Generation Mindset
Common characteristics, values and interests are no longer limited to the same generation. But one thing is certain: they all still connect through entertainment.
In marketing, the term "generation" refers to individuals of a specific age group who share similar qualities, attitudes, and interests. Today, we recognize that shared features, values, and interests are not limited to specific age groups. They could potentially be passed on across generations.
While in recent decades, the concept of generations has served as a way to simplify the definition of a specific group of people, open access to new technologies and communication methods has broadened the horizons of what defines them. With the ability to create representations of themselves through technology, people have created a multiplicity of perspectives on each age group, pluralizing the concept of generations.
This insight emerged from a new study with Box1824: today's conversation focuses less on "How old are you?" and more on "What do you like?" – a sentiment closely tied to TikTok.* But before diving deeper, let’s take a step back.
Simply put, people of the same generation share a similar age range and period in time. Consequently, they experience the same historical moments, both collectively (social, political, and economic changes) and individually (education, relationships, careers). These shared events within a temporal context reinforce the notion that each generation has its essence. This essence shapes what it means to be a child, young adult, adult or mature person at a given time and indicates the values, behaviors, and worldviews that each generation carries.
Hence, generations have been considered a set of stereotypes about people in the same time and space. But it’s clear that things have changed.
Over the past few decades, offline media’s limitations of time and space flattened our perception of generations. They became products, limiting constructs around age that were less aspirational for Brazilians. With fixed programming schedules, it was necessary to align content with the generational audience at specific times.
However, the technological revolution and connected society of recent years have shifted this simplistic view. The rigid generational "boxes" have broken down as more people have shared their stories, opening windows to diverse, transgenerational perspectives and worldviews.
This digital boundary dissolution affects us not just as groups but as individuals. Increased access to varied references influences our understanding and identity formation. The result? More complex individuals defined less by age and expected behaviors. As more people talk about themselves—what they like, believe, and experience—"How old are you?" loses relevance. Now, it's more about interests: favorite foods, shows, music, and hobbies. Greater access to technology has pluralized the meaning of generations.
This doesn’t mean generations have ended. Consensuses still exist because generations are products of their time. Take entertainment, for example: the Box1824 study showed its importance across generations in Brazil, for example. Gen Z uses it to relax, Millennials for productivity, Gen X for family time, and Baby Boomers for "me time."
But in today’s reality, discussing age and building stereotypes isn’t enough to understand behavior. Even in their differences, we find similarities. Using entertainment as an example, despite unique relationships with the theme, generations share a common perspective in Brazil: it gives them time to breathe.
In a scenario where decompression has become essential, entertainment emerges as a transgenerational tool to provide relief for Brazilians — whether for development or relaxation. This ties directly to TikTok. And of course, entertainment means different things to people from different cultures, right? But that's a discussion for another time.
Speaking of entertainment, TikTok is central to the conversation. Not long ago, the media controlled content and entertainment. To watch a specific program, you adhere to a set schedule.
This changed with on-demand options. From reality shows to streaming services and social platforms, people gained control over what and when to consume content, flattening the producer-consumer dynamic.
TikTok optimizes this shift, operating on a "me-oriented" logic, different from other social networks in formats, content, and interaction types. Its personalized content curation aligns with users’ interests, opening numerous windows to new related content.
It brings unique experiences centered on each individual’s perspective. The "For You" page feels tailor-made.
Diverse topics, interests, and profiles create varied, less obvious connections.
It counters the toxicity and approval-seeking of other social media. Users can be themselves or remain anonymous, free from pressure.
Its diversity of creators and subjects fosters connections across ages and styles.
Encouraging creativity, imagination, and self-expression, it constantly influences popular culture and content production. It democratizes the possibility of becoming a creator.
It's no wonder TikTok is the only app users primarily use to "lift my spirits" and allows each generation to uniquely adopt it.** Most users across all four generations find it easy to download and start using the app, with half saying it’s easy to produce content on the platform.
Ready to dive in? Here are ten steps for brands to engage across generations on TikTok:
Go beyond other media and use the "For You" page to stay updated on themes and interests. Test ideas, content forms, and creators continuously.
Whether for development or relaxation, invest in TikTok’s appeal for both functions with a hyper-personalized view.
Move beyond age segmentation to communities based on behaviors, interests, and hashtags.
Customize communication for each group and activate them in traffic campaigns.
Use TikTok’s diverse topics and connections to keep your brand engaging with varied niches.
Connect with communities and leverage TikTok trends within them.
Create content that provides positive feelings and avoids triggers.
Users identify with content that reflects their true selves.
Connect organic and paid content with a continuous engagement strategy focused on TikTok communities.
Use creators’ authenticity to discuss your brand’s topics and connect with users.
These actions will help position your brand stand out on TikTok and connect with all generations in today's transgenerational world. So, what are you waiting for?