Green Marketing and Consumers in Brazil 1

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

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

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

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