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Lifestyles of Millennials - Brazil - May 2018

“Millennials have been directly impacted by the economic recession and the high levels of unemployment. On the one hand, this situation drives them to live in their parents’ house for longer and to demonstrate a pessimistic perception about the future of the country’s economy. On the other hand, it motivates them to develop an entrepreneurial attitude and to be confident about their individual achievements, regardless of external factors linked to the economy and government actions. Brands and companies could, therefore, help Millennials reach their individual goals, either stimulating entrepreneurial behavior or assisting in everyday tasks they do not feel confident to carry out, such as cooking meals from scratch or doing minor repairs at home. In order to be part of the Millennials’ life, it is important to interact with them online, as well as promote experiences that help them interact with friends and family in person.”

– Ana Paula Gilsogamo, Research Analyst

This report examines the following issues:

  • Recession and unemployment affect Millennials’ expectation about the economy but stimulate entrepreneurship and confidence in their individual achievements
  • As Millennial have taken longer to leave their parents’ house, they may feel more insecure when performing domestic tasks 
  • Brands and companies have the challenge of communicating with Millennials, who despite being more connected, also seek in-person experiences

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Table of contents

  1. Overview

    • What You Need to Know
      • Definition
      • Executive Summary

          • Challenges
            • Recession and unemployment affect Millennials’ expectation about the economy but stimulate entrepreneurship and confidence in their individual achievements
              • As Millennial have taken longer to leave their parents’ house, they may feel more insecure when performing domestic tasks
                • Brands and companies have the challenge of communicating with Millennials, who despite being more connected, also seek in-person experiences
                  • Opportunities
                    • Video and audio streaming services appeal to Millennials
                      • Gender-neutral products can attract Millennials
                        • Computers can appeal to Millennials interested in technology and games
                          • Offering mechanisms for Millennials to feel safer can be an opportunity
                            • What we think
                            • The Market – What You Need to Know

                              • Young people are the most affected by unemployment
                                • Brazilians have postponed leaving their parents’ house
                                • Market Drivers

                                  • Young people are the most affected by unemployment
                                    • Brazilians have postponed leaving their parents’ house
                                      • The discrepancy between genders is still great when it comes to household tasks, but young men have been more participative
                                        • Brazilians aged 18-24 are those who use the internet the most
                                        • Key Players – What You Need to Know

                                          • Brands and companies invest in extra services and online chats
                                          • Marketing Campaigns and Actions

                                            • Telecoms launch special plans and promotions to meet demand generated by mobile apps and streaming services
                                              • Brands use WhatsApp and chatbots to connect with their customers
                                                • Brands help consumers with household tasks
                                                  • Figure 1: Comgás content portal
                                              • The Consumer – What You Need to Know

                                                • Subscription music services stand out among Millennials
                                                  • Millennials are more likely to interact with food and drink brands online
                                                    • Products advertised as gender-neutral can positively impact Millennials
                                                      • Helping Millennials to get off-line can be a good opportunity
                                                        • Housekeeping services can facilitate the routine of Millennials
                                                          • Millennials are optimistic about their individual achievements
                                                          • Personal Usage

                                                            • Subscription music services stand out among Millennials
                                                              • Figure 2: Personal usage, by generation, March 2018
                                                              • Figure 3: Stranger Things + Netflix campaign
                                                            • Finance and banking services and apps can attract Millennials
                                                              • Figure 4: Santander Pass tutorial
                                                            • Millennial men are more likely to consider dating apps indispensable
                                                              • Figure 5: Personal usage, Millennials, by gender, March 2018
                                                          • Interaction with Brands

                                                            • Millennials are more likely interact with food and drink brands online
                                                              • Figure 6: Interaction with brands, by generation, March 2018
                                                              • Figure 7: Piece of the Pie Pursuit – Domino's Pizza
                                                            • Department stores and retailers can offer online services and contact
                                                              • Figure 8: Forever 21 x Taco Bell collection
                                                            • Millennials from the DE socioeconomic group interact with fitness and health brands as much as those from the AB socioeconomic group
                                                              • Figure 9: Interaction with brands, Millennials, by socioeconomic group, March 2018
                                                              • Figure 10: Motivatormob app
                                                          • Attitudes toward Shopping, Trends, and Advertising

                                                            • Products advertised as gender-neutral can positively impact Millennials
                                                              • Figure 11: Attitudes toward shopping, trends, and advertising, gender-neutral products, by generation, March 2018
                                                              • Figure 12: Unisex Line – PUC
                                                              • Figure 13: Unisex Collection - Selfridge & Co
                                                            • Premium restaurants can appeal to Millennials
                                                              • Figure 14: Attitudes toward shopping, trends, and advertising, by Millennials, March 2018
                                                          • Attitudes toward Tech, Social Interactions

                                                            • Helping Millennials to get off-line can be a good opportunity
                                                              • Figure 15: Attitudes toward tech, social interactions, by Millennials, March 2018
                                                              • Figure 16: Hold app
                                                            • Computers still have space as a primary source of entertainment
                                                              • Figure 17: Attitudes toward tech, social interactions, by Millennials who have interacted with technology brands and companies in the last 3 months, March 2018
                                                              • Figure 18: Alienware Hotel Room - Hilton Hotel + Alienware (Dell)
                                                          • Confidence Adulting

                                                            • Food and drink brands can provide shortcuts to help Millennials who feel less confident when cooking meals from scratch
                                                              • Figure 19: Confidence adulting, cooking meals from scratch, by generation, March 2018
                                                            • Housekeeping services can facilitate the routine of Millennials
                                                              • Figure 20: Confidence adulting, personally doing DIY, by generation, March 2018
                                                            • Millennials feel as confident as Generation X to interact with others, either face-to-face or using technology
                                                              • Figure 21: Confidence adulting, interacting with other people, by generation, March 2018
                                                              • Figure 22: The Next door Hello – Nescafé
                                                          • Expectations about Life

                                                            • Millennials are optimistic about their individual achievements
                                                              • Figure 23: Expectations about life, by Millennials, March 2018
                                                            • Regardless of social class, Millennials are pessimistic about crime
                                                              • Figure 24: Expectations about Millennial generation, by socioeconomic groups, March 2018
                                                              • Figure 25: 5-star safety – Uber
                                                          • Appendix – Abbreviations

                                                            • Abbreviations

                                                            Lifestyles of Millennials - Brazil - May 2018

                                                            £3,122.80 (Excl.Tax)