NEXT GENERATIONS OF CONSUMERS – CHALLENGES AND OPPORTUNITIES FOR BRANDS
НАСТУПНІ ПОКОЛІННЯ СПОЖИВАЧІВ – ВИКЛИКИ І МОЖЛИВОСТІ ДЛЯ БРЕНДІВ

A. Budac
2015 Vìsnik. Kiïvsʹkogo Nacìonalʹnogo Unìversitetu ìmenì Tarasa Ševčenka. Ekonomìka  
Young people are a heterogeneous public, characterized by a lack of patience and attention, eager to learn more about things but without reaching a level of depth, always connected and always running, hungry for goods, but lacking money. The young are also the most desirable audience for brands, in terms of long-term loyalty but also the most difficult to deal with and to be convinced. Thus, the present study aims to define the characteristics of the generation Z that includes people born
more » ... s people born between the mid-1990s and 2010, in comparison with its previous generations: Baby Boomers, X, Y and some proposals on how brands might make themselves useful for this audience.
doi:10.17721/1728-2667.2015/171-6/1 fatcat:5kpsv2ihkvh6vk45klyntp7zn4