Brazilian consumers struggle to engage in sustainable consumption

Prompted by health and economic concerns, the Covid-19 pandemic has driven the sustainable agenda forward amongst Brazilian consumers. However, while the population is increasingly getting to grips with the potential health risks posed by environmental collapse, many consumers believe they lack the resources necessary to adopt and maintain sustainable habits.

According to the study “A Healthy and Sustainable Life 2020: A global study on consumerist perceptions,” conducted by NGO Akatu Institute in partnership with GlobeScan, one in three Brazilians feel ashamed about not living a more sustainable lifestyle. During the pandemic, 68 percent have researched how to adopt a more ecological lifestyle, over 70 percent reported enthusiasm for domestic recycling, and the majority are keen on reducing food waste.

That desire has translated into ethical consumer action over the past year and a half, principally when it comes to purchasing habits. As more Brazilians adopted stay-at-home measures and consumer habits shifted online, the demand for more eco-friendly alternatives has increased. Mercado Libre, Latin America’s largest e-commerce platform, reported a jump of over 108 percent in Brazilian purchases of recyclable and zero-waste products — including menstrual cups and biodegradable bags — between March and May 2020. 

“Much like in times of war, the pandemic has accelerated the understanding that it is possible to reuse, recycle, or rent, instead of buying,” notes Carlos Ohde, director of development research institute FIT. 

As an example, Mr. Ohde cites the rapid growth of Brazilian second-hand e-commerce startup Enjoei, which saw its number of buyers double and sellers rise by 72 percent in the Q4 2020, compared to the previous year. He believes the surge...