Anthropomorphic animal mascots in Generation Z engagement with brands in digital campaigns

doi:10.22167/2675-6528-202603101

Article

October 08, 2026

Anthropomorphic animal mascots in Generation Z engagement with brands in digital campaigns

Anthropomorphic Animal Mascots in Gen Z Engagement with Brands in Digital Campaigns

Karolyne de Mello Zem; Camila Alves Cruz Ortega

DOI: 10.22167/2675-6528-202603101

Article derived from a Final Course Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.

Abstract

The growing presence of the internet and social media in the daily lives of Generation Z has established them as a crucial channel for brands in digital campaigns. In this context, anthropomorphic animal mascots have emerged as strategic figures to personify brands and create emotional connections with consumers. This study analyzed the perceptions and attitudes of Generation Z consumers, aged between 18 and 28 years, regarding contact with these mascots. To this end, an online questionnaire was applied, resulting in 112 valid responses, and a descriptive quantitative statistical analysis was performed. Data collection employed non-probabilistic convenience sampling and the snowball technique. The results showed that the majority of participants paid attention to anthropomorphic mascots, preferring those with human characteristics and behaviors. It was observed that these characters evoked positive feelings, such as sympathy and nostalgia, and influenced engagement and purchase intention. The strategic implementation of anthropomorphic mascots contributed to strengthening brands in their digital campaigns, promoting positive engagement. It was concluded that the effective development of mascots requires in-depth study of the target audience and strategic character selection, enhancing the creation of emotional connections and increasing engagement.

Keywords: Anthropomorphic animal; Engagement; Generation Z; Digital marketing; Mascots.

1. Introduction

The digital environment has transformed communication and consumption dynamics, driving the increasing use of the internet and social networks in daily life. This scenario is particularly relevant for Generation Z, composed of individuals born between 1997 and 2009, who grew up in a context of widespread technological diffusion. For this generation, the use of digital devices is a daily habit for accessing information, studying, shopping, and interacting on social platforms (Kotler et al., 2021).

In this context, brands seek effective strategies to engage their target audience in digital campaigns. One of the approaches that stands out is the use of anthropomorphic animal mascots. Anthropomorphism, which consists of attributing human characteristics, behaviors, and personalities to non-human beings, such as animals, can increase the sympathy and charisma associated with companies (Macedo, 2013). Animals carry symbolisms that influence human perceptions, and these figures act as brand spokespersons, establishing bonds of credibility and trust with consumers (Nunes and Paiva, 2007).

The brand, according to Perez (2016), should be understood as a symbolic connection between the provider and the consumer, requiring constant dialogue with its audience. Social networks, in turn, have become a fundamental pillar in digital advertising, offering brands new ways to reach and engage consumers. Their benefits include detailed segmentation and the ability to personalize messages based on factors such as geographic location, interests, online behavior, age, and gender (Santos, 2025).

The creation of mascots, especially those represented by anthropomorphic animals, is a traditional marketing strategy that has been adapted to meet new communication demands, often through redesign. Notable examples include Duolingo’s Duo, Bubbaloo’s Bubba The Cat, and Arcor’s Tortuguita. This category of mascots is recognized as one of the most versatile and widely used in brand representations (Perez, 2010).

Although mascots have traditionally been employed in offline media, such as packaging and television commercials, their presence in the digital environment requires redefinition and adaptation to ensure adequate exposure to the target audience (Yanaze et al., 2022). Anthropomorphic animal mascots, with their human characteristics and the possibility of total control by companies, serve as a reference bridge between the brand and the public in digital channels. The speed and dynamism of the digital environment make continuous planning essential for the creation of content and strategic marketing actions (Las Casas et al., 2022).

