Determining a 'starting point' regarding any behavioral change associated with the internet and new forms of communication is a rather imprecise task. Because the digital universe is vast, with many layers and peculiarities, there will always be room for "this was already done before," even if that 'before' was, until now, little known. But we can say that, at least from 2010 onwards, 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 – which typically refers to those born between 1997 and 2012 – was in the peak of adolescence or transitioning into that phase.
Repito: estava! But surprisingly, many people, including communication professionals and, more specifically, marketers, still haven't understood that this generation has grown up and become adults. The first batch of thezoomers, as they are also known, are already in their late 20s, many with children, professional responsibilities, and in some cases, it is possible to say that they even have some financial stability.
Despite this, we can still observe campaigns and actions that insist on treating Generation Z as "TikTokers" teenagers, cool and rebellious. We then witnessed a shortsightedness 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 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 to work: avoid the caricature and stereotype. The true consumer of your brand is on the streets, outside the office bubble. He is inside the bus heading to work, standing in festival lines, running in the park, paying bills at home, walking through 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, focus on subgroups and their needs. That's where the answer is.
The "Instagrammable" needs to make room for genuine connection. The forced emoji and the artificial slang of brands that still communicate with the fictional profile of Generation Z are a reflection of their lack of depth and authenticity. In 2025, the marketing that will succeed is not the one that assumes, but the one that truly seeks to understand the human being on the other side of the screen. Someone flesh and blood, just like you and me, who has problems, dreams, aspirations, and desires.
It's only in this way that brands will be able to go beyond clicks and likes, and start generating genuine interest in their products.
(*) Pedro Campos is a marketing executive and consultant with over 15 years of experience in Brazil and Europe, and founder of End-to-End Marketing.
