A LOI, specialized consulting in influence marketing, and InstitutoZ, from Trope, a consultancy on Generation Z and Alpha, presented a new strategic approach for brands that want to connect authentically with Generation Z (born between 1996 and 2010) and Generation Alpha (born from 2010 onwards).
By combining consumption data, digital habits, and cultural perceptions, the presentation reveals that2.62 billion people in the worldbelong to Gen Z (UN, 2024), being51 million in Brazil(IBGE, 2024; Unraveling the Habits of Generation Y in Brazil), with aestimated purchasing power of R$ 662 billion per year within the country(IBGE, FGV, and PNAD Continuous, 2025). Already Gen Alpha, with about2 billion individuals worldwide(Modern Consumer, 2025), begins to show its traits of consumption, 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 "phygital" culture, which shows 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 the purchasing decision:80% of Gen Z has already consumed foods recommended by influencers(Study "Who Influences Generation Z?", 2025), and66% participated in cultural events upon creators' recommendation(Study "Who Influences Generation Z?", 2025). The influence is scattered.37% trust more in people with a small or medium follower base, while only7% trust larger influencers more.
The research also reveals thatMore than 50% of Gen Z spends more than seven hours a day connected.(InstitutoZ & YOUPIX 2025), especially on Instagram, YouTube, and TikTok. Not for nothing,60% of Brazilian companies report difficulty communicating with this audience through traditional channels(Research: "What are the challenges faced by Brazilian companies with Gen Z?", 2025). And worse:1 in every 3 companies does not even have a specific strategy to communicate with Gen Z.(Research: "What are the challenges faced by Brazilian companies with Gen Z?", 2025).
For 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 engaging with it." The presentation also highlights cases like Carmed, Netflix, and Roblox, which managed to adapt their language, channels, and collaborations to engage with the new generations in a genuine way.
