Consumers in Brazil with lower incomes are a fascinating group. They are not only hyperconnected and engaged but also show a strong inclination to increase their spending in 2025. Surprisingly, despite their eagerness to consume more, they feel the least represented in advertising campaigns compared to other income brackets.
A study titled
“Brazil Invisible: Insights on the Lower-Income Consumer”
sheds light on this paradoxical situation. The research, conducted by Data-Makers in collaboration with Gerando Falcões and ESPM, surveyed 2,465 Brazilian adults from all regions of the country between April and May 2025. Among the respondents were individuals from classes D and E, comprising 54% women and 46% men.
Jan Góes, a diversity and inclusion manager at Insper, emphasizes the significance of these findings:
“We who work with diversity and inclusion understand this reality. However, data helps us demonstrate its truth.”
The study reveals that 59% of lower-income consumers express a desire to boost their consumption levels—higher than the national average of 57%.
The research highlights that despite feeling underrepresented in advertising (60%), lower-income consumers are highly connected digitally. A substantial portion (49%) prefer using mobile phones for shopping transactions—a trend attributed to the convenience offered by smartphones.
Fabrício Fudissaku, CEO of Data-Makers, notes how mobile devices have revolutionized purchasing habits for lower-income consumers:
“The low-income consumer is already connected, with smartphones redefining how financial transactions are carried out in Brazil.”
Moreover, these consumers exhibit strong engagement with social issues typically associated with higher-income groups or societal norms. For instance:
– Concern for environmental issues stands at an impressive 79%, matching that of middle-class consumers.
– Support for social causes is at 82%, slightly below affluent classes but above middle-class preferences.
– Preference for sugar-free products (73%), animal welfare (86%), diversity & inclusion (77%), elderly rights support (88%), and advocacy for people with disabilities (87%) surpass other income groups.
Nina Rentel from Gerando Falcões underscores the importance of understanding these values:
“Lower-income consumers hold significant concerns and values but often face stereotypes hindering a deeper understanding of their realities.”
She stresses that marketers must delve into these individuals’ daily lives—from religious beliefs to personal worries—to truly connect with them.
In essence, as highlighted by Jan Góes from Insper:
“These insights serve as a wakeup call to market players regarding the needs of lower-income consumers—who have long been treated as a homogenous mass audience rather than individuals.”
The study classified individuals belonging to classes D and E based on households earning up to two minimum wages—an essential segment given that nearly half of Brazilian households fell within these categories in 2024 according to Tendência Consultorias.
Understanding the nuances of lower-income consumer behavior goes beyond mere representation—it involves acknowledging their individuality while addressing their unique purchasing needs within society.
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