Brazil Marketing to Young Adults – The Older Gen Z Market Report 2022
£ 3,265 (Excl.Tax)
Report Summary
“Young adults from Generation Z have been severely impacted by the pandemic and economic issues in recent years, with a growing number of them neither studying nor working. In addition, social isolation has led them to use new technologies even more and dive into the online universe of games and social networks, which also has impacted their mental and emotional wellbeing. In this context, as well as helping them in their professional development and in the process of feeling confident as adults, to get closer to this generation, brands and companies need to invest in a better online shopping and leisure experience through new media and technology and be more active in environmental and social causes.”
– Ana Paula Gilsogamo, Senior Research Analyst
This report will look at the following areas:
- Understand which categories they influence on the purchase
- Understand the Gen Z perception of value and causes that they support
- Understand Gen Z social media perception
- Understand Gen Z preferences, habits and attitudes
Table of Contents
-
Overview
- What you need to know
- Key issues covered in this Report
- Definition
- What you need to know
-
Executive Summary
-
- Market overview
- Analyst outlook
- Figure 1: Analyst outlook for Generation Z, 2022
- Challenges
- Percentage of young people who neither work nor study grows
- Educational content on TikTok can help Gen Zs feel more confident as adults
- Gen Zs stand out in supporting gender equality, social inequality movements and LGBTQI+ rights
- Gen Zs demand a new approach to traditional family models and rituals
- Opportunities
- Facilitating online shopping and investing in sustainability are differentials valued by Gen Zs
- Gen Zs can encourage experimentation of innovative food and drinks at home
- Immersive online experiences have the potential to engage Gen Zs
- Greater diversity in sport has the potential to engage more consumer profiles
-
-
Market Drivers
- Percentage of young people who neither work nor study grows
- NFT market and metaverse grow and have special appeal to young people
- Mental health issues impact young people
- Percentage of young people who neither work nor study grows
-
Key Players
- Companies and brands
- Social networks invest in innovation and facilitate direct sale
- Brands try to bring the carnival experience to consumers
- Brands and companies invest in games and virtual reality
- Case study
- Heinz generates high engagement with a campaign that helps gamers to safely consume snacks while playing
- Figure 2: Heinz Hidden Spots
- Companies and brands
-
Purchase Influence
- Gen Zs can encourage experimentation of innovative food and drinks at home
- Figure 3: Purchase influence, 2022
-
- Figure 4: Cana
- Greater diversity in sport has the potential to engage more consumer profiles
- Figure 5: Purchase influence – Selected item, by gender, 2022
-
- Figure 6: Strength & Cardio: Fun Partner Workout with No Equipment
-
- Figure 7: ImillaSkate documentary trailer
- Women from Generation Z have a greater influence on the purchase decision of foodservice at home
- Figure 8: Purchase influence – Selected item, by gender, 2022
- Gen Zs can encourage experimentation of innovative food and drinks at home
-
Purchasing Value
- Facilitating online shopping and investing in sustainability are differentials valued by Gen Zs
- Figure 9: TURF Analysis – Purchasing Value, 2022
-
- Figure 10: Nuuly Rent Sustantaibility
- Immersive online experiences have the potential to engage Gen Zs
-
- Figure 11: Skinclusive Summer
- Gen Zs stand out in supporting gender equality, social inequality movements and LGBTQI+ rights
- Figure 12: Causes supported, by generation, 2022
-
- Figure 13: Gerando Falcões bars
- Figure 14: Revoa project
- Facilitating online shopping and investing in sustainability are differentials valued by Gen Zs
-
Social Media Associations
- Even with the new Meta positioning, Facebook is the social network most perceived as being outdated by Generation Z
- Figure 15: Correspondence Analysis – Principal map – Social media associations, 2022
-
- Figure 16: Sponsored post – @tessaltsuit_river
- In addition to being trustworthy, YouTube is the social network most perceived as a good place to learn about brands and as a source of educational content
- Figure 17: Playlist with tips on how to do business online
- Pinterest and TikTok can be more positive and fun spaces for the beauty universe
-
- Figure 18: Quem Disse Berenice? campaign
- Figure 19: “Make da Liberdade” post
- Even with the new Meta positioning, Facebook is the social network most perceived as being outdated by Generation Z
-
Preferences
- Generation Z stands out for looking for experiences
- Figure 20: Preferences – Spending preferences, by generation, 2022
-
- Figure 21: Shell campaign
- Brands need to do their part, but also encourage Gen Zs to act in support of the causes they defend
- Figure 22: Preferences – Supporting causes, 2022
-
- Figure 23: Ben & Jerry’s campaign
- Figure 24: #AlémdeJunho campaign
- Twitter can gain more space among women from Generation Z by highlighting its more realistic content
- Figure 25: Preferences – Online content, by gender, 2022
- Gen Zs demand a new approach to traditional family models and rituals
- Figure 26: Preferences – Plans to the future, 2022
- Generation Z stands out for looking for experiences
-
Attitudes and Habits
- Low-alcohol and functional drinks focused on emotional wellbeing can appeal to Generation Z
- Figure 27: Attitudes and habits, by generation, 2022
-
- Figure 28: Special edition of gums that shine in the dark
- Brands and companies can help young people enter the labor market through the gaming universe
- Figure 29: Attitudes and habits, by generation, 2022
- Educational content on TikTok can help Gen Zs feel more confident as adults
- Figure 30: Attitudes and habits – Selected item, by generation, 2022
- Low-alcohol and functional drinks focused on emotional wellbeing can appeal to Generation Z
-
Appendix – Abbreviations
-
Why Mintel?
Gain access to high quality market research with every purchase of Mintel’s consumer reports. Here's what else you can expect when buying from us:
Mintel’s Clients Portal
After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal which provides instant access to supplementary insights from Mintel’s industry experts.
Multiple Report Formats
Mintel’s reports are available in PDF and PPT formats, and arrive in your inbox alongside an excel datasheet, so you can share Mintel’s market intelligence with ease.
Interactive Databook
Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
Custom Presentations
Using Mintel’s custom presentation tool, you can easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Portuguese Version Available
Mintel’s Brazil consumer reports are also available in Portuguese, and can be accessed through our clients portal post-purchase.*
*Please note that translation times may vary, so Portuguese language versions may not be accessible immediately. Please contact us for more information.
Browse our sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
Trusted by companies. Big and small.
