The generation to which a person belongs may show behavioral differences, but it is far from being a factor that determines consumer aspirations. Not coincidentally, the brands people identify with most due to their values are the same — O Boticário, Nestlé, Natura, Nike, and Samsung — whether they are ‘baby boomers’ or from Generations X, Y, or Z. These are the main conclusions of the study ‘The End of Generations,’ conducted by consulting firms TroianoBranding and Dezon.
To identify factors that bring generational groups closer together or push them apart, the survey interviewed a thousand men and women from social classes A, B, and C across the five regions of the country. The sample was divided into four groups of 250 participants, belonging to the generations identified as baby boomers (born between 1946 and 1964), Generation X (1965 to 1980), Generation Y or millennials (1981 to 1996), and Generation Z (1997 to 2010).
‘There are far more points of connection between generations than disconnects, no matter how superficial analyses might suggest otherwise. We live in an era of fluidity. Generations, however, put us into boxes that go against this reality,’ says Cecília Troiano, CEO of TroianoBranding.
Evidence of this is that the same companies appear, with similar percentages, in the responses of all generations in the study when participants were asked about the brands they most identify with:
- O Boticáriowas mentioned by 19% of members of Generation Z and millennials, 12% of baby boomers, and 9% of Generation X;
- Nestléwas mentioned by 13% of millennials, 12% of baby boomers, 10% of Generation X, and 9% of Generation Z;
- Naturawas mentioned by 14% of Generation X, 12% of Generations Z, millennials, and baby boomers;
- Nikewas mentioned by 14% of Generation Z, 12% of millennials, and 7% of Generation X and baby boomers;
- Samsungwas mentioned by 14% of millennials and Generation X, 13% of Generation Z, and 12% of baby boomers.
The study also used the ZMET methodology. Patented by Harvard, it identifies emotions respondents cannot express rationally through traditional techniques. Only ten companies worldwide can apply it, and TroianoBranding is the only one licensed to do so in Brazil. Twenty ZMET sessions were conducted with representatives from all generations, a deep dive that complemented the quantitative research.
Based on these two research techniques, the study identifies five aspects valued by all generations, called ‘structuring themes’: identity, emotional bonds, community, growth, and well-being. According to the study, all people seek to connect with brands that reinforce these values, regardless of their generation. And based on participant responses, five brands are most associated with each theme:
- O Boticário– reinforces identity;
- Nestlé– reinforces emotional bonds;
- Natura– reinforces well-being;
- Nike– reinforces growth;
- Samsung– reinforces community.
Once the structuring themes were identified, the study analyzed trends to project consumer behaviors impacting the next two to five years. The goal is to make the report a source of innovation and product development for companies across different sectors—such as consumer goods, health, beauty, wellness, fashion, décor, services, and mobility.
Beyond detecting more commonalities than disparities among generational groups, the research is a business tool that points to strategic paths for companies to stay ahead of competitors, explains Iza Dezon, CEO of Dezon Consulting. According to Iza, factors like identity, emotional relationships, concerns for the planet, and health gain greater relevance from a Lifestyle Marketing perspective—something brands should keep in focus. ‘This speaks much more to our contemporary identities than outdated models emphasizing age brackets.’
In an era of freedom and fluidity, the study concludes that not relying on age markers would be a strategic decision for inclusion, to be considered by HR, product development, marketing, and communication professionals. ‘We need to break free from temporal markers and align more closely with people’s true desires, especially in the era of endless generations,’ say the two executives responsible for the report.
