Determining a ‘starting point’ about any behavior change associated with the internet and new forms of communication is a task that lacks precision. The digital universe is vast, with various layers and peculiarities, and there will always be room for the ‘this was already done before,’ even if this ‘before’ was little known until then. But we can say that, at least from 2010 onwards, the consolidation of the concept of memes and virality on digital platforms has changed how major companies develop marketing strategies to attract the attention of young people. At that time, a good portion of the so-called Generation Z – which normally refers to those born between 1997 and 2012 – was at the peak of adolescence or transitioning to that phase.
I repeat: was! But incredibly, many people, including communication professionals and, more specifically, marketers, still have not understood that this generation has grown up and become adults. The first wave of the zoomers, as they are also known, are already in their late 20s, many with children, professional responsibilities, and in some cases, it can even be said with a certain financial stability.
Despite this, we can still observe campaigns and actions that insist on treating Generation Z as ‘TikTokers,’ cool and rebellious teenagers. We witness a shortsightedness 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. Representation is lacking.
Here, I would like to propose to marketing teams and advertising agencies a more efficient way of working: avoid the caricature and stereotype. Your brand’s true consumer is out on the streets, outside the office bubble. They’re on the bus heading to work, standing in line at festivals, running in the park, paying bills at home, walking through malls, having a beer at the bar. A brand’s true connection comes from a real connection with its customer. Forget the idea of connecting with an entire generation, seek out subgroups and their needs. That’s where the answer lies.
The “instagrammable” needs to make room for true connection. The forced emoji and artificial jargon of brands still talking to the fictitious profile of Generation Z reflect their lack of depth and authenticity. In 2025, successful marketing will be the one that doesn’t assume, but rather seeks to truly understand the human being on the other side of the screen. Someone with flesh and blood, just like you and me, who has problems, dreams, aspirations, and desires.
It’s only in this way that brands can move beyond clicks and likes, and start to generate genuine interest in their products.
