civilised cultures. However, these same issues fit together, thereby strengthening an increasingly revolutionary mindset from the technological standpoint, giving rise to a common tension: insecurity.

Insecurity of being unaware of the destination, of the limits of the human brain, of losing control to a machine.

I N T E R V I E W Raoni França, Ipsos Marketing

To start with one of the main concerns, will a machine ever have such autonomy over us?

I would like to take a few steps back in time and refer to a cartoon character that was part of the childhood of many of you: Rosie Jetson.

For those of you who did not have the pleasure of watching the adventures of The Jetsons on TV, here it goes: the family used to live in some sort of future city, packed-full with flying cars and technological gadgets. The family also had Rosie, a robot, who was some sort of housekeeper of the future – according to the cartoon’s script – who took care of cleaning and other house chores, usually performed by other human beings.

We live in a planet in which “Rosies” not only help our everyday lives, generate a collective concern of making themselves so useful, so indispensable to the extent of possibly rendering

149 | us dispensable. Have you ever considered that the role you play in the company you work for could be occupied by a “Rosie”?

It does not seem like it, but for marketing and research professionals, this question seems to be ever so present.

Though market research seems traditional or “outdated” to many people, we all have our “Rosies” and they are taking up new shapes and formats, having achieved unseen proportions.

The purpose of this paper is to address such formats and experiences, which not only bring forth such questions, but are also transforming the modus operandi of market research.

How have you perceived this new trend?

Data is the new black!

The well-known Big Data is on the rise and has certainly consolidated itself as the future of the digital market. However, it is impossible to mention it without referring to certain tools and approaches that are more present in our lives than we imagine, such as passive monitoring, predictive analysis, “dashboards”, “machine learning” and the neural knowledge networks thereof.

Netflix VP Todd Yellin has recently declared, “Geography, age, and gender? We put that in the garbage heap” (http:// fortune.com/2016/03/27/netflix-predicts-taste/). Though his statement may be quite harsh for us researchers, it actually does make a lot of sense for the research dynamics they conduct. If you are a big fan of TV series, you have certainly heard of the cases of the latest Netflix-produced series.

A database is being fed with all your interactions while you watch your favourite series on Netflix; in other words, the system has stored your click on a given movie, series review – even if you did not watch it after all –, the time you spent watching another episode and even the times when you binge watched your way through an entire season. Based on this same rationale, your entire interaction with the platform was recorded. Exactly… You are being passively monitored by a

| 150 machine that translates your behaviour into codes.

Throughout the years, this solid and organic “database” – most commonly known as Big Data – was fed, generating an incalculable volume of data. What do we do when we have so much information? Basic research principle: we decode it. The behavioural information of thousands of viewers was brilliantly extracted in the shape of algorithms to identify behaviour trends, which results were then shared with screenwriters and filmmakers – as was the case with series such as House of Cards and Stranger Things. TV series containing everything you like to watch, without you having said a word. The result? Successful TV series!

After all, companies such as Amazon and Target have been working furthering with predictive analyses and machine learning. A 2012 Forbes article (yes, this was already being discussed in 2012) reveals how effective and assertive this practice is, at the same time. In essence, thanks to the assessment of the behaviour of pregnant women, Target analysts observed their consumption patterns, and as they looked for a given product in the website, they received offers with the related items in their e-mails. There was this case of a father, in the US, who rushed down to a Target store to ask a manager to 69 https://www. explain why his teenage daughter was receiving coupons for forbes.com/sites/ kashmirhill/2012/02/16/ cribs and baby clothes from the company, in her email. The girl how-target-figured-out- was in fact pregnant and had not told her parents – she had a-teen-girl-was-pregnant- before-her-father- looked up maternity and maternity products in the company’s did/#18d9dc836668 website.69

Coincidence?

Not at all! This is an example of content-based media according to predictive analysis and machine learning. A platform monitors your behavior and offers related items to you based on such “learning”. In turn, the financial market has used several dashboards to enable predictive analyses. In other words, this type of analysis anticipates the best action to be taken, at the right time, thanks to the accumulation of data and market behaviour.

Passive listening software also receives data – in other words,

151 | 70 https://www.wired. everything you say close to a device is stored into a database com/2016/12/alexa- and-google-record-your- in text format – as is the case of personal assistants such as voice/) Apple’s Siri, and others that literally record what you say, such as Google Home and Amazon Echo (the famous and enticing Alexa). This issue has also raised questions on privacy70 and supporting a wide and intense discussion by the defenders of human rights.

To what extent is such data storage method beneficial to understanding consumers?

