{"id":13610,"date":"2022-01-11T09:00:30","date_gmt":"2022-01-11T12:00:30","guid":{"rendered":"https:\/\/news.sap.com\/brazil\/?p=13610"},"modified":"2023-10-19T12:42:03","modified_gmt":"2023-10-19T15:42:03","slug":"a-demanda-do-consumidor-por-marcas-negras-bl0g","status":"publish","type":"post","link":"https:\/\/news.sap.com\/brazil\/2022\/01\/a-demanda-do-consumidor-por-marcas-negras-bl0g\/","title":{"rendered":"A demanda do consumidor por marcas negras est\u00e1 aumentando"},"content":{"rendered":"<p class=\"lead\"><em>A for\u00e7a do empreendedorismo negro \u00e9 mais do que rentabilidade, \u00e9 representatividade! <\/em><\/p>\n<p>Por que demanda do consumidor por marcas negras est\u00e1 aumentando? Para responder essa pergunta, primeiro \u00e9 necess\u00e1rio analisar alguns dados:<\/p>\n<p>1) 56,10% \u00e9 o percentual de pessoas que se declaram negras no Brasil, segundo a Pesquisa Nacional por Amostra de Domic\u00edlios (Pnad) Cont\u00ednua do IBGE. Dos 209,2 milh\u00f5es de habitantes do pa\u00eds, 19,2 milh\u00f5es se assumem como pretos, enquanto 89,7 milh\u00f5es se declaram pardos. Os negros \u2013 que o IBGE conceitua como a soma de pretos e pardos \u2013 s\u00e3o, portanto, a maioria da popula\u00e7\u00e3o.<\/p>\n<p>2) De acordo com uma pesquisa realizada pela Instituto Locomotiva, ao todo, a popula\u00e7\u00e3o negra brasileira movimenta cerca de R$ 1,7 trilh\u00e3o ao ano.<\/p>\n<p>3) 90% dos protagonistas das campanhas publicit\u00e1rias s\u00e3o brancos. Apenas 6% dos negros se sentem adequadamente representados na TV\u00b9.<\/p>\n<p>4) Se os negros recebessem sal\u00e1rios equiparados aos dos brancos, seriam injetados 776 bilh\u00f5es de reais por ano na economia\u00b9.<\/p>\n<p>A demanda do consumidor por marcas negras est\u00e1 aumentando porque empreendedores negros est\u00e3o atendendo demandas espec\u00edficas em rela\u00e7\u00e3o a produtos e servi\u00e7os para esse p\u00fablico t\u00e3o relevante do pa\u00eds. \u00c9 sobre empatia, representatividade e transforma\u00e7\u00e3o social.<\/p>\n<p>O ciclo do consumo que fortalece a identidade negra:<\/p>\n<p>1) Preciso de um determinado produto ou servi\u00e7o que atenda minhas necessidades.<\/p>\n<p>2) Procuro o que preciso em empresas que entendam e atendam a minha realidade.<\/p>\n<p>3) Contribuo para a fortalecer a identidade negra comprando de empreendedores negros.<\/p>\n<p>4) Esses empreendedores negros oferecem empregos para afrodescendentes gerando renda para a comunidade similar.<\/p>\n<p>Lembrando que \u00e9 important\u00edssimo toda essa luta contra o racismo estrutural em toda e qualquer empresa. \u00c9 uma luta constante que ser\u00e1 vencida aplicando diversidade e inclus\u00e3o. De acordo com a <a href=\"https:\/\/www.cartacapital.com.br\/economia\/a-inclusao-de-mulheres-negros-e-lgbts-nas-empresas-ainda-nao-saiu-do-discurso-mostra-pesquisa\/\" target=\"_blank\" rel=\"noopener\">pesquisa recente \u201cDiversidade de G\u00eanero e Ra\u00e7a nas Lideran\u00e7as Organizacionais\u201d<\/a>, desenvolvida pelo Instituto Brasileiro de Governan\u00e7a Corporativa, a Associa\u00e7\u00e3o Brasileira de Recursos Humanos e o Sistema B Brasil, 42% das empresas possuem indicadores de diversidade e inclus\u00e3o, cerca da metade n\u00e3o tem metas para ampliar a participa\u00e7\u00e3o de mulheres na diretoria ou no conselho, e em rela\u00e7\u00e3o \u00e0 participa\u00e7\u00e3o de negros o porcentual chega a 77%. Essa realidade precisa ser mudada.