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  • 1. SON H O B R A SILE IRO B O X 1 8 24
  • 2. BOX 1824 is a global researchcompany focused on mapping trends and consumer insights. Our projectsare tailor-made and seek to develop a new vision and understanding ofsociety, unveiling trends and spotting emerging socio-cultural behaviours.
  • 3. B R A Z I LI A N D RE AM B O X 1 8 24 ‘Brazilian Dream’ study main findings
  • 4. B R A Z I LI A N D RE AM B O X 1 8 24 // Why 18-24 and why Brazil // The Brazilian youth dreams // A‘New Collectivism” // Behaviour drivers // Bridge -youth // Brazil’s vocation map
  • 5. B R A Z I LI A N D RE AM / DRIV E RS B O X 1 8 24 Brazil’s economy 6th largest economy Natural energy resources Low rates of unemployment Demographic bonus
  • 6. B R A Z I LI A N D RE AM / DRIV E RS B O X 1 8 24 Brazil’s issues Brazil cost Education Infra-structure Social inequalities
  • 7. B R A Z I LI A N D RE AM / DRIV E RS B O X 1 8 24 A study about Brazil and the future from the perspective of 18 to 24 year-old youth.
  • 8. B R A H LI B R D RE AMSONZ IO A N A SILE IRO B O X 1 8 24 a new 18-24 Brazil UNPRECEDENT COMBINATION a new generation
  • 9. B R A Z I LI A N D RE AM B O X 1 8 24 PRIMARY INFLUENCE CENTER 18-24 26 million Antennas for picking up the “spirit of the time”
  • 10. B R A Z I LI A N D RE AM B O X 1 8 24 QUALITATIVE PHASE QUANTITATIVE SURVEY 1784 interviews 04 cities Representative sample of the current Brazilian youth population: A, B, C, D and E CLASSES 173 cities 1200 field / group interviews 18 - 24 23 states
  • 11. B R A Z I LI A N D RE AM B O X 1 8 24 INDIVIDUAL DREAM
  • 12. B R A Z I LI A N D RE AM // YOU TH S B O X 1 8 24 PROFESSIONAL FORMATION AND HOUSE OWNERSHIP MONEY 15% EMPLOYMENT 9% 55%
  • 13. B R A Z I LI A N D RE AM // YOU TH S B O X 1 8 24 55% 24% THE PROFESSION OF MY DREAMS 16% PROFESSIONAL WORK FORMATION AND (FUNCTIONAL MATTERS) EMPLOYMENT 15% STUDY FOR A PROFESSION
  • 14. B R A Z I LI A N D RE AM // YOU TH S B O X 1 8 24 55% 24% 04 THE PROFESSION OF MY DREAMS BE AN ENTREPRENEUR / ADMINISTRATOR / SET 16% UP MY OWN BUSINESS PROFESSIONAL WORK FORMATION AND (FUNCTIONAL MATTERS) EMPLOYMENT 15% STUDY FOR A PROFESSION
  • 15. B R A Z I LI A N D RE AM // YOU TH S B O X 1 8 24
  • 16. B R A Z I LI A N D RE AM // YOU TH S B O X 1 8 24 79% DON’T GO TO COLLEGE
  • 17. B R A Z I LI A N D RE AM // YOU TH S B O X 1 8 24 79% DON’T GO TO COLLEGE 77%GO INTEND TO TO COLLEGE
  • 18. B R A Z I LI A N D RE AM // YOU TH S B O X 1 8 24 77%GO 79% A/B CLASSES 79% 77% DON’T GO TO C CLASS COLLEGE INTEND TO 74% TO COLLEGE D/E CLASSES
  • 19. B R A Z I LI A N D RE AM // YOU TH S B O X 1 8 24 IMPORTANT MIND SHIFT
  • 20. B R A Z I LI A N D RE AM // YOU TH S B O X 1 8 24 INDIVIDUALISM 1950 1980 1960 1990IDEALISTIC DREAMS POSSIBLE DREAMS 2000 1970 2010 COLLECTIVITY
