In 2023, the panorama of the communications industry and the advertising market remained solid and even with some points to be corrected in 2024, the balance was positive, especially when looking specifically at the initiatives of the creative economy and digital consumption of Brazilian communities.
According toNS – Research, one of the operating arms of NS Intelligence and Social Innovation, the Special Report on Advertising trends for 2024, delivers consumer habits and the main trends of Brazilian peripheries, bringing fundamental inputs and insights to society as a whole.
The digitalization of favela residents emerges as an intriguing and transformative phenomenon in a scenario where technology is often seen as a social divider. In the narrow and colorful alleys, where life pulsates with intensity, digital insertion becomes a catalyst for significant changes. The presence ofWhatsapp, for example, is present in 98% of those surveyed. J oInstagram, Facebook and Youtube are present in the lives of 8 out of every 10 residents, with consumption especially among Gen-Z. In this context of the digital age, social networks play a crucial role in contemporary society, exerting a significant influence on different spheres of human life. Its importance encompasses social, economic, political and cultural aspects.
By exploring digitalization in favelas, we are invited to rethink stereotypes and prejudices, as it not only breaks down physical barriers, but also creates previously unimaginable opportunities. Thus, technology is not just a means of communication, but an enabling tool that connects communities that were previously on the margins of the globalized world, says Emilia Rabello, CEO and Founder of NS.
According to the information collected, in 2023, 59% of communities made e-commerce boom, carrying out research and purchases online, with emphasis on GEN-Y women.
During this period, it was possible to observe the construction of a market that sought to reaffirm the commitment to initiatives that bring diversity and inclusion to the center of its actions, after all, e-commerce is the top of a funnel of representation seen on social networks and in development. of specific products for different bodies, hair and lifestyles, says Emlia.
Speaking of diversity and inclusion, this movement is one that needs to be worked on and remain strong in the coming years, according to the NS CEO. After all, in 2023, although the word included has been widely used, the data shows that the reality is different.
According to the Brazilian Institute of Geography and Statistics (IBGE), only 29.5% of management positions in companies are occupied by black people, although they represent 56% of the population. When the community scenario is analyzed, the survey by NS – Novo Outdoor Social, carried out in partnership with HSR and commissioned by Investe Favela, indicated that 60% of businesses in favelas are led by women, aged between 18 and 34 years old and that They undertake out of necessity, being the main reason for opening a business in Brazilian favelas for 40% of those interviewed.
The study also points out that the lack of capital to start or maintain the business is the main difficulty for 55% of entrepreneurs, with 18% of those interviewed claiming to have already used credit from various financial institutions to finance their operations, open or expand businesses.
We have evolved a lot when we think about diversity and inclusion within the advertising segment. In fact, in all markets we were able to experience some initiative in this regard. But we cannot give up, we still have an intense and long road to travel. We believe in the human capital of the periphery and in the potential for economic development of communities and we want brands and companies to also have this perception, of the favela as a power to transform the market, comments the CEO.
With more than 6 thousand communities spread across the country, favelas represented an important channel for strengthening the business environment throughout the country. Proof of this statement is that, in 2023, it was observed that the digital marketing, advertising, communication and digital influencers and content creators markets were consolidated among the main segments so that brands could reach different audiences, especially when One thinks of those who sought to interact with consumers inside the favelas.
We have a scenario of constant socioeconomic transformation in Brazil and brands have understood this and are increasingly recognizing the potential of communities and peripheries, not only as consumers, but also as drivers of new consumption habits, says Emilia Rabello.
What to expect in 2024?
To continue the work that began to take shape and strength in 2023, the NS – Pesquisas report projects that in 2024 the continued development of the market will involve the use of AI for the personalization of increasingly assertive campaigns and the consolidation of marketing platforms. content, especially social media, directly influencing the way brands develop their advertising and digital influence strategies.
We understand that communicating effectively with communities requires an extremely authentic and sensitive approach from companies. That is why it is important for brands to study the community scenario, recognize and respect the cultural diversity of the favelas, so that from this they can truly stand out, comments the CEO.
Check out other prominent trends for 2024 according to the NS CEO:
- Increased consumer privacy;
- Innovation in blockchain technology;
- High demand for partnerships with micro and nano Influencers;
Nano and micro influencers are essential for brands to enter favelas. The NS survey showed that 34% of participants follow the profiles of celebrities and influencers on social media to keep up with fashion trends.
Among the female public, 35% are also fans of bloggers and influencers to follow the latest trends and, possibly, make a purchase. Instagram is the most accessed platform to find out what’s in the latest fashion this season, this happens between 9 every 10 of those interviewed. Followed by Facebook (51%) and TikTok (35%).
It is an opportunity for megastores to transform community entrepreneurs into their own distributors. As well as, an Asian competitor, which is already making this movement and even supports its communication through local micro and nano creators, points out Emlia.
- Advertising strategies that seamlessly integrate online and offline channels;
You need to be present, regardless of the situation. At NS, we are connected through our offline app and are present in all neighborhoods, even in streets and alleys where the internet does not reach. We want to deeply understand the characteristics of peripheral territories and thus generate data and inputs that allow us to bring the favela increasingly to the center of the market, he points out.
- Authenticity that tends to become more than a strategy, a necessity;
Marketing on the periphery requires authenticity. Communities are made up of individuals who value their cultural roots and life experiences; The brands that make an effort to understand and respect these cultural nuances, rather than simply adopting a superficial approach, are the ones that stand out, says the expert.
- Diversity, representation and respect in the focus of companies and brands’ actions;
Diversity is a crucial element in any effective marketing strategy in the suburbs. It is worth remembering that representation is more than a trend, it is a demand for advertising that reflects the reality of Brazilian society, highlights Emilia Rabello.
- Economic empowerment, especially among black and gen-z women – it is necessary to invest in the potential of communities;
- Seek increasingly relevant narratives and go beyond stereotypes;
The stories told by brands on the outskirts must transcend stereotypes. Instead of presenting a simplified and often distorted view of life in these communities, it is important that these brands make an effort to show that they understand the real reviews of these audiences with authentic narratives, points out the NS CEO.
- Building lasting relationships;
Focus on the future of brands within communities. This should start to be built now!
Brands that intend to enter Brazilian outskirts need to understand that they are not just following trends, they are shaping not just their future, but the future of millions of people within the communities. The work of digital marketing, advertising, advertising, content production, promotion of local influencers are not actions that will only generate numbers and win new audiences, they are initiatives that will help build bridges that will become indestructible, concludes Emlia.
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