Ethos has been present in the US for a year and came to the country with the aim of strengthening the relationship between consumers and brands
Deloitte Digital brought to Brazil the Ethos service, which aims to help companies address environmental and social issues, such as climate change, diversity and inclusion, gender equity, combating racism and social well-being.
The service has been present in the United States for about a year and connects purpose with innovation in three pillars: equity, sustainability and society.
“In the United States, Ethos emerged from a very strong need to fight racism, for example. In Brazil, we ‘tropicalized’ the offer to address the urgent issues we have here, such as the inclusion of indigenous peoples, the environment, gender equity”, said Guilherme Evans, lead partner at Deloitte Digital in Brazil.
In the equity pillar, Ethos helps organizations create more inclusive campaigns, experiences and activations that better represent systematically disadvantaged audiences.
In the sustainability pillar, it collaborates with the promotion of solutions that make the planet a priority, such as the construction of more circular business models, considering the optimization of processes or even future business opportunities from waste, in addition to reducing the emission of gases, capturing carbon through technological solutions.
Finally, in the social pillar, the service supports companies to build businesses that benefit society, such as economic inclusion through strategic partnerships, for example.
“Organizations have been questioning their role in society, which is not just selling, but also helping to transform the environment and contributing to the construction of a more just and egalitarian society. Consumers in Brazil are increasingly aware of the issue of social and environmental responsibility of companies and are willing to contribute more to them”, said Maximiliano Luz, partner at Deloitte Digital responsible for Ethos in Brazil.
Ethos brings an approach that goes through five steps: multicultural research, brand purpose strategy, inclusive innovation, equitable experience and sustainable design.
“We are bringing Ethos to Brazil with a keen eye on the specifics of our country. We have a huge territory, so, in my view, a broad approach is needed to help keep the planet and society alive”, explained Manuela Macário, head of the Ethos offer in Brazil.
Among the Ethos cases in the world, there is a retail chain that remodeled its advertising campaigns to have more diversity to have different audiences represented, which had the help of the service to build a guide with standards and guidelines for the selection of castings of campaigns.
