Brazil has never been a major player in the world.
We missed the industrial, technological revolution and we are missing the industry 4.0.
We are proud to export commodities with no added value, whole trees and pregnant cows.
We say that we are the country of samba, football and the Amazon.
But we self-sabotage culture, education and indigenous peoples.
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If I were Brazil’s strategist, I would make three lists:
1. What does the world need?
2. What does society and people demand?
3. What are we good at and what is our vocation?
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I think it would not take long to arrive at the following result:
We are living in a moment of climate emergency (those who deny it are blinded by their privileges).
People no longer want to collaborate with exploitative and toxic products. Natural materials and responsible supply-chains are the future of the food, cosmetics and medicine industry.
Brazil has the most important forests on the planet, talented young scientists, creativity and experience to entrepreneurship.
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In other words, one of the most important strategies for Brazil is to encourage the Bioeconomy.
However, the Amazon, with its 30 million people, accounts for 0.17% of the market for socio-biodiversity products.
Skeptics will say: but agro moves Brazil. I say: and it will continue, bioeconomy is the future of the agro-industry.
But it is being held back by short-sighted, non-strategic visions.
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Brazilian brands are also ruins of strategy when they think about impact.
According to the UN, there are 17 SDGs (Sustainable Development Goals).
No one expects a brand to solve all problems, but 90% of Brazilians expect brands to have a purpose.
Purpose was not built with a social media post on the biodiversity day or changing the brand’s colors during LGBTQIA+ Pride Month.
But it was built with strategy:
1. Which SDG can I contribute?
2. What do my customers and partners require?
3. What are we good at and do we have expertise in?
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Brands and the private sector have the resources and talent to accelerate this transformation.
Brazil is in a unique moment of being the great protagonist of the world.
You just need to know how to implement a strategy.
Sources:
- G1 Podcast The Subject w/ Ricardo Abramovay
- InPress Porter Novelli & IBPAD
