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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

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • 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
                • Figure 1: Reasons to purchase or not purchase, by generation – Brazil, March 2019
              • 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
                  • Opportunities
                    • Gen Z will gain space as consumers in the coming years
                      • Figure 2: Population projection, by generation – Brazil, 2019-29
                    • Interest in new experiences stands out among Gen Z
                      • International TV shows entertain and expose Gen Z to new ideas
                        • Unique and customizable products appeal to Gen Z
                          • What we think
                          • Market Drivers

                            • Gen Z will gain space as consumers in the coming years
                              • Figure 3: Population projection, by generation – Brazil, 2019-29
                            • Gen Z are very connected and impacted by social media
                              • Figure 4: Internet access, by age group – Brazil, 2017 Q4
                            • The high number of “NEETs” reflects how insecure Gen Z feel about their professional future
                              • Depression and anxiety may be aggravated by the need to fit in socially and social media exposure
                                • Streaming services, delivery apps and eCommerce stimulate purchasing habits and online entertainment
                                • Key Players – What You Need to Know

                                  • Sustainable practices appeal to Gen Z
                                    • Cognitive benefits can help Gen Z focus on their tasks
                                      • Clean & Clear focuses on Gen Z with help from YouTube
                                      • Marketing Campaigns and Actions

                                        • Unilever’s vegan brand Love Beauty and Planet arrives in Brazil
                                          • Ambev promotes conscious consumption of alcoholic drinks
                                            • Figure 5: Ambev campaign
                                          • Riachuelo uses YouTube to reveal its production process
                                            • Figure 6: Riachuelo campaign
                                          • Marvel partners with Porta dos Fundos to promote Avengers: Endgame
                                            • Figure 7: Marvel and Porta dos Fundos campaign
                                          • Pão de Açúcar launches its own shopping and delivery app
                                            • Figure 8: Pão de Açúcar campaign
                                        • Who’s Innovating?

                                          • Cognitive benefits can help Gen Z focus on their tasks
                                            • Figure 9: Percentage of launches in the macro categories with the following claims, “Functional – Brain and nervous system” and/or “Functional – Stress and sleep” – Global, January 2015-December 2018
                                        • Case Studies

                                          • Clean & Clear focuses on Gen Z with help from YouTube
                                            • Figure 10: Clean & Clear campaign
                                          • Me & The Bees Lemonade combines entrepreneurial vision and environmental cause with healthy and sustainable production
                                              • Figure 11: Lip Balm - Me & the Bees Lemonade campaign
                                          • The Consumer – What You Need to Know

                                            • Interest in new experiences stands out among Gen Z
                                              • Gen Z can’t live without Instagram
                                                • Gen Z are more likely to boycott brands if necessary
                                                  • Other categories can partner with clothing brands to attract Gen Z
                                                    • Online sales are important for reaching Gen Z
                                                    • Generation Perception

                                                      • Interest in new experiences stands out among Gen Z
                                                        • Figure 12: Positive generation perception – Brazil, March 2019
                                                        • Figure 13: Amstel District campaign
                                                        • Figure 14: Cheetos House campaign
                                                      • Gen Z more prone to emotional problems
                                                        • Figure 15: Negative generation perception – Brazil, March 2019
                                                        • Figure 16: Sip of Hope campaign
                                                      • Gen Z women feel more susceptible to bad influence on social media
                                                        • Figure 17: Negative generation perception, by gender – Brazil, March 2019
                                                        • Figure 18: Safer Day Internet campaign
                                                        • Figure 19: Under Armour campaign
                                                    • Preferred Media Channels

                                                      • Gen Z can’t live without Instagram
                                                        • Figure 20: Correspondence analysis, preferred media channels – Brazil, March 2019
                                                        • Figure 21: Ralph Lauren campaign
                                                      • Gen Z see Facebook as entertaining and blogs, podcasts and online magazines and newspapers as informative
                                                        • Figure 22: Positive generation perception, by generation – Brazil, March 2019
                                                        • Figure 23: Beleza para Quem podcast
                                                      • International TV shows entertain and expose Gen Z to new ideas
                                                        • Figure 24: iFood campaign
                                                        • Figure 25: Havaianas limited edition
                                                        • Figure 26: Johnnie Walker campaign
                                                        • Figure 27: Adidas Ultraboost Game of Thrones
                                                        • Figure 28: For Days waiting list
                                                    • Reasons to Purchase or Not Purchase

                                                      • Unique products appeal to Gen Z
                                                        • Figure 29: Reasons to purchase, by generation – Brazil, March 2019
                                                        • Figure 30: McDelivery campaign
                                                        • Figure 31: Arby’s campaign
                                                      • Gen Z are more likely to boycott brands if necessary
                                                        • Figure 32: Reasons to purchase or not purchase, by generation – Brazil, March 2019
                                                        • Figure 33: Skol campaign
                                                        • Figure 34: Skol campaign
                                                      • Healthy food and drinks can appeal to Gen Z, highlighting their contributions to social and environmental causes
                                                        • Figure 35: Reasons to purchase, by generation perception – Brazil, March 2019
                                                        • Figure 36: Beyond Burger campaign
                                                    • Purchase Influence

                                                      • Other categories can partner with clothing brands to attract Gen Z
                                                        • Figure 37: Purchase influence – Brazil, March 2019
                                                        • Figure 38: Saucony X Dunkin’ Kinvara 9 campaign
                                                        • Figure 39: For The Love Of Pretzels campaign
                                                        • Figure 40: John Lewis campaign
                                                      • Electronics and new technologies help Gen Z in their purchase decisions
                                                          • Figure 41: QLED Gaming Monitor Samsung
                                                        • Beauty and personal care products that support social and environmental causes appeal to Gen Z
                                                        • Attitudes and Opinions

                                                          • Online sales are important to reaching Gen Z
                                                            • Figure 42: Attitudes and opinions, by generation – Brazil, March 2019
                                                          • Customizable products appeal to Gen Z
                                                            • Figure 43: Attitudes and opinions, by generation – Brazil, March 2019
                                                          • Social media can help users decide travel destinations and purchases in the category
                                                            • Figure 44: Attitudes and opinions, by consumption habits – Brazil, March 2019
                                                        • Appendix – Abbreviations

                                                          • Abbreviations

                                                          Marketing to Young Adults - The Older Gen Z - Exploring Consumer Behaviors - Brazil - June 2019

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