Research Finds More Than 15.5 Million People Over 16 in Brazil are Part of the LGBTQIAPN+ Community

As an ally brand for the LGBTQIAPN+ community, Havaianas has maintained an active partnership with the non-profit All Out since 2020, with whom they produce a series of campaigns in support of the community. For the third year of the Pride Platform, as they call this collection of initiatives, the brand set out to take the yearly campaign to the next level and partnered with Datafolha Institute, an independent opinion research institute that works with a statistical system methodology embracing trusted representation of all regions in Brazil. 

“This study represents another key step in the LGBTQIAPN+ journey in Brazil,” says Maria Fernanda Albuquerque, Havaianas' global VP of marketing. “As the name indicates, we want people to feel increasingly proud of who they are. In addition to demographic data, the Havaianas/Datafolha study also covers topics such as work environment, rights and representation. We believe that having this conversation is a responsibility not only of society, but also of the brands inserted in it.”

Created and produced by Media.Monks, the Pride Research by Havaianas/Datfolha revealed that 9.3% of Brazilian citizens over 16 years of age identify themselves as LGBTQIAPN+. This number tends to increase in metropolitan regions (11%), among the youngest (18% in the 16-24 age group and 13% between 25 and 34 years of age) and among people with a higher level of education (11% higher). Additionally, the majority of those who identify as LGBTQIAPN+ are single (59%) and don't have any children (70%).

“It’s exciting to read the results of the Pride Survey and finally have some of the answers we’ve been looking for for so long. Like, for example, how many of us in Brazil are LGBTQIAPN+. Now that we have more information, we have more tools to continue to the fight for absolute equality of rights—which, as the results themselves show, is still a very big challenge,” says Ana Andrade, senior campaign manager for All Out Latin America.

“When we were brainstorming for the third year of the Pride Platform, we realized that there was not enough data for us to create effective actions. So we thought of generating it ourselves through the Pride Research, which will help us with future initiatives by Havaianas. The results are open to the public, including organizations engaged in the cause, and of course, other brands. The more allies lending hands to the community, the more advances we’ll see in our efforts,” highlights Mariana Albuquerque, global creative director at Media.Monks.

To officially present the data collected in the Havaianas/Datafolha survey, the brand held a roundtable in São Paulo, with innovation and diversity consultant Cristina Naumovs; Ana Andrade, Senior Manager of Campaigns for Latin America at All Out; Maria Fernanda Albuquerque, Global Marketing VP at Havaianas; Paulo Alves from Datafolha Institute; stylist Isaac Silva and singer Pepita.

Research highlights: 

• Youngsters (between 16 and 24 years of age) are more likely to identify as LGBTQIAPN+ than other segments, representing 18% of the LGBTQIAPN+ population in Brazil.
• One in four non-LGBTQIAPN+ do not fully agree that LGBTQIAPN+ people should have the same rights as them. 
• 62% of the economically active LGBTQIAPN+ population does not often talk about their sexual orientation or gender identity at work. The topic is sometimes, rarely, or never addressed.
• Compared to the rest of the population, hostility or prejudice within the family is 16 percentage points higher among LGBTQIAPN+ people.
• One in seven economically inactive LGBTQIAPN+ people feel they are not judged solely by their professional qualifications in job interviews.
• Within the LGBTQIAPN+ population, 17% always experience discrimination. This number almost doubles that of the non-LGBTQIAPN+ population (9%).
• Only 34% of non-LGBTQIAPN+ people fully agree with public displays of affection between same-sex couples.

The Press Conference event took place on the morning of Wednesday, September 21st, at Havaianas’ concept store in São Paulo and was broadcast live on the brand’s YouTube channels. The full research is available for download in Portuguese here, and it was produced using interactive video technology by innerplay.io.