Category Archives: O momento do Brasil

Projetos levam frases e arte das ruas para a internet

Duas páginas brasileiras em redes sociais levam mensagens das ruas para a internet. Da tradicional “você já abraçou alguém hoje?” a frases com peso político maior, como “Se votar mudasse alguma coisa, seria proibido”, o projeto Olhe os Muros exibe frases escritas em locais públicos em seus perfis no Facebook, Tumblr e Twitter.

A proposta é semelhante à do As Ruas Falam, que coleciona além de frases intervenções como a mudança do sinal de “Pare” para “Pire”. Há quase um mês no ar, o projeto, com páginas no Facebook e Pinterest,  já recebeu mais de 200 colaborações, incluindo imagens de outros países. Veja galeria com imagens dos dois projetos.



Life without a cleaner…but shouldnt that be a man cleaning the house?

Though not the the first article to touch on this subject in recent months, and despite the title being slightly misleading in that the overall number of domestic workers hasnt in real numbers decreased, the feature article in this week’s Epoca is one of the better written pieces exploring this social and cultural phenomenon here in Brazil. A series of changes in the national economy and in the values associated with education and different professions now means that more young women from less privileged backgrounds are seeking professions and careers with better prospects than those of their mother’s generation. This also reflect changes in the social classes which traditionally employed domestics – as they are questioning the values behind employing domestics as well as the increasing costs of such employees.

Despite the obvious economic issue underpinning this debate, the question of a shift in societal values is perhaps the most interesting part of the discussion. This must inherently include a consideration of how gender roles are changing in Brazilian society and how relationships to the ‘domestic’ are also changing rapidly. Brazilian men especially of the traditional middle class are not so unlike their European or North American ocunterparts in that they would appear to be suffering from something of an identity crisis at present. Though not directly questioned in the article, i always wonder how Brazilian men (especially those who have partners or wives who work outside of te home) feel about having female domestic workers in their living spaces. As it is often an area of the economy where women employ other women, the role and attitudes of men to the decision-making around domestic work is something which is perhaps not understood or questioned enough. Other studies and newspaper srticles have shown that Brazilian men are increasingly likely to share domestic tasks – but to how this might be changing broader societal attitudes to equality of employment opportunities is perhaps less evident. It was disappointing to see that in a recent UN Human Development Report that Brazil has a level of gender inequality mush worse than most of its South American neighbours and the number of elected female politicians in Brazil is one of the worst in the world.

Although and as the article highlights the real problem is that most domestics were far closer to the slave relationship than real employees – and the ‘them and us’ relationship was paternalistic at best, cruel at worst and in general inefficient and unproductive for the economy. However in a twist which again turns the whole ‘new middle class’ debate on its head, many of the economicall emerging classes now employ domestics themselves and this is what is really causing the squeeze in the labour market. The other interesting factor and one which is close to our hearts because of our ongoing ‘Brasil@Home’ project is the fact that the new dynamics mean that the old model of apartments with a separate space for the domestics – out the back as opposed to the upstairs / downstairs model of Victorian England – is now redundant and most people are reshaping the use of their apartments turning the ‘quarters’ of the maid into a spare storage room.

Happy Bithday São Paulo – plant something today!

As the clock ticks down to the 458th anniversary of Sao Paulo, im fully expecting to wake up to newspapers full of the annual think-pieces on the future of the South American megalopolis. The conquests and the battles ahead for this city of 13 million residents. As one of them im counter to the daily complaints about the cities lack of charm and community spirit and all round culture of fear and inhumanity in perhaps the most cordial society on the planet. One of the most striking features of the city for anyone crazy, foreign or poor enough to be a regular pedestrian in the city is just how little we as its residents seem to interact with our physical surroundings and prefer to allow them to confine and control us. In it against such a backdrop that any ideas for possible change, however small seems mighty attractive. There are a couple of other additional components to the backdrop of this birthday post for São Paulo. One being two or three articles I have recently read about the growing problem of obescity in Brazil. My wife informed me earlier this evening that she had heard a radio report in which the Brazilian army reported that soldiers reporting for their national service have DOUBLE the average body weight of their father’s generation. The second factor is that of food security. It is possible that today was the first time I had seen the issue raised in the Brazilian media but flicking through a recent copy of the ESPM magazine I stumbled upon a quote from an eminent Brazilian diplomat who saw this as one of the two most pressing issues for Brazil in the next two decades. And then of course there is the much bigger cultural frame of reference which must be considered.

Here in Brazil with our current economic climate, we are subject to a ongoing stream of media images and stories about the ongoing rise of our emerging consumer classes who are for the most part portrayed as PASSIVE, status fuelled, undereducated, materialists. While outside of Brazil there are ever increasing signs of a new consumer dynamic which fuelled by social media technologies and a desire to reconnect is creating a host of more collaborative consumption models as the idealism and hunger for action of Millenials is evident not only in the Occupy movement but also in the countless social business enterprises springing up around the world which seek to promote a more ACTIVE consumer model. Just as optimistic Brazilians seek to claim their moment in the sun as yet another international magazine discovers the Brazilian success story one has to ask if Brazil hasn’t missed the train once again. Isolationist Brazil once again it seems might be doomed to be left behind again as societies and economic models elsewhere move on, much as happened post slavery and again pre-BRIC.

