The generation to which a person belongs may show differences in behavior, but it is far from being a factor that determines consumers' desires. Not by chance, the brands with which people most identify due to their values are the same — O Boticário, Nestlé, Natura, Nike, and Samsung — whether they are "baby boomers" or from generations X, Y, and Z. These are the main conclusions of the study "The End of Generations," conducted by the consulting firms TroianoBranding and Dezon.
To identify factors that bring groups closer together and push them apart, the survey interviewed a thousand people, including men and women from classes A, B, and C, across the five regions of the country. The sample was divided into four groups of 250 participants each, belonging to the generations identified as baby boomers (born between 1946 and 1964); X (1965 to 1980); Y, or millennials (1981 to 1996); and Z (1997 to 2010).
There are many more points of connection between generations than disagreements, no matter how superficial analyses may suggest otherwise. We live in an era of fluidity. However, generations tend to put us in boxes that go against this reality, says Cecília Troiano, CEO of TroianoBranding.
Proof 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 with which they most identify:
- The Apothecarywas mentioned by 19% of those belonging to generations Z and millennials, 12% of baby boomers and 9% of generation X;
- Nestlewas mentioned by 13% of millennials, 12% of baby boomers, 10% of generation X and 9% of generation Z;
- Naturewas mentioned by 14% of Generation X, 12% of Generation Z, millennials and baby boomers;
- Nikewas mentioned by 14% of Generation Z, 12% of Millennials, and 7% of Generation X and Baby Boomers;
- Samsung was mentioned by 14% of millennials and generation X, 13% of generation Z and 12% of baby boomers.
The ZMET qualitative methodology was also adopted. Patented at Harvard, it allows identifying feelings that interviewees cannot rationally express through traditional techniques. Only ten companies in the world can apply it, and TroianoBranding is the only one with the license in Brazil. There were 20 ZMET sessions with representatives from all generations, a deep dive that complemented the quantitative survey.
Based on the two research techniques, the study highlights 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 which generation they belong to. And, according to the participants' responses, five brands are most associated with each of them:
- The Apothecary– reinforces identity;
- Nestle– strengthens emotional bonds;
- Nature– reinforces well-being;
- Nike – reinforces growth;
- Samsung - strengthens community.
Once the core themes are identified, the study conducts a trend analysis to project consumption behaviors that will impact the next two to five years. The goal is to make the report a source of innovation and development of new products and communication for companies in different sectors – for example, consumer goods, health, beauty, wellness, fashion, decoration, services, and mobility.
In addition to identifying more commonalities than disparities between 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 such as identity, emotional relationships, concerns about the planet, and health are becoming more relevant from the perspective of Lifestyle Marketing, something that brands should be paying attention to. That aligns much more with our contemporary identities than the old models that emphasize an age cutoff.
In the era of freedom and fluidity, research concludes that not relying on age markers would be a strategic inclusion decision to be considered by HR professionals, product development, marketing, and communication. "We need to break away from time markers and get closer to people's true desires, especially in the era of endless generations," say the two executives responsible for the report.
Here is the link to the compact version of the survey:https://www.troianobranding.com.br/o-fim-das-geracoes
