All Brazilians need a certain level of care right now, given not only the pandemic, but a general climate of insecurity; nonetheless, different groups have different needs during a trying time. Establishing a framework for this is crucial not only to brands and agencies talking to audiences in Brazil, but across our increasingly polarised, complex, and uncertain world. 

Why it matters

As a country of more than 200 million people, the Brazilian consumer is certainly not a monolith; looking at the way different consumer groups are responding to uncertainty is crucial to understanding how brands can reach them.

Takeaways

• There...