Corporate Social Advocacy Brand Campaigns Generation Z
Abstract:
As the youngest generation, Generation Z offers new insight and demands that marketers and advertisers are aiming to satisfy. Growing up as digital natives, this new generation has evolved into the most diverse and socially accepting generation yet. This research demonstrates that Gen Zers want to see these traits reflected in the brands they purchase. Through analyzing two different examples of Corporate Social Advocacy (CSA) brand campaigns, this study explores how Gen Z reacts to different brands’ CSA efforts. By assessing focus group participants’ perceptions of CSA campaigns, opinions of the brands and purchase intention, this research will help determine how advertisers and marketers can better cater their brand’s advocacy efforts to meet the needs of this developing generation.