Given the growing relevance of digital campaigns and the particularity of Generation Z as a consumer audience, it becomes fundamental to understand how the use of anthropomorphic animal mascots impacts the perception and engagement of this group. The gap lies in the need to deepen knowledge about the specific reactions and attitudes of young adults of Generation Z in relation to these figures in the context of digital media. Thus, this work is justified by its contribution to the development of more effective marketing strategies and aims to analyze the perceptions and attitudes of consumers aged 18 to 28 years, the older age group of Generation Z, regarding contact with anthropomorphic animal mascots in digital campaigns.

2. Material and Methods

The methodology of this study was outlined with a research approach of an exploratory, descriptive, and quantitative nature. A field survey was conducted, in the form of an opinion poll (survey), using a structured online questionnaire. This instrument was developed and applied through the Google Forms platform, according to the interrogation technique that allows data collection from the perspective of the respondents, ensuring anonymity and dispensing with personnel training (Gil, 2002). Complementarily, the research was based on a comprehensive bibliographic survey, drawing on the literature pertinent to the topic.

The study’s target audience consisted of Generation Z individuals, specifically those aged between 18 and 28 years, born between 1997 and 2007. This age group represents the older portion of Generation Z, a group characterized by its high connectivity with the digital environment and by consumer behavior influenced by contemporary marketing strategies, such as the use of anthropomorphic animal mascots in digital campaigns. The selection of this age bracket was strategic to understand the perceptions and attitudes of this specific segment.

For data collection, non-probabilistic convenience sampling was used, a method in which the selection of respondents does not occur randomly, allowing the research to be directed to a previously defined target audience (Marconi and Lakatos, 2003). This procedure, characterized by Gil (2008) as having lower statistical rigor, facilitated access to participants. Additionally, the snowball technique was used for questionnaire dissemination, where initial participants indicated other potential respondents, expanding the network of responses until the planned number of contributions was reached.

The online questionnaire was structured into three distinct sections to organize information collection. The first section consisted of the Free and Informed Consent Term (TCLE), which ensured the voluntary and ethical participation of respondents. The second section was dedicated to collecting sociodemographic characteristics, covering data such as age, gender, education level, and region of residence. Finally, the third section presented specific questions on the central theme of the study, aiming to analyze participants’ perceptions and attitudes towards anthropomorphic animal mascots in digital campaigns.

The questionnaire dissemination occurred through digital channels, including social networks and online groups, in the period between December 2025 and January 2026. Regarding ethical aspects, the research was evaluated through the Ethical Guidance Form (FDE). Submission to the Research Ethics Committee (CEP) was not necessary, according to Resolution No. 510, of April 07, 2016, as the study was characterized as an opinion poll, conducted with adults, using exclusively public information and without any participant identification.

At the end of the collection period, a total of 112 valid responses were obtained. The collected data were organized and subjected to a descriptive statistical analysis of a quantitative nature. This technique allowed for the summarization and presentation of the main characteristics of the participants’ perceptions and attitudes, without delving into interpretations or causal inferences, maintaining the focus on the description of the observed phenomena.

3. Results and Discussion

This section details the research findings, analyzing the perceptions and attitudes of Generation Z consumers towards anthropomorphic animal mascots in digital campaigns. The results, obtained from 112 valid questionnaires, offer an in-depth understanding of how these characters influence the target audience’s engagement and interaction with brands. The analysis covers everything from the participants’ sociodemographic profile to their emotional and behavioral reactions to the presence of mascots, connecting the empirical data with the relevant literature already explored in the original study.

Sociodemographic profile

The sociodemographic characterization of the 112 respondents revealed a predominantly young audience, aligned with the Generation Z profile. The most representative age group was 18 to 20 years old, with 33.9% of participants, closely followed by the 24 to 26 years old group, which accounted for 29.5%. The 27 to 28 years old and 21 to 23 years old groups presented percentages of 18.8% and 17.9%, respectively. This age distribution confirms the concentration of respondents in the older portion of Generation Z, as per the study’s objective.

