By: Renata Gomide – Speaker at SXSW 2025 and Vice President of Marketing at Grupo Boticário
Some may argue that the biggest challenge for brands—especially those that have long been established in the Brazilian market—is winning over new generations of consumers. But I see it differently. I believe that the greatest difficulty imposed by the current moment is not customer acquisition but rather the retention of mature consumers, who, over the years, feel increasingly underrepresented in marketing initiatives and product offerings.
While other countries have already matured their approach to the so-called “silver economy,” driven by a demographic with one of the highest collective net worths, Brazil is still adjusting to the reality of an aging population. According to the World Health Organization (WHO), by 2030, Brazil will have the fifth-largest elderly population in the world, a direct result of declining birth rates. In 2022, the country recorded a historic drop in birth rates, while in 2023, life expectancy increased by 11.3 months compared to the previous year, reaching 76.4 years.
In this context, as a marketing professional, I find myself reflecting on how we have been portraying the lives of mature individuals in our communications. With such promising longevity projections, we cannot afford to focus commercially only on the first half of someone’s life. After turning 45, consumers continue to desire, use, and purchase products. This is evident in the fact that a significant portion of our customer base is within this age group, and they also make up the majority of our franchisees.
So why do brands stop talking to them?!
As the head of marketing at Grupo Boticário, I have seen the company lead a pioneering movement in the Brazilian communication market —one that seeks to portray this vast audience without stereotypes. More than that, we aim to recognize the diversity within this group, taking into account race, gender, and individual realities that require a nuanced and inclusive approach.
I also believe that shifting perspectives on this demographic significantly impact other key business pillars, such as sustainability, research and development, the labor market, and beyond. Companies that are slow to recognize this demographic risk being forgotten by consumers who, feeling unseen in brand communications and business decisions, are more likely to turn away from the brand altogether.
The formula for growing older alongside your consumers—Without losing younger audiences
Neither black nor white, neither all nor nothing, the key to effective communication between younger and mature audiences lies in the ability to integrate narratives. This stems from a behavioral trend I strongly advocate for: intergenerationality.
As the advertising market increasingly moves towards consumer experience personalization, we must break away from age-related stereotypes, acknowledging each segment’s unique characteristics and designing solutions that address real needs—without being boxed in by “generational labels.” With the evolving concept of aging, we must find new ways to understand the consumer mindset.
A woman going through skin changes due to menopause might be the same one passionately drawn to playful, youthful fragrances. This is why we must balance behavioral insights, track emerging trends, engage actively with communities, and refine our audience segmentation. To genuinely embrace multiple age groups, we must integrate them and redefine the way we understand them.
Brands that recognize the global shift in longevity dynamics will have a long and prosperous future. Those that develop inclusive and integrated initiatives, understanding how each audience contributes to business sustainability, will thrive. By embracing the intersections between different generations, brands can create meaningful connections, adapt to change, and liberate consumers from outdated age-related expectations.
