Brasil Pack Trends 2020

BrasilPackTrends2020 52 fatores que influenciam o mercado de bens de consumo Economic development policies According to the Ministry of Planning (federal government), Brazil adopts a “model of economic and social development that combines economic growth with income distribution and provides poverty alleviation and the inclusion of millions of Brazilians in the formal work” (MINISTÉRIO DO PLANEJAMENTO, 2012). The More Brazil Plan (PPA, 2012) is a multiannual policy for the 2012-2015 period and sets the vision for the future construction of a country with a sustainable development model, based on the pursuit of “social equality with quality education, knowledge production, technological innovation and environmental sustainability”. Among the values to be respected, this plan highlights Social Justice, Sustainability, Cultural Diversity and National Identity. Aiming to accelerate the pace of economic development and increase competitiveness of the productive sectors, we highlight here the Growth Acceleration Program (PAC2) and Greater Brazil Plan. The PAC2 is based on an ambitious set of measures to encourage investment, including “Encouraging Credit and Financing, Improvement of Investment Environment, Discharge and Tax Administration, Long-Term Fiscal Measures and Fiscal Consistency” (MINISTÉRIO DO PLANEJAMENTO, 2012). Another program, the Greater Brazil Plan, is the current industrial policy that aims at the sustainable development and the competitiveness increase in various sectors, including agribusiness, personal hygiene, perfumery and cosmetics, chemical industry and health complex. This Plan defines as priorities the creation and strengthening of “critical skills of the national economy”, the “productive and technological densification of value chains” increase, the expansion of “domestic and foreign markets of Brazilian companies”, and the guarantee of a “socially inclusive growth and environmentally sustainable “(PLANO..., 2012, p. 38). Table 2.5 presents the strategic objectives of the Greater Brazil Plan. Social inclusion policies Besides the economic development plans, specific plans for the social inclusion of vulnerable populations have been implemented, which are highlighted here the Brazil without Misery and the Live without Limit. The Brazil without Misery plan seeks to ensure favorable conditions for the social inclusion of poor people in the country, with impact programs such as Bolsa Família, which promotes the transfer of income (Income Guarantee) for more than 13 million households. Another program aims to include poor people in the productive sector, through actions of professional qualification, solidarity economy and entrepreneurship, among others. Table 2.6 presents data on the number of people served (until 06/29/2012) in some of these actions. The National Plan for Disabled People’s Rights (Live without Limit) comprises 15 ministries programs, with a budget of more than R$ 7 million. The goal is the “equalization of opportunities so the disability will not be used as a source of impediment to the realization of dreams, desires, projects, valuing and encouraging the leadership and choices of Brazilians with and without impairments”. Considering the social dimension of sustainability, inclusion of people with special needs is an issue that should be gaining more space in Brazilian society. More than a change of values, the existing huge amount of disabled people should exercise strong pressure for environments and products more inclusive. To illustrate the scale of the problem, according to the 2010I BGE Census, the population with visual impairments is over 35 million people, while the motor deficiency is seen in more than 13 million Brazilians (Table 2.7). These are data that demonstrate the need for solutions to enable the reading of information on labeling, transport, handling and disposal of packaging, in short, to make them more inclusive. Progressively, the convergence of development policies and social inclusion will strengthen the purchasing power and improve the quality of life of Brazilian families in the next decades, sustaining a favorable scenario for the consumer goods market.