Marina Roale
Marina Roale is Head of Insights and partner at Consumoteca, where she leads research and analysis teams dedicated to understanding transformations in consumer behavior and their impact on business. A specialist in generational studies and consumer trends, she has developed projects for brands such as Nike, Ambev, Google, and O Boticário. She is also a guest professor at ESPM and co-host of CAOScast, Consumoteca's podcast about behavior, consumption, and culture.
Generation X: The Women Reinventing Maturity
There is a generation of women living a phase of empowerment that the market still insists on calling a transition. They have achieved independence, accumulated experience, continue working, creating projects, driving consumption, and reviewing the choices made throughout their lives. Based on the Primavera X research, Marina Roale presents a new portrait of Generation X women and the meanings they are attributing to maturity. A generation that desires freedom, vitality, purpose, pleasure, and new possibilities, without recognizing themselves in the stereotypes traditionally associated with aging.