CSR Society
The World Cup and Brazil Brazil found its flaws pushed into the spotlight as the world tuned in to watch one of the biggest sporting events
18 | CSR Today | August 2014
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T
he FIFA World Cup just concluded. During the mega event, all eyes were on Brazil – and not just on the soccer pitch. Holding court as both a BRIC emerging power and “Fragile Five” economy, Brazil found its flaws pushed into the spotlight as the world tuned in. From the Homeless Workers’ Movement to Operation Stop the World Cup, Brazilian citizens are taking to the streets and social media to protest infrastructure, taxes and corruption. Overall, 61 percent of Brazilians believe the World Cup will have a negative impact on the nation, according to a new Pew Research Study. This activism should come as no surprise – Brazilians index higher than their global peers when it comes to corporate social responsibility (CSR) expectations, and companies need to be mindful when operating in this critical market. In fact, according to the 2013 Cone Communications/Echo Global CSR Study, Brazilians are more likely than any other