Consultancy CAUSE carried out a statistical survey, in partnership with Instituto de Pesquisa Ideia, specialized in public opinion, and reveals that the word of the year 2022 chosen by Brazilians is “hope”.
In the 7th edition of the study, the term “hope” is the most commented among the 1,200 respondents in this year’s survey, followed by “disappointment” and “difficulty”, both tied for second place in the respondents’ preferences. In the 2021 edition, the chosen word was “vaccine”, as it was on the tip of the tongue of the Brazilian population, since it was a period marked by the advancement of vaccination against Covid-19. And this is an important factor for us to understand that people are waiting for better days.
Leandro Machado, Partner at CAUSE, comments:
“The victory of the word ‘hope’ happened in a narrow way, and that helps to explain the Brazilian’s vision in relation to the year that ends. The runner-up, ‘disappointment’, completes the picture of this polarized period in Brazil’s history. It is indisputable: the political division even reached the choice of the Word of the Year.”
The traditional survey carried out annually, has the mission of understanding the spirit of the times, that is, understanding the feelings of citizens, expressed in a word, in addition to generating debates and reflections on society’s concerns and focuses for the year that will begin.
Methodology
A group of specialists invited by CAUSE selected eight words that would best define the year 2022. At the same time, a survey heard 1,200 respondents, by telephone, in all regions of Brazil, between the 4th and 9th of November. The margin of error is up to 3 percentage points, more or less than the results found in the total sample. In the end, the organizers matched the words most cited by experts and the public to choose the word of the year for 2022.
With the choice of the word “hope” to define the year 2022, it is possible to see that people tend to move politically in 2023, since they want changes that can bring improvements to the scenario faced by the country. In addition to hope, disappointment and difficulty, other words were mentioned and made up the list of finalists in 2022: confusion, overcoming, polarization, democracy, relief, division, the Amazon and complexity.
Cila Schulman, Vice President of the Ideia Research Institute, explains:
“The choice of the word Esperança represents the confidence that Brazilians recover after two years of significant losses due to the pandemic and after experiencing a very polarized election, but also indicates the act of simply expecting something different in what is to come. In this sense, it dialogues with the choice of 2018, right after the presidential election, that time Change, a word that could mean something negative or positive, depending on the change that would occur. The word Hope is still an evolution of the negative choices of the past two years, Difficulties (2019) and Mourning (2020). In other words, after years of lean cows, Brazilians renew their faith to move forward, despite the anguish and risks that life offers.”
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