2021
0
Brazil Attitudes towards Ethics and Sustainability Market Report 2021
2021-06-12T04:03:36+01:00
OX1048477
3265
139420
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Report
en_GB
“Ethical and sustainable issues have gained prominence during the COVID-19 pandemic. On the one hand, health concerns have led Brazilians to momentarily put aside the perception of plastic as a…

Brazil Attitudes towards Ethics and Sustainability Market Report 2021

£ 3,265 (Excl.Tax)

Report Summary

“Ethical and sustainable issues have gained prominence during the COVID-19 pandemic. On the one hand, health concerns have led Brazilians to momentarily put aside the perception of plastic as a villain and see the packaging as an ally. On the other hand, the importance of tackling ethical, social and sustainable issues to create a better society has become more evident. This demand for change has been increasingly directed to brands and companies, which need to adopt ethical and sustainable actions to improve their perception of value with consumers in the long term.”
– Ana Paula Gilsogamo, Senior Research Analyst

Key issues covered in this Report

  • How the COVID-19 pandemic is affecting Brazilians’ attitudes toward ethics and sustainability
  • What actions consumers expect from brands/products to consider them ethical
  • What actions consumers expect from brands/products to consider them sustainable
  • What ethical and sustainable habits consumers adopt in their daily lives
  • Perceptions of ethical and sustainable claims and certifications in products
  • Impact of brands’ ethical and sustainable actions on Brazilians’ purchases and preferences

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: market context
          • Executive Summary

              • Market overview
                • Impact of COVID-19 on Brazilians’ attitudes toward ethics and sustainability
                  • Figure 1: Predicted impact of COVID-19 in the short, medium and long term on attitudes toward ethics and sustainability, April 2021
                • The impact so far
                  • Short and medium term (April 2020 to December 2021)
                    • Figure 2: COVID-19 exposure concern – Brazil, January to April 2021
                  • Long term (2022-25)
                    • Mintel Trend Drivers
                      • Figure 3: Mintel Trend Drivers
                    • Challenges
                      • Brazil’s social indicators behind sustainable development goals
                        • Figure 4: United Nations’ 17 Sustainable Development Goals
                      • Brands need to clarify packaging certifications
                        • Production of household waste, mainly plastic, and hospital waste increase during the pandemic
                          • The impact of social, ethical and sustainable actions is greater among women
                            • Opportunities
                              • Consumers value ethical and sustainable actions and rely on brands and companies as agents that can change society for the better
                                • Companies need to communicate their fair trade actions to be considered ethical
                                  • Packaging and recycling solutions are essential for brands to be perceived as sustainable
                                    • Companies can help consumers identify how much they save by adopting sustainable habits
                                    • Market Drivers

                                      • Brazil’s social indicators behind sustainable development goals
                                        • Figure 5: United Nations’ 17 Sustainable Development Goals
                                        • Figure 6: Status assessment by sustainable development objective
                                      • High food waste in Brazil motivates law that authorizes food donation
                                        • Production of household waste, mainly plastic, and hospital waste increase during the pandemic
                                          • Brazil is the fifth-largest producer of electronic waste in the world
                                            • Brazilian government and companies operating in Brazil are under international pressure to fulfill their commitment to environmental goals
                                            • Key Players – What You Need to Know

                                              • Brazilian brands invest in ethical and sustainable actions and campaigns
                                                • Natura and Magazine Luiza, two successful cases with a focus on ethics and sustainability
                                                  • There is still space in Brazil to innovate in ethical and sustainable launches
                                                  • Marketing Campaigns

                                                    • Vivo launches e-waste collection and recycling program
                                                      • Figure 7: Vivo’s recycling campaign
                                                    • Boticário invites Djamila Ribeiro to explain how to be anti-racist
                                                      • Figure 8: Boticário’s campaign featuring Djamila Ribeiro
                                                    • Pão de Açúcar raises awareness of climate change actions
                                                      • Figure 9: Pão de Açúcar’s campaign
                                                    • Americanas expands use of clean energy
                                                      • Do Bem announces a project that will transform the brand’s packaging into ecological bicycles
                                                        • Figure 10: Do Bem’s project
                                                    • Who’s Innovating?

                                                      • Health and hygiene category lacks sustainable and ecological products
                                                        • Figure 11: Percentage of products launched with the “Ethical – Sustainable (Habitat/Resources)” and “Ethical – Environmentally Friendly Product” claims, by super category – Brazil, Jan 2018-Dec 2020
                                                      • Brazil has a low percentage of launches positioned as ethical focused on human/social care and charitable actions
                                                        • Figure 12: Percentage of products launched with the “Ethical – Human” and “Ethical – Charity” claims, by super category – Brazil, Jan 2018-Dec 2020
                                                    • Case Study

                                                      • Natura, a Brazilian case of sustainability
                                                          • Figure 13: Sustainable commitments to face the climate crisis and protect the Amazon – Natura, June 2020
                                                          • Figure 14: Ethical and social commitments – Natura, June 2020
                                                          • Figure 15: Circular and renewable production commitments – Natura, June 2020
                                                        • Luiza Trajano, the owner of Magazine Luiza, shows the importance of representativeness
                                                          • Figure 16: Twitter promoting the Trainee 2021 program – Magazine Luiza
                                                        • Finnish supermarket creates happy hour for promotions and reduces food waste in stores
                                                            • Figure 17: Video publicizing the initiative and its results
                                                        • The Consumer – What You Need to Know

