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

Brazilian small businesses are preparing for significant changes with the Tax Reform. According to the Omie Small Business Survey, a study by Omie, a cloud-based management (ERP) platform, recently conducted with 285 CNPJ leaders opting for the Simples Nacional, 65% of those surveyed, including CEOs, directors, partners, managers, and entrepreneurs, believe that the new rules will directly affect their businesses.

While 26% of respondents do not know how to assess the impact of the reform, only 9% believe it will not influence their daily life. For economist Felipe Beraldi, manager of Indicators and Economic Studies at Omie, the changes bring opportunities but also challenges. Especially in understanding the changes and the deadlines for adaptation.

"The research showed that 59% of entrepreneurs know that the main change will be the creation of the Value Added Tax (VAT) and the elimination of tax cumulativity," explains Beraldi. The VAT aims to unify five taxes – ICMS, ISS, IPI, PIS, and Cofins – into a single charge, contributing to greater transparency and simplification of collection.

Despite the expectation of simplification, Beraldi warns that the process will be complex. "Companies need to start preparing and adapting to the changes. The sooner they understand the new rules of the Reform, the easier it will be to reassess cash flow, working capital, tax regime, supply chain, and prices," he states.

The transition to the new tax system will be gradual. The implementation begins in 2026 and continues until 2033, when the Tax Reform will be fully in effect. During this period, there will be a coexistence regime between the current system and the new one, which will require the attention of managers and their accountants.

“Although the reform promises to simplify tax management in the long term and reduce distortions, in the short term, it is certain that this duplication will generate a large increase in complexity, which will demand significant changes in the internal processes of any business, especially small companies”, says Marcelo Lombardo, co-founder and CEO of Omie.

In addition to the challenges, the reform can represent a great opportunity for accounting professionals, whose roles become even more strategic during the implementation of the new rules. Not by chance, the survey revealed that 75% of small businesses consider the accountant to be essential at this moment. The research also reinforces the need for more effective communication to ensure that reform updates reach entrepreneurs clearly and quickly.

With the Tax Reform in effect, small businesses, which represent 99% of Brazilian companies and are responsible for more than 27% of GDP and over 70% of formal employment, will face a challenging adaptation period. The success of this transition will largely depend on the ability of SMEs to adapt to the rules and the strategic guidance of accountants.

65% of small businesses foresee impacts of Tax Reform

Previously known as a single day filled with promotions, Black Friday has become an event lasting for months, dominating the retail calendar in recent years. But beyond this transformation, another highlight of the date is the prominence of digital influencers in e-commerce. According to the research2024 Creator Commerce Report, from Linktree, content creators drove 150% more clicks on Black Friday and Cyber Monday compared to other days on the calendar.

Sephora, for example, experienced a 75% increase in clicks during its sale from November 1 to 11, partly driven by content created by influencers on social media platforms like TikTok and Instagram. Responsible for the report, Linktree is a platform that allows gathering multiple links in one space, used by various creators and e-commerce stores. In the survey, data from 1,562 platform users were collected with the aim of discovering how creators approach monetization and content creation in the current social media landscape.

This increase highlighted in the research reflects a trend that has been establishing itself in the digital marketing landscape, where brands are increasingly investing in influencers and less in traditional ads, due to the fact that the former are generating better financial results. According to Fabio Gonçalves, director of international talents at Viral Nation, this transformation is explained by the direct and emotional connection of creators with their audiences, making them essential during moments like Black Friday and Cyber Monday.

“They don’t just promote products, they curate personalized ads that resonate with their followers. This creates a sense of urgency and trust that drives clicks and conversions much more effectively than generic campaigns. When a creator recommends a product, the audience sees it as a suggestion from a trusted friend, not as a simple advertisement. Another point that explains this phenomenon is that brands increasingly understand the importance of choosing the right influencer for their campaign, that is, choosing a creator who speaks to the company’s target audience. This way, ads are better targeted and segmented to those who should receive them, unlike what happens in traditional media. In addition, being able to click on links at the same time as the ad, which happens in influencer marketing, is essential to increase the effectiveness of the campaign”, he explains.

Another point highlighted by the professional is that brands are using influencers to create highly targeted and exclusive campaigns, especially during Black Friday, which is the time when consumers are looking for the best cost-benefit: “In this way, these creators act as catalysts for engagement, highlighting promotions, advantages and stories that humanize the offers. Viral Nation, for example, helps to structure these partnerships strategically, connecting brands with creators who have an audience already predisposed to interact and consume, boosting results such as the 150% increase in clicks shown in the report”.