Brazil Attitudes towards Ethics and Sustainability Market Report 2023
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“Brazilian consumers worry about global warming and its consequence and expect companies to take concrete actions to tackle it. However, they show little knowledge of terms related to the topic…

Brazil Attitudes towards Ethics and Sustainability Market Report 2023

$ 4,495 (Excl.Tax)

Report Summary

“Brazilian consumers worry about global warming and its consequence and expect companies to take concrete actions to tackle it. However, they show little knowledge of terms related to the topic and reluctance to spend more on sustainable products and services.”

–   Laura Menegon, Research Analyst

This Report discusses the following key topics:

  • Awareness and understanding of ethical and sustainable concepts
  • Impacts of and responsibilities for sustainability
  • Consumers’ ethical and environmental concerns
  • Interest in products with ethical and sustainable attributes
  • Expectations from brands
  • Barriers related to ethics and sustainability

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Market overview
              • Analyst outlook
                • Figure 1: Analyst outlook on attitudes toward ethics and sustainability, 2023
              • Challenges
                • Pessimism about environmental issues alienates younger consumers from sustainable habits
                  • With more frequent extreme weather events, brands will be under more pressure on sustainability targets
                    • Against lower prices, sustainability loses relevance for consumers
                      • Opportunities
                        • Beauty and personal care brands can invest in local activities to offer sustainability and competitive prices
                          • Brand positioning on social issues can win engaged consumers
                            • Clearer information about correct waste disposal and reverse logistics programs can increase engagement with recycling
                            • Market Drivers

                              • El Niño expected to warm global climate in 2023, accelerating climate change
                                • Government announces action to prevent and control deforestation in the Amazon
                                  • Tax reform may exempt companies that contribute to the environment
                                    • IPCC report calls for an end to the use of fossil fuels and points to irreversible climate impacts
                                      • Brazil recycles 100% of aluminum cans for the first time
                                      • Key Players

                                        • Companies and brands
                                          • Samsung creates campaign to publicize its reverse logistics program
                                            • Figure 2: Samsung recycling campaign
                                          • Natura launches ‘More Beauty and Less Waste’ campaign
                                            • Figure 3: Natura campaign, Brazil, 2023
                                          • iFood invests in sustainable packaging
                                            • Figure 4: iFood survey results
                                          • McDonald’s eliminates plastic disposables from its stores
                                            • Nude and Mãe Terra launch a new line of children’s drinks with carbon footprint stamped on the label
                                                • Figure 5: Zooreta, Mãe Terra and Nude line of drinks for children, Brazil
                                              • Johnnie Walker launches special edition of Black Label with ink from air pollution
                                                • Figure 6: Johnnie Walker Black Label AIR-INK launch
                                              • Absolut launches vodka in a paper bottle
                                                • Figure 7: Absolut Vodka in paper packaging
                                              • Oh a Água offers mineral water in plastic pouches
                                                • Figure 8: Oh a Água pouches
                                              • Case study
                                                • Oil made from Pongamia, a tree native to Asia, is a sustainable and healthy alternative for the food industry
                                                  • Figure 9: Products made from Pongamia, Terviva
                                                • Neutral Foods proves it’s possible to produce carbon-neutral dairy products
                                                  • Figure 10: Items that are taken into account when calculating the carbon footprint of Neutral Foods’ milk.
                                                  • Figure 11: Transformation of manure into green energy
                                              • The Consumer – What You Need to Know

                                                • Awareness and Understanding of Ethical and Sustainable Concepts

                                                  • Most Brazilians do not understand what carbon footprint is
                                                    • Figure 12: Awareness and understanding of ethical and sustainable concepts – Selected item, 2023
                                                    • Figure 13: Launch campaign for Bud Light Next, with no carbs and a neutral carbon footprint
                                                    • Figure 14: Ambev renewable energy institutional campaign
                                                    • Figure 15: Carbon-neutral meat from Silver Fern Farms, New Zealand
                                                  • Brands can help young consumers adopt sustainable habits with a positive approach
                                                    • Figure 16: Awareness and understanding of ethical and sustainable concepts – “I have heard of this and I know what it means,” by age group, 2023
                                                    • Figure 17: Plastic Fishing Tournament, Corona
                                                    • Figure 18: Earth Day campaign artwork, Starbucks, China, 2021
                                                    • Figure 19: 100% recycled Pepsi launch campaign, Argentina, 2022
                                                  • Local production improves communities’ quality of life
                                                    • Figure 20: Sustainability concept – Selected item, by region, 2023
                                                    • Figure 21: Natura fair trade campaign
                                                    • Figure 22: Empório Mata Atlântica, a project supported by the NGO Auá
                                                    • Figure 23: Website of the “Pueblos Originales” program, which fosters native communities through tourism, Argentina
                                                • Impacts and Responsibilities of Sustainability

