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Brasil
PackTrends
2020
62
fatores que influenciam o mercado de bens de consumo
Changes in new generations’ behavior
According to a study performed by the Grail
Research company (CONSUMERS..., 2011), “each
generation is characterized by different experiences
that shape their perspectives and behavior”. From this
premise, the behavior of different generations has been
studied in relation to the impacts on the consumer
market, commonly by classifying these generations into
categories, such as “Boomers,” Generations X, Y, Z, Alpha
etc. This approach indicates characteristics that may
lose or gain importance in the population consumption
profile over time and, for this reason, a brief reflection
on their potential influences on the Brazilian consumer
market is held. However, it is important to note some of
the limitations of this type of analysis.
Firstly, there is the problem of generalization of
categories between countries, since the relevant historical
facts to force any change in consumption behavior of a
generation relative to each other differ from country to
country. The ratings assigned to successive generations
of consumers have emerged from researches in countries
such as the United States, with demographic profiles
and specific market structures, in other words, with a
complex set of variables able to shape certain purchase
and consumption profiles. Thus, it is necessary to be
careful on the use of labels X, Y or Z to analyze Brazilian
generations.
A second aspect concerns the variation of the
classification criteria adopted to define those categories
among different researchers. For example, some authors
consider the Generation Y and the “Millennials” as being
the same, on the other hand, others consider them as
distinct segments. The adopted nomenclature varies
often, as well as the tracks considered for the years of
birth of each generation (Frame 2.4).
FRAME 2.4
Generations of consumers categories
Categories
Birth year
“Silent Gen”
1924-1945(a)
1929-1945(d)
1930-1945(e)
“Baby Boomers”
1940-1960(a)
1945-1965(b)
1946-1964(d)
1946-1964(e)
Generation X
1963-1978(a)
1960-1980(b)
1965-1977(d)
1965-1976(e)
Generation Y
1980-1999(a)
1980-2000(b)
1978-1994(d)
1977-1994(e)
“Millenials”
2000-2007(a)
Generation Z
1995-2010(b)
1995-2005(d)
1995 em diante
Generation Alpha
2010-2025(b)
Source: (a) Eating…, 2007; (b) Consumers…,