  • 21. B R A Z I LI A N D RE AM // YOU TH S B O X 1 8 24 20% 50% Youths more connected to individualistic discourses Youths more connected to 30% collective discourses Youths more connected to moderate discourses
  • 22. B R A Z I LI A N D RE AM // YOU TH S B O X 1 8 24AREAS THEY ARE 31 CULTURE/ART (THEATER, CINEMA, DANCE) 29 ENVIRONMENTWILLING TO TAKE 70% 26 EDUCATION 25 SPORTPART IN 19 TECHNOLOGY 11 ETHICS / SOCIAL RESPONSIBILITY 11 RELIGION 7 POLITICS 7 ECONOMY OF YOUTHS STATE THAT THEY WOULD LIKE TO TAKE PART IN COMMUNITY PROJECTS
  • 23. SON Z IO A N A SILE IROB R A H LI B R D RE AM B O X 1 8 24 DRIVERS
  • 24. B R A Z I LI A N D RE AM / DRIV E RS B O X 1 8 24 A NEW WAY OF THINKING ABOUT THE WORLD The culture of “and” NÃO-DUALISMO instead of “or” NON-DUALISM
  • 25. B R A Z I LI A N D RE AM / DRIV E RS B O X 1 8 24 A NEW WAY OF RELATING TO THE WORLD HIPERCONEXÃO HYPER-CONNECTION The amplitude that emerges from the power of networks
  • 26. B R A Z I LI A N D RE AM / DRIV E RS B O X 1 8 24 200mi 80mi population internet users 3 hours 28% 8% 10% smart a day broadband mobile phones
  • 27. B R A Z I LI A N D RE AM / DRIV E RS B O X 1 8 24 A NEW WAY OF ACTING IN THE WORLD MICRO- MICRO-REVOLUTIONS Multiple silent revolutions change the world slowly REVOLUÇÕES and gradually
  • 28. B R A Z I LI A N D RE AM / DRIV E RS B O X 1 8 24 EXAMPLES OF HOW THE GENERATION CONNECTS THE DRIVERS 92% 79% 68% 85% believe that their actions can believe that it is possible to would like local culture believe that the Internet change society make a change in and global contributes to politics from acts culture to mix their learning in their daily life
  • 29. B R A Z I LI A N D RE AM // YOU TH S B O X 1 8 24 WHO’S ACTING TOWARDS THE COLLECTIVE DREAM?
  • 30. SON H O B R A SILE IRO B O X 1 8 24 BRIDGE-YOUTH A new kind of influencer
  • 31. SON H O B R A SILE IRO B O X 1 8 24 BRIDGE-YOUTH 8% OF YOUNG BRAZILIANS (AGED 18 TO 24) ARE BRIDGE-YOUTHS
  • 32. SON H O B R A SILE IRO B O X 1 8 24 BRIDGE-YOUTH //POLLINATORS //INTEGRATORS / DIALOGUERS //MULTIPLE CAUSES //KNOWLEDGE BUILT BY EXCHANGE Brazilian Dream
  • 33. SON H LI B R D RE AM //B R A Z IO A N A SILE IRO YOU TH S B O X 1 8 24 BRIDGE-YOUTH Responsibility for the collective Protagonism Real heroes
  • 34. SON H LI B R D RE AM //B R A Z IO A N A SILE IRO YOU TH S B O X 1 8 24 JOVEM-PONTE Pragmatic optimism Networked, in a collaborative way
  • 35. SON H O B R A SILE IRO B O X 1 8 24 BRIDGE-YOUTH COORDINATION OF THE MOVEMENTS 53% 60% ORGANIZATIONS PEOPLE
  • 36. B R A Z I LI A N D RE AM // YOU TH S B O X 1 8 24 BRIDGE-YOUTH WHO’S RESPONSIBLE FOR CHANGES IN SOCIETY? THE GOVERNMENT 62 MY GENERATION 39 SCHOOLS AND UNIVERSITIES 35 MEDIA 29 MYSELF 29
