Understanding Brazil’s Rich Consumer Landscape: Insights from Trend Expert Iza Dezon
Iza Dezon, the CEO of Dezon, a strategic consultancy specializing in trend analysis, shares her thoughts on the importance of direct, in-person research for predicting market trends accurately.
Brazil is often described as having multiple identities within its borders. Although it is one country, its vast size resembles that of Europe, leading to a variety of consumer behaviors. Brazil’s unique history contributes to its diverse population, encompassing a wide range of hair types, body shapes, and skin tones. This diversity makes it an intriguing subject for consumer research.
But how do you grasp the complex nature of Brazilian consumers amidst this variety? For the past 15 years, Iza has been focused on trend forecasting, constantly learning to detect what consumers may not yet articulate. Her work involves identifying changes in lifestyles and cultural consumption that can ignite new desires. According to her, no algorithm can replace the depth of insight gained from researching trends firsthand.
One notable trend is the growing concern around wellness. While wellness has been a hot topic for some time, there’s a new conversation around wellness burnout. Younger generations, particularly Gen Z, have come to understand that no amount of supplements or beauty products can solve larger life challenges like rising housing costs. There’s a widespread acknowledgment that maintaining the pace of today’s consumer-oriented world is exhausting. Many young people are choosing to be less active on social media, appearing less focused on indulgence, and are even withdrawing from the digital realm. Iza argues that moving forward, the key to her industry may lie in focusing more on analog experiences rather than digital ones.
Additionally, Brazilians have a natural inclination to seek out new experiences. They are adventurous and curious, always eager to try different flavors and textures. This receptiveness makes Brazil a critical market for novel trends, especially within the health and beauty industries, which continuously explore emerging concepts.
While it’s easy to assume that online platforms are the primary sources for identifying trends, Iza emphasizes the significance of stepping away from screens to truly connect with the world around us. By engaging with people, visiting places, and observing firsthand, one can gain insights that technology often overlooks. In fact, relying solely on artificial intelligence for trend predictions may lead to a narrow view, as it primarily reflects existing trends. The genuine essence of trend forecasting lies in the unique experiences, memories, and connections each individual cultivates over time—far beyond what any algorithm can provide.
These reflections by Iza Dezon remind us that the art of understanding consumers is complex and requires a keen eye for the subtle changes in their lives.
