Consumers from lower-income brackets in Brazil are a fascinating group – hyper-connected, engaged, and eager to increase their spending by 2025. Surprisingly, they feel the least represented in advertising campaigns. While over half of upper-class consumers express a desire to consume more this year, an even higher percentage of individuals from lower-income backgrounds aspire for increased consumption – surpassing the national average.
The latest study titled
“Invisible Brazil: Insights on the Lower-Income Consumer”
sheds light on this disparity. Conducted by Data-Makers in collaboration with Gerando Falcões and ESPM, the research surveyed 2,465 Brazilian adults across regions between April and May 2025. Notably, 54% of respondents belonged to lower-income demographics (classes D and E).
Jan Góes from Insper emphasizes the importance of acknowledging this lack of representation:
“We who work with diversity and inclusion know this, but data helps us show others that it is true.”
The findings reveal that lower-income consumers are not just striving for greater visibility but also reshaping traditional marketing dynamics through their unique consumer behavior.
These consumers exhibit a strong digital presence, with nearly half using smartphones as their primary shopping channel. Fabrício Fudissaku highlights how mobile transactions have revolutionized their purchasing habits:
“The lower-income consumer is already connected, and the cellphone has redefined how they transact income in Brazil.”
Moreover, despite facing economic constraints, lower-income consumers display remarkable social consciousness. They actively engage with environmental issues, social causes, and advocate for diverse and inclusive products. Nina Rentel underscores the importance of understanding these values:
“It’s difficult for brand marketers to truly connect with this reality.”
Contrary to stereotypes about prioritizing affordability above all else in purchasing decisions, these consumers consider various factors beyond price points when making choices. Fudissaku notes:
“It is a myth to think that lower-income consumers have fewer resources and therefore opt for the cheapest options.”
The study reveals a nuanced consumer portrait that challenges prevailing assumptions about buying behaviors solely driven by financial limitations. It calls for brands to delve deeper into understanding these consumers’ multifaceted identities beyond surface-level stereotypes.
Góes emphasizes the need for market players to go beyond mere representation towards meaningful engagement: “Representation must translate into products that foster community spirit or offer comfortable purchase experiences.”
In a country where almost half of households belong to classes D and E according to Tendência Consultorias’ research findings, catering to these diverse consumer segments requires a holistic approach rooted in empathy and genuine connection.
As brands navigate evolving consumer landscapes marked by shifting priorities and values,
embracing inclusivity becomes not just a strategic imperative but a moral obligation.
