The 2022 Census, a survey by the Brazilian Institute of Geography and Statistics (IBGE) that assesses the age profile of the Brazilian population, showed that the population aged 65 and over grew 57.4% in the country, while the total number of children decreased by 12.6%.

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Many believe that these numbers serve only political or social purposes.

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But for us, marketers and entrepreneurs, this demographic transformation also directly impacts the consumption pattern of families.

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The stages of life are able to direct our preferences, starting with education, childhood, the dream of owning a home, as adults, and health and stability, with the elderly.

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However, in the dynamics we see today, we can see some possibilities that lead us to study demography with a focus on marketing.

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On the one hand, the growth of the elderly population indicates, for example, that younger people may have more opportunities, even if stores selling children's goods, such as clothes, toys and accessories, will face a much lower demand in the coming years.

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At the other extreme, the aging of the population brings nuances that, by the way, no longer refer to the grandparents of decades ago.

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If it's true that more health spending is inevitable for older people, the idea of staying healthy, preventing illness, and keeping moving are also essential for a very different generation.

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These activities are not only for walks and trips, but also for the extension of professional life, as consultants or entrepreneurs, as a way of continuing to actively participate in society.

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There is a clear awareness that it is necessary to continue producing to compensate for what we want to consume.

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Faced with this scenario, it is essential that brands keep up with changes in the population profile. The rise of single-parent families, childless couples, and multigenerational arrangements, etc.

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Every reality that surrounds us can be a new challenge or opportunity.

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The so-called mass consumption no longer applies when we have such fragmented age, family arrangement, and lifestyle scenarios.

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The answer lies in understanding the population segments and in building brands and offers aligned with the needs of each generation, its region and its social class.

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The demand for children's products will be much lower in the coming years.

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However, the launch of services that provide quality health care for the elderly may be the key to establishing a new business in a city where this population is already larger.

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Therefore, paying attention to population and geographical changes, a method known as geomarketing, is a strategy of observing consumer behavior and then building a lasting brand in the market.

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Gone is the time of everything for everyone.

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Consumer segmentation is no longer an option to give space to a need, and companies that want to stand out in the market need to consider the particularities of each target audience and their demands at each stage of life.

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The solution for us, from marketing and entrepreneurship, may be to invest in market research, data research, and competitor analysis that allow a deep understanding of this target audience, their behavior, and the creation of products and services that best meet their expectations.

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With the socio-demographic transformations, this is how we revolutionized ourselves as well.

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