Brazil Demographic Profiling According to the ‘Serasa’ Credit Standards
Undertaken in joint partnership with the Univesity of São Paulo (the largest and most prestigious higher education and research establishment in the country), ‘Mosaic Brasil’ is a detailed breakdown of the country’s population into 10 groups and 39 segments based on income levels, geography, demographics, behaviour and lifestyle patterns. The system uses up-to-date research techniques and its model is now being replicated in several other developed and emerging nations. Below is a highlight of each of the segments:
Rich, Sophisticated and Influential (Ricos, Sofisticados e Influents)
A1 – Successful Prime Business Owners of the Larger Cities: this segment consists of businessmen / women or professionals who are highly successful, rich and sophisticated – living and dominating private activity in the larger cities of Brazil. They are the richest of Brazilian society, enjoying luxury and comfort, materialising their social status by consuming exclusive goods and services. The majority are mature adults (between 46 and 60 years) with impeccable credit histories who divide their time between maintaining/building their high levels of wealth as well as travel and unique experiences.
A2 – Executives and Opinion Formers: this segment is formed of wealthy people in successful careers (such as senior civil servants and business executives) – many of which would live luxurious lifestyles in wealthy areas of Brazil. People within this segment have achieved professional success and the highest wages in Brazilian society through study, dedication and hard work. A2s are influential and recognized within their professional circles and are mostly between the ages of 46 and 60 who live in highly valued properties. They attended good universities (many also have post-graduation qualifications) and live a life of high standards through the consumption of luxury goods and services.
Properous Urban Dwellers (Prósperos Moradores Urbanos)
B3 – Prosperous and Traditional: the segment is formed of professional, mature and well educated individuals who have financially successful careers in the public sector and private sectors. B3s would usually live a less ostentatious lifestyle with more focus being made on comfort, engaging in activities that connect with the world more completely whilst opting for products, services and facilities of uncompromising quality.
B4 – Contemporary Lifestyle: this group of people represent those who have a modern, urban lifestyle in the central regions of large cities. B4s have a good level of education with careers in the service sector or public administration. They range from young people living with parents, past graduates and couples. Much focus is placed upon career development and, for this reason, leisure time tends to be limited. Purchase choices would be made upon good quality brands.
B5 – Stable Jobs
This group is composed of people with good educational backgrounds in stable jobs and a good level income, living comfortably in their apartments in surrounding neighbourhoods of Brazil’s city centres. They are mostly dedicated professionals from big cities with a good level of education enabling them to secure jobs in various sectors of the economy. B5s aspire to improved employment opportunities and like to live comfortably. With solid wage receipts they can afford to take a family holiday at least once a year and are very active financially (for example accessing credit frequently).
B6 – Living the Retirement Dream: this group of people are retired and living in a good financial situation in properties within traditional and safe areas. Having had a life of professional and educational success, B6s are focused on their families and no longer have traces of neither ostentation nor consumerism and would not usually need to access credit.
Urban Employees (Assalariados Urbanos)
C7 – Older Dwellers: this segment is formed of older workers who are still in active employment and who have lived for extended periods in urban areas with good infrastructure. C7s are between 56 and 70 years of age and are mostly married to other people who fall in the same segment. Income levels are above average – largely due to having an extended career – and they remain well attached to their communities and neighbourhoods.
C8 – Young People with Promising Career Prospects: the group is composed of young adults who are at the initial stages of well-established careers (for example lawyers, engineers, accountants) – many would be involved in ongoing training programmes and placements. C8s live in safe urban areas, often close to university campuses and other areas with high concentrations of shared housing. Time would be spent balancing a social life with a developing professional career (consumption levels are high).
C9 – Techical Workers and Operators: this group consists of people with low qualifications levelswho engage in technical and business operational work earning modest income for consumption. C9s are largely aged between 21 and 35; may or may not have at least one dependent and use most of their income used for personal consumption, which enables them to ensure their individuality and social projection in the environment in which they live.
C10 – Making Ends Meet: this group is made up of workers in a variety of occupations with a modest income and a tight budget living in the old and lower-end accommodation areas of the bigger cities. Work positions do not require a great deal of technical and/or professional training and they would usually have a low to medium level of education. C10s are not ostracised from other segments and are able to enjoy full access to all infrastructural and social facilities of Brazil’s cities.
Entrepreneurs and Traders (Empreendadores e Comerciantes)
D11 – Highly Successful Entrepreneurs: professional and mature entrepreneurs who enjoy a high standard of living due to the hard work of developing a successful business built on solid industry knowledge and a good educational background. D11s travel frequently (for both business and pleasure); thrive to improve their organisations; have aims to further ascend the social ladder and are regular consumers of luxury goods and services.
