Research on how trends in modern marketing industry should adjust to demands of "generation z" consumers

1. IMPACT OF
“GENERATION Z”
ON MODERN
TRENDS IN
MARKETING
PREPARED BY
STUDENT OF 36
GROUP
FACULTY OF
INTERNATIONAL
ECONOMY
SERHII SHULHA

2. PLAN
1. Essence of the concept
2. Factors that has formed the
generation
3. Key features of this social
group
4. Their economical behavior
5. Marketing challenges to
conquest loyalty of Gen Z

3. 1 PART

4. ESSENCE OF
THE CONCEPT
Generation Z, also
known as the
iGeneration, Post-
Millenials, or the
Homeland Generation
is cohort of people who
were born in the late
1990s to mid-2000s.

5. DEMOGRAPHIC POINT OFVIEW
Major generations of the Western world
Lost Generation 1890-1920 Formed by consequences WWI
Greatest Generation 1900-1927 Formed by Great Depression and WWII
Silent Generation 1928-1945 Was comparatively small
Baby boomers 1946-1964 Were born in big families
Generation X 1965-1980 Were affected by shifting of values
Millennials (Y) 1981-1999 Were affected by shifting of lifestyle
Generation Z 2000-2010 Are affecting by internet in all spheres
Generation Alpha 2010≈2030 Will be the biggest & the most educated

6. WHY WE SHOULD PAY ATTENTION FORTHEM?
They're entering their
early twenties
They're getting their
first regular job
Their buying power is
increasing now

7. WHY IT'S ATREND IN MARKETINGTODAY?
Researches
Targeting
Brand
loyalty
[1]

8. 2 PART

9. FACTORS THAT HAS FORMED THE GENERATION
Spreading of
internet
Globalization
Postmodernizm

10. 1. SPREADING OF INTERNET
1)Ability to
communicate
constantly
2)Ability to get
necessary information
during few seconds
3)Feel that internet is
natural part of their
material life

11. 2. GLOBALIZATION
Ability to
travel freely
Open
access to
goods from
all over the
world

12. 3. POSTMODERNIZM
Consumerism
Crisis of
traditional
values
Development
of information
technologies
Environmental
problems
Features
of their
time

13. 3 PART

14. KEY FEATURES OF THIS SOCIAL GROUP
Reverse
effect
• Degrowth
movement
• Digital ascetism
Direct
influence
• Consumerism
• Forming of the
digital nation

15. PSYCHOLOGICAL FEATURES OF THE GROUP WHICH FORMED BY
DIRECT IMPACT OF ENVIRONMENT
Formation a
group of digital
natives
Production of
modern
consumption
habits

16. PSYCHOLOGICAL FEATURES OF THE GROUP WHICH FORMED BY
REVERSE IMPACT OF ENVIRONMENT
Degrowth
movement Digital
ascetism
Followers of such ideas are
representatives of counterculture,
like in 60-s, but they are not so
numerous.

17. COMMON PSYCHOLOGICAL FEATURES OF THE GROUP WHICH
FORMED BY DIRECT IMPACT OF ENVIRONMENT
Liberalism
LGBT rights
Abortion
Environmentalism
ECO policies
Earth care
Consciousness
Health
awareness
Social
responsibility
Despite of big differences between Earth’s regions,
there’re some general points that are sharing by
the social group all over the world.

18. LIBERALISM
[2]

19. LIBERALISM
[2]

20. ENVIRONMENTALISM
[2]

21. 0
10
20
30
40
50
60
70
80
90
Tried alcohol Driving without seat-belt Teen pregnancy
Social indicators
Generation X Generation Y
CONSCIOUSNESS
[3]

22. 4 PART

23. Welcome
to 50-s
THEIR ECONOMICAL BEHAVIOR
“If Hannah Horvath from ʻGirls’ is the typical millennial — selfinvolved,
dependent, flailing financially in the real world as her expectations of a
dream job and life collide with reality — then Alex Dunphy from
ʻModern Family’ represents the Gen Z antidote,”. “Alex is a true Gen Z:
conscientious, hard-working, somewhat anxious and mindful of the
future.”
Said Lucie Greene, the worldwide director of the Innovation Group at J.
Walter Thompson
[4]

24. EARNING BEHAVIOR
Diligence Stability Rationalism

25. CONSUMING BEHAVIOR
Food
More
vegetables
Balanced diet
Accommodation
Small flats
“No” to big
houses
Transport
Public is in
favor
Sharing
services

26. 5 PART

27. MARKETING CHALLENGES TO CONQUEST LOYALTY
OF GEN Z
Transparency
Compassion
Loyalty
to
values
6 tips for brands to be successful
among Gen Z
Reflecting
values in
company’s
product
Reputation
Communication
[5]

28. TRANSPARENCY
[5]
Brands and businesses are no
longer in the game only for profit
and to increase their capital.
Now, companies have started to
become honest about their
intentions and actually care
about the global perception of
their brand and people’s
opinions.

29. COMPASSION
[5]
Generation Z constantly monitors whether or not
corporations, brands, and governments care about the
future of young people. This is because caring and doing
good are the main connection points between brands and
Gen Z consumers today. Even more important than
product quality and benefits.

30. REPUTATION
[5]
People today remember and don’t
forget what you did in the past. If
you have a bad reputation, don’t
expect people to believe you
suddenly care about the world
around you. Instead, you will have to
earn the trust of Generation Z.

31. LOYALTY TO VALUES
[5]
A socially-responsible mission should be deeply instilled in
everything that your company does, from work processes
to product manufacturing and customer experiences.
Because if Generation Z customers don’t like what you do,
and even more importantly, how you do it, they will let the
world know about it before you can intervene and solve
the issue.

32. COMMUNICATION
[5]
It is essential to constantly engage and talk with
your customers. You must be transparent about
your approach. And you must become a brand that
is all about action, instead of just words.

33. REFLECTING VALUES IN COMPANY’S PRODUCT
[5]
As you can see, Generation Z is all about experiences.
You can’t put a product on a shelf with a price tag and
expect Millennials and Gen Z to come and buy it! You’ll
have to sell the product experience. The problem that the
product solves makes Gen Z consumers put their money
in your pockets.

34. LIST OF SOURCES
1. The Top 9 Marketing Trends to Look for in 2020. Published on DECEMBER 27, 2017.
https://www.quicksprout.com/marketing-trends/
2. Generation Z: Global Citizenship Survey. Varkey Foundation. Retrieved NOVEMBER 15, 2019.
https://www.varkeyfoundation.org/media/4487/global-young-people-report-single-pages-new.pdf
3. Teenagers' Health, Educational Outcomes Improving, Report Finds. By Evie Blad on
JUNE 21, 2016.
http://blogs.edweek.org/edweek/rulesforengagement/2016/06/teenagers_health_educational_out
comes_improving_report_finds.html
4. Move Over, Millennials, Here Comes Generation Z. By Alex Williams. The New York Times.
https://www.nytimes.com/2015/09/20/fashion/move-over-millennials-here-comes-generation-
z.html
5. Generation Z and How They Influence the Future of Businesses. JULY 02, 2019.
https://devrix.com/tutorial/generation-z-influence-future-businesses/