COMPORTAMENTOS DA GERAÇÃO Z E SEUS IMPACTOS NO MEIO PUBLICITÁRIO

Abstract

Advertising can increase the consumption of a certain product, expose itself on social networks in a strategic way, adapt to new technologies as society advances and create new trends. And all of this becomes possible thanks to advertising's ability to adapt to each new generation that passes, which is why it is important to analyze the behavior of each new generation. The objective of this research is to establish an analysis associated with generation Z and the impact that this situation brings to advertising. Using the bibliographical research methodology, the results pointed out some typical behaviors of this generation, such as valuing the representation of sexual and gender diversity, racial identity, as well as female empowerment and care in consuming products that are concerned with sustainability. Given these behaviors, some companies are mentioned that dealt with this, such as L'oreal Paris, Coca-Cola, Babysec, Doritos and Dove promoting diversity, Pantene and Shein using digital influencers to attract young audiences and Bis , with the strategic use of interactive and bold memes.