A study by Serasa Experian, the first and largest datatech in Brazil, revealed that Generation X, born between 1965 and 1980, leads the adoption of routine conscious consumption practices, such as ‘consuming less and choosing quality products’ and ‘using reusable bags.’ In eight of the nine actions analyzed, this group surpassed the national average—particularly in six of them, where they had the highest percentages among all generations. Only 2.4% of Generation X respondents stated they adopt none of the listed practices. Despite the high adherence, Generation X identifies more with experiential (20.7%) and traditional (19%) consumption profiles than with conscious consumption (17.7%).
Overall, only 3% of Brazilians report not adopting any sustainable practices in their daily lives. Check out the table below for the full breakdown by generation on the adoption of sustainable practices:
Southern Brazil leads in adopting sustainable practices
In the regional breakdown, the study highlights that Southern Brazil leads in adopting sustainable practices, surpassing the national average on multiple fronts. The biggest difference was recorded in the action ‘consuming less and choosing quality products,’ where the region reached 48.3%—ten percentage points above the national average. In the Southeast, the priority falls on choosing companies with proven sustainable practices, with 17.1% of respondents declaring this preference, while the Midwest is at the opposite end with the lowest rate (11.3%). Meanwhile, the Northeast stands out as the region with the lowest adoption of thrift store clothing purchases, with only 11% of respondents reporting this habit. Despite this, it is the region most aligned with the conscious consumption profile (21%). See below for a detailed regional comparison table:
The study also reveals that 20% of respondents intend to increase their consumption of sustainable products in the coming years. In terms of consumption profiles, the ‘Conscious’ type is the third most cited by Brazilians (17%), behind ‘Traditional’ (17.5%) and ‘Experiential’ (20.1%). This trend is reflected in consumers’ growing demands regarding companies’ ethical behavior: 14% would stop buying from brands that disrespect consumer rights, 12% in cases of dishonesty, 7% for mistreatment of employees, and 6% for negative environmental impacts.
“Today’s consumer doesn’t just choose products; they choose purposes. In a scenario where conscious consumption takes center stage, brands that want to stay relevant need more than just selling—they need to understand who is on the other side. Recognizing your audience’s profile and connecting with their values is the first step toward building lasting relationships, creating positive impact, and occupying a legitimate space in people’s lives,” says Isabela Torres, Marketing Services Director 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 wellness care.
