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• Women in Brazil: Reaching the Target Through Numbers and Intuition
  Rosâna Monteiro

Women in Brazil: Reaching the Target Through Numbers and Intuition

Forty years ago, Brazilian company Arno advertised its brand of hair dryers with photographs of a young woman sitting serenely under a dryer at home while applying nail polish – and looking as if she had little else to do all day. Nowadays, Arno's advertisements include an edgy drawing of a group of women in bold stances quickly blow-drying a range of hairstyles and looking as if they are about to dash off to work or an evening on the town. The contrast is an apt picture of how much women's roles have evolved in Brazil.

Women always have been major consumers, but current lifestyles have changed both the motivations for and the volume of their purchases. To develop messages that appeal to women, marketers must understand the consumption habits and behaviors that drive their target. IBOPE, the largest research institute in Latin America, recently conducted two studies that yielded useful data on both women in general and contemporary mothers, specifically.

From IBOPE's research, here are a few facts about women in Brazil:

• About 37 percent of mothers who work outside the home earn the biggest income in their homes.
• Mothers consume six hours of general media per day.
• Mothers who work outside the home prefer segmented media and use the Internet twice as often as moms who stay home.
• Roughly 83 percent of Brazilian women believe it is important to stay in shape and are worried about health problems.
• Only 32 percent of women consume diet or light versions of soda, while 83 percent said they consume regular sodas.

Such statistics can be an important starting point to communication that resonates with women. For instance, the seeming contradiction in women's stated concerns about health and their soda consumption could be a great basis for a food brand to deliver a nutrition message. But it should be done in a way that doesn't chastise – and the message would be even stronger if it also gives a nod to women's busier lifestyles.

While market data is very useful in developing communications for women, it usually should supplement the communication professional's instincts. For example, women in Brazil are more and more involved in the business community. Working is a very important part of their lives. But their dreams and goals of having a good family and marriage are the same as 40 years ago. These “intangible” feelings need to be considered when communicating with them.

Several brands in Brazil have made ads that focus only on work environment or only on family life. Neither had the expected success because they were not reaching the women in a 360-degree way. Meanwhile, ones that address both aspects with balanced importance (as it happens in real life) got excellent results, as Arno did using this “mixed” advertisement.

The final fact is this: Marketers – all over the world – who keep pace with their targets, on tangible and intangible aspects, have the best shot at winning them over.