Our relationship with brands is increasingly connected to personal values, specially in younger generations. Brands that succeed in connecting their purposes to relevant actions on issues relevant to their customers relate to them on dimensions that run deeper than customer experience and product performance. In order to find out what do Brazilians expect from brands in terms of purposes and causes, which brands are most clearly associated with their causes and social commitment and how that works across different categories, we’ve investigated Brazilian consumer culture using a hybrid qualitative / quantitative live online platform that groups similar answers using NLP in real time.

1. Cause capitalism
Opportunities in causes and social issues in Brazil
June, 2019

2. Why we did it?
Brand purpose increasingly important - defined from inside out
Causes are / can be manifestations of purpose - must come from outside in

3. How we did it?
Hybrid qual + quant - real time moderation with over 120 participants
Structured enough that main issues can be quantified, open enough so respondents
can put ideas in their own words

4. Popularity
0
25
50
75
100
Consensus
0 25 50 75 100
A B C D E F size = x*y

5. 95%believe companies have a
purpose beyond profit
Popularity
60
65
70
75
Consensus
0 25 50 75 100
Social and environmental role, generate awareness
Sustainability, environmental concerns
Create jobs
Give back some of the profits and minimize caused impact
Inform, enlighten
Satisfying customers
and the most commonly mentioned are…

6. 99%believe companies should
get involved in social
causes and public issues
Popularity
70
75
80
Consensus
0 25 50 75 100
Inequality in Brazil
Shows interest in human beings
To create value for society
To help conserving nature
They move a lot of money so they have better conditions to play this role
Because it helps in marketing
and these were the main reasons…

7. 80%see a purpose beyond
profit in one or more
companies or brands
Popularity
0
20
40
60
80
100
Consensus
0 20 40 60 80
Natura Boticário Google Coca-Cola
Nestlé Unilever Chevrolet Unimed
and these were the most mentioned…

8. Popularity
50
60
70
80
Consensus
0 20 40 60 80 100
Natura P&G Boticário SBT
Nestlé Itaú Unilever Coca-cola
Dove Avon Ypê Mãe Terra
Brands seen as most involved with
causes and social issues in Brazil
… and how their actions affect
consumer relationships
Popularity
60
65
70
75
80
Consensus
0 25 50 75 100
I prefer socially responsible companies
Positively in general
With good new sustainable products
A company that does not act responsibly loses credibility
These brands inspire respect
In the way I analyze my purchase choices
Personal identification

9. Support
69%
BoycottDisappointment
45%
48%
Bought from brands to support a cause
Felt disappointed or misled by a brand
Took part in a boycott

10. Support Boycott
60
70
80
90
0 18 36 54 72 90
Cancer
Sustainability
Helping animals
Education
Illegal eletronic waste disposal
60
70
80
90
0 16 32 48 64 80
Animal mistreatment
Slave labor
Carrefour and the dog
Defending truck drivers against abusive gas prices
Politics
Environment

11. Support BoycottDisappointment
Popularity
50
60
70
80
90
Consensus
0 25 50 75 100
Natura
Boticário
Coca-cola
Unilever
McDonald's
P&G
Nestlé
Itaú
Popularity
50
60
70
80
90
Consensus
0 25 50 75 100
Carrefour
Vale
Riachuelo
Petrobrás
Extra
Avon
Sadia
Rede Globo
Popularity
50
60
70
80
90
Consensus
0 25 50 75 100
Carrefour
Riachuelo
So many I don't remember
Havan
Gilette
Extra
MAC
Kit Kat

12. Importance CapabilityResponsibility
Popularity
70
75
80
Consensus
0 25 50 75 100
Education, culture, sports
Environment
Employability
Social responsibility
Sustainability
Popularity
60
70
80
Consensus
0 25 50 75 100
Health
Deforestation and reforestation
Employability
Poverty
Health, education, environment
Popularity
60
70
80
Consensus
0 25 50 75 100
Education
Environment
Generating more jobs
Hunger and poverty
Social inequality

13. Beauty & personal carePopularity
0
20
40
60
80
100
Consensus
0 20 40 60 80 100
Using resources that do not harm nature or humans
Investing in intitutions promoting culture and education
Fighting racism
Reforestation
Creating jobs
Ending animal testing

14. FinancePopularity
0
20
40
60
80
100
Consensus
0 20 40 60 80 100
Education Social inclusion Reducing poverty
Unemployment Less fees, charitable actions Fighting cancer

15. Popularity
0
20
40
60
80
100
Consensus
0 20 40 60 80 100
Employability Information access
Internet access Social integration
Conscious waste disposal Professional qualification courses and education
Technology

16. MediaPopularity
0
20
40
60
80
100
Consensus
0 18 36 54 72 90
Inequality Conscious information Education Culture
Access to information Public safety

17. Food & drinkPopularity
0
20
40
60
80
100
Consensus
0 18 36 54 72 90
Hunger Job creation
Poverty Nutritional education
Basic grocery package (cestas básicas) Infant malnutrition

18. AlcoholPopularity
0
20
40
60
80
100
Consensus
0 20 40 60 80 100
Alcoholism Traffic accidents Education Sexual abuse Health Against domestic violence

19. Apparel, sportswear & footwearPopularity
0
20
40
60
80
100
Consensus
0 20 40 60 80 100
Warm clothing donations Humanitarian help Recycling Education
Social inequality Slave labor

20. RetailPopularity
0
20
40
60
80
100
Consensus
0 20 40 60 80 100
Hunger Donating food that would be discarded
Investing in institutions for people with special needs Employability
Nutritional health, education, social integration Violence
Conscious waste disposal Pesticide free products

21. Pharma & healthcarePopularity
0
20
40
60
80
100
Consensus
0 16 32 48 64 80
Health Popular access to cutting edge medication
Lower prices for people in need Conscious usage of medication
Free exams Public health

22. ¡Gracias¡
Rodrigo dos Reis
rodrigo@zeitgeist.pro
www.zeitgeist.pro
+55 11 3280 2905
+55 11 99429 8850