Latin America’s most populous country elected Luiz Inácio Lula da Silva (Lula) to an unprecedented fourth presidential term. Born in 1945, the year the Estado Novo dictatorship ended, Lula is now 81 years old and has overcome imprisonment and cancer twice. He has won every election he participated in since taking office in 2002, most recently defeating Flávio Bolsonaro, son of former president Jair Bolsonaro, in a closely contested Brazilian election.
Lula won the presidential runoff with 51.79% of the valid votes, against 48.21% for Bolsonaro, securing a margin of approximately 4.5 million votes. The victory also marked a first in Brazil’s democratic history, as no presidential candidate had previously overcome a second-place finish in the first round to win the runoff.
Social media as new mobilization strategy
Lula managed to reverse the result, adding 10.3 million votes to the first round. This turnaround showed a combination of political experience, coalition building and mobilization strategy. As an incumbent president, Lula had the advantage of visibility and ability to demonstrate the effects of government policies, like with his conditional cash transfer program Bolsa Familia with an emphasis on poverty reduction and social inclusion.
Besides traditional campaigning in the streets, digital campaigning was one of the defining features of the runoff. Lula’s team adopted an informal communication style, used short videos on social media and even a WhatsApp network group, such as one called Exército do Lula or Lula’s Army created by Workers’ Party ally and congressman André Janones. The group mobilized more than 10 million people and helped transmit the message of the Partido dos Trabalhadores (PT) labor party supporters.
Implications beyond Latin America
This marks the first major victory for the Latin American left following seven consecutive electoral victories for right-wing candidates, in a context where Donald Trump is seeking to strengthen US alliances and influence across the region. While countries such as Mexico and Uruguay remain under left-leaning governments, Argentina, Chile, Peru, Colombia, and Bolivia have seen right-wing forces come to power. For Latin America, this result reinforces Brazil’s importance as a regional power and an influential voice in global affairs. Brazil is rich in oil and holds the second largest reserve of rare earth minerals.
Brazil’s foreign policy seeks to strengthen its global influence through BRICS and other multilateral forums, advocating greater representation for emerging economies in global governance. It has supported the inclusion of Egypt, Ethiopia, Iran, UAE and Indonesia as new members of the BRICS+. By expanding its diplomatic presence in recent years, including new embassies in Nepal, Sierra Leone, Rwanda and Cambodia, Brazil has reinforced its diplomatic ties with Asia and Africa.
For the United States, Lula’s emphasis on strategic autonomy and multilateralism may create tensions. His rival, Flávio Bolsonaro, has challenged the election results, while his father is under house arrest in Brazil and his brother in the United States. He landed in the United States after Brazil cancelled his passports as part of a criminal investigation. The USA provided visas to him and his family. With the Trump administration supporting the Bolsonaro family, managing relations with Washington is likely to remain a challenge.
For Europe, including Switzerland, Brazil’s commitment to climate action, protection of the Amazon rainforest, sustainable development, and international cooperation could provide opportunities for closer engagement. Its economic scale and international role make it an indispensable partner, and relations could be further strengthened by the signed EFTA–Mercosur Free Trade Agreement, which is awaiting ratification.
Despite his electoral victory, Lula will enter a new term in a divided country, with conservatives having significant influence in Congress and across the federal states. His ability to govern will depend on building congressional alliances and making concessions to implement his agenda, while avoiding the political deadlock that led to Dilma Roussef’s impeachment in 2026. As geopolitics increasingly shapes the global agenda, Brazil’s political direction matters for Latin America and other emerging regions.