Loyalty One

How an emerging middle class is drumming loud for loyalty.

Brazil is famous for the infectious beat of the samba, an energetic rhythm that is swiftly becoming the unofficial soundtrack of loyalty marketing in this large and beautiful country. Driving the Brazilian loyalty beat is the phenomenal growth of its middle class, or “C class.” If you’re part of a multinational company looking to expand, this booming customer base will have you, too, dancing to the Brazilian beat.

In the last five years, Brazil’s C class has grown by about 40% to nearly 90 million—about half the country’s population. This a massive demographic shift for the fifth-largest country in the world in both population and geographic area. Couple that shift with the country’s adequate energy supply, abundant raw materials and absence of ethnic or territorial conflicts, and Brazil has become far more self-sufficient and economically stable than it once was, having endured decades of massive inflation and little international investment.