Root Marketing: The Secret to Connecting Brands to All Generations

In a scenario where innovation and technology advance rapidly, many companies get lost in the pursuit of complex strategies and passing fads. However, what truly guarantees a brand's success is so-called root marketing, or strategic marketing – a set of principles and strategies that analyze the market, understand the audience, and develop an action plan to achieve the company's goals. 

According to marketing and business strategy expert Frederico Burlamaqui, the essence of marketing will always be understanding people and connecting with their deepest needs, regardless of age or generation. "What we call grassroots marketing is based on principles that ensure the brand connects with audiences of all ages, from Baby Boomers to Generation Alpha, providing an efficient and timeless approach," he explains.

To achieve this goal, Burlamaqui asserts that a deep understanding of the audience is essential, regardless of generation, understanding consumer desires, pain points, and behaviors. "What changes between generations is not the need to feel valued, but how this value is communicated. Market research, active listening, and data analysis are key to an accurate approach. Root marketing is, therefore, a return to the essentials: listening to the consumer, communicating authentically, and building genuine relationships," he comments.

Communication and humanization

Authentic and humanized communication is also essential. Whether digital or offline, brands that establish a genuine relationship with their audience are more likely to create lasting connections. "Authenticity has no expiration date. People connect with people, not with robots or empty speeches. Furthermore, content needs to be relevant and consistent. Regardless of the platform, it must generate value. Baby Boomers may prefer a detailed article, while Generation Z engages more with short videos. But in the end, what matters is that the message is relevant and well-told," says Burlamaqui.

An integrated experience is another essential factor, as brands that can offer a seamless experience, aligning service, product, and after-sales service, are more likely to build customer loyalty. "Whether in-person, on social media, or through e-commerce, the experience needs to be consistent. No one likes to accumulate frustrations or have their expectations not met," the expert emphasizes. 

Finally, well-defined positioning and delivery are essential, because more than selling a product, it's necessary to build a brand with authentic values. "People buy whatever they want to meet their wants and needs. Regardless of age, they demand a balance between perceived value and price. If a brand wants to be relevant to any generation, it needs to abandon ephemeral marketing and invest in principles that stand the test of time," concludes Burlamaqui.

Root marketing principles that ensure the brand connects with audiences of all ages

– Deep knowledge of the audience: Regardless of generation, understanding consumer desires, pain points, and behaviors is essential. As Burlamaqui explains, "what changes between generations is not the need to feel valued, but how that value is communicated." Market research, active listening, and data analysis are key to a successful approach.

– Authentic and humanized communication: Whether digitally or offline, brands that establish a genuine relationship with their audience are more likely to create lasting connections. "Authenticity and generating value have no expiration date. People connect with people, not with robots or empty speeches," the expert points out.

– Relevant and consistent content: Regardless of the platform, it must generate value. "Generation X tends to rely on traditional sources, such as newspapers and magazines, while Generation Y heavily consumes digital content, especially blogs and podcasts. But in the end, what matters is that the message is relevant and well-told," says Burlamaqui.

– Integrated experience: Brands that can offer a seamless experience, aligning service, product, and after-sales service, are more likely to build customer loyalty. "Whether in person, on social media, or through e-commerce, the experience needs to be consistent. No one likes to accumulate frustrations or have their expectations not met," the expert emphasizes.

– Well-defined Positioning and Deliveries: More than selling a product, it's necessary to build a brand with authentic values. People buy anything to have their wants and needs met. Regardless of age, they demand a balance between perceived value and price," reinforces Burlamaqui.