A LOI, specialized consultancy in influencer marketing, and InstitutoZ, from Trope, a consultancy specializing in Generation Z and Alpha, presented a new strategic approach for brands wishing to authentically connect with Generation Z (born between 1996 and 2010) and Generation Alpha (born from 2010).
By combining consumption data, digital habits, and cultural perceptions, the presentation reveals that 2.62 billion people worldwide belong to Gen Z (UN, 2024), with 51 million in Brazil (IBGE, 2024; Unravelling the Habits of Generation Y in Brazil), with an estimated purchasing power of R$ 662 billion per year in the country alone (IBGE, FGV, and PNAD Contínua, 2025). Gen Alpha, with about 2 billion individuals globally (Consumidor Moderno, 2025), is beginning to show its consumption traits, digital behavior, and social influence.
According to Felipe Colaneri, co-founder of LOI, “brands need to stop treating young people as a single block and understand the multiple codes that build their identity, from digital to physical”. One of the highlights of the study is the analysis of the “phygital” culture, showing how the integration between online and offline experiences has become essential to generate a sense of belonging.
Another point raised is the role of the creator economy in purchasing decisions: 80% of Gen Z has already consumed food recommended by influencers (Study “Who Influences Generation Z?” 2025), and 66% have attended cultural events based on creators’ recommendations (Study “Who Influences Generation Z?”, 2025). Influence is dispersed, 37% trust more in individuals with a small or medium follower base, while only 7% trust more in large influencers.
The research also reveals that over 50% of Gen Z spends more than seven hours a day online (InstitutoZ & YOUPIX 2025), especially on Instagram, YouTube, and TikTok. Not surprisingly, 60% of Brazilian companies report challenges in communicating with this audience through traditional channels (Study: “What are the difficulties of Brazilian companies with GenZ?”, 2025). And worse: 1 in 3 companies doesn’t even have a specific strategy for engaging with GenZ (Study: “What are the difficulties of Brazilian companies with GenZ?”, 2025).
According to Luiz Menezes, founder of Trope and content creator with experience in projects for Meta, Disney, and Itaú, “brands need to stop trying to impact Generation Z and start involving them”. The presentation also highlights success stories like Carmed, Netflix, and Roblox, which have adapted their language, channels, and collaborations to engage with the new generations in a legitimate way.
