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Brazilian brands demonstrate deeper purpose
Brand activismDiversity & portrayal in advertisingBrazil
Brazilian brands are increasingly willing to court controversy as they demonstrate their deeper values, even if it risks alienating some people who disagree with their position.
Why it matters
In Brazil, which, like the US, is politically polarised across issues ranging from structural racism to the COVID-19 pandemic, it is becoming increasingly difficult for brands to avoid important issues. As such, they need to spend time and effort figuring out what they stand for, then communicate and act on these beliefs in meaningful ways.
The retail chain Magazine Luiza made its 2021 trainee program exclusively for Black people and people of mixed race, reflecting deeper conversations around equality.
On its part, beauty company Natura &Co launched an advertising campaign for Father’s Day featuring Thammy Miranda, a trans actor and business leader.
Both efforts proved controversial, but with benefits, too; the stock in both brands went up, and the Natura campaign resulted in an immediate uptick in Google searches and Instagram followers.