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Next generations of consumers – challenges and opportunities for brands

Author

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  • Budac Adriana-Camelia

    (Lucian Blaga University of Sibiu, Sibiu, Romania)

Abstract

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 between the mid1990s 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.

Suggested Citation

  • Budac Adriana-Camelia, 2015. "Next generations of consumers – challenges and opportunities for brands," Bulletin of Taras Shevchenko National University of Kyiv. Economics. Вісник Киiвського нацiонального унiверситету iм. Тараса Шевченка. Серiя: Економiка, CyberLeninka;Издательско-полиграфический центр «Киевский университет», issue 6 (171), pages 6-10.
    • Handle: RePEc:scn:013723:15980908
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    Cited by:

    1. Timotius, 2020. "Gen Z Switching Behaviour in Indonesia Smartphone Industry," GATR Journals jmmr262, Global Academy of Training and Research (GATR) Enterprise.

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