The generation to which a person belongs may show differences in behavior, But it's far from being a factor in determining consumer cravings.. Not by chance, the brands that people identify with the most due to their values are the same— The Apothecary, Nestle, Nature, Nike and Samsung —, Whether they're baby boomers or Gen Xers., Y and Z. These are the main conclusions of the study
To discover factors that bring together and distance generational groups, The survey heard a thousand people, between men and women, of classes A, B and C, in the five regions of the country. The sample was divided into four groups of 250 participants., belonging to the generations identified as baby boomers (born between 1946 and 1964); X (1965 to 1980); AND, or millennials (1981 to 1996) and Z (1997 to 2010).
Proof of this is that the same companies appear, with similar percentages, in the responses of all generations in the study, When participants were asked about the brands they most identify with:
- The Apothecarywas mentioned by 19% of Gen Z and millennials, 12% of baby boomers and 9% of Generation X
- Nestlewas mentioned by 13% of millennials, 12% of the baby boomers, 10% of Generation X and 9% of Generation Z
- Naturewas mentioned by 14% of Generation X, 12% of generations Z, millennials and baby boomers
- Nikewas mentioned by 14% of Generation Z, 12% of millennials, and 7% of Generation X and baby boomers
- Samsung was mentioned by 14% of millennials and generation X, 13% of Generation Z and 12% of the baby boomers
The ZMET methodology was also adopted. Patented at Harvard., It allows you to identify feelings that respondents cannot rationally express through traditional techniques.. Only ten companies in the world can apply it and TroianoBranding is the only one with a license in Brazil. There were 20 ZMET sessions with representatives of all generations, This dive complemented the quantitative survey..
Based on the two search techniques, The study highlights five aspects valued by all generations, The so-called "structuring issues": identity, ties of affection, community, growth and well-being. According to the study, All people seek to connect with brands that reinforce these values., It doesn't matter what generation you belong to.. AND, according to the responses of the participants, five brands are the most associated with each of them:
- The Apothecary– reinforces identity;
- Nestle– strengthens bonds of affection;
- Nature– enhances well-being;
- Nike – enhances growth;
- Samsung – strengthens community.
Once the structuring themes have been identified, The study does a trend analysis in order to project consumer behaviours that will impact the next two to five years.. The aim is to make the report a source of innovation and development of new products and communication for companies in different sectors. – for example, consumer goods, health, beauty, well-being, fashion, decoration, services and mobility
In addition to detecting more commonalities than disparities between generational groups, Research is a business tool that points out strategic paths for companies to stay ahead of their competitors., Iza explains to Dezon, CEO of the consultancy Dezon. According to Isa, factors such as identity, affectionate relationships, concerns about the planet and health become more relevant from the point of view of lifestyle marketing, Something that should be on the brand radar.. "It speaks much more to our contemporary identities than the old models that emphasize an age cut".
In the age of freedom and fluidity, the research concludes that not being guided by age markers would be a strategic decision for inclusion, to be taken into account by HR professionals, product development, marketing and communication. "We need to break away from temporal markers and get closer to people's true desires", "mainly in the era of endless generations", the two executives responsible for the report affirm.