Regarding gender identity, the sample showed a balanced distribution, with 49.1% of participants identifying as female and 48.2% as male. The “other” option represented a smaller portion, at 2.7%, and there were no records for the “prefer not to say” alternative. This gender parity suggests that the perceptions and attitudes analyzed are not significantly biased by the predominance of a specific gender, contributing to the generalization of findings within the studied target audience.

The educational profile of the respondents indicated a high level of schooling. It was observed that 28.6% of the participants had completed high school, an identical percentage to those with incomplete higher education. Furthermore, 26.8% had already completed higher education, and 16.1% had postgraduate degrees or higher. These data reflect the continuous pursuit of educational and professional improvement characteristic of Generation Z, as pointed out by Serafim (2024), and are in line with the general increase in the schooling level of the Brazilian population, according to the 2022 Demographic Census (IBGE, 2025).

The analysis of the family income range revealed a medium to high socioeconomic profile. The majority of respondents, 31.3%, declared a family income between BRL 5,000 and BRL 10,000, followed by 30.4% in the BRL 3,000 to BRL 5,000 range. Only 3.6% of participants indicated a family income below one minimum wage. These data suggest that the sample represents a segment of Generation Z with higher purchasing power, which may influence their interactions and perceptions of digital marketing campaigns.

Regarding geographical distribution, the majority of respondents resided in the Southeast region, with 72.3% of responses, followed by the South region, with 16.1%. The other regions, Northeast (4.5%), Center-West (3.6%), and North (3.6%), presented smaller percentages. This concentration in the Southeast aligns with data from the 2022 Demographic Census (IBGE, 2022), which identifies this region as the most populous and with important economic and educational hubs, which may have facilitated the participation of these individuals in the research.

Consumption and perceptions of digital campaigns with anthropomorphic animal mascots

The investigation into the frequency of viewing digital advertising campaigns revealed that Generation Z maintains constant contact with this type of content. A total of 38.4% of participants stated they frequently view campaigns, while 25% declared they always view them. Another 26.8% reported viewing them sometimes, indicating high overall exposure. Only 8.9% rarely viewed them, and 0.9% never did, reinforcing the ubiquity of digital campaigns in this audience’s daily lives.

The most used digital platforms for the consumption of advertising campaigns, where participants could select multiple options, were Instagram and YouTube, both with 74.1% of indications. TikTok also stood out, being mentioned by 33.9% of respondents. These results are in line with the “Digital 2026: Brazil” report by “We Are Social” and “Meltwater”, which points to Instagram and YouTube as platforms with high advertising reach among the Brazilian adult population, confirming their strategic potential for digital marketing targeted at Generation Z.

Regarding the attention paid to anthropomorphic animal mascots in digital campaigns, the research showed a high level of engagement. The majority of respondents, 80.4%, stated they pay attention to these characters, while only 19.6% declared they do not notice or pay attention. This data highlights the effectiveness of mascots as elements of visual and content attraction, capable of capturing the interest of Generation Z in the digital environment, which is characterized by an intense flow of information.

The preference for a specific type of anthropomorphic animal mascot was clear: 73.2% of participants indicated that the mascots that most attract their attention are those with human appearance and behavior, who speak, wear clothes, and possess personality. In a smaller proportion, 15.2% prefer stylized animals, but with a natural appearance. This preference for humanized characters can be explained by the audience’s tendency to perceive as “real” a character that demonstrates personality and emotions through movements, according to Thomas and Johnston (1995).

Agreement with the statement that “anthropomorphic animal mascots make digital campaigns more interesting” was significant. A total of 33% of respondents fully agreed, and 25% partially agreed, totaling 58% approval. Only 12.5% disagreed or fully disagreed, while 29.5% remained neutral. These results suggest that the expressiveness and personality attributed to these mascots contribute to the attractiveness of digital campaigns for Generation Z, facilitating emotional connection with the audience.

