The generation of Coca-Cola generation: see what really changes

The generation of Coca-Cola generation: see what really changes


Summary

The arrival of the members of Generation X at 60 generates the need for adjustments to over 60 marketing tools.




The first members of generation X, causing important transformations in the 70s onwards, reached the age of 60. So far nothing new because this generation is well known, but the great news is that it generates the need for adjustments to over 60 marketing tools for relationships with this new class.

Generation X, also known as the generation of Coca-Cola, was integrated by people born between 1964 and 1980 who reached 60 years. Technically and according to the WHO, the elderly are considered because in developing countries this brand is impressed with 60 and in developed countries, at 65 years. Until then the boomers, a generation born between 1945 and 1963, were the most associated with white hair and white hair the fact that they crossed the line of the 60s.

What does this cause cause in addition to allowing the boarding of the priority group or requesting the card for a special parking in the parking lot? Nothing, or rather, very little on lifestyle and behavior. If the boomers were no longer the same than the group 60 or over 30 years ago, imagine the current generation x?

To better understand the impacts that the arrival at 60 will lead to brands, products and services that already refer to this consumer, we must save the foundations of aging in the market, a concept developed by Henkel and which has mapped and offers adaptations to communication and design tools considering the natural problems of aging of human senses. The vision changes that go beyond the size of the letter, colors enter and contrast that they work better and cross the types of sources that we should and should not use.

In hearing the type of sound changes through a microwave bell to the vocal model of a call center assistant or a video of a video. Also add adjustments due to cognitive changes. This theme is so crucial in the study of marketing that it has become a question at the FGV in executive training in a long -lived market market that will have a new face -to -face class in 2025.

Internalization of knowledge in creative areas and development and application in communication, products and strategies. Always discreetly, appropriate and natural. We know a little more on who we are talking and leads the art related to 60+ to another level of challenge:

• members of generation X are known to be self -sufficient, to give priority to work with creativity, rather than in money or status only, seeking through work the creation of materials, personal desires and their children;

• They appreciate their free time and seek activities that relax and connect with their friends and family;

• appreciate flexible times to reconcile work and personal life;

• They grew up in a period of important technological changes and quickly adapted to new tools, computers models, cell phones and software;

• They are agile and proactive in the search for innovative solutions to the challenges of their work;

• they seek their autonomy and make decisions assertively;

• appreciate the freedom to choose their ways and are not easily influenced by the opinions of others;

• has developed a strong work ethics since young people and believe that the effort and dedication are essential for success;

• They are responsible and engaged in their projects, realistic concentration on the results;

• they seek practical and efficient solutions to daily problems and do not lose their idealism that do not have clear purposes and objectives;

• With years of professional experience, they have vast knowledge in their areas and those who surround them, making them generalist good;

• try to share their knowledge with younger colleagues and appreciate the exchange of experiences;

• They like to analyze situations for different corners and are not afraid to question the status quo;

• eager for new information and perspectives, they are trying to improve their knowledge and their project alternatives to their professional life;

• They feel a certain nostalgia when they grew up, with music, films and habits of that generation, in Brazil known as the generation of Coca that saw the birth of national rock;

• Begin to worry about much restlessness for one’s aging from the physical, physiological, structural and financial aspects;

• See the horizon the retirement of the IS as a dream still far from imagined considering 65 years for men and 62 for women and even if achieved, not sufficient to play the current standard of life, dreams and needs that know they will have When they have when they have when they have when they have when they will have when they have when they have when they have when they have when they have when they have observed the aging of your parents.

When I started my professional trip 10 years ago, I waited for this moment. Where we have gone through a biological and physiological framework, with the behavior of a new generation which is already very different from those who have reached 60 years 10, 20 and above all 30 years.

The challenge for brands, products and services is to be able to maintain the connection with the X generation which has the same spirit of the 80s, but physiologically and biologically it is different. The message for brands is to improve their tools, channels and strategies in a discreet, natural and professional way, concludes Martin.

Martin Henkel is CEO of Seniorlab, over 60 marketing professor at FGV, terrestrial partner of Longevity Products, Creator and Co -outh of the book “The Trail of Brasilian Longvity” and the book “Shopper60+”.

Source: Terra

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