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Brasil
PackTrends
2020
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.