The appetite for purchases among consumers from classes D and E is high. Research developed by Data-Makers and released with support from the NGO Gerando Falcões and the Escola Superior de Propaganda e Marketing (ESPM) shows that 59% of consumers with incomes up to two minimum wages are expected to increase their consumption this year, a rate higher than all other social classes studied.
Launched this Monday (2), the unprecedented survey “Invisible Brazil: Insights on Low-Income Consumers” also shows that consumers from classes D and E care about social, environmental, and ethical causes when making purchases, primarily use their cell phones to shop, and are multiplatform. According to Fabrício Fudissaku, CEO of Data-Makers, by bringing together Gerando Falcões and ESPM in the study, it was possible to combine theoretical and practical knowledge, offering a unique perspective on Brazil’s low-income consumer.
According to the survey, classes D and E show greater intention to increase consumption than other groups, reaching 59%, while the average for the population is 57%. Only 6% of low-income consumers intend to reduce spending this year, indicating a strong consumption trend. The cell phone dominates as the preferred shopping channel (49%), surpassing the population average of 46%.
“This breaks two important stereotypes: there is no consumption retraction among the poorest, nor dependence on physical channels. Low-income consumers show a clear appetite for consumption and full digital autonomy. Brands that understand this movement can find unprecedented opportunities to build solid and modern relationships with this audience, which wants to be recognized and valued as digital consumers,” says Fudissaku, CEO of Data-Makers.
The research supporting “Invisible Brazil” was conducted by Data-Makers between April and May 2025, using a quantitative methodology with 2,465 online interviews, of which 1,331 were specifically with consumers from classes D and E, according to criteria from the Brazilian Association of Population Studies (ABEP). The sample has a regionally representative distribution of Brazil: Southeast (38%), Northeast (25%), South (16%), Central-West (12%), and North (9%), covering only those over 18 years old.
For Sérgio Rocha, CMO of Gerando Falcões, the research helps demystify the consumption patterns of the population living mainly in Brazil’s favelas and peripheries. “The study shows that low-income consumers are modern, connected, influential, and open to consumption. Brands that want to win them over must invest in representation, inclusive communication, and optimized digital strategies, going beyond stereotypes and building authentic cultural bridges. Research shows that Brazilian favelas generate over R$ 200 billion annually, but these consumers are often still invisible to brands,” says Rocha.
Social, environmental, and ethical causes
According to the study, consumers from classes D and E prioritize social, environmental, and ethical causes, often surpassing higher classes in commitment. Values such as elderly rights (88%), inclusion of People with Disabilities (87%), and sustainability (79%) are highly valued, debunking the myth that social concerns are exclusive to elites.
“This attitude reveals that solidarity and empathy are part of everyday life in the peripheries, going beyond purchasing power. For this audience, supporting causes is not about status but genuine care for the community, opening new opportunities for authentic and inclusive brands,” explains Fudissaku.
Another important point is that 73% of consumers from classes D and E value zero-sugar products, the highest national percentage, leading the search for healthier food options.
Media consumption
The survey also reveals that media consumption in the peripheries is digital and multiplatform: 91% of people from classes D and E access the internet daily, with social media platforms like Facebook (71%), Instagram (77%), and TikTok (50%) standing out, along with a strong presence on YouTube (70%) and sustained daily consumption of open TV (65%). The study also shows simultaneous use of traditional and digital screens, favoring content that blends information, entertainment, and cultural identification.
“Thus, effective communication for the peripheries requires strategies that respect this audience’s multiplatform routine, connecting TV, social media, and apps in an integrated way. This audience is connected, attentive, and eager to be recognized across all the screens that are part of their daily lives,” says the CEO of Data-Makers.
If you are interested in watching the event where the research was presented, access the link: https://videos.netshow.me/v/9NXTyTuvgUE.
