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Perception of inclusive advertising by representatives of Generation Z

Pabian Barbara, Reformat Beata

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2025

z. 218

527--535

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.