'Sentiremos falta das campanhas memoráveis de Washington Olivetto, que inspiraram e emocionaram gera??es', diz Paulo Marinho, diretor-presidente da Globo
Longevity reshapes consumer engagement in Brazil Business valorinternational.txt
Alexandre Nogueira: challenge is loteria fto turn abstract concepts into real experiences — Foto: Ana Paula Paiva/Valor For nearly 15 years heading the marketing of one of Brazil’s largest insurance groups, Alexandre Nogueira, chief marketing, communications, and customer relations officer at Bradesco Seguros, says that so-called “longevity marketing” is among the most challenging and transformative themes of the day. For the executive, consumers over 60 already are, and will increasingly be, relevant in influence, purchasing power, and opinion. This demands a rethinking of products, services, and above all, communication. “The generation that is aging today does not want to be treated as ‘old,’ but as active, productive, and connected,” he said. The key, Mr. Nogueira argues, is recognizing age diversity. “Each generation has its preferred channels, its own language codes, and its own expectations. The brand that manages to communicate authentically with all of them will gain an enormous competitive edge.” Read below the main excerpts from the interview with Valor. Valor: Insurance marketing has to sell something intangible: trust. How is that built in practice? Alexandre Nogueira: With consistency. Consumers need to see consistency between what a brand promises and what it delivers. That comes through research, active listening, and the ability to test, assess results, and adapt quickly. Today, touchpoints—social media, call centers, chats, or WhatsApp—are a rich source of information. That’s where brands can capture criticism, suggestions, and expectations. Making proximity and empathy tangible requires knowing how to listen and respond. Valor: Does this integration with customer channels, as at Bradesco Seguros, change the role of marketing? Mr. Nogueira: Completely. Marketing is no longer just about communication but has become business intelligence. There’s no point in creating narratives if they aren’t connected to the customer’s real experience. Active listening makes strategies more assertive because it translates people’s voices into action. Talking about trust, proximity, and agility is now the essence of marketing, whether in healthcare, retail, technology, or finance. Valor: And how do you turn these attributes into concrete messages? Mr. Nogueira: First, clarity on brand values. Then, consistency in communicating them across all touchpoints. It’s not just about a campaign, but about the entire journey, from ad to customer service. The challenge is turning abstract concepts like trust into real and recognizable experiences. That’s what builds brand culture. When consumers realize they can rely on a company in critical moments, that’s when promises become reality. Valor: Brazil is experiencing rapid population aging. How does longevity enter the marketing agenda? Mr. Nogueira: Longevity is one of the most challenging and transformative themes. It means rethinking products, services, and above all, communication. The generation aging today doesn’t want to be seen as “old” but as active, productive, and connected. Marketing must engage multiple generations simultaneously, from young people just starting their journey to those over 60. Valor: How is that done in practice? Mr. Nogueira: The 60+ segment already is, and increasingly will be, relevant in opinion, purchasing power, and influence. Allocating a meaningful share of planning to “longevity marketing” is strategic for medium- and long-term results. And it’s not only about those over 60, but also about those who value this journey, especially the 30+ segment, which is already seeking information and preparation to live longer and better. Valor: How would you define “longevity marketing”? Mr. Nogueira: It’s a set of strategies and actions to promote brands, products, and services geared toward a longer, healthier life. It involves four pillars highlighted by experts: continuous learning, healthy habits, financial planning, and social engagement. Ideally, it should be driven by intergenerational teams, capable of adopting an empathetic and relevant language. It is likely to gain space in family conversations, schools, and universities, and it requires research and data science to be handled effectively. Valor: How do you adapt to so many generations coexisting in the marketplace? Mr. Nogueira: Today, up to seven generations are active—from Alpha to Beta—coexisting in society, and many also in the workplace. That’s why marketing has to be intergenerational, with diverse teams and contextualized communication. Each generation has its preferred channels, its language codes, and its expectations. The brand that manages to engage all of them authentically will gain an enormous competitive edge. That doesn’t mean speaking to everyone the same way, but understanding nuances. What resonates with a 25-year-old isn’t the same as what appeals to someone who’s 65. Valor: And how do you balance this long-term view with the need for quick responses to change? Mr. Nogueira: That’s the art of contemporary marketing: combining strategy with agility. Consumer behavior changes in real time. If a brand doesn’t have the sensitivity to capture those shifts, it loses relevance. This article was translated from Valor Econ?mico using an artificial intelligence tool under the supervision of the Valor International editorial team to ensure accuracy, clarity, and adherence to our editorial standards. Read our Editorial Principles.