As we dig deeper into the passive obtainment of data, there is a new movement of companies that transform data sensors available in smartphones and other devices (IOT – internet of things) into precious insights. Such insights allow companies to understand how their consumers live their daily lives, either anticipating or foreseeing their desires and consumption needs. Imagine using such platforms based on motivation studies (check out Ipsos Censydiam)? Imagine if your company were aware of your consumers’ motivations and could follow them in real time, on a daily basis, offering personalised actions based on a dichotomist combination of rational and irrational behaviours. How assertive and predictive could this be? Not to mention the long-term savings the marketing team would secure, right?

Further assessment reveals that there is nothing new or outdated in such pursuit of irrational behaviour. Among the many examples of data collection theories and methodologies, it is necessary to mention the principles of Daniel Kahneman71 71 Nobel Prize of Economics, 2011 and his noteworthy theory on Thought Systems 1 and 2 (where is fast, instinctive and emotional; and 2 is slow, deliberative and more logical). It is also worth mentioning neuroscience, the design thinking techniques, “jobs to be done” and even “behavioural science”, always contributing assessments based on cognitive science.

If you have never heard of the small Beacons, they follow the same purpose of pursuit of undeclared data. They have increasingly gained fans in the retail world, but may easily be included in research in several ways. These small location devices connect smartphone and tablet apps via Bluetooth to physical

| 152 triggers in any environment, which are capable of mapping out a client’s heat points and inertia (at a given place of the store), until organising ads and sales sent to costumers when they are about to see a given product at a store. These devices may perfectly be used to complement consumption journey studies (check out Ipsos LIFE Path) in order to obtain more accurate results with the use of less invasive technologies.

Could you tell us more about the new research format?

For instance, a recent article published in e-magazine Meio&Mensagem72 refers to the use of chatbots as a new research format. 72 http://www. meioemensagem. According to the article, an innovation consulting company for com.br/home/ brands and agencies has recently launched a market survey comunicacao/2017/04/11/ platform with special “researchers”, The Bots – a type of online chatbots-podem- se-tornar-os-novos- community on Facebook (check out Ipsos Online Community), pesquisadores-de- in which brands ask for surveys according to their needs and mercado.html target audiences.

Respondents interact with such Bots during the interview and may conduct up to six simultaneous surveys; users receive micro-rewards from the partner network as they answer the surveys, such as mobile phone credits and temporary Deezer subscriptions. This format is certainly still being complementary to market surveys, but it is undeniable that in some cases, this format is attractive for our clients and encourages consumers. In other words, when participants have access to a platform they are already familiar with and which is oftentimes socially dominated, only tends to generate more engagement.

The interesting aspect seems yet to come: the possibility of adding artificial intelligence elements to such platform to better interpret the data and further optimise the survey time.

Let’s see how it develops?

The truth is that such “data collectors” still depend on human interaction, whether to programme a software or to assess a database prior to any decision making. Perhaps this dynamic

153 | will soon be replaced by a progressive movement of concepts such as “neural networks of knowledge”- in which future “Rosies” will accumulate experience-based information into autonomous and intuitive learning.

To be honest, we cannot ignore this possibility, but we definitively have to start asking ourselves about its consequences (whether positive or negative) for our society.

If this is possible, where is it leading us?

Since we are talking about how technological progress brings forth new research formats, take a break and think of children playing videogames. It could be your son, nephew or even you, after all, the gaming market has been attracting fans of all ages and social classes.

The magic of this market basically lies in taking the player to a parallel universe where he makes choices, does what pleases him/her and does not have to follow the rules of the real world. The creative minds behind these games have a single mission: to entertain their audience as best as possible, and to transport them to an attractive and challenging unreality.

Games were developed in time to become as real as possible, and we are often amazed by the quality of the details and complexity of the narratives and characters.

The medical industry has been using such notions to treat phobias, for example. Arachnophobia, fear of flight and other traumas may be treated via virtual reality. Additionally, other studies on eating disorders and gambling addiction have also been developed in Spain using virtual reality

hen reality is not exactly where you are at, but where you are being taken.

The physician Cristiano Nabuco, of the Psychiatrics Institute of the University of São Paulo (USP) and head of the Perseus Institute of Virtual Reality has worked with such application in Brazil. He believes, “the brain is cheated by the mechanism.

| 154 When the environment stimulates the organ, the information is lead to the cerebral amygdala, which is where we make fast decisions. Such stimulus arrives two milliseconds ahead when compared to other stimuli directed at the cortex, which is where we make more complex decisions. As such, even if you know what virtual reality is, your brain reacts as if it were ‘real life’”. In other words, it is a very immersive and effective Airplane phobia treatment via virtual reality process that may be used in several areas.

