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I'm João Paulo from IDEC -- Instituto Brasileiro de Defesa do Consumidor -- and I work in the
area of sustainable consumption. One of biggest challenges we face is how to make this concept
well known and make consumers aware of the need for more sustainable and alternative
patterns of production and consumption. The results of the research reveal some realities
about Brazilian consumers, their profile and where we should be acting. Data showing the
ascension of the new middle class and the fact that consumers are taking into consideration
other factors beyond price and quality are revealing. Today's discussion has provided
some interesting reflections which we will use to generate changes.
The Choices project has helped us to understand the dimension of the problem. So for example,
by showing if Brazilian consumers have an awareness of their 'buying power' so that
we can discuss sustainability issues from this angle. Also, in relation to public procurement,
we want to put pressure on government agencies to promote sustainability, which is an urgent
matter. This workshop has also provided a space for the connection and exchange of experiences
between Brazil and Chile. It is very important to know what works and what does not work
here and there.