The role of generation Z in co-creating a city’s brand (in the example of Rzeszów

Abstract

This article presents the possibilities of Generation Z inhabitants' participation in creating and promoting the city brand, based on the example of Rzeszów. A thesis was proposed that the young residents, representatives of Generation Z, are the leading group of city stakeholders who contribute to promoting its values and city branding. Against the background of theoretical deliberations on the process of city branding, article presents the results of a survey conducted in 2023 among young residents of Rzeszów. The results allow for determining the degree to which young residents identify with the city and show the areas of their active participation in city branding. Research has shown that young people do not fully identify with their city and often lack confidence in their ability to influence its development.

Therefore, it seems advisable to intensify image-building activities aimed at positioning Rzeszów as a perfect city for young people.