Brazil: The interest in sustainability

Today I decided to do a simple search on Google Insights, and see what was the evolution of interest in sustainability in Brazil. I check from 2004 to the present, and looking at web searches for the word sustainability.

As presented by the chart below, the interest in sustainability remained stable between 2004 and 2006.However from 2007 to 2009 the growth of interest in sustainability has increased considerably, and is expected that in 2010 the interest continues to grow.

This shows that we are really moving towards a Green Brazil.

A research firm called TNS produced the report called Our Green World (from August 2008), and it shows that many people in Latin America are educated about environmental problems and actively looking for information. In Brazil the Internet is the most used source for information on environmental issues.

This interest in sustainability have a direct impact on consumer behavior.
In Brazil 25% of consumers think they have changed their behavior much in favor of the Environment. For 79% of Hispanics green attitudes influence purchasing decisions. And Latinos are more willing to pay more for products that do not harm the environment.

The report also shows in which segments the public green are divided.
According to the report segments are divided into:

1. green is the right thing to do – people are well informed and tend to act proactively

2. green is cheaper – people are encouraged by the economy and the immediate benefits of the green wave

3. green is cool – people believe they must sacrifice in order to produce benefits to the environment

4. green is not a priority - consumers more concerned with everyday tasks, and have little experience in green attitudes.

With the interest for the green wave, it is essential that professionals understand the specific characteristics of each audience, to develop products and information specific to each one.

To read more go to the full report on the link below:

http://www.tnsglobal.com/_assets/files/TNS_Market_Research_Our_Green_World.pdf