Gen Y (born 1982-1996)

Gen Z (born 1997-2010)

South America

Brazil

Travel and Leisure

‘45 Curiosidades sobre a Nova Classe Média’, Vozes da Nova Classe Media

‘Shoppings 'ignoram potencial de consumo da classe C' ao coibir rolezinhos’, Folha de S.Paulo

Interviews with young Brazilians conducted by author6. ‘Funk Ostentação O Filme’, YouTube (August 2013)5. ‘Modernity At Large: Cultural Dimensions of Globalization’, Appadurai A

Influenced by American hip-hop, Funk Ostentação is known as the ‘funk for good’ due to its rejection of the themes promoted by some other forms of Brazilian funk such as sex, drugs and crime. Instead, it celebrates excessive consumption, with lyrics referencing displays of wealth, expensive cars and luxury brands.Rodrigo, 17, and Carlos, 18, are huge fans of the music. Rodrigo’s fascination with famous brands and self-exposure mirrors the vanity and self-appreciation seen in Funk Ostentação performances. He spends R$600-1,000

‘Modernity At Large: Cultural Dimensions of Globalization’, Appadurai A

Are the young Brazilians taking part in social phenomenon 

just trouble-making delinquents? We sent digital anthropologist Luana Kaderabek to explore this new social class, and see what their experiences can tell us about modern Brazil.

Rolling with Brazil's rolezinhos