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Tendências emergentes na geração Z: A cultura do slow content e os novos caminhos para o marketing digital
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A presente investigação explora o conceito de slow
content como uma possível resposta cultural às dinâmicas
de saturação digital vividas pela Geração Z. Partindo da
hipótese de que o slow content representa uma tendência
relevante entre os jovens deste grupo geracional, o estudo
procura compreender até que ponto essa preferência se
manifesta nos seus discursos, práticas e valores, bem como
as suas implicações para estratégias de marketing digital.
Através de uma abordagem qualitativa, baseada em 20
entrevistas semiestruturadas a jovens entre os 19 e os 27
anos, foi realizada uma análise temática que revelou
tensões significativas entre velocidade e profundidade,
produtividade e bem-estar, distração e intencionalidade.
Os resultados indicam que, embora a adesão prática
ao slow content ainda não seja dominante, existe uma
valorização crescente de conteúdos mais significativos,
autênticos e sustentáveis — evidenciando uma transição
em curso nos hábitos de consumo digital.
A análise sugere que o slow content não se configura
apenas como um estilo de comunicação, mas como um
reflexo de novas exigências éticas e emocionais perante o
ecossistema digital. As conclusões apontam para
oportunidades relevantes de inovação no marketing
digital, nomeadamente através de estratégias mais
narrativas, colaborativas e sensíveis ao contexto
sociocultural da Geração Z.
This research explores the concept of slow content as a potential cultural response to the dynamics of digital saturation experienced by Generation Z. Based on the hypothesis that slow content represents a relevant trend among young people in this generational group, the study seeks to understand the extent to which this preference is reflected in their discourse, practices, and values, as well as its implications for digital marketing strategies. Using a qualitative approach based on 20 semi-structured interviews with young individuals aged between 19 and 27, a thematic analysis was conducted that revealed significant tensions between speed and depth, productivity and well-being, distraction and intentionality. The findings indicate that, although practical adherence to slow content is not yet widespread, there is a growing appreciation for more meaningful, authentic, and sustainable content — signaling an ongoing shift in digital consumption habits. The analysis suggests that slow content is not merely a communication style, but a reflection of new ethical and emotional demands within the digital ecosystem. The conclusions highlight relevant opportunities for innovation in digital marketing, particularly through more narrativedriven, collaborative, and culturally sensitive strategies aligned with Generation Z's values.
This research explores the concept of slow content as a potential cultural response to the dynamics of digital saturation experienced by Generation Z. Based on the hypothesis that slow content represents a relevant trend among young people in this generational group, the study seeks to understand the extent to which this preference is reflected in their discourse, practices, and values, as well as its implications for digital marketing strategies. Using a qualitative approach based on 20 semi-structured interviews with young individuals aged between 19 and 27, a thematic analysis was conducted that revealed significant tensions between speed and depth, productivity and well-being, distraction and intentionality. The findings indicate that, although practical adherence to slow content is not yet widespread, there is a growing appreciation for more meaningful, authentic, and sustainable content — signaling an ongoing shift in digital consumption habits. The analysis suggests that slow content is not merely a communication style, but a reflection of new ethical and emotional demands within the digital ecosystem. The conclusions highlight relevant opportunities for innovation in digital marketing, particularly through more narrativedriven, collaborative, and culturally sensitive strategies aligned with Generation Z's values.
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Slow content Geração Z Marketing digital Tendências de consumo digital Conteúdo digital Tendências