A ética e a responsabilidade social das marcas de cosmética

: a perceção da geração Z nas redes sociais

Abstract

The digital revolution has driven a significant transformation in how brands communicate with their audience, making communication more dynamic, interactive, and personalized. This change is particularly evident in the cosmetics sector, where companies use digital strategies to get closer to consumers. At the same time, the importance of clearly communicating ethical values and social responsibility is growing. Consumers in general, and Generation Z in particular, are showing increasing sensitivity and demand regarding these issues. Thus, digital communication is becoming not only a tool for personalization but also a crucial means to strengthen trust and identification between young consumers and brands. This research was guided by the following question: What is Generation Z's perception of the ethics and social responsibility of beauty and cosmetic brands on social media? The research followed a mixed empirical methodology. First, a quantitative method was used to collect primary data through a survey targeting Portuguese consumers, resulting in a sample of 101 respondents. Subsequently, in an exploratory phase, a qualitative approach was taken by analysing the social media presence of four cosmetic brands that have a presence in Portugal. The main results showed that Generation Z perceives positively the communication of cosmetic brands' ethical practices and social responsibility on social media, but their engagement is somewhat selective. Furthermore, while the use of influencers is more effective in reaching this audience, it still does not promote deep discussions on these topics.

Date of Award	3 Apr 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Fernando Ilharco (Supervisor)