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NEXT GENERATIONS OF CONSUMERS ? CHALLENGES AND OPPORTUNITIES FOR BRANDS

Journal: Bulletin of Taras Shevchenko National University of Kyiv. Economics (Vol.171, No. 6)

Publication Date:

Authors : ;

Page : 6-10

Keywords : generation Z; digital; audience; brands; loyalty;

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Abstract

Young people are a heterogeneous public, characterized by a lack of patience and attention, eager to learn more about thingsbut without reaching a level of depth, always connected and always running, hungry for goods, but lacking money. The youngare also the most desirable audience for brands, in terms of long-term loyalty but also the most difficult to deal with and to beconvinced. Thus, the present study aims to define the characteristics of the generation Z that includes people born between the mid-1990s and 2010, in comparison with its previous generations:Baby Boomers, X, Y and some proposals on how brands mightmake themselves useful for this audience.

Last modified: 2015-10-31 06:40:00