The identification with animal mascots that demonstrate human characteristics was also a relevant point. The survey showed that 36.6% of participants fully agreed with the statement “I identify with animal mascots that demonstrate human characteristics”, and 18.8% partially agreed, totaling 55.4% identification. This ease of identification can be attributed to the fact that animal characters, unlike human characters, can reduce identification limitations related to aspects such as ethnic group, skin color, and hair, according to Vogler (2006).

The appearance of mascots, including animal type, colors, and style, exerts a considerable influence on consumer opinion about the campaign. It was found that 33.9% of respondents fully agreed with this statement, and 25.9% partially agreed, totaling 59.8% agreement. Only 8.9% fully disagreed and 8% disagreed. These data reinforce the importance of strategic character design, which uses visual techniques to create appeal and convey meaning, being crucial for public impact, as highlighted by Domingues (2024).

Anthropomorphic animal mascots also proved effective in facilitating understanding of the campaign message. A percentage of 30.4% of participants fully agreed with this statement, and 25% partially agreed, totaling 55.4% approval. Only 2.7% fully disagreed and 8.9% disagreed, while 33% remained neutral. This ability of mascots to act as a visual resource, using human characteristics such as speech and body language, enhances message comprehension, aligning with Maciel et al.’s (2025) vision of interactive communication.

The memorability of campaigns with anthropomorphic animal mascots was widely recognized by respondents. An expressive 51.8% fully agreed that these campaigns are more memorable, and 20.5% partially agreed, totaling 72.3% approval. Only 0.9% fully disagreed and 6.3% disagreed, with 20.5% neutral. This high rate of agreement suggests that the humanization of mascots, present since childhood in fables and cartoons (Dene Oliveira and da Silva Ferreira, 2020; Neves, 2021), contributes to the fixation of the advertising message in the public’s memory and drives engagement.

The analysis of engagement behavior revealed that 61.6% of respondents have already shared or commented on a digital campaign that used anthropomorphic animal mascots. This data demonstrates that the presence of these characters not only attracts attention but also stimulates active audience interaction with the brand’s content. This interaction is a valuable indicator of consumer involvement and can provide strategic insights for companies, as discussed by Bencke (2022) who discusses brand reputation building.

The influence of mascots on purchasing decisions was also investigated, with 51.8% of individuals stating they had already purchased a product or service motivated by these characters. In contrast, 48.2% declared they had not been influenced. Although the influence is not universal, the percentage of more than half of the respondents who have already made a purchase for this motivation suggests that mascots can act as a significant persuasive factor, strengthening the emotional bond with the brand and consolidating its image in the market, as pointed out by Reddy B and A.S. (2024).

The feelings evoked by campaigns with anthropomorphic animal mascots were predominantly positive. Sympathy was the most cited feeling, with 80.4% of responses, followed by nostalgia, with 50.9%, and trust, with 24.1%. Negative feelings such as indifference (16.1%), distrust (4.5%), irritation (2.7%), and disinterest (2.7%) had low incidence. This prevalence of positive emotions indicates that the communication strategy with mascots is well perceived by Generation Z, possibly due to cultural familiarity with animal characters since childhood (Neves, 2021).

Consumer reactions to changes in the design or personality of anthropomorphic animal mascots have been varied. The majority, 35.7%, stated they would continue to follow the brand normally, indicating a certain resilience in the relationship. However, 20.5% reported paying less attention, and 6.3% indicated a loss of interest, while 8% stated that the reformulation sparked greater interest. A percentage of 29.5% had never experienced this situation before. These results suggest that, although Generation Z values updates and modern design, significant changes can either reinforce or diminish engagement, depending on how they align with audience expectations.

The most common actions performed by participants in response to campaigns with anthropomorphic animal mascots were watching or consuming the content (56.3%), starting to follow the brand on social media (32.1%), commenting or interacting with the campaign (31.5%), and purchasing products or services (27.7%). Sharing the campaign was the least frequent action, with 22.3%. These data demonstrate that mascots function as a potent element of connection and relationship between the public and the brand, stimulating different levels of interaction and reinforcing the role of these figures in approaching consumers.

