Pride Research • Reinforcing commitment to the LGBT+ community

The iconic footwear brand Havaianas is on a mission to bring more lightness, color and comfort to people's lives—a goal that inspired the brand to strengthen its commitment to the LGBT+ community by donating 7% of its Pride product sales to the cause since 2020. But when the Brazilian government excluded information about sexual orientation and gender identity from its census, Havaianas was inspired to strengthen its commitment to the community and public good.

Realizing that the lack of data made it difficult to advocate for policies and resources needed to support the LGBT+ Brazilians, the brand took on an ambitious initiative as part of its Pride platform: a national survey that sought to bring visibility to the community. We were responsible for the strategy, concept and creative execution of the idea, ensuring the needs of the community were shared with color and flair.

In partnership with Brazil's most reliable research institute, DataFolha, and All Out, a global non-profit focused on political advocacy for LGBT+ people, Havaianas spent eight months traveling to over 150 cities to cover all regions of the Brazilian territory. This journey resulted in a comprehensive 78-page report, filled with valuable information about the needs, insecurities, family and workplace relationships, of the community—and most importantly, how many Brazilians identify as LGBT+. For the first time in history, over 15.5 million Brazilians identified with the community, which is five times higher than the government's official data of 2.9 million.

The team began by carrying out numerous online interviews that covered topics relevant to the LGBT+ community. Following the thorough analysis of that data, the team conducted three waves of in-person interviews throughout densely populated areas. This data was then cross-referenced and collated into a comprehensive report. We launched the report through a beautifully designed, interactive web platform, a press conference and an out-of-home campaign that brought insights to strategic locations like universities, train stations and supermarkets.

The Pride Research project has become an essential resource for other brands seeking to launch their own projects in support for the LGBT+ community. Report data is inspiring Ben & Jerry’s development of diversity, equity and inclusion (DE&I) initiatives; +Diversidade is likewise using the data to assist their clients in the creation of DE&I programs. Burger King drew from the data in their own campaigns, and the São Paulo Pride Parade shaped the theme of the 2023 Pride Parade based on the report’s insights. 

But owing back to the idea that inspired the project—a lack of government acknowledgement of the community—All Out is using the report’s findings to advocate for affirmative programs with the government, and Congressman Fabio Felix has leaned on the data to drive progressive legislation. Through these efforts, Havaianas has truly made an impact in its steps toward bringing color to people’s lives—including the LGBT+ community.