Adaptation of Brand Advertising Strategies Across Generations: From Millennials to Gen Z

Abstract

In the context of digital transformation, advertising strategies are increasingly adapted to generational differences between Millennials and Generation Z, who differ in values, media consumption patterns, and expectations from brands. The purpose of this study is to analyze how companies adjust their communication approaches to these audiences and assess the effectiveness of such adaptations. The research is based on the analysis of scientific literature, statistical data, and case studies of Nike, Coca-Cola, and Old Spice. The results show that personalization, digital interaction, and authenticity significantly enhance advertising effectiveness. At the same time, external factors such as technological development, media environment, and changing consumer behavior also play an important role in shaping modern advertising strategies. CZU: 339.138:659.1; JEL: M31, M37, D91