How to connect with consumers who evolve faster than ever
- By: Spain-US Chamber of Commerce, Inc.
- Author: Giarella Callejas
- ㅤㅤ Senior Marketing & Events Specialist
Understanding Marketing Beyond Demographics
Demographic segmentation alone is no longer enough. Newer generations respond better to strategies based on interests, values, and lifestyle. Tools like social listening and empathy mapping help identify micro-audiences and craft messages that truly resonate.
How to apply it:
- Create dynamic buyer personas.
- Use quick social media surveys to understand preferences.
- Leverage user-generated content (UGC) to build closeness.
A report by Deloitte Digital (2022) [i] highlights that empathy is a key factor in building brand loyalty among younger audiences. It goes far beyond emotional campaigns—it’s about adopting a genuine approach where the brand shows it truly understands the emotions, aspirations, and frustrations of its community.
A report by Deloitte Digital (2022) [i] highlights that empathy is a key factor in building brand loyalty among younger audiences. It goes far beyond emotional campaigns—it’s about adopting a genuine approach where the brand shows it truly understands the emotions, aspirations, and frustrations of its community.
Meeting Them Where They Are: The Power of Native Platforms
New generations don’t watch TV or read mass emails. They live on platforms like TikTok, Twitch, Discord, and BeReal. Adapting your content to these spaces means letting go of strict control and embracing visual, spontaneous, and participatory communication.
How to show up naturally:
- Use short-form, raw, and visually engaging content.
- Collaborate with authentic micro-influencers (not just big names).
- Co-create with niche creators for real community impact.
According to HubSpot’s Marketing to Gen Z report (2024)[i], 67% of users aged 18–24 feel more connected to brands that use native content and partner with microcreators.
Humanization + Purpose: The Formula for True Connection
Gen Z and Gen Alpha value brands that act with purpose and responsibility. For them, values are an extension of personal identity; they expect the same from the brands they choose. It’s not just about having a cause but about living it consistently.
A study by IBM and the National Retail Federation (NRF, 2022)[i] found that 62% of younger consumers prefer to buy from brands aligned with their personal values, especially in terms of transparency and environmental impact.
Brands today must be ready to:
- Be transparent in both communication and internal practices.
- Demonstrate consistent action—not just occasional symbolic campaigns.
Personalization and Interactive Experiences
Younger generations not only appreciate technology—they expect it to enhance their experience. Artificial Intelligence (AI), Augmented Reality (AR), and advanced analytics are essential tools to create personalized and interactive brand journeys.
According to a report from Global Analytica, AI enables companies to tailor messages and offers based on individual user behavior, increasing marketing relevance, engagement, and customer retention.
Meanwhile, AR is gaining momentum in e-commerce. A study by Mordiendobytes shows that over 90% of Gen Z is interested in shopping experiences that incorporate AR, such as 3D product previews before purchasing.
This trend is also making waves in the real estate sector. A recent article published in Meet US Magazine explores how immersive technologies like AR and VR are reshaping customer experiences—allowing users to “try before they buy” in virtual environments and engage with brands in more interactive, meaningful ways.
You can read the full article in the Business Trends section of our website: The Immersive Experience: How AR and VR Are Changing Retail
How to use these tools effectively:
- Use AI to recommend content or products based on real behavior.
- Design immersive experiences for e-commerce or branded events.
- Add gamification with real incentives to boost participation and loyalty.
Conclusion
Adapting to new generations isn’t about following trends—it’s a strategic evolution. Brands that listen, empathize, and act with integrity will earn the attention—and loyalty—of the most dynamic and demanding audiences to date.
Technology and values now go hand in hand. Those who learn to combine both with authenticity are the ones who will lead in the years ahead.
If you’re looking to explore how these strategies can be implemented in real-world scenarios, earlier this year the Marketing Committee of the Spain-US Chamber of Commerce hosted a session where experts in marketing and technology shared practical insights and case studies. To stay updated on similar events, you can check the Chamber’s event calendar.
[i] McKinsey & Company (2023). What Gen Z Really Wants from Brands http://mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
[ii] Deloitte Digital (2022) – The Empathy Imperative in Brand Loyalty https://www2.deloitte.com/us/en/insights/topics/marketing-and-sales-operations/human-experience-platform.html
[iii] HubSpot (2024) – Marketing to Gen Z: Insights and Trends. https://blog.hubspot.com/marketing/gen-z-marketing
[iv] IBM Institute for Business Value – 2022 Consumer StudyIBM Newsroom+9
[v] Global Analytica’s Report https://elpais.com/economia/formacion/2025-01-24/la-ia-la-personalizacion-y-la-interaccion-en-redes-sociales-lideran-las-tendencias-de-marketing-digital-en-2025.html?utm_source=chatgpt.com
[vi] Mordiendobytes’s Study https://elpais.com/economia/formacion/2025-01-24/la-ia-la-personalizacion-y-la-interaccion-en-redes-sociales-lideran-las-tendencias-de-marketing-digital-en-2025.html?utm_source=chatgpt.com
- The Official Chamber of Commerce of Spain in the United States is a recognized nonprofit organization aimed at enhancing business and commercial ties between Spain and the United States. Founded in 1980 and located in Miami, this Chamber is of considerable importance due to its strategic location, multicultural component, and excellent communication network. Miami is the perfect city to target both the American and Latin American markets.
- www.spainuschamber.com
