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The best tool to Activate Brands? Digital Natives

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Summary: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.
Main Authors:Lima, Angélica
Subject:ativação de marca nativos digitais geração z comunicação estratégica meios digitais brand activation digital natives gen z strategical communication digital media
Year:2022
Country:Portugal
Document type:article
Access type:unknown
Associated institution:Instituto Politécnico do Porto
Language:Portuguese
Origin:The Trends Hub

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