• We went out into the streets to explore the spending habits of Brazilians and to find out how people really deal with money. We identified five different profiles for that matter: builders, carefree, chameleons, dreamers or planners.

    What defines this segmentation are not sociodemographic characteristics, such as age or social class. What the results show is that the relationship with money reflects people's world view and the way they see life, family, and private relationships.

    On this page you can check the results of the entire work. Explore the profiles, read our technical paper, watch the documentaries, and use those pieces of information to your benefit.