The survey also points out that 80% of respondents believe that memes facilitate connections between people
Instituto Z, an initiative by Trope, in co-authorship with Saquinho Mídias Criativas, carried out research on the relationship between meme culture and generation Z, made up of people aged 13 to 27.
The objective of the study was to understand the motivations of Brazilian generation Z for consuming memes and, also, how these communities within the internet relate to each other.
According to the survey, 62% of respondents use the internet daily, with smartphones being the main means of access. 80% believe that memes make it easier to connect with other people.
Furthermore, 86% interact with memes daily on social media and also 86% share memes at least occasionally on social media or in online groups. When asked about connection and belonging, 50% agree that memes contribute, at least moderately, to the sense of belonging in communities. From the moment it generates some type of identification, memes begin to appear in other ways in everyday life, such as in personal conversations (46%), text messages (38%) and academic and professional environments (9%).
The survey also shows that 59% believe, at least partially, that memes can be used to express emotions and feelings and 50% identify moderately with the memes that are impacted on the internet. When it comes to the biggest motivations for consuming memes, fun comes first with 97%, creativity comes second with 51%, and then identification with 50%. When asked about the platforms for consuming and sharing memes, 98% pointed to Instagram as the most consumed social network, TikTok (55%) and YouTube (49%).
“It is undeniable that the meme is a tool for connecting communities, who share common interests, and are therefore part of this public’s daily life. The meme works as a language of association, allowing complex ideas to be expressed even in the absence of words correct and creates belonging between groups of people who share the same references”, says Luiz Menezes, founder of Trope.
The survey also revealed that seven out of ten people from Generation Z interviewed approve of the use of memes in brands’ marketing strategies. For 75%, the use of memes may partially reflect the perception of youth and modernity. This bond can generate a feeling of trust and identification, as 73% agree that using memes can bring brands closer to consumers and four in ten people are influenced to interact with brands through memes. However, 29% feel indifferent to the use of memes, showing hesitation when interacting. Despite having a positive slant, 44% have a neutral view on being influenced to buy from brands that use memes. The study identified that this hesitation about purchases is generated because people not only want good marketing, but also look for quality products that have a connection with generation Z.
(Credit: Photo by Wyron A on Unsplash)
