Brands still tend to talk about generations as if they were homogeneous groups. But the data paints a far more complex and strategically relevant picture.
A recent Ipsos study reveals that demographic and behavioral shifts across Latin America are completely reshaping the role of branding.
The first insight is structural: the population is aging rapidly. The number of people over 60 is growing at an accelerated pace, and more than 30% of future consumption growth in the region will come from this group, the so-called silver economy. At the same time, Generation Z is emerging as the most influential audience of the future, combining growing economic power with significant cultural influence.
This creates an unprecedented scenario. Brands must speak simultaneously to audiences driving consumption growth and to those redefining what consumption means.
But the challenge goes beyond age. It lies in differences in perception.
Generation Z, for example, is more open to diversity, more engaged with ESG issues, and more receptive to technology and marketing. At the same time, it is a more critical, overstimulated, and anxious generation, navigating a world of endless choices and constant connectivity.
Boomers and Generation X display a different set of behaviors. They tend to be more concerned with social issues such as safety and corruption, place greater trust in institutions, and show a stronger preference for local brands. They also use technology, but in a more moderate way, and generally report being less influenced by marketing.
In practice, this challenges one of the most common simplifications in branding: the idea that success comes from simply “speaking Gen Z’s language” or “adapting the message for older audiences.”
The study suggests that the real challenge is something else entirely:
Understanding how different generations create brand value through different frames of reference.
Generation Z often relates to brands as extensions of personal identity, which helps explain its openness to influencers, shareable experiences, and brands with clear points of view. Yet this same audience is also more vulnerable to stress and information overload, making relevance and clarity more important than ever.
Boomers, on the other hand, are not merely a “traditional” audience. They represent significant purchasing power, remain highly active consumers, and are redefining what aging means. Even the perception of what constitutes “old age” varies significantly between generations, a clear sign of ongoing cultural change.
Another often-overlooked audience is Generation X. While it receives less attention in marketing conversations, it controls substantial purchasing power and occupies a strategic position, frequently balancing responsibilities toward both parents and children. This dynamic has a direct influence on consumption decisions.
What emerges from this landscape is not simply a generational divide, but a deeper tension: different ways of seeing the world, consuming products, and relating to brands all coexisting at the same time.
For branding, this changes everything.
The challenge is no longer segmenting audiences by age. It is building brands capable of operating across multiple contexts. This requires clear positioning, consistency, and flexibility, three qualities that become even more critical when values, expectations, and cultural references vary so widely.
This is where the role of strategic design becomes even more important.
At Keenwork, this complexity is approached as a system. Brand strategy projects help define clear territories that resonate across different audiences. Visual identity development and brand systems ensure consistency regardless of channel or generation. And creative direction guarantees that adaptation never comes at the expense of essence.
Because ultimately, the challenge is not speaking to different generations.
It is maintaining coherence while speaking to all of them.
