“Standing for important causes: An online trend for millennial and gen Z users”

Abstract

This dissertation focuses on Gen Z and the Millennial generation perceptions and behaviours regarding digital activism. The main purpose of this study is to explore the perceptions and behaviours of Instagram female users belonging to Gen Z and Millennial generations in regard to digital activism. The methodology used to achieve the main purpose of this dissertation was a qualitative approach and the research method selected was semi-structured interviews with 10 participants. All participants were females that use the social media platform Instagram and either belong to Gen Z or the Millennial generation. With this study it was possible to understand Gen Z and the Millennial Generation perceptions and behaviours towards digital activism. This study can also help brands and influencers understand the importance of digital activism and how to use it in an authentic way to target both generations.