VisualGPS Creative Trends Wellness Behind the Care: The Role of Black Women in Brazil

Black women have long been on the unseen side of care. From minimal visibility to misrepresentation, there is significant work to be done to highlight their crucial role in supporting Brazil’s healthcare industry.
 
If we take a look at the numbers, we can see that Brazil is the largest healthcare market in Latin America and spends 9.47% of its GDP on healthcare.¹ The role that Black Brazilian women play here is undeniable, since women represent 75.3% of the 24 million jobs in the care sector, and 45% of these positions are held by Black women.² When Brazilian healthcare brands feature women in visuals related to "care", they tend to focus on white women. Only one‑fourth of popular care visuals include Black women, and when they are represented, they are typically portrayed as young professionals, often doctors or high‑level specialists, always in formal attire, and framed in a way that emphasizes professionalism. Overall, care visuals often overlook Black women or confine them into one‑dimensional roles of care. Yet, Brazilian women in specific are drawn to visuals that feel relatable and reflect their real‑life experiences: More than one‑third prefer "images of people with similar needs or in a similar situation as me" when considering new health and wellness products, according to Getty Images' VisualGPS research.

Preventive care has remained a key focus for providers since the COVID‑19 pandemic, with physical, mental, and social well‑being at its center.³ Well‑being relies on different types of care, including self‑care, professional support, and caregiving, much of which happens at home; women make up 98% of the workforce in this area and do twice as much unpaid care work as men.² For Black women, these duties often influence their career choices, and they leave paid jobs more often than white women.⁴

Even though this reality is part of daily life in Brazil, healthcare brands often choose visuals that do not show it accurately. The study Aging and Racial Inequalities points out this difference, as sociologist Márcia Lima explains: “There are two versions of old age—Dona Benta, the nurturing white grandmother, and Tia Anastácia, the Black grandmother who is only there to serve, without her own story or family.” ⁵ This mirrors the way the healthcare industry portrays Black women. When they are not shown as professional healthcare workers, Black female caretakers appear with their families 10% less often than white caretakers. In Latin culture, family is more than just a group of relatives; it is the cornerstone of one’s identity and support system. Families are known to be close‑knit, often spanning multiple generations, and offering unwavering support.⁶ 

Consumers want to see brands use this type of content, VisualGPS research reveals that an overwhelming percentage of Brazilians (83%) want to see brands that show their life and struggles. To meet these expectations, brands should prioritize authentically highlighting Black women in care, in settings that align with broader cultural realities.  Brands should center visuals on:

A focus on black women: Content should be centered around Black Brazilian women, showcasing their life at home in an authentic way, including cultural hints that reflect their community. The right setting, styling, and storyline can help the cultural dimension come to life.

Highlight family ties and authentic storytelling: Include candid scenes at home that focus on care and emphasize special bonds within families. Warm settings and physical affection can help set the right tone.

Represent age diversity to reflect real family dynamics: Only 3% of popular family and domestic care visuals include older Black women, leaving a gap for intergenerational interactions. Feature them to show a realistic family dynamic, especially in a culture where elders tend to be the core of the family.

Having an authentic representation of care makes consumers feel connected with health content but also provides greater visibility to marginalized groups. This approach allows brands to stand out by showing an unseen side of care.  

Sources
[1] International Trade Administration
[2] Revista Pesquisa FAPESP
[3] CMA LAW
[4] GOVERNO DO BRASIL
[5]  FOLHA DE S.PAULO
[6] USDA