{"id":31646,"date":"2025-05-27T12:01:13","date_gmt":"2025-05-27T15:01:13","guid":{"rendered":"https:\/\/feninjer.com.br\/?p=31646"},"modified":"2025-05-27T12:02:00","modified_gmt":"2025-05-27T15:02:00","slug":"estudo-propoe-o-fim-das-geracoes-nas-estrategias-para-conectar-marcas-e-consumidores","status":"publish","type":"post","link":"https:\/\/feninjer.com.br\/?p=31646","title":{"rendered":"Estudo prop\u00f5e o fim das gera\u00e7\u00f5es nas estrat\u00e9gias para conectar marcas e consumidores"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\"><em>Realizado pela Troiano Branding, o estudo aponta cinco valores universais para estrat\u00e9gias focadas em estilos de vida e conex\u00f5es reais<\/em><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"827\" height=\"620\" src=\"https:\/\/feninjer.com.br\/wp-content\/uploads\/2025\/05\/Imagem-Destacada-Portal-Feninjer-2-3.webp\" alt=\"\" class=\"wp-image-31650\" style=\"width:800px\" srcset=\"https:\/\/feninjer.com.br\/wp-content\/uploads\/2025\/05\/Imagem-Destacada-Portal-Feninjer-2-3.webp 827w, https:\/\/feninjer.com.br\/wp-content\/uploads\/2025\/05\/Imagem-Destacada-Portal-Feninjer-2-3-360x270.webp 360w, https:\/\/feninjer.com.br\/wp-content\/uploads\/2025\/05\/Imagem-Destacada-Portal-Feninjer-2-3-768x576.webp 768w\" sizes=\"(max-width: 827px) 100vw, 827px\" \/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/www.freepik.com\/free-photo\/beautiful-women-support-each-other_6651738.htm#fromView=search&amp;page=2&amp;position=25&amp;uuid=2fee2210-57f7-4aa8-9b18-2b4f15ea243b&amp;query=gera%C3%A7%C3%B5es\">Image by freepik<\/a><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por Eric Messa*<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A segmenta\u00e7\u00e3o de mercado com base em gera\u00e7\u00f5es \u2013 baby boomers, gera\u00e7\u00e3o X, millennials, gera\u00e7\u00e3o Z, e agora as gera\u00e7\u00f5es alpha e beta \u2013 tem sido refer\u00eancia de segmenta\u00e7\u00e3o para profissionais de comunica\u00e7\u00e3o e marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No entanto, durante a Semana Acad\u00eamica da FAAP, Michaela Ergas e Dafne Cantoia, da consultoria Troiano Branding, em parceria com a ag\u00eancia de tend\u00eancias Dezon, apresentaram um estudo inovador, O Fim das Gera\u00e7\u00f5es.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A an\u00e1lise sugere uma reflex\u00e3o sobre as limita\u00e7\u00f5es dessa abordagem geracional, que muitas vezes reduz a complexidade humana a categorias simplistas. Segundo o estudo, \u201cmarcadores geracionais s\u00e3o convenientes, mas n\u00e3o s\u00e3o suficientes\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A proposta \u00e9 de que influ\u00eancias espec\u00edficas do contexto moldam cada gera\u00e7\u00e3o, contudo, existem tem\u00e1ticas que s\u00e3o universais e transcendem o tempo. Em vez de focar nas particularidades de cada faixa et\u00e1ria, as marcas deveriam se conectar com os consumidores por meio desses valores fundamentais.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O estudo identificou cinco temas estruturantes:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1. Identidade: a busca por autocompreens\u00e3o e express\u00e3o pessoal. Essa necessidade \u00e9 constante, independentemente da idade.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2. La\u00e7os afetivos: o valor das conex\u00f5es humanas transforma-se, mas a necessidade de pertencimento \u00e9 um fio condutor atrav\u00e9s dos anos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3. Comunidade: a busca por pertencimento em grupos \u00e9 uma constante em todas as idades.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">4. Crescimento (pessoal e profissional): a vontade de evoluir tamb\u00e9m \u00e9 constante em todas as fases da vida. Aprender e se desenvolver s\u00e3o desejos perpetuamente presentes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">5. Bem-estar: a busca pelo equil\u00edbrio f\u00edsico e mental \u00e9 uma preocupa\u00e7\u00e3o que ultrapassa barreiras geracionais.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Essa perspectiva leva ao conceito de marketing de estilos de vida, que se apresenta como uma abordagem mais eficaz do que a segmenta\u00e7\u00e3o estritamente geracional.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>O que impulsiona o consumidor n\u00e3o \u00e9 apenas seu ano de nascimento, mas sim suas paix\u00f5es, desafios e interpreta\u00e7\u00f5es do mundo. Marcas que conseguem se alinhar com esses estilos de vida conseguem uma comunica\u00e7\u00e3o aut\u00eantica e relevante.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na pesquisa, cinco marcas foram citadas por todas as gera\u00e7\u00f5es, pois trabalham sua comunica\u00e7\u00e3o com base em um dos temas estruturantes. S\u00e3o elas, Botic\u00e1rio, Nestl\u00e9, Natura, Nike e Samsung. Essas marcas s\u00e3o consideradas intergeracionais, pois atuam com propostas de comunica\u00e7\u00e3o mais inclusiva sob o \u00e2mbito geracional.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Um exemplo recente de estrat\u00e9gia de comunica\u00e7\u00e3o citado por Dafne Cantoia, foi o an\u00fancio da parceria entre Uber e iFood que permite a oferta dos servi\u00e7os de uma das empresas no app da outra. Para Dafne, \u00e9 \u201cuma campanha que considerou os h\u00e1bitos do brasileiro, pensando em simplificar e unindo os dois apps\u201d. Nesse sentido, atende consumidores de todas as gera\u00e7\u00f5es.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Assim, o estudo O Fim das Gera\u00e7\u00f5es&nbsp;\u00e9 um convite para que estrategistas de branding abandonem categoriza\u00e7\u00f5es simplistas e abracem a complexidade do comportamento humano.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ao focar nos temas estruturantes e nos estilos de vida, as marcas t\u00eam a oportunidade de construir conex\u00f5es aut\u00eanticas e inclusivas, reconhecendo os consumidores e indo al\u00e9m de simples demarca\u00e7\u00f5es temporais.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br><em>*<\/em><a href=\"https:\/\/www.instagram.com\/ericmessa\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Eric Messa<\/em><\/a><em> \u00e9 professor e coordenador das gradua\u00e7\u00f5es em Publicidade e RP na FAAP (SP). \u00c9 colunista da EXAME e j\u00e1 foi eleito um dos 50 profissionais de comunica\u00e7\u00e3o mais inovadores.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Realizado pela Troiano Branding, o estudo aponta cinco valores universais para estrat\u00e9gias focadas em estilos de vida e conex\u00f5es reais Por Eric Messa* A segmenta\u00e7\u00e3o de mercado com base em gera\u00e7\u00f5es \u2013 baby boomers, gera\u00e7\u00e3o X, millennials, gera\u00e7\u00e3o Z, e agora as gera\u00e7\u00f5es alpha e beta \u2013 tem sido refer\u00eancia de segmenta\u00e7\u00e3o para profissionais de [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":31650,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":"","_links_to":"","_links_to_target":""},"categories":[102,6],"tags":[],"class_list":["post-31646","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacao-e-marketing","category-gestao"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - 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