Native Advertising as a Way that Brands Communicate with Generation Z

According to research conducted by PriceWaterhouseCoopers Group, by 2020, people belonging to Generation Z will account for more than half of consumers in economically developed countries. Already now, centrials influence the demand for different types of goods and services in one way or another. In a few decades they will be 20-40 years old, and they will become one of the most solvent segments of consumers. Brands want to build communication with Generation Z and increase loyalty among this audience. However, there are still no major studies that can answer the question of what format of advertising will be a priority in building communication with cenials. The situation is complicated by the fact that in Russia there is no clear description of this generation with its consumer characteristics. The purpose of this work is to identify the impact of native advertising on the formation of loyalty of representatives of Generation Z. The theoretical basis for this work is based on the research and theory of Strauss and Houve's generations, as well as on the research of the native advertising market in Russia. In addition, the work examines a number of studies on Generation Z in Russia - from RASO, Millward Brown, Google, Sberbank and Yandex, together with AdIndex - and conducted its own research. Based on the results of this work, it is planned to formulate recommendations on the use of native advertising to increase loyalty to Generation Z.