On the evening of October 22, 2025, Makers gathered for another of its Roundtables, this time in partnership with Eletromidia. The meeting brought major marketing leaders to the table to discuss an essential topic for understanding the Brazilian consumer as a whole: "The Brazilian Sauce - Archetypes and Identities."
Agenda and dynamics
The event was designed to promote an immersion in the cultural layers that shape consumer behavior in the country. Led by André Alves, writer, psychoanalyst and co-founder of Float, the talk covered the archetypes, contradictions and narratives that make up the Brazilian collective psyche, an invitation to look at marketing through a more human and symbolic lens.
Three major reflections on the meeting:
Brazil doesn't fit into stereotypes - Understanding cultural plurality is the first step for any brand that wants to engage in authentic dialog.
Culture is strategy - National archetypes and contradictions reveal deep motivations that influence consumer desires and decisions.
Humanizing is decoding - Diving into the "Brazilian sauce" means understanding that marketing is born from people, stories and real identities.
About Eletromidia
Eletromidia is one of the largest out-of-home media companies in the country, connecting millions of people every day with relevant content and urban experiences throughout Brazil. A partner of Makers in various initiatives, the brand reaffirms its role as a platform for connecting people, cities and culture.
An encounter that reveals the essence
More than a debate on marketing, the Roundtable was a powerful dialog between culture and strategy. A reminder that the brands that stand out the most are those that understand the country beyond the numbers.
By provoking leaders to look at Brazil with more depth and empathy, Makers reinforces its mission to bring marketers closer to the real layers that make up the Brazilian consumer, an invitation to listen, to be sensitive and to collectively transform.
