Our goal was to understand how this new generation’s views might affect the broader population, as well as consumption in general. The survey coupled qualitative insights about Gen Z in three of the country’s major cities (Recife, Rio de Janeiro, and São Paulo) with multigenerational quantitative data that cut across socioeconomic classes. From October 3 to 11, we also conducted an online survey with 2,321 men and women from 14 to 64 years of age and various socioeconomic brackets in Brazil. Besides the field research, 90 Gen Zers participated in focus groups in these three cities, as well as in Florianópolis and Goiânia. Using advanced ethnographic techniques (scenario invasion), researchers conducted 120 qualitative interviews in Recife, Rio de Janeiro, and São Paulo with influential people from this generation. 1 From June to October 2017, researchers, psychologists, and social scientists undertook ethnographic field research to observe how Gen Zers communicate, what they believe in, and the choices they make (and why). McKinsey recently collaborated with Box1824, a research agency specializing in consumer trends, to conduct a survey investigating the behaviors of this new generation and its influence on consumption patterns in Brazil. In Brazil, Gen Z already makes up 20 percent of the country’s population. Young people have become a potent influence on people of all ages and incomes, as well as on the way those people consume and relate to brands. That context has produced a hypercognitive generation very comfortable with collecting and cross-referencing many sources of information and with integrating virtual and offline experiences.Īs global connectivity soars, generational shifts could come to play a more important role in setting behavior than socioeconomic differences do. Members of Gen Z-loosely, people born from 1995 to 2010-are true digital natives: from earliest youth, they have been exposed to the internet, to social networks, and to mobile systems.

Now a new generation of influencers has come on the scene. Long before the term “influencer” was coined, young people played that social role by creating and interpreting trends.

Human design profile type 51