Marketing to Young Adults - The Older Gen Z - Exploring Consumer Behaviors - Brazil - June 2019
Covered in this report
This report focuses on the attitudes and behaviors of young adults from Generation Z (aged 16-20), born between 1999 and 2003.
In Brazil and in other countries, the market definition for this generation may vary and be as wide as from 1995 to 2011. For this Report, the projections and future estimates consider Generation Z those born between 1999 and 2011. Those born after 2011 are considered another new generation, which has so far been named the Alpha Generation.
“Generation Z will become a relevant demographic group in the coming years when it comes to the consumer population. It currently has a great influence on purchase decisions in a number of categories, so it is expected their habits and preferences will increasingly impact the market. In order to meet the demands of these consumers, brands and companies should rely on the internet and social media channels to offer more practical products and services, as well as a more intimate communication strategy. In addition, offline experiences that are exclusively designed for them can appeal to this generation.”
– Ana Paula Gilsogamo, Research Analyst
This report will look at the following areas:
- The high number of “NEETs” reflects how insecure Gen Z feels about their professional future and impacts their purchasing power
- Gen Z is more likely to boycott brands and products associated with scandals
- Depression and anxiety may be aggravated by the need to fit in socially and social media exposure
- Brands and companies need to adapt to Gen Z young adults, who prefer online shopping and delivery services
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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