Research of Communication Strategies of Brands Using Global Trends to Influence the Generation Z

This paper is devoted to the study of communication strategies of brands that use global trends as part of their promotion to the audience of generation z consumers. The paper examines how generation Z consumers perceive the communication strategies of brands that use global trends, in particular the agenda of feminism and gender equality, and whether such strategies affect their consumer model. The purpose of the research is to study how the use of global trends (in particular, gender equality and feminism) in brand communication campaigns affects the perception and consumer behavior of representatives of generation Z, and what factors of consumer behavior are affected by the use of these communication strategies. One of the results of the research is the formation of a system of practical recommendations for brands that seek to successfully promote to the audience of generation Z and use them in their communication solutions.