The current economic situation in the country is having an emotional and behavioral impact on the consumption patterns of Brazilians aged 30 and up. This is the first time this generation has faced an economic crisis. The result is a rather delicate moment, and “thirty-somethings” are already feeling the effects of the recession in their pockets:
- 85% feel their purchasing power has decreased.
- 64% gave up some item because of the crisis.
- 50% felt the impact, but can still get by without major struggles.
- 42% switched the brands they used to buy for cheaper ones.
- 29% have avoided taking on debt for fear of losing their jobs.
These are some of the findings from a project developed by Pesquiseria and coordinated by Giacometti Comunicação: Projeto 30 – A crise e o padrão de consumo entre as diferentes tribos de 30 anos. According to its creator, Denis Giacometti, there's a strong expectation that turning 30 finally places an individual in the “adult” world, and reflections on the past combined with questions about the future are constant concerns in this generation's mind.
The financial reality falls short of thirty-somethings' expectations. Money is the main issue in life, responsible for turning the desire for stability and long-dreamed-of freedom into reality. Speaking of which, 86% of respondents point to financial stability as the main issue in life. Most also state that lack of money is a major problem. According to Giacometti, the main economic frustrations lie in not being able to pay bills on time and seeing the family's standard of living decline. Most respondents didn't consider themselves capable of saving money or maintaining any savings. “As a result, a culture of the present emerges, of small indulgences. Since they couldn't manage to save, they'd rather spend a bit more to experience happy moments. They allow themselves small luxuries, and purchases provide small joys,” comments Giacometti.
We're talking about an overestimated generation, with many expectations but few accomplishments. And the pessimistic scenario contributes to this reality. With more protection from their parents, more tools at hand, and having grown up in a stable, rising macroeconomic scenario, the expectation was that their achievements would come naturally. Tiago Faria, managing partner at Pesquisaria and coordinator of the study, points out that this generation keeps struggling with a desire to turn things around. The fear of taking risks grows larger in the face of a highly unstable economic scenario. Caution is the essential item for preserving what has already been built. Another issue highlighted in the research is the job market, a major source of frustration for respondents. In a competitive market that pays poorly, the idea of social advancement becomes increasingly distant.
The study identified the existence of attitudinal segments among these young people: Recomeço (Fresh Start), Frustrados (Frustrated), Carreirista (Careerist), Família Precoce (Early Family), Zen, Realizados (Fulfilled), Independentes (Independent) and Deixa a vida me levar (Go with the Flow). In the researchers' view, the division into “tribes” clearly reflects the choice patterns and visions of the future held by this generation, identified through a mapping that offers a consistent picture of how 21st-century Brazilian young people experience life and build their paths.
The profiles identified by the research
- Recomeço (Fresh Start) – 28% of respondents
Belonging to class C and, despite having planned less – especially in the financial and educational areas – they are optimistic about the future. With the arrival of their 30s, they decided to put an end to their current path and change the status quo. A reaction to a model that no longer worked: whether it's a career change, new job, promotion, moving to a new city, marriage, or separation.
- Frustrados (Frustrated) – 21% of respondents
These are thirty-somethings frustrated for not having planned ahead, and upon turning 30, they look back at their own path and compare themselves to others. Their careers are less consolidated, they show lower professional ambition, but they hope for a calmer life with a car and a home of their own. They are very family-oriented, as that's where their inspiration comes from.
- Carreiristas (Careerists) – 15% of respondents
This is the group that planned the most! Their professional career is a success. They work with what they love, which keeps them inspired. They are hardworking and rational. They want to build capital, gain recognition, and see their careers as an investment for a peaceful future life. They avoid taking risks as much as possible and give up personal life. They're the ones who feel the lack of time for themselves the most. They're the ones who know how to deal with individuality and have a relatively high level of personal fulfillment.
- Família Precoce (Early Family) – 11% of respondents
Women lead this profile. They work hard out of a sense of responsibility and prepared less, feel a lack of opportunity in the job market, and are more vulnerable. There's a low level of professional satisfaction, but family has become the center of attention. Today, they fight to achieve the long-dreamed-of home of their own and seek a way out to improve their financial reality.
- Zen – 8% of respondents
Although they're less focused on money, they're more rational with their spending. Because of the crisis, they're avoiding installment purchases and saving more. With an eye on stability, they're pursuing homeownership, focusing on quality of life, with leisure as a priority. Despite having organized their expenses, the Zens have great hope that things will get much better.
- Realizado (Fulfilled) – 7% of respondents
This group's biggest dream is to establish a safe and stable life, with a car and a home of their own to enjoy peace of mind, and to live more experiences such as trips and outings. They're thinking about going back to school to secure a better professional position and achieve these goals.
- Independente (Independent) – 6% of respondents
This is the boldest tribe. The Independents crown individuality, with books as their greatest source of inspiration. They're people in search of self-knowledge who plan changes in their own lives. Many came from broken families and see independence as a form of survival. Professionally, they had to pursue financial autonomy very early on. This is the tribe that most enjoys traveling and trying new things.
- Deixa a vida me levar (Go with the Flow) – 4% of respondents
The last group is made up mostly of men. Being quieter and more optimistic, they have a relatively high level of personal fulfillment and channel it through family. Professionally, they believe the job market offers few opportunities. They tend to settle, and although they want a professional fresh start, they don't know which path to take to achieve it. Their biggest goal is to attain financial stability.
