The increase in the life expectancy of the population and the new habits of generation Z created an additional challenge for companies to win over consumers. At the same time that they need to serve the public with greater purchasing power, represented by the baby boomers and Xare also pressured by the moderate and conscientious behavior of Generation Z, the consumer of the future.
Each of these generations has particularities, as they all grew up in different sociocultural and economic contexts, which influences the way of consuming.
To the Generation Y and Z, it is not enough to have a good price and product. There needs to be purpose and a story behind what they are buying.
To the baby boomers and part of X, worth quality and, of course, adequate price. These groups like to flaunt goods more than young people, who seek practicality and convenience.
“Brands have difficulty enchanting this new generation, which practically does not watch open TV. They have studied more, have more access to healthcare and are more plural,” says GS&Consulting partner Jean Paul Rebetz.
He explains that these consumers were born in a time of abundant supply of products, unlike past generations, who experienced scarcity in the market due to a more closed economy. “Now it is easier to talk about sustainability and storytelling.”
Mirror
At the other end, the lives of companies It hasn’t been easy either. Nielsen research shows that only 23% of people over 55 feel represented in advertisements.
“Aging in Brazil is something new. Companies still don’t know how to serve this audience”, says Clea Klouri, founding partner of Data8, specialized in the longevity market.
According to the Brazilian Institute of Geography and Statistics (IBGE), Brazil has 32.5 million people aged 60 and over – almost 12 million more than ten years ago. Despite being a market with high potential for consumption, says Clea, brands do not talk to this audience.
It is an invisible generation that complains about the lack of suitable products in almost every sector, such as beauty, fashion and even food.
According to her, although companies are still afraid to communicate with this audience and seem like an old brand, there is a movement – still timid – to break this barrier.
THE nature (NTCO3) is one of those looking to get closer to mature consumers, with more money to spend.
“We have a diversity and breadth of brands for each personality. The Chronos line is for women over 40 years old”, says Maria Paula Fonseca, global director of the Natura brand.
According to her, for Natura, it is easier to reach this audience than generation Z. “This audience requires a different message, which involves a cause. Along these lines, we are committed to sustainability.”
The initiative took place in the most popular line, the Kayak, in which the lids of the packaging started to be made with plastic taken from the ocean. “With that, we developed a recycling chain. And that partly answers this generation’s question of what the company does.”
Conditions
Social and environmental causes have gained relevance in people’s lives, which influences consumption. Supporting these initiatives became a requirement for customers when choosing a brand. The young Bianca Sales, for example, demands organic products, while her mother, Maria Eliete, takes more into account the price.
“Preparing for the future is taking place at a fast pace and we want to be a mobility technology company,” says Frederico Battaglia, marketing director at Stellantis, a company that owns 14 brands, including Fiat, Jeep, Peugeot, Citroën and Ram . To ensure a zero carbon footprint, the company has an ambitious plan that involves electrification and hybrid vehicles (ethanol and electric).
Today, he says, consumers are asking for an interesting story about the product, which needs to be real. “With access to information, it’s not enough to say it’s legal, you have to show it’s legal.”
According to the executive, the homework of companies in these times so connected is to understand the profile of customers and try to deliver the best possible product. So in 2021, the company created Flua, a car subscription company that offers 1-3 year lease plans.
To reach such diverse consumers, companies have explored numerous communication channels. The challenge with this multiplicity of mediums is to use the appropriate language for each of them.
“In addition, there is a specific creator for each platform, an ‘expert’ native to that environment”, says the director of Corporate Marketing at Renner stores (LREN3), Maria Cristina Merçon.
Renner is present in all social networks. On TikTok, which has more than 1.1 million followers, the strategy is to do lives and bring a message of enchantment to users. “Before it was simpler. We used the same message in a less direct speech. Today we have to understand how the customer relates to the brand and see how to talk to him.”
At HERE (CEAB3), the strategy is also focused on sustainability. The company has been making collections based on the environment. These are collections with more sustainable cotton and recyclable items – according to the company, 55% of the raw materials are of more sustainable origin.
The company’s commercial vice president, Francisley Donatti, says that C&A collects used jeans, recycles them and makes new pieces. The information is from the newspaper. The State of São Paulo.
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Source: Moneytimes
I am an author at Global happenings and I mostly cover automobile news. In my time working in the automotive industry, I have developed a keen interest in the latest developments and trends. My writing skills have also allowed me to share my knowledge with others through articles and blog posts.