Market Research Executives with excited minds looking for innovation: How about us?

Ipsos is developing methodologies and new survey formats based not only on virtual reality, but also on augmented reality (check Ipsos VR), in the US, Germany, Spain and Switzerland. Ipsos is currently rolling out its first projects/pilot projects in Brazil on such transforming realities.

Design studies are more appropriate for the use of such tools and a growing number of people is interested in them. Auto Car Clinics may be less burdensome and complex; our clients have requested studies on store layouts, product design and all sorts of other applications on a global level.

When it comes to virtual reality, for instance, it is possible to create several environments for your next agency, transport your consumer into a train prototype, allow consumers to easily see how a product will be placed at a supermarket aisle, in addition to other uses. Augmented reality may add information to a mockup, include furniture options at your store and also help test the impact of possible advertising actions using this technology.

155 | In essence, surveys with this transportation and augmented reality have already brought and will continue to bring even more benefits for our clients. Such benefits include cost reduction, planning optimisation, flexibility in the “development” of prototypes and mockups and even greater engagement of all the participants. After all, as previously said in this text, by stimulating our respondents with increasingly interesting methods, we have means to encourage them on raising their engagement in our studies.

The brands behind these devices are also looking for their “Blue Ocean” in this market.

Google launched the Google Glass promising the gadget would brilliantly replace the screen of your smartphone or tablet, but which have been discontinued – though the reasons therefore remain unclear. Next came Samsung and the success of its Gear VR, virtual reality glasses that offer a 360° immersive experience. Apple has recently announced its investments in augmented reality as its “Next Big Thing”. According to a Bloomberg article (www.bloomberg.com/ news/articles/2017-03-20/apple-s-next-big-thing), Apple has built a team combining the strengths of its hardware and software veterans with the expertise of talented outsiders. They believe augmented reality is easier to sell than virtual reality, in the sense that it may be easier to boost sales for being more accessible to consumers and less intrusive. It is undeniable that the users of such technologies will only win with this “fight”. So… “Let the games begin”!

It is undeniable that even the nostalgic Rosie Jetson would be impressed by such innovations and never-ending advances; after all, when we refer to these matters, it seems like there is no end to them, right? What if we integrate virtual reality, augmented reality, wearables and IOT?

This is precisely what the technology designer Keiichi Matsuda brings as a provocation in a very interesting video on his new vision of the future. He believes the result would be Hyper Reality, in which we are bombarded by stimuli wherever we are.

| 156 Sales, advertising, social media, instant messaging, in short, everything in a single, immersive, gamified and frontier-less device.

The truth is that we are not far from this unreal reality and the implications of this movement, though unknown, are a mix of progress, fear and uncertainty.

So in the future, the competition for a job will be a machine? Perhaps you were unaware of all these technologies and possibilities until now, right?

Let alone associate them to market surveys and an endless number of applications. However, you have certainly asked yourself about the impacts of such uncontrolled innovation, and where it is headed. Unemployment? For real?

Let’s consider future unemployment, or, the possibility of machines taking over the roles of humans as a watch out, and not as an immediate consequence.

Much like everything else in life, technological development has good applications and those we do not agree with.

In my opinion, our perspective on such advances must first be focused on asking simple questions: how can I benefit from this in my everyday life. How will the “Rosie” and new realities

157 | contribute with my projects and help my clients see things differently? How can a machine help me reach the top in a more substantial way?

Your position today may be occupied by a “Rosie”, but have you considered that thanks to such a fact, new roles, positions and work formats may be implemented, too?

Machines may help us understand data, but only human beings are capable of understanding people at an emotional level. Artificial intelligence may conduct predictive analysis based on database history, but it requires follow-up and conduction by a thinking professional. The new “Rosies” do not offer the empathy and relationship you have built with your clients, let alone work on creative, instigating and innovative projects.

I therefore believe we are far more than in an era of being concerned with a man vs. machine competition and replacement – it is time to prepare ourselves and concentrate on hybrid and increasingly connected work, which will be both interdependent and transforming. What about being part of this team?

| 158 [ Song ]

MESSY TRUTH

THE TRUTH THAT PREVAILS IS MORE LOYAL THAN A DOG TO CAESAR WHAT IS CAESAR TO CHRIST WHAT IS CHRISTIAN BECAUSE LIE WALKS IN THE FAIR AND IT KEEPS MAKING A MESS HEAVILY PERFUMED, MOVING ITS HIPS WHILE WALKS DOWN THE STREET FROM HAND TO HAND

