Resumo:
This study aims to understand how Generation Z constructs meanings and significance in its relationship with brands, analyzing consumption from a symbolic and anthropological perspective. The research examines the articulation between consumption and culture to investigate how young people from Generation Z attribute and negotiate cultural meanings with brands. The methodological approach consists of a literature review focused on consumption studies, enabling a theoretical analysis of key frameworks that connect symbolic consumption to contemporary cultural dynamics. The work primarily draws on the contributions of Grant McCracken (2003; 2012) regarding consumption as a system of cultural meanings, Everardo Rocha (2012) on the symbolic dimensions of consumption, and Andrea Semprini (2010) on the concept of the postmodern brand. From these perspectives, the study reflects on the symbolic transformations involved in Generation Z’s consumption of brands, highlighting how these individuals assign meanings, values, and emotions to brands, building ties of belonging, identification, and positioning within contemporary culture.
