A study by Serasa Experian, the first and largest datatech company in Brazil, revealed that Generation X, born between 1965 and 1980, leads the adoption of routine practices of conscious consumption, such as “consuming less and choosing quality products” and “using reusable bags”. In eight out of nine actions analyzed, this group exceeded the national average — with a highlight in six of them, where they showed the highest percentages among all generations. Only 2.4% of the surveyed Generation X individuals claim not to adopt any of the listed practices. Despite the high adoption, Generation X identifies more with experiential consumption profiles (20.7%) and traditional (19%) than with conscious consumption (17.7%).
Overall, only 3% of Brazilians claim not to adopt any sustainable practices in their daily lives. Below is the table with a full breakdown by generation on the adoption of sustainable practices:
Southern Region of Brazil leads in the adoption of sustainable practices
In the regional breakdown, the study highlights that the Southern region of Brazil leads in the adoption of sustainable practices, surpassing the national average in various aspects. The biggest difference was noted in the action “consuming less and choosing quality products”, where the region reached 48.3% — ten percentage points above the country’s average. In the Southeast, the focus is on choosing companies with proven sustainable practices, with 17.1% of respondents stating this preference, while the Midwest is at the opposite end, with the lowest rate (11.3%). On the other hand, the Northeast stands out as the region with the lowest adherence to buying clothes from thrift stores, with only 11% of respondents stating this habit. Nevertheless, this is the region that most identifies with the conscious consumption profile (21%). Below is a table with a detailed regional comparison:
The study also reveals that 20% of the respondents intend to increase the consumption of sustainable products in the coming years. In terms of consumption profile, the “Conscious” type is the third most mentioned by Brazilians (17%), behind the “Traditional” (17.5%) and the “Experiential” (20.1%). This trend is reflected in the increasing demand of consumers regarding the ethical stance of companies: 14% would stop buying from brands that disrespect consumer rights, 12% in cases of dishonesty, 7% due to mistreatment of employees, and 6% due to negative impacts on the environment.
“Today’s consumer doesn’t just choose products, they choose purposes. In a scenario where conscious consumption takes center stage, brands that want to remain relevant need more than just selling: they need to understand who is on the other side. Recognizing the profile of your audience and connecting with their values is the first step to building lasting relationships, generating positive impact, and occupying a legitimate space in people’s lives,” says Isabela Torres, Director of Marketing Services at Serasa Experian.
According to Serasa Experian, lifestyle changes accompany this evolution: 39% say they are more focused on saving and avoiding waste, while 33% prioritize health and well-being.
