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Alex Sprung
Understanding Gen Z: The Impact of Cultural Values on PR Campaigns
Biography
Hello! My name is Alex Sprung, and I’m a fourth-year Professional Communication student at Toronto Metropolitan University. Throughout my academic career at TMU, I’ve gained a thorough understanding of content creation, consumer behavior, and communication strategies. As my time at TMU comes to an end, I’m interested in pursuing a career in marketing and look forward to applying my knowledge, skills, and abilities in a creative and impactful way.
Outside of my time as a student at TMU, I have a passion for aquatics, being a lifelong swimmer. My passion for swimming ultimately led me to work as a lifeguard and swim instructor at TMU’s Recreation & Active Wellbeing Department. Additionally, I work as a lifeguard and swim instructor for the Town of Ajax, where I’m able to give back to the community by promoting healthy living, water safety, and building confidence in children.
Details of Project
My research project explores the impact of Gen Z’s cultural values on PR campaigns. Using a quantitative approach, specifically content analysis of social media across several platforms such as X, Instagram, TikTok, and YouTube, as well as scholarly research and case study analysis, my research identifies the core values Gen Z collectively holds in relation to organizations’ PR campaigns and how these values significantly impact campaign efficacy with a Gen Z audience. The three core values identified were authenticity, open-ended communication, and humour. As a result, it was recommended that PR practitioners strive for authenticity and transparency when crafting campaigns for Gen Z to avoid the trivialization of social issues. Incorporating humour, particularly trending memes, can drive better engagement, as it is a key way Gen Z connects with brands. Organizations should be interactive, allowing for feedback and actively participating in conversations with their audience, whether that’s responding to comments or engaging in trending discussions.
Lightning talk
