Table of Contents
Executive Summary
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- Challenges
- Lack of time is a barrier to physical and mental health
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- Figure 1: Medley Sleep Hotel
- Unequal housework causes stress among women
- Opportunities
- Home office can improve workers’ quality of life
- Economic scenario favors investment diversification
- Online services that save time gain momentum
- Alternative transport as a solution to save time
- What we think
Market Drivers
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- Lower interest rates require greater dedication to investments
- Labor reform can help boost home office
- Lack of time affects Brazilians’ physical and mental health
- Overweight and obesity levels on the rise
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- Figure 2: Percentage of adults (aged 18+) overweight and obese – Brazil, 2018
- Anxiety and stress levels also high among Brazilians
- More connected and longer screen time
Key Players – What You Need to Know
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- Credit research company creates distressing video
- Medley teaches Brazilians how to sleep better
Marketing Campaigns and Actions
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- Credit research company creates distressing video
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- Figure 3: Serasa Consumidor action
- Trident and 99 partner to help people relax in traffic
- NuBank organizes an event to show its service is stress-free
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- Figure 4: NuBank action
- Tok&Stok converts office furniture area into a coworking
- Brazilian start-up automates monthly purchases
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- Figure 5: Appius device
- iFood adopts drones, scooters and robots to reduce delivery time
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- Figure 6: Scooters developed by Scoo
Case Studies
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- Ariel acts to challenge housework gender gap
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- Figure 7: Housework average hours, by gender – Brazil, 2018
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- Figure 8: Ariel ad
- Figure 9: Ariel ad
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- Figure 10: Ariel ad
- Medley teaches Brazilians how to sleep better
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- Figure 11: Medley interactive room
- Figure 12: Sleep Hotel experiences
The Consumer – What You Need to Know
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- Housework equality can unburden women
- Stress is also connected to a lack of physical activity
- Those who spend more than one hour commuting want more time to sleep
- All socioeconomic groups are reducing screen time
- Those who reduced debts want more time to take care of their finances
- Tech devices can help users manage their time better
Brazilians’ Routine Activities
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- Home office can improve workers quality of life
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- Figure 13: Brazilians’ routine activities – Brazil, September 2019
- Housework equality can unburden women
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- Figure 14: Brazilians’ routine activities, by gender – Brazil, September 2019
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- Figure 15: Ariel Share the Load campaign
- Figure 16: Domex Pick Up the Brush campaign
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- Figure 17: Ariel Sharing Makes Us Better campaign
Brazilians’ Routine Profile
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- Podcast is a great format to consume deep content on-the-go
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- Figure 18: Brazilians’ routine profile – Brazil, September 2019
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- Figure 19: Podcast launched by Bradesco and B9
- Stress is also connected to a lack of physical activity
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- Figure 20: Brazilians’ routine profile by routine profile, exercises – Brazil, September 2019
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- Figure 21: ViaQuatro campaign promotes the use of stairs instead of escalator
- Figure 22: Qualy Vita challenge
Commuting
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- Those who spend more than one hour commuting want more time to sleep
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- Figure 23: Commuting time – Brazil, September 2019
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- Figure 24: Bearaby blanket
- Figure 25: Ikea Let’s Celebrate Sleep, Everyday campaign
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- Figure 26: I Wanna Sleep line of teas
- Bikes and scooters become transport option
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- Figure 27: Commuting method – Brazil, September 2019
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- Figure 28: Alelo Mobilidade card
- Ride share is used in conjunction with public transport
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- Figure 29: Commuting method by commuting method, ride share – Brazil, September 2019
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- Figure 30: In São Paulo, Uber app gives the ‘Public Transportation’ option
Time-saving Behaviors
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- Many people use online services to save time
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- Figure 31: Time-saving behaviors – Brazil, September 2019
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- Figure 32: Naluri app
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- Figure 33: OrienteMe offers online psychological care
- All socioeconomic groups are reducing screen time
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- Figure 34: Time-saving behaviors, by socioeconomic group – Brazil, September 2019
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- Figure 35: Facebook has launched a tool that tracks time spent on social media
Activities Brazilians Want More Time to Invest In
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- One in four Brazilians would like to do volunteer work
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- Figure 36: Activities Brazilians want more time to invest in – Brazil, September 2019
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- Figure 37: Arredondar and Gol partnership
- Those who reduced debts want more time to take care of their finances
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- Figure 38: Activities Brazilians want more time to invest in, by spending tracker – Brazil, September 2019
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- Figure 39: Easynvest test
- Figure 40: Clear claims to be the first broker in Brazil that does not charge fees
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- Figure 41: Modalmais offers free current account integrated with the investment account
- Figure 42: Rípio, a platform to buy and sell cryptocurrency
- Women want to have more time to shop and take care of their appearance
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- Figure 43: Activities Brazilians want more time to invest in, by gender – Brazil, September 2019
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- Figure 44: L’Occitane spa
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- Figure 45: Sephora ‘The Sound of Beauty’
Interest in Time-saving Solutions
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- Companies can diversify delivery formats to meet different needs
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- Figure 46: Interest in time-saving solutions – Brazil, September 2019
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- Figure 47: iFood lockers
- Users of services focused on experience are willing to pay more to be prioritized
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- Figure 48: Interest in time-saving solutions, by spending tracker – Brazil, September 2019
- Tech devices can help users manage their time better
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- Figure 49: Interest in time-saving solutions, by routine profile – Brazil, September 2019
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- Figure 50: BlitzWolf smartwatch
Appendix – Abbreviations
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- Abbreviations
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