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Bruno Maletta and Andiara Petterle co-wrote the book "Poderosas consumidoresas: o que quer e que pensa a nova mulher brasileira" (Powerful consumers: what the new Brazilian woman wants and thinks), which was launched in October. Through research across the country, the book shows the changes experienced by Brazilian women. It also highlights the fact that they are responsible for 66% of the economy - and that they are not satisfied with the way they have been treated by Brazilian companies. Watch the interview with Bruno Maletta below.

The book is touted as one of the greatest studies of women's consumption and behavior ever done in Brazil. What were your reasons for studying women specifically?
Sophia Mind is part of the Bolsa de Mulher Group, the largest women's communication group in Latin America. We study women's behavior and consumption because we believe that they are in control of most purchasing decisions. In other words, they form the largest consumer group in the country. Some studies have already shown the importance of women in the global consumer market, but this book is the first and largest study that talks specifically about Brazilian women. Another reason is that we constantly work with advertisers who want to talk to women, but we realize that many of them don't know how to do it or have a specific strategy for them.
It's true to say that women are the main decision-makers in the purchasing process. Why is that?
It's true to say that women are the main decision-makers in the purchasing process. Today they control 66% of all Brazilian household consumption. In some markets this dominance is very strong, such as the beauty, household and children's products and services segments. In others, there is still a slight male dominance, such as segments related to automobiles (mainly maintenance). It's interesting to note that women still have a lower average income than men (around 70% of the average male income) and yet they decide 66% of consumption. This is because they control their own income (which is increasing) and the part of their husband's or family's income that goes towards family expenses (food, children's education, home maintenance, etc.).
What influences a woman's buying process? Are there any estimates of how much they move each year in Brazil?
The 66% of control that women have is equivalent to more than 1.3 trillion reais a year. This control is related to the various roles women take on throughout the day (mother, wife, daughter, professional). In each of these roles, she has specific responsibilities and this makes her very powerful in terms of consumption in the most diverse market segments.
Over the years, women's consumer power has become stronger and stronger. Is this a trend? Will there be further strengthening?
Sim. O consumo feminino tende a crescer ainda mais. Estamos vivendo um momento de transição, em que as mudanças sociais, culturais e econômicas que deram o poder de consumo feminino ainda não terminaram. Em um intervalo de 15 anos (curto) a renda média feminina passou de 32% da renda média masculina para 71%. As mulheres já possuem, em média, mais anos de estudo do que os homens. Isso fará com que a renda feminina continue crescendo nos pr&o