Census reveals new consumer profile – 7/4/2023 – Maria Inês Dolci

The census recently released by the IBGE (Brazilian Institute of Geography and Statistics) provoked surprises —the population grew much less than expected—, gnashing of teeth —mayors fearing that the reduction of inhabitants in their municipalities will shrink the transfer of the FPM (Fundo de Participation of Municipalities)—, and debate on the need for immigrants to fill job vacancies and balance Social Security.

However, the immense effects that the new population profiles will have on consumer relations have not yet been discussed in depth.

For example, the number of residents per household dropped. That is, families are much smaller than in the past. On the other hand, the number of households increased. That means more market for residential properties with fewer bedrooms and bathrooms. Good news for housewares, home goods and decor stores, as long as they offer items compatible with smaller spaces.

Medium-sized cities grew more, in percentage terms, than metropolises. This occurred, according to experts, because in megacities the cost of living is higher, and violence and traffic congestion make families miserable. With the internal migration of residents from capital cities to medium-sized cities, more sophisticated and diversified services will also have to follow this path.

Shopping malls, car rental companies, restaurants and fast food chains will have to look more carefully at the interior. And adjust your products and services to the consumption profiles of these communities.

In addition, population growth was more than double the national average in the Midwest region, which is not surprising given that agribusiness is the most important economic segment in the country. The North region also grew more than Brazil as a whole, but there was a slowdown compared to the last few decades.

As money calls money, this development of small, medium-sized cities and other regions, increases the need for specialized technicians, civil servants, service providers, etc.
But the greatest impact caused by the Census data, without a doubt, is the increase in the number of people aged 65 or over, which already corresponds to 10.5% of the population. The adult population, from 30 to 64 years old, increased to 46.1%. And there are fewer young people than in the past: 20.9% from 18 to 29 years old, and 24.6% under 18 years old.

As in health and social assistance, in consumption we are also not prepared for the change in the age pyramid, wider at the top (where the oldest are), shrinking at the bottom (where children and young people are concentrated).

In addition to safety items, such as non-slip floors and bathrooms with grab bars, there is a lack of comfort (sofas and chairs, for example) and salespeople trained to serve the elderly, who value human warmth as much as professional efficiency.

Fortunately, we have the CDC (Consumer Defense Code), the Statute of the Elderly, the LGPD (General Law for the Protection of Personal Data) and the Civil Rights Framework for the Internet. And we should have, hopefully as soon as possible, the Artificial Intelligence Framework.

Conscious consumption, in turn, with careful choice of products and services, helps to develop a critical awareness of the environmental, social and economic impacts of consumption patterns. This also applies to collaborative consumption, in which we conjugate more verbs such as collaborating, sharing, exchanging, lending and donating.

The census is a mirror of Brazil. Understanding the trends it points to is fundamental. Brazil will be less populous, older and more rural. Anyone who does not see this may be victimized by the new age, behavioral and socioeconomic profile of Brazilians.

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