So, it is against this backdrop that I wish to give to the city of São Paulo a small gift – a simple internet link to a site for a community food programme small village on the borders of Lancashire and Yorkshire. The Todmorden ‘Incredible Edible’ scheme started out with a very simple premise and one which the simple thought of introducing to São Paulo makes me question my sanity. It is one of a number of new food related consumer models featured in the BBC Radio Food Programme which you can listen to here. In simple terms my fellow Paulistanos we need to reclaim the city by planting food. Everywhere. Reclaiming all those dirty, urine stained underpasses and scruffy cracked pavements to plant food. Simple as that. Plant the food and let it grow and then somebody, potentially your neighbour will come along and eat it. The scheme has seen a wide range of social effects not only in terms of training and educating people but also create a sense of community both via the schemes online and offline activities. The scheme has also started to gain international recognition as a possible model for urban planning on a human scale.

By the way I have already closed my ears to all those screams of “Gringo…that could never happen here… you don’t understand how this country works”. Believe me I have been to Todmorden and if it can work there it can work here. Im not saying we can reduce obescity or reclaim cracolandia but what if? What if people actually started to take a little notice of their neighbourhood and planted something which they and their neighbours could eat. What if they actually spoke to their neighbours. So the next time you are wondering through Bom Retiro and come across a small patch of Basilico or some tomatoes on the vine – help yourself!

Inside the New Brazil

As part of our recent participation in London at the Marketing Society’s Global Leadership event, we created a small video from some of the interviews we have been conducting with brands here in Brazil exploring some of the opportunities and challenges for companies seeking to take advantage of the economic opportunities here in Brazil. This is just a small selection and we will be posting some more of the material in future weeks. We look forward to your thoughts and feedback!

Marcas Brasileira for Export…maybe

No final de Novembro, vamos fazer uma apresentação em Londres para o evento ‘Global Leadership’ de The Marketing Society, o assunto… o Brasil e como as marcas e Publicitarios ingleses podem entender melhor o mercado e marcas brasileiras. Por isso gostamos o artigo de Marili Ribeiro no site da Estadão sobre ‘Marcas Brasileira for Export’

O que esta cada vez mais acontecendo é uma conversa maior entre as marcas, produtos e publicitarios de fora com as aqui no Brasil, claro. Mas por cada uma Africa (agencias de publicidade buscando presencia fora do Brasil) tem 3 ou 4 Wieden and Kennedys chegando aqui.  Achei o exemplo de Havianas interresante mas bem diferente do que os exemplos de outras marcas procurando um espaço la fora. Havainas foram descobertos aqui no Brasil pelos gringoes (inclusive eu). Qualquer estrangeiro 15 anos atras voltou ao seu pais com uma mala cheia de Haivanas para amigos e comecamos vender nos mercados (tipo Spitalfields em Londres). Logo depois lojas como Office começou buscar canais de importar de Brasil e explorar essa tendencia. Alpargatas, na minha opinião demorou e perdeu muito a oportunidade de criar a marca fora do Brasil bem antes de 2007. Também vale a pena lembrar como Brahma tentou entrar na Europa uns anos atras… cerveja fraco deu fracasso. O pais não tem inimigos porem ser marca brasileira não é suficiente!

Brasil, uma boa influência.

Uma pesquisa realizada pela BBC World Service Poll apresentou resultados interessantes sobre a visão que pessoas de outros países têm sobre o Brasil. A pesquisa busca montar o ranking das nações que são vistas como “boas influencias” para o mundo. Segundo a BBC, o numero de pessoas que vêem o Brasil como uma força positiva esta aumentando rapidamente nos últimos anos. O pais é visto positivamente por 49% das pessoas entrevistadas, numero que aumento de 40% na pesquisa do ano passado. Foi o país que mais subiu no ranking se posicionando atrais de Canada, Alemanha e o Reino Unido.

Segundo a matéria do site da BBC o pulo no sucesso do Brasil acompanha a transição democrática da presidência de Lula da Silva para Dilma Rousseff e, ainda, a força ganhada pela classe media do país.

A resposta ao Brasil foi predominantemente positiva na maioria dos países pesquisados. Os únicos dois que países que não apresentaram uma visão predominantemente positiva do Brasil foram a Alemanha e a China.

É interessante notar como o Brasil é percebido positivamente pelos países do continente americano e na maioria dos países da Europa ocidental. Para mais informação sobre como a pesquisa foi realizada e quais países foram incluídos basta seguir o link da fonte.

Ainda, gostaríamos de ressaltar que nos interessa pensar como eventos como os que aconteceram em Londres nas ultimas semanas irão afetar os resultados de este tipo de pesquisa e a forma em que enxergamos o Reino Unido. Observamos muitos comentários nas redes sociais sobre como estes eventos afetaram a confiabilidade do país para realizar as olimpíadas. A The Listening Agency realiza quinzenalmente um briefing sobre as olimpíadas de Londres 2012, vale a pena dar uma olhada.

FONTE: Brazil and South Africa more popular – BBC poll