November 22, 2013

Data point: Brazilians confident in a better future

Posted by: in Latin America

Brazilians are blessed with an optimism that infuses their daily lives and colors their perception of the world. Indeed, they are the happiest population in the world, according to a 2012 WIN/Gallup study (93 percent of Brazilians say they are happy). As we note in our recent report “The Brazil Opportunity: A Guide for Marketers,” Brazilian culture is founded on a belief that things are destined to get better and almost anything is possible.

Buoyed by years of stable economic growth and dwindling unemployment—the current level is just 5.2 percent—Brazilians are overwhelmingly optimistic about their professional and economic futures, especially when compared with the global average. While respondents in a 27-market JWT study tended to be pessimistic about job security, the economy, the stock market and unemployment rates, Brazilians were upbeat. This chart shows the percentage of respondents who said things would get better minus the percentage who felt things would get worse. Our October 2012 study, published in our AnxietyIndex 2013 Global Report, was conducted using SONAR™, JWT’s proprietary online tool

Brands can tap into Brazilians’ characteristic optimism by inspiring with upbeat themes and tapping into or stoking consumers’ confidence in a better future.

To learn more about how brands can succeed in Brazil, read the Executive Summary on SlideShare or purchase the 82-page report here.

1 Response to "Data point: Brazilians confident in a better future"

1 | Guto de Capri

January 13th, 2014 at 6:50 am


Go to live in Brazil and all you’ll hear is the people complaining and being overwhelmed by their own coexistence with the chaos they themselves have created. However, I do believe brazilians are the people who live in a everlasting party-mode. No matter how bad things are, everything ends upl in party. But not for celebrating a good outcome. Instead, a very paradoxical and distinctive way to deny reality at any cost. Brazil: pharmacy, churches and carnival. I don’t believe in this report at all.

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