D12 – Small Business Owners: this group are largely aged between 35 and 60 with a good level of education who take pride in their business interests whilst continually being focused on growth and consolidation. D12s are usually married; have an average level of income; may have dependents; reside in the peripheries of Brazil’s metropolitan cities and many aspects of their business / social life would be intermingled.
D13 – Micro Entrepreneurs: this group is largely made of up active small business owners, who may be relying on low-interest loans and/or grants, with businesses which have a fundamental role within their own communities and neighbourhoods. D13s are low-middle income earners who reside above or behind their establishments and are not interested growing and or scaling-up their business interests – preferring a steady level of operation and income security.
Socially Aspiring Individuals (Aspirantes Sociais)
E14 – Socially Aspiring Professionals: the group is composed of people who work and study in search of social mobility and independence. E14s largely live in city suburbs with extended families and are mostly young adults between 26 and 40 years who to achieve career advancement through engaging in education and hard work. Most would have a higher income and a better education than compared to those in the suburban neighbourhood where they reside. The segment aspires to consume luxury as well as to achieve a better lifestyle and higher social status.
E15 – Good Life Quality of Life in Brazil’s Interior: this segment is comprised of business owners or professionals with a relative high level of income and good education who live in comfort with a decent quality of life in the non metropolitan areas of Brazil. E15s would usually be aged between 36 and 55 and examples would include civil servants, tertiary sector professionals and small business owners. Many are identified as a new generation of local success – for example children who, after studying outside the place of birth, return with degrees and expertise to develop local economies.
E16 – Young People in Search of Opportunities: this group largely consists of women aged between 20 and 35 years old who struggle with low income whilst working and studying in search of social mobility and an improved financial situation. Whilst independent economically, most usually live with their parents in the suburbs and any income received is used personal consumption as well as for the payment of studies. These are people who have a strong desire to expand their social status – which may or may not occur.
E17 – Undisciplined Consumers: this group is compiled of largely young adults whose consumption patterns goes beyond the possibility of their modest incomes. E17s largely reside on the outskirts of large cities; have completed up to a high school education level and often employ the use of credit to buy what they desire. Eventually debt emerges and they face the issue of confronting constant financial problems and difficulties in honouring debts.
Periphery Dwellers (Moradores da Periferia)
F18 – Young Low Income Workers: this segment consists of young single people (mostly women) from the outskirts of capitals and major cities who work in formal jobs in low qualification professional employment. F18s would have a low level of education achieved in the regions of where they are from (which would usually be of lower relative quality).
F19 – Young People in Informal Work: this group is made up young people, largely from the city outskirts, who engage in largely self employed and informal work to support their day-to-day lives. Most F19s would have very little educational achievement; would be in receipt of governmental assistance and would place a heavy reliance on the growth of their ‘business’ in the local economy.
F20 – Low Qualification Workers: this segment is made up of workers under the age of 40 who have a low level of education and receive relatively inferior levels of income for unskilled yet formal jobs. Many work hard to provide for their families and take advantage of government grants / benefits.
F21 – Excluded from the System: this group are usually aged between 30 and 40; reside in the peripheries of Brazil’s cities and towns; engage in very little formal financial activity and are generally carry out extremely varied work when available. F21s have an elementary level of education; are challenged by little chance of gaining fruitful employment and have no banking ties.
F22 – Periphery Students / Workers: this group is made up of young students or workers of up to 21 years, residing in the peripheries of Brazil’s towns and cities, with low qualifications. Most F22s work in the private sector (both in the formal and informal); are in receipt of low wages and live as part of very small families.
F23 – Assisted Families of the Peripheries: the group consists of very poor people who depend on assistance from the government and informal work. The majority of F23 Brazilians live in large families in the suburbs of northern and north eastern cities (including slums in the outskirts); are aged between 26 and 40 years; have little and sometimes no education and will not have a bank account and/or engage in any formal financial activity.
Aging Periphery Dwellers (Envelhecendo na Periferia)
G24 – Maturing Periphery Dwellers: this group is made of largely 40 to 55 year olds who reside in the peripheries of the larger cities of Brazil that have the challenge of dealing with the difficulty of getting old without a decent income as well as being unable to formally retire. G24s have low education; no access to the formal financial system and rely on government grants.
G25 – Low Income Married Couples: the group consists people in conjugal or stable relationships residing in extended families of low income in simple homes in the peripheries of Brazil’s towns and cities (for example those adhering to Banco Nacional da Habitação or Companhia Metropolitana Habitação building standards). G25s are over 46 years; have an elementary education level and are in transition between productive working age and retirement. Whilst G25 people have a high adherence to the use of supermarket credit cards, most have little other formal financial dealings.
G26 – Retired Workers of the Peripheries: this group is made of retiree workers who live on modest incomes on the outskirts of Brazil’s cities and towns. G26s would not work far from where they live and make very small earnings which are are largely spent on basic provisions and health care. This group love to watch television; listen to radio; spend time with friends largely and have no immediate dependents.
Quiet Retirement (Aposentadoria Tranqüila)
H27 – Good Life Retirees: the segment consists of retirees, based around the larger cities and capitals of Brazil, who have a comfortable level of income and post-work life. Most are married; have no immediate dependents and a very elementary level of school education (an aspect that can be understood as typical of this generation who lived in an age in which education was a very difficult to access). H27s are largely based in the southeast as well as the coastal areas and interior cities of Brazil. They enjoy the good quality of life offered in the regions of which they reside.
H28 – Retirees Without Comfort: this group is made up of retirees who live on the borders of urban and periphery areas of Brazil with a modest to low level of income. A reduction of income when becoming elderly makes the situation become worse and unmanageable – particularly when faced with issues of the rising living costs in cities.
H29 – Internal Brazil Good Life Retirees: the group consists of small town south and south eastern Brazilian retirees who, despite a low income, live a life of satisfied simplicity. Living in inland areas where costs are cheaper helps budgetary management and most do not have immediate dependents. Routine activities include enjoying the countryside, gardening and small gatherings in the homes of friends and family.
Aging Interior Dwellers (Envelhecendo na Interior)
I30 – Former Rural Worker Retirees: this segment is constituted of formal rural workers of the north east of Brazil who are over the age of 56. I30s have a low level of education; live in simply constructed, humble homes and, due to their lower levels of income, are entitled to receive government subsidies (such as the Bolsa-Família, Family Allowance).
I31 – Assisted Families of Internal Brazil: the group is made up of very poor people living in large families supplemented by governmental assistance. I31s will generally have a low level of low education; are economically active (largely in rural agriculture) and are aged 41 and 70 years. Big families usually reside together – including the children, grandchildren, great grandchildren and other relatives – and subsistence plays an important part of day-to-day life. The young have aspirations to move away from their small town homes and work in formal jobs in cities.
I32 – Seniors Living Remotely: this group is comprised of retirees who live in the remote regions of north east Brazil – famous for a scarcity of services and a low quality of life. Almost all I32 are married and most have no dependents. Their houses are of very basic standard (often hand made by the families themselves); subsistence agriculture is relied on; very low levels of financial activities are engaged in and most rely on government aid on donations.
J33 – Little Germany in Brazil: the segment is composed of people of German descent living in rural areas of southern Brazil who have reasonably good educational background; a medium level of financial activity and live in communities that preserve the central European culture.
J34 – Rural Workers of European Descent in Search of Opportunities: the group is made up of young adults of European descent living in the interior of southern Brazil. Coming originally from villages and small towns in southern Brazil, many move Midwest – primarily towards Mato Grosso do Sul – and also to the north west towards São Paulo in search of better opportunities. J34s value the importance of education in order to improve their quality of life and are continually looking into improving their futures.
J35 – Rural Land Workers and Small Land Owners: this group consists of largely middle aged rural workers and small-scale landowners who engage in subsistence agriculture and livestock production. J35s have relatively low income levels and a modest lifestyle with a strong emphasis placed on religious belief and community interactivity.
J36 – Young Agro Business Employees: the group consists of Brazilians between the ages of 20 and 40 years old with relatively low education levels – typically located in the south and south east – who work in the agricultural and livestock production industry.
J37 – Young Agro Business Employees of the North and North East: similar to the J36 segment, the group is made up of 20 to 30 year olds with limited educational background who work in a wide range of agricultural and livestock production activities in the north and north east of Brazil. Most J37s would live in the poor rural areas of this large region.
J38 – Midwest Migrants: the group is constituted of people who have moved to the Midwest of Brazil in search of new opportunities in agro business. J38s largely reside in poor standards but are being offered regular work and new opportunities due to industry growth in the region.
J39 – Amazonian Lone Workers: this group of people largely live and work alone along the Amazon basin (as well as on Tocantins, Araguaia and other mid-west and northern rivers and tributaries) and earn income through the small scale selling of fish and other agricultural produce.