Brand Activation: generations change, wills change

Abstract

The market is overloaded and increasingly competitive. Therefore, strategies such as brand activation become extremely important to differentiate companies, investing in the creation of value between the brand and consumers, especially the younger ones. In this article, I present a critical analysis of some relevant data about the brand activation with Generation Z, offering a broad view of the strengths, weaknesses, opportunities, and threats of this process. The aim is to understand how this socio-demographic segment relates to brands and vice-versa, both at present and anticipating the future of this bilateral relationship that will go through the union of offline and online.