Determining a 'starting point' regarding any behavioral change associated with the internet and new forms of communication is a somewhat imprecise task. Because the digital universe is vast, with multiple layers and peculiarities, and there will always be room for "this was already done before", even that 'before', until then, was little known. But we can say that, at least from 2010, the consolidation of the concept of memes and virality on digital platforms has changed the way large companies develop marketing strategies to attract the attention of young people. At that time, a large part of Generation Z – that usually refers to those born between 1997 and 2012 – was at the peak of adolescence or transitioning into that phase.
I repeat: I was! But surprisingly, a lot of people, including communication professionals and, more specifically, marketing, still hasn't understood that this generation grew up and became adults. The first batch of thezoomers, also known as, is already around 28 years old, many with children, professional responsibilities and, in some cases, it is possible to say that even with some financial stability.
Despite that, we can still observe campaigns and actions that insist on treating Generation Z as "TikTokers" teenagers, outcasts and rebels. We witnessed, so, a myopia in communication plans that insist on reducing an entire generation, composed of millions and millions of people, to a single profile. It's no wonder that this generation has changed its consumption relationship with traditional brands. Lack of representation
Here, I would like to propose to marketing teams and advertising agencies a more efficient way of working: avoid caricatures and stereotypes. The true consumer of your brand is on the streets, outside the office bubble. He is inside the bus heading to work, standing in line at festivals, running in the park, paying bills at home, walking through the malls, drinking beer at the bar. The true connection of a brand comes from the true connection with its customer. Forget the idea of connecting with an entire generation, we look for the subgroups and their needs. That's where the answer is
The "Instagrammable" needs to give way to genuine connection. The forced emoji and the artificial slang of brands that still communicate with the fictional profile of Generation Z are a reflection of their lack of depth and authenticity. In 2025, The marketing that will work is the one that does not assume, but rather seeks to truly understand the human on the other side of the screen. Someone real and flesh and blood, just like me and you, that has problems, dreams, aspirations and desires
It's only in this way that brands will be able to go beyond clicks and likes, and start generating genuine interest in your products
