CASES

The study – Black entrepreneurship in Brazil

Plano CDE, in partnership with PretaHub, the accelerator of black entrepreneurship in Brazil, carried out the second edition of the survey – “Pain and Love of Black Entrepreneurs”, which, in 2019, mapped profiles of black entrepreneurs in Brazil.

The survey was conducted with 1,220 respondents across the country, 918 black entrepreneurs and 302 white entrepreneurs between 18 and 70 years old, of all genders and social classes. From a segmentation produced by the GoM methodology (Grades of Membership), we identified three profiles of entrepreneurs.

Results

Black entrepreneurship in Brazil is not homogeneous. There are profiles of professionalism in the business and appreciation of racial issues. We identified three profiles:

• NEED

Motivated to undertake many times out of necessity or unemployment. It is a group that feels less affected by racism, but knows it exists.

• VOCATION

Familiarity with the activity and desire to be autonomous, sometimes added to difficulties in adapting to the job market. There are varied perceptions about racism – some do not identify as black and have a meritocratic vision. Others report being discriminated against.

• ENGAGED

Desire to undertake, often added to the desire to exercise self-affirming activity, aimed at the Afro public. Combat stance against racism. Sees Afro entrepreneurship not only as work/source of income, but also as self-affirmative action .