Increasingly aware of the importance of diversity and inclusion for a more egalitarian society, Brazilians expect to see their own convictions reflected in the guidelines of the brands they consume. 78% of consumers in the country agree that diversity is a topic that should be part of the daily lives of brands and companies, and 60% say they do not consume products from brands with prejudiced behavior.
The data was released in the third edition of the Oldivesity study, conducted by the Croma Group. The research aims to examine how brands are adapting to new demands and social realities in society, reflecting the public's desires.
The full study indicates that the national market still has a lot to luxembourg whatsapp data improve. When asked about brands' actions in favor of diversity, only 44% of Brazilians believe that they are authentic when addressing the issue, while 39% agree that companies present in Brazil reproduce prejudiced behavior.
Alert points
62% of respondents believe that Brazilian companies allow prejudice to prevail when hiring black people. 27% said they had already suffered some type of racial discrimination and 17% were victims of racial discrimination in the workplace.
Regarding LGBTQIA+ people, 57% of respondents agree that companies are prejudiced when hiring them. On the other hand, 55% share the perception that brands and companies are adapting to meet the needs of this community.
For the Founder of the Croma Group, Edmar Bulla, the number is a reflection of a heteronormative social construction, where the definition of standards permeates the most different collective sectors and governs exclusionary structures within society.
How to improve?
Among those interviewed, 56% said they could not recall any advertisements related to diversity. This number raises an important issue regarding the efficient placement of commercials related to the topic – a resource that can contribute to links that go beyond the relationship between brands and consumers.
In this sense, 68% of Brazilians say that advertisements help to create a society that is more tolerant of diversity, 64% would like to see more advertisements with elements of diversity and 61% responded that advertisements are a good way to reinforce gender diversity.