Conscious consumption: 12 Brazilian behaviors today

Research identifies a significant change in consumption habits. In order to address reflections on how society can be more active in transforming consumption patterns, Mandalah, a consultancy in conscious innovation, and Stilingue, an Artificial Intelligence platform for monitoring the internet, developed a study on conscious consumption in the Brazil, called CC+.

He combined insights from interviews conducted with 10 consumer experts, with quantitative and qualitative data from a social listening assignment collected throughout 2020, as well as other data and research available in the market.

The Covid-19 pandemic has catalyzed changes in human habits and behavior in an unprecedented way. Naturally, consumption and the awareness linked to it have also suffered – and continue to suffer – drastic updates. The pandemic has accelerated trends that were already expressed before social isolation and crises in global health and economy, such as the concept of minimalism, DIY and sustainability, but the behaviors of changing consumption habits are dual and often multiples.

At the same time that some people are more discerning about the quality and quantity of what they consume, others are consuming more, especially due to the ease and attractiveness of online shopping – and that often compensate for psychological issues arising from this moment of crisis. According to the survey, there is a frequent self-indulgence movement.

The CC+ study concluded that the profile of conscious consumption, which is a movement led by women before men, by people before brands, and that the suburbs stand out when it comes to the sense of community. They show themselves ahead, leading conscious consumption actions, even if they do not use this specific term. Within this sea of ​​information, the study then listed 12 insights that translate what drives the behavior of Brazilian consumption at the moment.

Check out the research insights below:

1 – I exist, then I adapt: ​​If before there was a belief that there was only one way to consume, work, move, relate and entertain, all these truths were put to the test during the pandemic. And meditation, for example, was the resource most sought after by people. In February 2020, before the pandemic, there were around 26 thousand mentions of the act of meditating on social networks. In March 2020, this number registered an increase of 139%.

2 – Return to nature: The home office remote work model has allowed more people to become digital nomads for a period of time. Ecotourism has gained greater visibility since then.

3 – More comfort and well-being at home: With people spending more time at home, we see a redefinition of living. Home office and homeschooling influence the improvement of spaces. In July 2020, there was a mixture of narratives about self-care and well-being, distributed among physical, mental and home aspects.

4 – Hands-on: The search for renovations and redecorations, combined with the interest in making handicrafts and the stimulation of digital content, has made the DIY (DIY) movement, part of the maker culture, grow even more. From February to July 2020, there was a 40% increase in the volume of Do It Yourself (DIY) publications. There were more than 53,000 publications during the quarantine.

5 – Sense of community and belonging: In times of crisis, the sense of collectivity is enhanced. This is what happened during the pandemic, due to the greater relationship with neighbors and with the neighborhood itself, increasing the consumption of local products and social commerce. More than 739,000 mentions of donations between March and July – an increase of 139% when compared to the same period last year.

6 – Less industrial, more artisanal: People are more suspicious of what comes from large companies and more trusting local producers, micro entrepreneurs and micro influencers. Companies will have to do a strong job to regain the trust of consumers and reassure them about their environmental and sanitary behavior. And right now, most feel that what is done at home or in the surroundings is safer. The term “handcrafted” today is more related to food. On Valentine’s Day, for example, the highest peak of references to the trend was recorded, driven by the #compredequemfaz #comprelocal movement.

7 – Empowering Minimalism: The excesses of modern life have left people overwhelmed and exhausted. Many of them have reassessed the essentials and realized that many material goods are automatic in our routine. These people are looking for more quality than quantity, and they give more importance to simple things, like taking a walk, watching the sunset and having contact with people. More than 26 thousand publications on minimalist and essentialist lifestyle were collected between March and July 2020.

8 – Need to cook at home: With confinement, cooking has become a routine habit in most people’s lives, especially food made from scratch, with natural ingredients. Although spending on delivery grew by more than 94% (Source: Mobills) during the pandemic in 2020, economic constraints, concerns about health and the environmental impact of packaging have made the kitchen revolution a trend on the rise. More than 1.1 million publications about recipes on social media during quarantine and the main narratives related to the practice reflect on the busy life and economic crisis of the moment: too lazy to cook – 7.4%; washing dishes afterwards – 3.1%; money saved – 0.9%. The bread roll remains a trend, with a 223% increase in the natural fermentation term, when compared to the period between March and July 2019.

9 – Online sales boom: Brands that did not work with online sales invested in the e-commerce model and many of them even gave up the physical operation, starting to focus only on the new format. From February to July 2020, there was a 128% increase in mentions of “having made a purchase online”.

10 – Desires and self-indulgence: To compensate for imbalances in mental health as a result of the deprivations of the pandemic, there is a movement that goes against conscious consumption: the increase in consumption, especially online. The association of the term “wine” to “delivery” was 9x greater in 2020 than in the previous year, when comparing the period between March and July.

11 – Search for health and well-being: Activities that improve the health and well-being of Brazilians are on the rise. The search for daily self-care is evident, either because people are having more time at home or because they felt the benefits of different personal care practices. More than 307,000 publications on meditation were collected in the same period. In February, before the pandemic, there were around 26,000 mentions of the act of meditating on social networks. In March, this number registered an increase of 139%.

12 – Greater concern with sustainability: More than that, concern with regeneration. The pandemic, as a phenomenon related to the imbalances of contemporary globalized society, has raised concerns about the future of the planet. There was a linear increase in mentions of the term “sustainability” throughout the quarantine period. References to the “menstrual collector” showed an increase of 53% when compared to the same period (March to July) in 2019, a year in which the discourse appears more conscientious and explanatory about the benefits. In 2020, the product appears related to the expression “I want to buy” in (2.7%) of the publications.

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