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What makes them different?
GenZers are not the first generation to demand changes in the system. Baby Boomers or Generation X are other examples of how the revolutionary spirit has always characterised young generations. But GenZers’ activism takes place on a new arena: the world wide web
Tweets, podcasts, video essays on YouTube, posts on Instagram or short clips on TikTok are the field for protests. Concretely, this generation is always on the hunt for the latest company scandals or celebrity declarations. Brands are now held accountable, for the good and the bad, even if they have a long branding strategy tradition (Check, for instance: Aunt Jemina’s Syrup, Uncle Ben’s Rice, or Eskimo Pie).
Boycotting, or buycotting (referring to consumerism), is the new activism, as GenZers claim honesty and transparency from the companies they consume. Greenwashing and deceitful marketing campaigns no longer fool new generations, as truth is one click away from their devices and information travels at light speed in social media.
The key to a Gen Z-friendly content
This does not mean GenZers hate brands. In the contrary, they love when brands do well, they are not afraid to share commercial content for free or to advertise a certain brand themselves if they stand by their values. GenZers are prosumers, they do not only consume, but also produce content about the companies they admire and the communication campaigns they applaud.