The attitude of Generation Z representatives towards online advertisements containing feminist elements and the aspect of diversity in the light of the survey

Abstract

The article raises the issue of Generation Z’s sensitivity to advertising messages posted on social media related to selected social phenomena – especially equality and diversity. Representatives of Generation Z were characterized here, as well as a critical analysis of the literature and its review of selected social phenomena that today constitute part of the advertising landscape addressed to young consumers. The second part of the text focused on discussing the author’s own research on the attitudes and declarations of Generation Z representatives regarding the perception of diversity and equality in online advertising and its impact on consumer attitudes. The study used a survey questionnaire addressed to representatives of Generation Z, receiving 101 responses. Research shows that Z representatives notice advertising activities of brands on social media, although they mainly reach the advertising activities presented via Instagram. The vast majority of respondents indicated that diversity is an essential value for them, also in advertising messages. However, they are much less willing to verify the actual activities of the brand on its behalf, and it does not have a significant impact on the consumer choices they make.