THE LIE AND THE TRUTH ARE BOTH THE OWNERS OF REASON FIGHTING EACH OTHER SINCE MATERNITY AND WHEN SOLOMON ARRIVES TO CUT REASON BY THE HALF WITH HIS SWORD SEEING THAT THE LIE CRIES OUT LOUD AND BEGS FOR MERCY HE GIVES IT THE REASON

ACTUALLY LITTLE TRUTH EXISTS IN THE HISTORY’S STORIES IN THE MIDDLE OF THE LINE WHO WROTE IT CHANGE IT WHAT IS CONVENIENT AND DOES NOT ADMIRE SO MUCH LIE IN GLORIA STATION OF COURSE THAT IS TRUTH WHO PAYS THE TICKET AND THE OTHER CATCHES THE TRAIN

THE LIE, BELIEVE ME IS GOING TO MARRY THE TRUTH DISGUISES ITSELF AS A HINT TO CAST A SPELL ON THE TRUTH EVERYONE WANTS AN INVITATION THE CHAPEL WILL BE CROWDED TO SEE THE TRUTH BURNING THE APPETITE AT THE ALTAR

IN TRUTH GROWS ANGER LIE JUST DOES NOT CARE TRUTH SETS THE TARGET LIE SAYS AMEM WHEN TRUTH SHOOTS THE BULLET GOES AND COMES BACK THE TRUTH IS THAT IN THE GUTS OF ALL LIES TRUTH EXISTS

Lyrics and music: Chico Buarque and Edu LoboTM

159 | [ Conclusion ]

161 | [ Conclusion ]

Three main subjects stood out on this new edition of Flair Brazil.

The truth is cruel

Fake news, distortions, overreactions, denials, everything seems like an illusion or a great show. Brutal events move public opinion. The media’s news seem to be driven by the dismissal of senators governors and president, top executives’ arrests, scandals and revelations. It could easily be misled with a season of Netflix series House of Cards, but it is, unfortunately, the daily life of Brazilians. In many ways, reality has surpassed fiction.

The mask has slipped

Behind the appearances of beautiful words and stunning images, scandals and lies come to light, showing the most unflattering side: a filthy world.

Each person should be free to be him/herself

Traditional principles, rules, social codes, all of them have failed or have produced caricatures: male chauvinism and virility are not synonymous; mediocrity and honour are not compatible.

And, consequently, we see three results that impact society, as well as companies and brands:

1. Lost, disappointed, almost astonished, Brazilians distrust everything, from politicians to the media and private companies as well. The politically correct has run out reveal social media reveal and extreme statements and views. 2. It is no longer possible to pretend to be (or in fact to be) blindfolded. The time of national or personal self-created fairy tales is over. 3. New spaces of creation and co-creation have appeared and expanded. We mentioned in this issue the emergence and the claim for new beauty standards (afro-hair, for example), the

| 162 affirmation of sexual diversity with transgender gaining space in advertising and even in the opening ceremony of the Rio de Janeiro Olympic Games.

No doubt the moment of personal preferences has come. Demagoguery will have to find new artifices or new Carnivals to continue existing.

Sandra Zlotagora Pessini and Yves Bardon (July 21st, 2017)

163 | Creation: Ethane Production: dumppa | creative and fast solutions Ipsos editions July, 2017 Photo credit cover and intermediate pages: Shutterstock

| 164 [ The experts ]

Line 1 Line 3 (continuation) Line 5 (continuation) Henri Wallard Ipsos Marketing Ipsos Public Affairs Yves Bardon Alain Enya Danilo Cersosimo Alex Grönberger Alessandro Martins Alves Priscilla Branco Alexandre de Saint-Léon Carolina Teixeira Ipsos Brasil Cássia Lopes Ana Cássia Elias Mercante Cassia Matsumoto Marcos Calliari Our 34 experts are pleased to present Sandra Zlotagora Pessini Line 4 the forth edition of Ipsos Marketing Line 2 Ipsos Flair Brazil. Cassio Suplicy Vieira Neto Ipsos Connect Eduardo Faria Carolina Tonussi Thanks to their work, Fernanda Wajchenberg you can learn how to Cintia Lin Lis Vicentini take studies a step Luiza Pires Luís Fernando Abimerhy further in order to Natália De Lucca Malu Acedo discover the true values Raphael Cuartero and expectations Melina Mesquita of Brazilians, Ipsos Loyalty where assessment Guilherme Caires Line 5 meets intuition. Juliana Pinheiro Ipsos Marketing Line 3 Miriam Steinbaum Ipsos Loyalty Raoni França Ronaldo Maia Tania Cerqueira Soraia Amaral Thiago Graça Ramos