In summary, the research results confirm that anthropomorphic animal mascots are a highly effective digital marketing strategy for Generation Z. Most young adults pay attention to these characters, preferring those with human characteristics, and perceive them as elements that make campaigns more interesting, understandable, and memorable. These mascots evoke positive feelings, influence engagement and purchase intention, and, even when their design changes, the relationship with the brand tends to be maintained. These findings respond to the study’s objective, highlighting the potential of these characters to strengthen the emotional bond and interaction between brands and consumers in the digital environment.

4. Conclusion

This study analyzed the perceptions and attitudes of Generation Z consumers, aged between 18 and 28 years, regarding contact with anthropomorphic animal mascots in digital campaigns. It was found that the majority of participants pay attention to these characters, with a clear preference for those exhibiting human characteristics and behaviors. It was observed that anthropomorphic mascots evoke positive feelings, such as sympathy and nostalgia, and are perceived as elements that make campaigns more interesting, understandable, and memorable. It was identified that these characters influence active engagement, leading consumers to share, comment, and follow brands on social media, as well as motivating purchase intention in more than half of the respondents. The study’s main contribution lies in highlighting the strategic potential of anthropomorphic animal mascots for brand strengthening in the digital environment, by promoting emotional connections and positive engagement with Generation Z.

However, the research presented limitations arising from non-probabilistic convenience sampling, which restricts the generalization of results to the general population. The study focused on a specific segment of consumers, predominantly from the Southeast region of Brazil and with certain sociodemographic characteristics. It is suggested that future investigations broaden the understanding of the use of anthropomorphic animal mascots in digital campaigns, encompassing different profiles and cultural contexts. This more comprehensive approach would allow for verification of possible variations in perceptions, identification levels, and responses to marketing stimuli associated with these characters, enriching the knowledge about their effectiveness in diverse audiences.

Bibliographic References

Kotler, P.; Kartajaya, H.; Setiawan, I. Marketing 5.0: tecnologia para a humanidade. Tradução de Afonso Celso da Cunha Serra. São Paulo: Sextante, 2021.

Macedo, C. M. de. O homem na voz dos bichos: o antropomorfismo em contos de Guimarães Rosa e Miguel Torga. Universidade Estadual de Feira de Santana, Feira de Santana, 2013. Disponível em: http://tede2.uefs.br:8080/handle/tede/208. Acesso em: 09 set. 2025.

Nunes, A. dos S., Paiva, M. L. M. M. C. de. O poder afetivo dos personagens de marca. IV Circuito de Iniciação Científica do CEFET Campos, Campos dos Goytacazes, 2007. Disponível em: https://editoraessentia.iff.edu.br/index.php/CircuitoIC/article/view/1889. Acesso em: 09 set. 2025.

Perez, C. Signos da marca: expressividade e sensorialidade. 2. ed. São Paulo: Cengage Learning, 2016.

Santos, Clara. Publicidade na era digital: O impacto das redes sociais nas estratégias publicitárias. The Trends Hub, Porto, v. 1, n

Article originating from the Final Course Work of the Specialization in Marketing of the MBA USP/Esalq

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Data Analysis

September 30, 2026

When the data changes, has reality changed?

