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Ethical Branding and the Future of Marketing: An Empirical Investigation of Generation Z

  • The aim of this study is to understand the concept of Ethical Branding from the perspective of Generation Z. This umbrella question was divided into three research questions: 1. What constitutes an ethical brand for Generation Z, 2. What is Generation Z´s attitude towards ethical brands, and 3. How will the future of ethical brands look like? For this, ten individual online interviews with undergraduate students were conducted. Findings reveal that young people view Ethical Branding as an important personal issue. Members of Generation Z view an ethical brand as holding values such as fairness, honesty, integrity, and consideration at its core and consistently acting according to these values. This manifests itself in the fulfillment of environmental, social, legal, and economic responsibilities. Participants depict a largely positive outlook for ethical brands as society – in particular young consumers – becomes more aware of the importance of mindful and responsible consumption, challenging existing brands in the future. Companies should therefore focus on delivering what they promise and aligning all business activities if they want to be perceived by Generation Z as a truly ethical brand.

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Author:Philipp Schneider
Advisor:Martin Fleischmann
Document Type:Bachelor Thesis
Year of Completion:2021
Granting Institution:Hochschule Furtwangen
Date of final exam:2021/08/31
Release Date:2021/09/01
Tag:Generation Z
Ethical branding
Page Number:56
Degree Program:BMP - Business Management and Psychology
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt