{"id":95691,"date":"2025-09-08T10:22:07","date_gmt":"2025-09-08T13:22:07","guid":{"rendered":"https:\/\/murray.adv.br\/?p=95691"},"modified":"2025-09-08T10:22:07","modified_gmt":"2025-09-08T13:22:07","slug":"longevity-reshapes-consumer-engagement-in-brazil","status":"publish","type":"post","link":"https:\/\/murray.adv.br\/en\/longevity-reshapes-consumer-engagement-in-brazil\/","title":{"rendered":"Longevity reshapes consumer engagement in Brazil"},"content":{"rendered":"
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For Bradesco Seguros, the 60+ are no longer a niche: it drives opinion, purchasing power, influence<\/strong><\/em><\/h6>\n<\/div>\n<\/div>\n
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09\/08\/2025<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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For nearly 15 years heading the marketing of one of Brazil\u2019s largest insurance groups, Alexandre Nogueira, chief marketing, communications, and customer relations officer at Bradesco Seguros, says that so-called \u201clongevity marketing\u201d is among the most challenging and transformative themes of the day.<\/p>\n<\/div>\n

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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. \u201cThe generation that is aging today does not want to be treated as \u2018old,\u2019 but as active, productive, and connected,\u201d he said.<\/p>\n<\/div>\n

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The key, Mr. Nogueira argues, is recognizing age diversity. \u201cEach 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.\u201d<\/p>\n<\/div>\n

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Read below the main excerpts from the interview with Valor.<\/p>\n<\/div>\n

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Valor<\/strong>:\u00a0Insurance marketing has to sell something intangible: trust. How is that built in practice?<\/em><\/p>\n<\/div>\n

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Alexandre Nogueira<\/strong>: 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\u2014social media, call centers, chats, or WhatsApp\u2014are a rich source of information. That\u2019s where brands can capture criticism, suggestions, and expectations. Making proximity and empathy tangible requires knowing how to listen and respond.<\/p>\n<\/div>\n

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Valor<\/strong>:\u00a0Does this integration with customer channels, as at Bradesco Seguros, change the role of marketing?<\/em><\/p>\n<\/div>\n

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Mr. Nogueira<\/strong>: Completely. Marketing is no longer just about communication but has become business intelligence. There\u2019s no point in creating narratives if they aren\u2019t connected to the customer\u2019s real experience. Active listening makes strategies more assertive because it translates people\u2019s voices into action. Talking about trust, proximity, and agility is now the essence of marketing, whether in healthcare, retail, technology, or finance.<\/p>\n<\/div>\n

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Valor<\/strong>:\u00a0And how do you turn these attributes into concrete messages?<\/em><\/p>\n<\/div>\n

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Mr. Nogueira<\/strong>: First, clarity on brand values. Then, consistency in communicating them across all touchpoints. It\u2019s 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\u2019s what builds brand culture. When consumers realize they can rely on a company in critical moments, that\u2019s when promises become reality.<\/p>\n<\/div>\n

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Valor<\/strong>:\u00a0Brazil is experiencing rapid population aging. How does longevity enter the marketing agenda?<\/em><\/p>\n<\/div>\n

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Mr. Nogueira<\/strong>: Longevity is one of the most challenging and transformative themes. It means rethinking products, services, and above all, communication. The generation aging today doesn\u2019t want to be seen as \u201cold\u201d but as active, productive, and connected. Marketing must engage multiple generations simultaneously, from young people just starting their journey to those over 60.<\/p>\n<\/div>\n

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Valor<\/strong>:\u00a0How is that done in practice?<\/em><\/p>\n<\/div>\n

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Mr. Nogueira<\/strong>: The 60+ segment already is, and increasingly will be, relevant in opinion, purchasing power, and influence. Allocating a meaningful share of planning to \u201clongevity marketing\u201d is strategic for medium- and long-term results. And it\u2019s 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.<\/p>\n<\/div>\n

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Valor<\/strong>:\u00a0How would you define \u201clongevity marketing\u201d?<\/em><\/p>\n<\/div>\n

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Mr. Nogueira<\/strong>: It\u2019s 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.<\/p>\n<\/div>\n

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Valor<\/strong>:\u00a0How do you adapt to so many generations coexisting in the marketplace?<\/em><\/p>\n<\/div>\n

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Mr. Nogueira<\/strong>: Today, up to seven generations are active\u2014from Alpha to Beta\u2014coexisting in society, and many also in the workplace. That\u2019s 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\u2019t mean speaking to everyone the same way, but understanding nuances. What resonates with a 25-year-old isn\u2019t the same as what appeals to someone who\u2019s 65.<\/p>\n<\/div>\n

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Valor<\/strong>:\u00a0And how do you balance this long-term view with the need for quick responses to change?<\/em><\/p>\n<\/div>\n

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Mr. Nogueira<\/strong>: That\u2019s the art of contemporary marketing: combining strategy with agility. Consumer behavior changes in real time. If a brand doesn\u2019t have the sensitivity to capture those shifts, it loses relevance.<\/p>\n

*By Andrea Assef\u00a0\u2014 S\u00e3o Paulo<\/p>\n

Source: Valor international<\/p>\n

https:\/\/valorinternational.globo.com\/<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

For Bradesco Seguros, the 60+ are no longer a niche: it drives opinion, purchasing power, influence   09\/08\/2025 For nearly 15 years heading the marketing of one of Brazil\u2019s largest insurance groups, Alexandre Nogueira, chief marketing, communications, and customer relations officer at Bradesco Seguros, says that so-called \u201clongevity marketing\u201d is among the most challenging and […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8106],"tags":[26399,26402,26400,26401],"class_list":["post-95691","post","type-post","status-publish","format-standard","hentry","category-murray-news","tag-60-are-no-longer-a-niche","tag-influence","tag-it-drives-opinion","tag-purchasing-power"],"yoast_head":"\nLongevity reshapes consumer engagement in Brazil - Murray Advogados<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/murray.adv.br\/en\/longevity-reshapes-consumer-engagement-in-brazil\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Longevity reshapes consumer engagement in Brazil - 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