Forbidden love affairs and family dramas make up the fabric of Brazil’s most beloved form of entertainment – the telenovela. But these shows are more than light viewing; the sheer size of their audiences give them huge influence over Brazilian society, driving sales and social change alike.

Amid a recession, Brazilians are choosing to spend a little less on the basics to allow themselves little luxuries. After all, with status symbols key indicators of one’s social position, it’s not worth skimping if you can’t splash out. But how exactly are people keeping up appearances for less?

Brazil may be a diverse country, but it has a history of racism and colonialism, and continues to lag behind on equality, with a lack of black representation in the media. Black Brazilian celebrity Lázaro Ramos is encouraging Brazilian companies to step up and help diversify the media.

In the past, downplaying one's black identity in Brazil was key to socioeconomic prosperity and survival. But now, emboldened by finding an elevated voice on the internet, black-Brazilians are celebrating it by building and supporting black-owned businesses.