Volume 11 – 2021 (0003)

Marketing Trends: Using Memes to Target Generation Z

Rafaela Sirimarco Bara 1 and José Magano 1

1 ISCET – High Institute of Business and Tourism Sciences, Porto, Portugal

To cite this text:

Bara, R. S. & Magano, J. (2021), Marketing Trends: Using Memes to Target Generation Z, Percursos & Ideias, Vol. 11, pp. 23-28.

doi: 10.56123/percursos.2021.n11.23

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Although Generation Z has been around for a short period comparing to previous generations, it has been one of the most influential and world-changing so far, shaping the way communication is made and how marketing itself is portrayed. This highly digital generation is online almost all the time, and social media is the new way of embracing and reaching this demanding and influential audience. Brands search for new ways to captivate these consumers and interact more naturally. The use of memes in marketing strategies has proven to be effective and surprisingly successful when it comes to winning over this selective generation.


Generation Z, Memes, Social media.


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