Determining a ‘starting point’ for any behavioral change associated with the internet and new forms of communication is a rather inconclusive task. The digital universe is vast, with multiple layers and peculiarities, and there will always be room for ‘this was already being done before,’ even if that ‘before’ was, until then, little known. But we can say that, at least from 2010 onward, the consolidation of the concept of memes and viral content on digital platforms changed how large companies develop marketing strategies to capture the attention of young people. At that time, much of the so-called Generation Z—typically referring to those born between 1997 and 2012—were either at the peak of adolescence or transitioning into that phase.
I repeat: they were! But as hard as it may seem, many people, including communication professionals—and more specifically, those in marketing—still haven’t grasped that this generation has grown up and become adults. The first wave of zoomers, as they are also known, is now around 28 years old, many with children, professional responsibilities, and in some cases, one could even say a certain degree of financial stability.
Despite this, we still see campaigns and actions that insist on treating Generation Z as ‘TikToker’ adolescents—cool and rebellious. What we witness, then, is a myopia in communication plans that insist on reducing an entire generation, made up of millions and millions of people, to a single profile. It’s no wonder this generation has changed its consumer relationship with traditional brands. There’s a lack of representation.
Here, I’d like to propose a more effective way for marketing teams and advertising agencies to operate: avoid caricatures and stereotypes. Your brand’s real consumer is out in the streets, outside the office bubble. They’re on the bus heading to work, standing in festival lines, running in the park, paying bills at home, walking through malls, drinking beer at the local bar. A brand’s true connection comes from a genuine connection with its customers. Forget the idea of connecting with an entire generation—seek out subgroups and their needs. That’s where the answer lies.
The ‘Instagrammable’ must give way to real connection. Forced emojis and artificial slang from brands that still engage with the fictional profile of Generation Z reflect their lack of depth and authenticity. In 2025, successful marketing will be the kind that doesn’t assume, but actually seeks to understand the human being on the other side of the screen. Someone made of flesh and blood, just like you and me, with problems, dreams, aspirations, and desires.
Only in this way will brands be able to go beyond clicks and likes and start generating genuine interest in their products.
