A Brazilian review of what is very current about dating and young culture data around this topic. At the end, we also present two fictional strategies as if Starbucks was our client. Authors: Julia Reinhardt and Marcelo Brasileiro.

1. THE FUTURE
OF DATING
Brazilian milennials perspective
MARCELO BRASILEIRO | JÚLIA REINHARDT

2. Dating
is a SOCIAL
INTERACTION
To us it is about connections and bonds.
Brazilians are intuitive, expressive, talk loudly and
love human contact and getting to know new people.
Bureaucratic country, full of laws = we need leisure!
INTRODUCTION - CULTURAL FACTS
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Uncertainty
Avoidance

3. spotted online vs offline
Brazilian spotted has gone viral on social media. It is
used by college students who are trying to fnd out
more about someone they saw passing by or had a
brief conversation with. ( (
INTRODUCTION - CULTURAL FACTS

4. INTRODUCTION - CULTURAL FACTS

5. “Que me perdoem
as feias, mas beleza é
fundamental”
Vinícius de Moraes
23 million plastic surgeries (more than USA)
Brazilian beauty and personal care industry
is worth more than U$ 42 bn
(more than half of Latin America market)
Brazilian woman and man love to groom
themselves
World Cup Online Meme: “Brazilians, in general,
are too concerned about appearance and beauty
[...] sometimes it is too much. In Germany it is not
like that” - Ulrike Neumann.
INTRODUCTION - CULTURAL FACTS
- Ohhh, how pretty!
- No wait!

6. To 82% of Brazilians internet-users
online consume is “convenient”
TREND FORCES
practical + fits our needs
They research at least 6 sources on
the web before buying things.

7. Brazilians are internet
heavy users
Millennials spend more than 5 hours a day
on computers and mobiles
They are more likely to trust it and create exchanges
that were unthinkable just a few years ago.
According to KPMG International 2013 Digital Database,
Brazilians millenials are ”one of the “world’s most voracious
users of digital media”.
TREND FORCES

8. Time spent online
TREND FORCES

9. De-facing, de-leting and de-sharing
Feeling of loss of privacy
sharing X
privacy
SOURCED TRENDS
Brazilian Facebook profile picture
Increase of awarness about what is shared.

10. Dating apps
Brazilian millennials are prolific users of social media
Tinder and Grindr use social networking as their core and
fast and simple curation, gamification and shopping as it’s logic.
New swipping consumption of people.
Tinder grows 140% per month in Brazil and soon
this will be the second market of the app (just behind US).
SOURCED TRENDS

11. Professional dating
Linkedup
Past: keep things professional, strong
separation between work and relationship
Current time: it’s forbiden to forbid.
Brazilian justice fined companies that
are restricting relationships.
SOURCED TRENDS

12. REASONS FOR INTERTWINNING
RELATIONSHIPS AND WORK
Reasons for intertwining relationships and
work:
SOURCED TRENDS
Employers mechanisms to keep
employees working
even though Brazilians work journey has been
reduced in 2004, the intertwinement of work
and leisure resulted in more working hours
sensibility with each other schedule.
assumed earning power.
home work
overtime goals

13. CLIENT OVERVIEW

14. “To inspire and nurture
the human spirit [...]”
Known by its innovative nature
CLIENT OVERVIEW
Starbucks mission
Friendly and trained staff
Products that fits well Brazilian
coffee consumption

15. STARBUCKS environment
Free wi-fi and power outlets
Tables for up to 6 people meetings
Brazialins think Starbucks as status, it is an informal and trendy.place
in Brazil, Starbucks is a coffe place as opposed to a coffee place
CLIENT OVERVIEW
New Starbucks in Rio de janeiro,
near Cantagalo metro (subway) station

16. “Starbucks needs
to be aware of...”
Culture of coffee as a soft-drink
one thing Starbucks has already started doing
is using national known igredients (localize).
We like third-places between home
and work to chill with friends
(specially in big cities, as São Paulo).
When it comes to coffee, we have a strong
tradition of sharing it - we are very collective.
STRATEGIC RECOMENDATION
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Individualism

17. WE HAVE jogo de cintura
Ability to make decisions calmly, flexibly and quickly in difficult situations
STRATEGIC RECOMENDATION

18. “We have our own ways”
We have a lot of biodiversity:
Exotic nature, sunny beaches, sensual
spirit, tradition, urban vibe, ...
The country is in a constant state of
transformation - and it’s challanges require a
natural hability to adapt.
In order to create strong emotional
connections to Brazilians, it is necessary to
respect our culture: there is so much one
can impose it’s own sensibility.
STRATEGIC RECOMENDATION
Amazonia Rain Forest, Copacabana,
Salvador, Brasilia, Rio Grande do Sul,
and São Paulo

19. adaptability collaboration
STRATEGIC RECOMENDATION
Cobranding
refreshing view
sophisticated strategy made for a adaptable place

20. It’s a match!
Starbucks + Tinder
Coffee-based match-making app
possible everification of honest use
Geo-location and opportunity = “let’s have our coffee?”
Appeal to same-kind-of-coffee niche market with focus on sharing.
people could receive more information about that coffee they both like.
Personalized marketing could be used to offer the coulple other
products they have consumed in the past.
STRATEGIC RECOMENDATION

21. GET OUT OF THE PHONE
Daters should be invited to pay attention to their date:
no work, no social media (offline proximity to Brazilian Spotted).
STRATEGIC RECOMENDATION
(please)
Brazilian actor Caio Castro
showing how to multitask

22. COFFEE FOR TWO
STRATEGIC RECOMENDATION
Two or more concentrate coffee pods would be a
+
strategy to continue the Starbucks sharing experience at home.

23. THANKS!
MARCELO BRASILEIRO | JÚLIA REINHARDT