                                                          • Companies need to communicate their fair trade actions to be considered ethical
                                                            • Packaging and recycling solutions are essential for brands to be perceived as sustainable
                                                              • Minimalist consumption is adopted by Brazilians who live alone as a way to have a more sustainable lifestyle
                                                                • Companies can help consumers identify how much they save by adopting sustainable habits
                                                                  • Brands can engage Gen Zs by inviting them to help change society together for the better
                                                                  • What It Means to Be an Ethical Product/Brand

                                                                    • Companies need to communicate their fair trade actions to be considered ethical
                                                                      • Figure 18: What it means to be an ethical product/brand – Brazil, January 2021
                                                                      • Figure 19: Natura Ekos Chestnut range
                                                                      • Figure 20: Renner’s collection with agroecological cotton
                                                                    • Promoting equality can increase the perception of value among Brazilians aged 16-34
                                                                      • Figure 21: What it means to be an ethical product/brand and attitudes toward brands and companies, by age group – Brazil, January 2021
                                                                      • Figure 22: Unilever’s campaign
                                                                    • Pet products have room to invest in cruelty-free positioning
                                                                      • Figure 23: What it means to be an ethical product/brand, by pet ownership – Brazil, January 2021
                                                                  • What It Means to Be a Sustainable Product/Brand

                                                                    • Packaging and recycling solutions are essential for brands to be perceived as sustainable
                                                                      • Figure 24: What it means to be a sustainable product/brand – Brazil, January 2021
                                                                      • Figure 25: Boticário’s sustainable pop-up store
                                                                      • Figure 26: Video promoting the sustainable store and recycling projects
                                                                      • Figure 27: “Boti Recicla” campaign
                                                                      • Figure 28: The Dissolving Bottle
                                                                      • Figure 29: Presenting The Dissolving Bottle
                                                                    • Organic products need to improve their perception of sustainability in the Southeast region
                                                                      • Figure 30: What it means to be a sustainable product/brand, by region – Brazil, January 2021
                                                                      • Figure 31: Organic Mimosa lettuce produced in the social garden
                                                                      • Figure 32: Display of organic products in Pão de Açúcar’s stores
                                                                    • Perception that brands that make vegan products are sustainable permeates equally all social classes
                                                                      • Figure 33: What it means to be a sustainable product/brand, by socioeconomic group – Brazil, January 2021
                                                                      • Figure 34: Insecta Shoes calculator
                                                                  • Current Ethical and Sustainable Habits

                                                                    • Brazilians’ waste reduction habit can inspire brands and companies
                                                                      • Figure 35: Current ethical and sustainable habits – Brazil, January 2021
                                                                      • Figure 36: Two Good yogurt
                                                                      • Figure 37: Starbucks’ informative material
                                                                      • Figure 38: Nestlé Nativ Cascara
                                                                    • Minimalist consumption is adopted by Brazilians who live alone as a way to have a more sustainable lifestyle
                                                                      • Figure 39: Current ethical and sustainable habits, by household composition – Brazil, January 2021
                                                                      • Figure 40: Les Essentiels range
                                                                    • After the pandemic, the lower risk of contagion and continuation of remote work may increase adherence to nonpolluting ways of transport
                                                                      • Figure 41: Current ethical and sustainable habits, by working status – Brazil, January 2021
                                                                      • Figure 42: Ipiranga’s promotion
                                                                      • Figure 43: Bike Rio action
                                                                      • Figure 44: Information about the operation of the Electric Bicycle
                                                                  • Attitudes toward Ethics and Sustainability

                                                                    • Companies can help consumers identify how much money they save by adopting sustainable habits
                                                                      • Figure 45: Attitudes toward ethics and sustainability – Brazil, January 2021
                                                                      • Figure 46: Attitudes toward ethics and sustainability, by socioeconomic group – Brazil, January 2021
                                                                      • Figure 47: Neu app
                                                                    • Those who link healthy eating to a sustainable lifestyle are interested in carbon-neutral organic and vegan products
                                                                      • Figure 48: Attitudes towards ethics and sustainability, CHAID analysis – Brazil, January 2021
                                                                      • Figure 49: Fenn Foods’ Veef range
                                                                    • Young women are more likely to have stopped buying from a company/brand because of its discrimination accusations
                                                                      • Figure 50: Attitudes toward ethics and sustainability – Brazil, January 2021
                                                                  • Attitudes toward Brands and Companies

                                                                    • Brands need to clarify packaging certifications
                                                                      • Figure 51: Attitude toward brands and companies – Brazil, January 2021
                                                                      • Figure 52: Eco-score
                                                                      • Figure 53: Example of a product with the “Clean Beauty – Olive Young” seal
                                                                    • Brands can engage Gen Zs by inviting them to participate in the creation of projects with the potential to change society
                                                                      • Figure 54: Attitude toward brands and companies, by generation – Brazil, January 2021
                                                                      • Figure 55: Product cost breakdown and the result of the online survey
                                                                    • Social, ethical and sustainable actions have a greater impact on women’s purchasing decisions and preferences
                                                                      • Figure 56: Attitude toward brands and companies, by gender – Brazil, January 2021
                                                                  • Appendix – Abbreviations

                                                                    • Abbreviations

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