Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Impact of Brand Activism on Millennials and Generation Z

Author(s): Pardeep Kumar

This study focuses on the awareness level, the relevance and the impact that brand activism has on the Millennials and Generation Z. The motivation is to contribute to activism that provides value both to the consumers and the brands. The significant areas of activism are being interpreted to give a fair view and better design marketing campaigns to increase revenue. A consumer perspective questionnaire was developed keeping in mind various dimensions and issues that require the attention of the masses and needs to be addressed. With the help of cross tabs analysis, the demographic variables were to analyse and draw valuable conclusions for the brands. Using them can help to create more insightful and impactful campaigns. Taking stands on debatable issues is not enough, so making them more compelling was the focus of the study.

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