Marketing To Genz-Understanding the Next Consumer Frontier

Abstract

The advent of a new generation – designated as Generation Z, - is a turning point in the marketing environment as it is going to reshape consumer behavior. People in this age group represent those who were born between 1997 and 2012. This age period has allowed them to grow after being exposed to that defined by technology and social media while a growing focus on social and environmental responsibility was also directed at them. With their growing age and adopting buyable standards, they have become one of the most essential market segments for those companies trying to develop firm relationships for a solid and stable business. My dissertation zooms in on the hurdles of marketing to the Gen Z set and highlights the different backgrounds and behaviors that reflect anyone from the earlier generations. After integrating a mix of research approaches such as literature review, empirical studies, and interviews with industry professionals, I intend to give a continuous explanation of the preferences and behaviors of Gen Z customers. Among my main aims, only one can be listed - this is to discover what is it that forms the basis of Gen Z's purchases.