                                                  • Increase in adverse weather events puts pressure on companies
                                                    • Figure 24: Impacts and responsibilities of sustainability, 2023
                                                    • Figure 25: Illustration of the 17 Sustainable Development Goals
                                                    • Figure 26: Klabin goals for sustainable development
                                                    • Figure 27: Petrobrás 10 commitments for sustainable performance
                                                    • Figure 28: Petrobrás campaign “Energy that transforms our society”
                                                  • Concerns about water shortages can be an opportunity for concentrated products
                                                    • Figure 29: Consumer’s ethical and environmental concerns, 2023
                                                    • Figure 30: La Finca del Café concentrate coffee, Peru
                                                    • Figure 31: Sorgo soap powder, Sweden
                                                • Interest in Products with Ethical and Sustainable Attributes

                                                  • Beauty and personal care products with natural ingredients grown by communities can attract consumers through sustainability and price
                                                    • Figure 32: Interest in products with ethical and sustainable attributes – Selected items, 2023
                                                    • Figure 33: Beauty products made with ingredients native to Latin America
                                                    • Figure 34: Some of the ingredients native to the Amazon used in the Natura Ekos line
                                                  • Minority groups are more likely to be willing to pay more for products and services from minority-owned brands
                                                    • Figure 35: Interest in products with ethical and sustainable attributes – Selected items, by race and sexual orientation, 2023
                                                    • Figure 36: Promotion of the facial care line for black skin, Negra Rosa
                                                    • Figure 37: Short film promotion, Brazil, 2022
                                                    • Figure 38: Promotion of the Queer Beer Festival, US, 2022
                                                • Expectations from Brands

                                                  • Transparency is crucial for the effectiveness of sustainable actions
                                                    • Figure 39: Expectations from brands, 2023
                                                    • Figure 40: Promotion of the Samsung Earth Day campaign, US, 2022
                                                  • Gen Zs and Millennials have low expectations regarding sustainable actions from brands and companies
                                                    • Figure 41: Expectations from brands, by generation, 2023
                                                    • Figure 41: Cycle to Work website, which highlights the money savings offered by the program, UK
                                                  • Brand positioning on social issues can win engaged consumers
                                                    • Figure 42: Ethical and sustainable lifestyle, by expectations from brands, 2023
                                                    • Figure 43: Posts by influencer Dylan Mulvaney sponsored by Bud Light
                                                    • Figure 44: Lina with Ambev employees, Brazil, 2022
                                                • Barriers related to Ethics and Sustainability

                                                  • Against lower price, sustainability loses relevance
                                                    • Figure 45: Barriers related to ethics and sustainability, 2023
                                                    • Figure 46: Private label food and drinks with ethical and sustainability attributes
                                                    • Figure 47: Personal care products with natural ingredients and sustainability claims
                                                  • Packaging should bring clearer information about disposal and reverse logistics
                                                    • Figure 48: Barriers related to ethics and sustainability – Selected item, by socioeconomic group, 2023
                                                    • Figure 49: Back to M.A.C program
                                                    • Figure 50: Simple Organic reverse logistics
                                                    • Figure 51: Section of the Natural One website on recycling packaging
                                                    • Figure 52: Video about recycling food delivery packaging
                                                  • Retailers should invest in local products and better inform consumers about their origins
                                                    • Figure 53: Expectations from brands – Selected item, by barriers related to ethics and sustainability, 2023
                                                    • Figure 54: Advertising image of the Nuestros Productores campaign, Cencosud, Chile
                                                    • Figure 55: Launch of salads line grown on urban vertical farms, Penny Market
                                                • Appendix – Abbreviations

                                                  About the report

                                                  This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


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