Fear, Desperation, Apathy, and Resilience: How Can Brazil Provide Insights for Consumer Research in Times of Turbulent Emotions

This think piece discusses how the contemporary context of polycrisis provokes negative emotions that could lead to more critical research in marketing and in consumer studies in three themes: technology, backlash on diversity and debt. It also argues for paths for developing resilience in such scenarios by taking inspiration from Brazil, a country in which several people have already lived the end of the world as we know it.