Sindmóveis and the board of Movelsul will meet the exhibitors of the fair on Nov. 30 for a lecture on the new Brazilian middle class and the demands from consumers regarding the furniture industry. Movelsul Brasil 2012 is gaining a position as the first furniture fair focusing on the emerging class, and is now investing in tools to understand who, in fact, this consumer is. To create opportunities for the exhibitors to have good results, considering a scenario in which the middle class purchasing power has been higher than ever, Sindmóveis has invested in extensive research on these consumers, consisting of 103 million people, who purchased R$19.4 billion in furniture this year. The study will be passed on to exhibitors by Renato Meirelles, director of Data Popular, a company that specializes in research and consulting on the behavior of the new Brazilian middle class. Having worked in this market for 10 years, Data Popular’s portfolio of customers includes Alpargatas, BIC, Banco Itaú, Casas Bahia, C&A, Coca-Cola, Danone, OI, Nestlé, Natura and Wal-Mart.