La Generación Silver vista por los jóvenes Z
Percepciones sobre su representación en publicidad
DOI:
https://doi.org/10.7764/cdi.63.95528Palabras clave:
Generación Z, Generación Silver, publicidad, marketing, marcas, percepción, comportamiento del consumidorResumen
La Generación Zeta y la Generación Silver concentran actualmente el interés de las políticas de marketing y comunicación de muchas marcas en España. La primera ha adquirido en los últimos años un notable protagonismo en el mercado por su potencial de consumo, mientras que la segunda se ha convertido en un segmento estratégico en el actual contexto de envejecimiento poblacional. Este estudio analiza, desde una perspectiva intergeneracional, la visión que los Zetas tienen sobre la representación de los Silver en la publicidad. Para examinar las percepciones y valores de los jóvenes respecto a los mensajes publicitarios, se encuestó a 201 estudiantes universitarios. Los resultados evidencian, entre otras cuestiones, una apreciación predominantemente positiva, destacando el valor de la diversidad generacional y el potencial emocional de los mensajes inclusivos.
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Derechos de autor 2026 Elena Fernández Blanco, Sandra Lizzeth Hernández Zelaya, Pedro Luis García Linarez
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