Jose Borghi’s Background
Mr. Jose Borghi is an advertising executive that is considered to be among the top in Brazil. He has garnered Cannes Lions award for his marketing work and been named one of the most influential advertisers in all of Brazil. Jose has worked for companies such as American Express, Goya Foods, Toyota and numerous others throughout his career.
He had founded his own firm that was originally called BorghiRay and later Borghi Lowe. He now works and leads Mullen Lowe Brasil as a co-CEO. Mr. Borghi has been known to blend elements of Brazilian pop culture and music into his ads. One of Jose Borghi most famous and successful advertisements has been for Parmalat stuffed animals. This was where children dressed up as stuffed animals and sang.
Jose Borghi Gives His Take On The Consumer Survey Done On millennials In Brazil
Jose Borghi is quick to point out that millennials are the group that is most affected by the current economic crisis underway in Brazil. He states that millennials, those who were born in the 80’s and 90’s grew up in a period of relative prosperity and growth in Brazil. The sudden economic downturn in Brazil has created the first challenge and difficulty that most millennials will now encounter.
The consumer survey done by the agency, Consumoteca reveals some startling statistics says Mr. Jose Borghi. The people most impacted by Brazil’s economic woes are the age group of 18-24, with 42% of this group being negatively impacted right now. The next most impacted group is the category of people aged 25-29, with 31% of them being impacted negatively according to the study.
Female millennials are worse off than their male counterparts. 55% of female millennials reported a negative impacted due to the economy compared to 45% of men. Jose Borghi says that this represents that sexism and chauvinism still exists in the labor markets of Brazil. Employers are more likely to fire women than men in Brazil and this is proven by the figures compiled by Consumoteca.
So how are millennials responding to this challenge? Jose Borghi says that an increasing number are turning to entrepreneurship and trying to start their own business. A significant number is also aiming to find employment in the public sector which provides a secure and stable job. This is in response partly says Jose, due to the fact that 11% of all millennials have had their employment contract terminated in the past two years.
Read more about Jose Borghi on Mullen Lowe Group