  • 37. SON H O B R A SILE IRO // O JOV E M B O X 1 8 24 TAHÍS, 24, RIO DE JANEIRO Focus: citizenship and social inclusion Graduated in Social Science, and a post-graduate student in Políticas Públicas At 11 anos, created a “toy library” Coordinates and NGO dedicated to the intelectual development of young people. Núcleo Disciplinar de Memória e Reflexão Afrodescentdente, at PUC-RJ
  • 38. SON H O B R A SILE IRO // O JOV E M B O X 1 8 24 RAÍSA, 19, RECIFE Focus: design, and multiple simultaneous activities Acts as a volunteer in many social projects An active participant of the Critical Mass movement Was a member of a collective that articulated literary democratization projects Participated in a movement that prevented the construction of a shopping mall in a green area of Recife
  • 39. SON H O B R A SILE IRO // O JOV E M B O X 1 8 24 THIAGO VINÍCIUS, 20, SÃO PAULO Focus: empowerment of his community, local culture, social currencies Works as a loan officer in the União Sampaio Community Bank Works in the Campo Limpo Women Popular Union A volunteer in environmental activities of Projeto Arrastão since he was 14 y/o Engaged in the articulation of “saraus”, workshops and socio-cultural activities in his community Co-founder of the Solano Trindade Cultural Fomentation Agency
  • 40. SON H O B R A SILE IRO // O JOV E M B O X 1 8 24 MARINA AMARAL, 24, SÃO PAULO Focus: politics, collaboration She went to business school Co-founded Instituto Tellus Actively participated in the campaign ‘Eu Voto Distrital”
  • 41. SON H O B R A SILE IRO B O X 1 8 24 BRIDGE-YOUTHFORA DO EIXOSOCIAL TECHNOLOGYINDEPENDENT MUSICCREATIVE ECONOMY www.foradoeixo.org.br
  • 42. SON H O B R A SILE IRO B O X 1 8 24 BRIDGE-YOUTH‘HACKER BUS’DIGITAL TRANSPARENCY www.casadaculturadigital.com.br
  • 43. SON H O B R A SILE IRO B O X 1 8 24 BRIDGE-YOUTHCATARSECROWDFUNDING www.catarse.com.br
  • 44. B R A Z I LI A N D RE AM // YOU TH S B O X 1 8 24 BRIDGE-YOUTH The bridge-youth has the mindset, the tools and the power os influence to be real change makers.
  • 45. B R A Z I LI A N D RE AM // V OC ATION M AP B O X 1 8 24 VOCATION MAP
  • 46. B R A Z I LI A N D RE AM // V OC ATION M AP B O X 1 8 24 ‘Bridge’
  • 47. B R A Z I LI A N D RE AM // V OC ATION M AP B O X 1 8 24 Participation Dialogue ‘Bridge’ Diversity Creativity
  • 48. B R A Z I LI A N D RE AM // V OC ATION M AP B O X 1 8 24 HUMANE EMPIRE OF POWER COLORS ‘Bridge’ NATURAL CREATIVE WISDOM FUSIONS
  • 49. B R A Z I LI A N D RE AM // V OC ATION M AP B O X 1 8 24 HUMANE EMPIRE OF POWER COLORS ‘Bridge’ NATURAL CREATIVE WISDOM FUSIONS
  • 50. B R A Z I LI A N D RE AM // TH E RE SE ARC H B O X 1 8 24 We want to be a bridge company.
  • 51. B R A Z I LI A N D RE AM / DRIV E RS B O X 1 8 24 www.osonhobrasileiro.com.br Presentation in slideshare.com Video with subtitles on Vimeo nic@box1824.com.br carla@box1824.com.br
  • 52. B R A Z I LI A N D RE AM / DRIV E RS B O X 1 8 24 Thank you.