Consumers across Brazil with lower incomes are proving to be a force to be reckoned with. Despite facing challenges, they are showing strong engagement and an increased willingness to spend more by 2025. However, there’s a significant disconnect when it comes to representation in advertising.
On one hand, statistics reveal that 59% of individuals from the D and E income classes express their desire to consume more this year—higher than the national average of 57%. Yet, paradoxically, these same consumers feel invisible in advertising campaigns. A whopping 60% of them do not see themselves represented in ads, a sentiment higher than that expressed by the higher-income brackets.
The study
“Brazil Invisible: Insights on the Lower-Income Consumer”
sheds light on these contrasting dynamics. The research conducted by Data-Makers, Gerando Falcões, and ESPM surveyed 2,465 Brazilian adults across different regions from April to May 2025. Over half of the respondents belonged to the lower-income classes D and E.
Jan Góes from Insper emphasizes how these findings highlight the lack of representation for lower-income consumers. She notes that while those working with diversity and inclusion understand this reality, data like this help convey its truth to a broader audience.
Diving deeper into their consumer behavior, it’s evident that individuals from lower income groups are highly connected through technology. Nearly half of them—49%, leverage their mobile phones as their primary shopping channel, surpassing other income classes’ usage rates. This underscores the significance of mobile connectivity in reshaping their transactional experiences.
Fabrício Fudissaku, CEO of Data-Makers affirms this trend stating,
“The lower-income consumer is already connected; the smartphone has redefined how they manage finances in Brazil.”
Furthermore, these consumers exhibit notable engagement with social issues typically associated with higher socioeconomic classes. Surprisingly or not so surprisingly —they show equal or even greater concern for environmental issues (79%), social causes (82%), healthier products like sugar-free items (73%), animal welfare (86%), diversity and inclusion support (77%), rights for seniors (88%) and people with disabilities (87%).
Nina Rentel from Gerando Falcões points out that despite having strong values and concerns about societal issues, lower-income consumers often face stereotypes limiting a profound understanding of their realities.
Nina explains further saying
“It is challenging for brands’ marketing departments to truly connect with this demographic group.”
She stresses understanding every aspect including religion and daily concerns faced by people from classes D and E is crucial for establishing genuine connections effectively.
In conclusion:
Gaining insights into the needs and aspirations of lower-income consumers is vital for marketers looking beyond mere representation towards meaningful engagement. Recognizing them as individuals rather than just a market segment opens up avenues for creating products/services tailored to their unique requirements—a step towards building inclusive communities within consumer markets.
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