Generation Z drives shifts in Brazilian marketing and workplace practices

A global study commissioned by GWI highlights Generation Z’s growing buying power – projected to rise from US$ 2.7 trillion in 2024 to US$ 12.6 trillion by 2030 – and its deep engagement with artificial‑intelligence tools and creator‑driven media. Brands such as Nike and McDonald’s are refocusing campaigns on this cohort, while the report warns that over‑emphasis on Gen Z may overlook other consumer groups, notably Generation X, which holds 23.5 % of global purchasing power.

In Brazil, employers are confronting the same generational shift. According to Cristiane Silva de Lisboa, a teacher at Senac Viamão, Gen Z workers prioritize purpose, open communication, and flexible work‑life balance. “São jovens que gostam de entender o propósito do que fazem. Eles querem participar, opinar e compreender como seu trabalho contribui para o todo,” she explains. Companies that fail to provide genuine growth opportunities, transparent feedback, and collaborative environments risk losing talent, while those that adapt may see higher engagement, productivity, and innovation.