Brands and political positioning in a polarized Brazil

Examines the increasingly fraught relationship between politics, media and brands in Brazil, as the polarized nation prepares for another presidential election in October.

This article is part of the September 2022 Spotlight Brazil series, "How consumers are responding to volatile times.” Read more

It's not news that the political scene in Brazil has been simmering – or maybe even boiling over – for a long time now. Since hosting the World Cup in 2014, the country has gone through a presidential impeachment, the arrest of another former president, a polarized election and the rise of an extreme right-wing clan that is raising the voice of previously silenced conservative Brazilians. Right now, the 2022 election period has reopened an important discussion: How...

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