”Generation Z“ in Russia as a Target Audience of Digital Communications

Generation Y has replaced the generation of Z as the main focus of advertisers. In 2016-2017, more than a dozen research on this generation have been lead in Russia and worldwide (including the research of such corporations as Google and Sberbank). However, the main problem discussed in this paper is the fact that neither studies nor advertisers could give an unambiguous criterion for distinguishing the Gen Z, just as there was no interpretation of this term. In addition, the conclusion of different studies contradicted each other. The aim of this study was to form a portrait of a representative of the generation Z in Russia as a consumer of digital communications and to develop recommendations for improving brand communication with this type os consumer. To achieve this, the worldwide and Russian studies of the Z-generation in Russia were analyzed and a survey was conducted. Theoretical basis were the theory of the generation of Strauss and Hove, studies of Mark Prensky on "digital native" and the theory of diffusion of innovations by E. Rogers. Following the results of the work, the most positively perceived by the generation Z digital channels of brand communication are described.