An analysis of almost 20 million teaching positions-year between 2020 and 2025 shows how changes in population composition and record production can alter the interpretation of historical series Between 2020 and 2025, the number of formal teaching employment positions identified in RAIS (Annual Relation of Social Information), from the Ministry of Labor, […]

Artificial Intelligence

September 28, 2026

Artificial intelligence and the trends

Why do so many people join in on the fun with ChatGPT? I was never the trend person. I still am not. Some pass through my timeline, I see them, I find them interesting but not to the point of trying them out. This was the case, inclusive, with some recent waves of images made by artificial intelligence, like the 80s trend, the one that […]

Tax Management

September 01, 2026

Tax reform and estate planning in the countryside

Efficiency in managing taxes facilitates governance and allows for the organization of family succession. Rural wealth organization has become a strategic measure in light of the tax reform in Brazil, which came into effect this year. The planning of activities and rural wealth management, through tools such as the transition from an Individual to […]

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Artificial Intelligence

August 05, 2026

Inside the company and off the radar: the risks of Shadow AI

According to Microsoft, 75% of professionals already use artificial intelligence at work without company approval. The use of generative artificial intelligence is already part of the corporate routine. Tools like ChatGPT, Copilot, and other platforms help professionals produce texts, analyze data, create presentations, and accelerate tasks in practically all sectors. But this advance […]

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Strategy

July 02, 2026

The future as a competence

Academic interest reinforces the projection of scenarios as an essential tool for decision-making. While some companies are still trying to get the next step right, others are already working with multiple possible futures — and preparing for all of them. But after all, what does it mean to “think about the future”? Is it a trend, a strategy, or a new competence that […]

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Innovation

Technology

May 21, 2026

Agro SP Corridor: innovation, institutional articulation and future

Pecege commands the executive operation of the 400 km ecosystem activities that became known as the Brazilian agro Silicon Valley In 2025, in addition to taking over the management of the Piracicaba Technology Park, the Pecege Institute was also designated to command the executive operation of the State Agribusiness Innovation Corridor activities, the so-called […]

Education

April 27, 2026

How to turn a TCC into a business

New management of the Piracicaba Technology Park offers consulting to MBA graduates The new project director of the Piracicaba Technology Park (PTP), Alexandre Barreto, often says that one of the greatest rewards he has ever had in life was seeing his MBA USP/Esalq students structure companies from their final projects […]

Technology

March 20, 2026

The human repertoire in the age of AI

Critical thinking and creativity are irreplaceable in the work of a marketing professional Artificial Intelligence (AI) is capable of incredible feats, but it does not yet possess the judgment, empathy, intuition, and strategic creativity necessary to do the job of a good marketing professional. In this area, it is important to know how to use the tool to automate […]

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Agribusiness

Innovation

February 23, 2026

ESG as a growth strategy in a cooperative in RS

Santa Clara balances social and environmental responsibility with innovation Founded in 1911 by Italian immigrants in Carlos Barbosa, in the Serra Gaúcha region, Cooperativa Santa Clara is an example that it is possible to balance economic growth with social and environmental responsibility. From a small cheese production company, the organization has evolved into a […]

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Agribusiness

Innovation

January 22, 2026

Brazil free of Foot-and-Mouth Disease: what changes for Brazilian beef?

With a herd of over 200 million head of cattle, the country is currently the leader in exports. Brazil recently received, for the first time, the certification of country free of foot -and-mouth disease without vaccination, conferred by the World Organisation for Animal Health (WOAH). The seal strengthens the country’s position as a reliable supplier of meat for the […]

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Innovation

December 09, 2025

Innovation: the new cycle of the Piracicaba Technology Park

Instituto Pecege assumes management, betting on the creation of new businesses Starting in 2026, Instituto Pecege will assume the management of the Piracicaba Technology Park (PTP). Among its responsibilities will be the administration, operation, maintenance, and expansion of the park, in addition to fostering activities in innovation, entrepreneurship, and science and technology. The choice was made […]

Renata de Gaspari Valdejão Almeida

July 06, 2026

Large-Scale Architecture: DSR-SCRUM Change Management

Mônica Alessandra Guerios; Maria do Carmo Assis Todorov Abstract generated by ResumeAI, an artificial intelligence solution developed by Instituto Pecege focused on synthesis and writing. Architecture and urbanism are configured as essential bases in an increasingly complex and challenging urban space, where the intrinsic connection between social, environmental, and technological issues […]