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  • Success Among Generation Z: How Current School Students Define Success and How Brands Can Contribute to Achieving It

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Daria Istomina
Success Among Generation Z: How Current School Students Define Success and How Brands Can Contribute to Achieving It
Advertising and Public Relations
(Bachelor’s programme)
2018
This work is devoted to studying Generation Z in Russia, in particular their values. Based on the previous studies we can state that the core value of current pupils is success in live, which can be achieved in many ways. The main 4 are: career success, family, self-expression and changing world for the better. Hypothesis states that each of those ways can be identified as a separate approach to achieving success. In this work we will examine this hypothesis, find out which goals are set for each success approach and give practical recommendations for brands on how to address the values described in the work

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