Brazilians are MacGyver-ing their way around traditional markets

Life hacks, also known as makeshifting or gambiarra in Brazil, are becoming increasingly popular on social media platforms like TikTok, YouTube, and Instagram. These ingenious solutions use everyday materials to address challenges in traditional markets, where limited resources hinder access to commercial products. Makeshifting has been a common practice in developing economies for a long time, but its impact goes beyond simply solving problems.

Our research, published in the journal Marketing Theory, examines how makeshifting reconfigures consumption practices and empowers consumers who lack access to formal markets. The process involves two main types of makeshifting: structural, which physically alters an object for a new purpose, and capacity, which changes the utility of an object. Examples include creating a pizza cutter from a tin can and a ruler, or using a fitted sheet as an outdoor tablecloth.

Makeshifting goes beyond merely adapting materials; it challenges conventional consumption norms and fosters a sense of personal attachment to the solutions. Consumers create unique products that solve their specific needs, leading to reduced waste and a more sustainable approach to consumption. While most makeshifting practices are safe, some can be dangerous and should be approached with caution.

As more people learn about the potential uses of idle objects and materials, the benefits of makeshifting become clearer. By repurposing materials and challenging the sameness of market-made solutions, consumers can participate in consumption on their own terms, promoting a more inclusive and environmentally friendly approach to consumption practices.