Entity's Communication Strategy in the Selected Segment Targeted at Gen Z

Alena Kusá, Jana Galera Matúšová and Ladislav Pátík

Studies in Media and Communication, 2024, vol. 12, issue 2, 215-226

Abstract: Generation Z has many attributes and if we were to sum them up in one word, it is certainly specific. Although we also discuss few commonalities with Millennials in our article, Z generation presents a big challenge for brands to reach them, as their expectations of brands, as well as their own lifestyle, are diametrically opposed. At the same time, Generation Z is entering the labour market, so they are also starting to become economically active, although their behaviours and expectations in this area are also different. In our article, we looked at reaching Generation Z via the communication strategy of brands. Thus, based on the characteristics of Generation Z and primary and secondary research, the aim of the article is to look at the possible methods of reaching this target group via communication strategy in specific segments. The primary research focuses on how the representatives of Generation Z perceive brands, why they pay their attention to them and what is their approach to advertising. We will point out the results of secondary research on marketing communications and consumer behaviour of a generational cohort of young people and the impact of marketing communications and communication strategy on their lives. At the same time, with the partial results of our own survey, we will point out the preferences of factors in purchasing decisions.

Date: 2024
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