Perception of inclusive advertising by representatives of Generation Z

• Autorzy: Pabian Barbara , Reformat Beata

Identyfikatory

DOI

10.29119/1641-3466.2025.218.29

• Języki publikacji: EN

Abstrakty

EN

Purpose: The aim of the article is to find out how inclusive advertising is perceived by representatives of Generation Z, whether it makes them more trusting and whether it influences their purchasing behavior and attitudes. Design/methodology/approach: The basis is focus research using the focused group interview (FGI - Focus Group Interview) method. The method of critical literature analysis and descriptive analysis were also used. Findings: Generation Z is becoming an important consumer group, and its preferences and values will shape the future of marketing. A key trend is inclusivity, and understanding how it is perceived by younger generations can contribute to more effective communication with society. Research limitations/implications: Topics related to diversity and inclusion evoke emotions, which leads to extreme reactions from participants. These types of emotional reactions may have made it difficult for respondents to objectively evaluate inclusive advertising. Another limitation was the group dynamics. Strong personalities dominated the discussion, and some study participants were less willing to express their own opinions. Yet another looming limitation is the evolution of attitudes, which in the case of Generation Z may change in response to social and cultural changes. The research conducted may not reflect long-term trends or future purchasing attitudes, which may change in the long run under the influence of various factors. Practical implications: Understanding the aspects examined in the article can help companies/brands adapt their marketing strategies to the needs and values of the identified age group. Generation Z is becoming an important consumer group, and its preferences and values will shape the future of marketing. Social implications: The research results may inspire and sensitize advertising creators and their recipients to the need to respect everyone, regardless of age, appearance, gender or sexual orientation, as well as to the need to listen empathetically to social needs. Inclusiveness is a key trend and understanding how it is perceived by the young generation can contribute to more effective communication with society. Originality/value: The approach to the meaning and value of inclusive advertising presented in the article organizes this area and identifies opportunities to better use the potential of knowledge in this area in practice.

Słowa kluczowe

EN

inclusive advertising; generation Z; marketing communication; consumer relations

PL

reklama inkluzywna; pokolenie Z; komunikacja marketingowa; relacje z konsumentami

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2025
• Tom: z. 218
• Strony: 527--535
• Opis fizyczny: Bibliogr. 21 poz.

Twórcy

autor

Pabian Barbara

• University of Economics in Katowice, Faculty of Management

• https://orcid.org/0000-0003-3059-6733

autor

Reformat Beata

• University of Economics in Katowice, Faculty of Management

• https://orcid.org/0000-0002-4178-9541

Bibliografia

• 1. Almeida, F., Faria, D., Queirós, A. (2017). Strengths and Limitations of Qualitative and Quantitative Research Methods. European Journal of Education Studies. Vol. 3, Iss. 9, pp. 369-387.
• 2. Basnet, H. (2018). Focus Group Discussion: A Tool for Qualitative Inquiry. A Research Journal of Culture and Society, Vol. 3, pp. 81-89.
• 3. Bisani, S., Daye, M., Mortimer, K. (2024). Legitimacy and inclusivity in place branding. Annals of Tourism Research, Vol. 109, 1-14.
• 4. Bourke, J. (2028). The diversity and inclusion revolution: Eight powerful truths. Deloitte Insights, Vol. 22, pp. 1-12.
• 5. Davis, L. (2018). Majority of Consumers Buying From Companies That Take A Stand on Issues They Care About and Ditching Those That Don't, Accenture Study Finds. businesswire.https://www.businesswire.com/news/home/20181205005061/en/Majority-Consumers-Buying-Companies-Stand-Issues-Care
• 6. Dolot, A. (2018). The characteristic of Generation Z. E-mentor, Vol. 2, pp. 44-50.
• 7. Eyring, M.J., Johnson, M.W., Nair, H. (2011). New Business Models in Emerging Markets. Harvard Business Review, Vol. 89.
• 8. Gardner, I. (2023). The Business Case for Diversity - A Critique of McKinsey's 'Research'. The Everyone Economy. Available online: DOI:10.13140/RG.2.2.17159.98727
• 9. Grieco, C. (2024). Conceptualizing inclusive marketing: A synthesis of theory and practice. European Management Journal. Available online: https://doi.org/10.1016/j.emj. 2024.09.008.
• 10. Henrya, C., Wu, W., Moberg, K., Singer, S., Gabriel, B., Valente, R., Carlos, C., Fannin, N. (2024). Exploring inclusivity in entrepreneurship education provision: A European study. Journal of Business Venturing Insights, Vol. 22, 1-14.
• 11. IAS TEAM (2023). Diversity & inclusion: centering inclusivity in the future of digital marketing. Available online: https://integralads.com/insider/diversity-inclusion-digital-marketing-research/
• 12. Jayatissa, D. (2023). Generation Z - A new lifeline: A systematic literature review. Journal of Social Sciences and Humanities, Vol. 3, pp. 179-186.
• 13. Kullolli, T., Trebicka, B. (2023). Generation Z and the Evolution of Social Media: A Two-Decade Analysis of Impact and Usage Trends. Interdisciplinary Journal of Research and Development, Vol. 10, No. 3, pp. 77-83.
• 14. Liscandru T.C., Chi Cui, C. (2018). Subjective social inclusion: A conceptual critique for socially inclusive marketing. Journal of Business Research, Vol. 83, pp. 330-339.
• 15. McKenzie, M., Chen, J., Andreassen, K., Smith, C. (2024). Queering interventions: Improving pre-service teachers' knowledge and awareness of LGBTQI+ inclusive practice. Societal Impacts, Vol. 3, pp. 1-4.
• 16. McKinsey&Company (2020). Diversity wins: how inclusion matters? Available online: https://www.mckinsey.com/featured-insights/diversity-and-inclusion/diversity-wins-how-inclusion-matters
• 17. Pabian, B., Pabian, A. (2023). Inclusive marketing a progressive approach to communicating with consumers. Zeszyty Naukowe Akademii Górnośląskiej, Vol. 9, pp. 106-111.
• 18. Qayyum, A., Jamil, R.A., Shah, A.M., Lee, K.Y. (2023). Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention. Journal of Retailing and Consumer Services, Vol. 75, pp. 1-11.
• 19. Roller, M.R., Lavrakas, P.J. (2015). Applied Qualitative Research Design: A Total Quality Framework Approach. New York: The Guilford Press.
• 20. Seemiller, C., Grace, M. (2016). Generation Z Goes to College. John Wiley & Sons.
• 21. Teneta-Skwiercz, D. (2016). Istota i znaczenie inkluzywnych modeli biznesu. Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, Vol. 444, pp. 500-511