As lifestyle brands e a geração Z

: estudo de caso: Mojobrands Brand Lifestyle

Abstract

There’s a new generation that is gaining attention from analysts, investigators and marketers: the Generation Z. Born between 1995 and 2012, these youngsters break the traditional canons of the current society and see themselves as the first fully digital and technological generation. Indeed, the Generation Z presents new ways of thinking, acting and behaving. With their profile yet to define, this generation has gained the interest from several brands that regard them as their new challenge. Nowadays the world of brands is saturated, which causes the attraction and the development of long lasting relationships with consumers even more difficult. One of the strategies that is gaining visibility in this area is the creation of Lifestyle Brands. These brands can attract younger consumers and develop a deeper connection with them, making part of their building process as well as their personality and lifestyle development. In order to understand the influence of the Generation Z in the building process of Lifestyle Brands, it was developed a qualitative study in which the brand building model of the agency Mojobrands Lifestyle is analysed. In total, were interviewed eight individuals belonging to Generation Z, although with different socioeconomic profiles. The results reveal that Lifestyle Brands have a positive impact on the affiliation and creation of a relationship between those brands and this generation. The investigation also validated the Mojobrands’ brand building model when regarding the Generation Z as a target.

Date of Award	27 Mar 2017
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)