STRATEGIES TO PROMOTE A BRAND TO ADAPT THE NEW GENERATIONS OF CONSUMPTION
STRATEGIES TO PROMOTE A BRAND TO ADAPT THE NEW GENERATIONS OF CONSUMPTION

Summary/Abstract: The objective of this article is to analyze the adaptation of brand promotion strategies in the context of the evolution of the new generations of consumers, namely Millennials and Generation Z, as a result of changing their preferences and consumption behavior. The research methodology will consist in the critical analysis of the generations of Millennials and Z consumers in order to highlight the aspects that the brands must take into account in the promotion strategies in their attempt to adapt to the new generations of consumers. The conclusion of the research is that the brands must align their promotion strategies with the new media trends, adapt to the consumption requirements of the new generations that remain indifferent to traditional advertising and whose attention is completely directed to online, which determines the involvement in a high percentage of technology in brand strategies.

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