The stigma about Generation Z that contaminates marketing actions

Determining a starting point of the game’ on any change in behavior that is associated with the internet and new forms of communication is a little assertive task. Because the digital universe is vast, with several layers and peculiarities, and there will always be room for “this was already done before”, even though this ̄ until then was little known. But we can say that, at least from 2010, the consolidation of the concept of memes and viralization on digital platforms changed the way large companies develop marketing strategies to attract the attention of young people. At that time, a good part of the so-called Z 9th Generation was usually between 1 and 19 was born in this phase 1. 

I repeat: it was! But incredible as it may seem, many people, including communication professionals and, more specifically, marketing, still do not understand that this generation has grown and become adults zoomers, as they are also known, is already in the 28 years, many with children, professional responsibilities and, in some cases, it is possible to say that even with a certain financial stability. 

Despite this, we can still observe campaigns and actions that insist on treating Generation Z as teenagers “TikTokers”, hip and rebellious. We witness, then, 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 wonder that this generation has changed its consumer relationship with traditional brands.

Here, I would like to propose to marketing teams and advertising agencies a more efficient way of working: escape the caricature and stereotype. The real consumer of your brand is on the streets, outside the office bubble. He is inside the bus towards work, standing in the queues of festivals, running in the park, paying tickets at home, walking through the malls, drinking beer in the pub. The true connection of a brand comes from the true connection with your customer. Forget the idea of connecting with an entire generation, look for subgroups and their needs.

The “instagramable” needs to make room for true connection.The forced emoji and artificial slang of brands that still talk to the fictional profile of Generation Z are the reflection of their lack of depth and authenticity. In 2025, the marketing that will work is one that does not suppose, but rather seeks to understand in fact the human being on the other side of the screen. Someone flesh and blood, as well as you and I, who has problems, dreams, aspirations and desires.

This is the only way brands can go beyond clicks and likes, and start generating genuine interest in your products.

Pedro Campos is a marketing executive and consultant with more than 15 years of career in Brazil and Europe, and founder of Marketing from Ponta to Ponta.