Browsing by Author "Schefers, Alina"
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- Crafting narratives for the next generation : a qualitative and strategic analysis of how storytelling can be leveraged as a powerful strategic tool to effectively engage with Generation ZPublication . Schefers, Alina; Pestana, CatarinaStorytelling is a powerful branding tool, helping companies connect with target groups. As Generation Z's economic influence grows, brands face increasing pressure to meet their expectations for authenticity, values, and interaction, presenting both challenges and opportunities. This thesis explores storytelling as a tool to connect with this audience, supported by a literature review and qualitative research highlighting the need for innovative, tailored approaches. The analysis highlights the need to avoid superficial or inauthentic portrayals, which risk alienating Generation Z or triggering backlash when their values are misused. Narrative elements like characters and plotlines are particularly effective in engaging this demographic. The research highlights a shift in storytelling where Generation Z not only consumes brand narratives but also actively shapes them. This is seen in their feedback, their involvement in creating brand stories, and their use of social media to amplify or critique messages. User generated content and influencer marketing further demonstrate how Generation Z influences brand storytelling in real-time. The study concludes that successfully engaging this audience requires adapting storytelling to their preferences while encouraging their active involvement in shaping narratives.