The Importance of Brand Activation for Generation Z

Abstract

In the current highly competitive market scenario, brand activation becomes essential to differentiate companies and establish significant connections between the brand and consumers, especially the younger generation. This article presents a critical analysis of some relevant data on brand activation regarding Generation Z, offering a broad view of the strengths, weaknesses, opportunities, and threats of this process. The aim is to understand the relationship between this socio-demographic segment and brands, both in the present and in the future, where the convergence between the online and offline environments will become increasingly relevant and promising.