Brazilian teenagers go global. Sharing values and brands

This paper pictures the first generation of young global consumers in Brazil and the common traits they present with their counterparts in other countries, sharing the same basic set of values and being attracted by the same international brands.

Brazilian teenagers go global. Sharing values and brands

Jaime Troiano Consumer Strategies, Brazil

INTRODUCTION

In the last ten years, Brazil has undergone major changes, as part of a continent - Latin America - that is searching for a development model.

It is true, however, that certain typical aspects of this society remain unchanged, having preserved their historical characteristics. Amongst these are the traditional patterns of income distribution and the intensive growth of metropolitan areas.

Nevertheless, throughout this process, with deep roots in the political and economic realms, Brazilian society has shown different signs of these changes and even a...

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