Estudos
2026 WORLD CUP
Based on the data presented, the 2026 World Cup reaffirms football as a pillar of national identity, mobilizing 71% of Brazilians in a movement that combines patriotic fervor and high consumer potential.
This collective connection drives massive demand for products ranging from grocery items for watching games at home (the preferred location for 72% of fans) to themed apparel, highlighted by a surge of green and yellow merchandise, with official jerseys expected to reach 1 million units in sales.
For brands, this context represents a strategic opportunity to integrate into social rituals of gathering and celebration, alongside a growing digital engagement that transforms the tournament into a multi-channel consumption experience.
GEN-Z: REDEFINING CONSUMPTION
Gen Z is not simply a generation of consumers, but a cultura force reshaping global behavior through ethical and digital pragmatism.
Born between 1995 and 2010, they have turned consumption into a form of personal and political expression, where technology serves as the foundation and innovation becomes social currency.