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.