In a scenario where innovation and technology are advancing rapidly, many companies get lost in the pursuit of complex strategies and passing fads. However, what truly guarantees the success of a brand is what is called root marketing, or strategic marketing – a set of principles and strategies that analyze the market, understand the audience, and develop an action plan to achieve the company's objectives.

According to marketing and business strategy expert Frederico Burlamaqui, the essence of marketing will always be understanding the human being and connecting with their deepest needs, regardless of age or the generation they belong to. "That which we call root marketing is based on principles that ensure the brand's connection with audiences of all ages, from Baby Boomers to Generation Alpha, providing an effective and timeless approach," he explains.

To achieve this goal, Burlamaqui states that a deep understanding of the audience is essential, regardless of the generation, understanding the desires, pains, and behaviors of the consumer. "What changes between generations is not the need to feel valued, but the way this appreciation is communicated. Market research, active listening, and data analysis are key pieces for an accurate approach. Root marketing is, therefore, a return to the essentials: listening to the consumer, communicating authentically, and building genuine relationships," he comments.

Communication and humanization

Authentic and humanized communication is also essential, whether through digital or offline channels; brands that establish a genuine relationship with the audience are more likely to create lasting connections. "Authenticity has no expiration date. People connect with people, not with robots or empty speeches. Moreover, content needs to be relevant and consistent. Regardless of the platform, it must generate value. Baby Boomers may prefer a detailed article, while Generation Z engages more with short videos. But in the end, what matters is that the message is relevant and well told," says Burlamaqui.

The integrated experience is another essential factor, as brands that can offer a seamless experience, aligning service, product, and after-sales, have a greater chance of building customer loyalty. Whether in face-to-face service, social media, or e-commerce, the experience must be consistent. No one likes to accumulate frustrations or have their expectations unmet, highlights the specialist.

Finally, well-defined positioning and deliveries are essential, because more than selling a product, it is necessary to build a brand with authentic values.People buy whatever it is to have their desires and needs fulfilled. Regardless of age, they demand a balance between perceived value and price.If a brand wants to be relevant to any generation, it needs to abandon fleeting marketing and invest in principles that stand the test of time," concludes Burlamaqui.

Root marketing principles that ensure brand connection with audiences of all ages

- Deep understanding of the audience:Regardless of the generation, understanding the desires, pains, and behaviors of the consumer is essential. As Burlamaqui explains, "what changes between generations is not the need to feel valued, but the way this appreciation is communicated." Market research, active listening, and data analysis are key pieces for an accurate approach.

- Authentic and humanized communication:Whether through digital or offline means, brands that establish a genuine relationship with the audience are more likely to create lasting connections. "Authenticity and generating value have no expiration date. People connect with people, not with robots or empty speeches," emphasizes the specialist.

- Relevant and consistent content:Regardless of the platform, it must generate value. "Generation X tends to trust traditional sources such as newspapers and magazines, while Generation Y consumes digital content intensely, especially blogs and podcasts. But in the end, what matters is that the message is relevant and well told," says Burlamaqui.

- Integrated experienceBrands that can offer a seamless experience, aligning service, product, and after-sales, have a greater chance of building customer loyalty. Whether in face-to-face service, social media, or e-commerce, the experience must be consistent. No one likes to accumulate frustrations or have their expectations unmet, "highlights the specialist.

- Well-defined Positioning and DeliveriesMore than selling a product, it is necessary to build a brand with authentic values.People buy whatever it is to have their desires and needs fulfilled. Regardless of age, they demand a balance between perceived value and price.", reinforces Burlamaqui."

With the consolidation of home office and hybrid work, a silent challenge has been impacting the careers of many professionals: theproximity biasA study conducted by economists from the British universities of Nottingham, Sheffield, and King's College indicates thatRemote workers have fewer chances of receiving promotions and salary increases, even when they perform better than their in-office colleagues.The reason? The unconscious tendency of leaders to value more those who are physically close in daily life.

Virgilio Marques dos Santos, co-founder of FM2S Education and Consulting, career manager, and PhD from Unicamp, warns that this distortion can harm both professionals and the companies themselves. "The proximity bias causes ineffective management to end up promoting those who are visible in the office, rather than those who deliver better results. This undermines fair recognition of work and reduces talent retention," he states.

The problem worsened after the pandemic, when many leaders, accustomed to the in-person model, began to associate productivity with physical presence. However, innovative companies have already understood that the most important thing is to measure results, not the amount of time spent in the office. Tech giants like Google and Microsoft have adopted more flexible models, focusing on delivery and work quality, regardless of the employee's location.

How to avoid proximity bias?

To ensure a fair assessment, Santos recommends some practices:

- Performance evaluation:Instead of focusing on physical presence, companies should establish clear performance metrics to evaluate their employees;

- Regular meetings with everyone on the team:Remote employees can be forgotten in daily interactions. Structured meetings ensure balance in communications;

- Use of productivity tools:Management software allows monitoring performance objectively, reducing dependence on in-person observation.

- Inclusive organizational culture:Leaders should be trained to recognize and avoid proximity bias, ensuring that decisions are based on actual merit.

For the specialist, the future of work is not in constant supervision but in the relationship of trust and the appreciation of results. "Companies that understand this will get ahead, attracting and retaining the best professionals, regardless of where they are," he concludes.