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 the "this was already done before", even than 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. By that time, a large part of the so-called Generation Z – que normalmente faz referência aos nascidos entre 1997 e 2012 – was at the peak of adolescence or transitioning into this phase.
I repeat: it was! But surprisingly, many people, including communication professionals and, more specifically, do marketing, still hasn't understood that this generation has grown up and become adults. The first batch of thezoomers, as well known as, it 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, ainda podemos observar campanhas e ações que insistem em tratar a Geração Z como adolescentes TikTokers, descolados e rebeldes. We witnessed, значить, a myopia in communication plans that insist on reducing an entire generation, composed of millions and millions of people, to a single profile. It is no coincidence 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 shopping malls, drinking beer at the bar. The true connection of a brand comes from the genuine connection with its customer. Forget the idea of connecting with an entire generation, search for the subgroups and their needs. It's there that the answer is
O "instagramável" precisa dar espaço à conexão verdadeira. O emoji forçado e a gíria artificial das marcas que ainda conversam com o perfil fictício da Geração Z são o reflexo da sua falta de profundidade e autenticidade. 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 of flesh and blood, just like you and me, that has problems, dreams, aspirations and desires
It is only in this way that brands will be able to go beyond clicks and likes, and start generating genuine interest in your products
(*) Pedro Campos is a marketing executive and consultant with over 15 years of experience in Brazil and Europe, e fundador do Marketing de Ponta a Ponta
