The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

While Brazilian Gen Yers and Zers represent a third of this year’s electorate, they don’t feel heard by the running parties when it comes to themes such as personal finances, education, and the environment. What can brands do to help this generation engage more actively with political content?

How are threats to the Amazon impacting everyday shopping decisions? What exactly is PIX, and how is it transforming the financial landscape? And how can businesses help tackle a growing mental health crisis? Our Brazil Cultural Snapshot explores the key behaviours shaping the nation in 2022.

With Twitter's Elon Musk-induced drama, Brazilians are abandoning the billionaire's platform and flocking to an Indian competitor: Koo. With a name that lends itself to jokes in Portuguese, the social media is focusing on a message of social harmony – not polarisation – to get Brazilians on board.

Some Brazilian football fans are eschewing the famous yellow jersey of their national team amid a growing association between the strip and the country’s far right. Political tensions are ratcheting up in advance of Brazil's general election, with football acting as a cultural flashpoint.