According to the study ‘Branding Brasil The value that the country generates’, by the Ana Couto agency, 44% of people aged between 16 and 20 years old said they did not identify with the country
Isolation, union, pride, disgust and pessimism are conflicting words that appear in a survey that seeks to understand the Brazil brand from the perception of Brazilians. These words, translated into sensations and feelings, vary according to the profile of the respondents.
Young people, for example, were more pessimistic about the country and its future than older people: 44% of those aged between 16 and 20 do not identify with the country and 56% do not believe that Brazil is the ideal place to live. to live.
“Young people assess their future based on the current socioeconomic scenario. The conditions that the country offers to develop. This impacts their expectations and hopes associated with the country”, explains Ana Couto, CEO of the Ana Couto agency, responsible for the study ‘Branding Brasil The value that the pas generates’.
The material gathers information captured from three methodologies: a quantitative study with 2500 representatives from all over the country; social listening, with analysis of more than 600 thousand tweets; and five online communities, with a total of 150 participants.
“Older people went through periods when nationalism was more present: government campaigns, World Cup victories and other moments when ties with the country were strengthened. In addition, they tend to have more ties with Brazil: constituted family , professional life and others make them more optimistic about the country – possibly because they have already gotten used to a series of critical factors related to Brazil”, adds the executive.
The survey also portrays a gap between Brazil, currently seen as an isolated country (54%), which does not develop because it always changes course (52%); and the figure of Brazilians, with 71% of participants stating that Brazilians are capable of doing anything when they choose the path of union.
“The reason Brazil is poorly evaluated is mainly due to our socioeconomic scenario, the living conditions that the country offers and the comparison of the advantages and disadvantages of living here”, says Couto. On the other hand, the positive perceptions of Brazilians would be connected to the potential we see as a country and in the hope for the future.
The duality of our relationships is also present in the symbols that have always been in our lives, such as the national flag and the shirt of the Brazilian team. 58% agreed that they miss wearing something with the colors of the country, which shows that the symbols have not lost their power. Despite this, part of the population no longer uses these elements.
“The colors of the flag accompany us throughout our lives, we created early on a relationship of recognition and identification with the flag, the shirt and other symbols that carry them. However, we have observed in recent years a great movement of polarization regarding the use of national colors and symbols, mainly by associations of political ideology”, says Couto.
According to the specialist, the answer about the ‘longing’ in the use of stickers or pieces was important because it shows that the symbols are still preserved and that it can signal a “depolarization movement”.
Despite this, the study also revealed greater tension in two groups. Women (67%) and blacks (57%) did not agree with the statement that the “national flag represents the future” and had mixed feelings between ‘sadness’ and ‘joy’ about the symbol. This explanation, believes Couto, is related to the fact that they are contingents that are less represented or have more limited perspectives in the current configuration of Brazil.
(Image credit: Raphael Nogueira on Unsplash)
