Honors Theses

Date of Award

Spring 5-4-2022

Document Type

Undergraduate Thesis


Integrated Marketing Communication

First Advisor

Graham Bodie

Second Advisor

Brad Conaway

Third Advisor

Zenebe Likyeleh Beyene

Relational Format



The use of Integrated Marketing Communications holds strong promise for engaging Generation Z in the work of bridge building. The work of bridging is dedicated to healing America by decreasing political polarization and bridging divides between people who think differently. The bridging space has grown drastically in the last few years because of a variety of factors including, but not limited to: increasing polarized political elections, rising racial tensions, and the COVID-19 pandemic. It is important that Generation Z, the most educated and diverse generation, is engaged in this space in order to create a less divided America. I conducted research for this project by gathering secondary data and conducting primary research through a series of one-on-one interviews with leaders of bridge building organizations to gain insight on this field. Gen Z resides on the Internet and various social media platforms, so it is vital that marketers are able to meet this generation there through the use of a comprehensive digital marketing strategy that forms relationships and builds trust. It is vital that bridging organizations engage with Gen Z by using cause marketing and collective impact campaigns to engage with this demographic. In order for bridge building organizations to be successful, Gen Z must be involved in this work; meaning, marketers need to provide this generation with the chance to be heard.

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.



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