Activating a brand nowadays implies that, in certain cases, the brand relies heavily on digital platforms and media, putting it at the mercy of its main users: digital natives. These digital natives, with a greater focus on Generation Z, are a special audience, because of the way the internet has impacted their growth. Having young people been born into technology and have been using it from an early age, they are able to observe and interact in a different way with digital content, both in its creation and its propagation, and represent a different role than other generations in the development of a brand. This opinion piece looks at how Generation Z can impact a brand activation plan.