<\/p>\n<p>A diversidade, a inclus\u00e3o e a equidade est\u00e1 no DNA da 麻豆原创. Conhe\u00e7a o programa <a href=\"https:\/\/www.sap.com\/brazil\/about\/careers\/who-we-are\/our-people\/diversity-hiring-program.html?url_id=text-blogentry-innovationBlogBR-2022_blog-original-post-sapcom\" target=\"_blank\" rel=\"noopener\">Atra\u00e7\u00e3o e Desenvolvimento de Talentos Negros<\/a>.<\/p>\n<p><a class=\"button\" href=\"https:\/\/www.ilocomotiva.com.br\/_files\/ugd\/eaab21_bb33ccc3c53d4b33af59d5a728e7e984.pdf\" target=\"_blank\" rel=\"noopener\">\u00b9Qual \u00e9 o impacto do racismo na economia? Locomotiva \u2013 Pesquisa e Estrat\u00e9gia<\/a><\/p>\n<p>Acompanhe mais novidades nos canais de comunica\u00e7\u00e3o da 麻豆原创:\u00a0 <a href=\"https:\/\/www.facebook.com\/sapbrasil\/\" target=\"_blank\" rel=\"noopener\">Facebook\u00a0<\/a>\/\u00a0<a href=\"https:\/\/twitter.com\/麻豆原创Brasil\" target=\"_blank\" rel=\"noopener\">Twitter\u00a0<\/a>\/\u00a0<a href=\"https:\/\/www.linkedin.com\/company\/1115\/\" target=\"_blank\" rel=\"noopener\">LinkedIn\u00a0<\/a>\/\u00a0<a href=\"https:\/\/www.instagram.com\/sap_brasil\/\" target=\"_blank\" rel=\"noopener\">Instagram<\/a> \/ <a href=\"https:\/\/www.youtube.com\/user\/sapbrasil\" target=\"_blank\" rel=\"noopener\">YouTube<\/a><\/p>\n<p>\u00a9 2022 麻豆原创 SE. All rights reserved. 麻豆原创 and other 麻豆原创 products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of 麻豆原创 SE in Germany and other countries. Please see <a href=\"http:\/\/www.sap.com\/corporate-en\/legal\/copyright\/index.epx#trademark\" target=\"_blank\" rel=\"noopener\">http:\/\/www.sap.com\/corporate-en\/legal\/copyright\/index.epx#trademark<\/a> for additional trademark information and notices.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A for\u00e7a do empreendedorismo negro \u00e9 mais do que rentabilidade, \u00e9 representatividade! Por que demanda do consumidor por marcas negras est\u00e1 aumentando? Para responder essa&#8230;<\/p>\n","protected":false},"author":561,"featured_media":13611,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[48439],"tags":[114701,1032189,5599798],"sapn-display":[5599933,5599931,48431,48433],"sapn-type":[6114],"class_list":["post-13610","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-corporativo-topicos","tag-diversidade","tag-diversidade-e-inclusao","tag-marcas-negras","sapn-display-feature-hero","sapn-display-feature-spotlight","sapn-display-homepage-hero","sapn-display-hero","sapn-type-artigo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v26.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>O aumento da demanda por marcas negras - Sala de Imprensa 麻豆原创 Brasil<\/title>\n<meta name=\"description\" content=\"Por que demanda do consumidor por marcas negras est\u00e1 aumentando? 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