Transformation of Advertising Practices: How Brands Adapt Their Communication to Generation Z and Alpha

The article analyzes the transformation of advertising strategies influenced by evolving media consumption among Generation Z and Generation Alpha. It reviews current communication trends, digital marketing tools, and new expectations for brands related to the increase in consumer awareness and critical thinking. The research shows that effective communication with younger audiences requires a shift from traditional advertising methods toward authentic dialogue formats and socially significant brand positioning.

Generation Z, Generation Alpha, brand communications, digital marketing, social media, influencers, advertising, consumer behavior.