The Representation of Color 'Green' in Marketing Communications Targeted on Generation Z

In the framework of this study, the role of color ‘green’ as a cultural code in the life of generation Z was analyzed, to which in different countries it is customary to classify people born in the late XIX - early XX centuries. Based on the analysis, key business recommendations were subsequently highlighted for optimizing the representation of green color in marketing communications directed to this group of consumers. The objectives of the study were defined as follows: 1) Conducting an analysis of the evolution of color ‘green’ perception in various historical epochs, determination of the specifics of its modern impact on human psychology; 2) Determination of the main trends and patterns in the preferences and requests of the studied audience; 3) Conducting an analysis of the practices of applying green color in marketing by companies representing various industries, where a high level of demand among generation Z exists; 4) Revelation of key patterns in associations generated by color ‘green’ in the minds of generation representatives as an element of marketing messages; 5) Highlighting general recommendations for business. After completion of the analysis of posts in official accounts of brands, made on the social network VKontakte, carried out as part of the first stage of a qualitative study, a high level of green color representation was revealed in the content posted by companies. Subsequently, a focus group discussion of brand posts in their accounts on the Instagram platform was organized: based on the ideas expressed by the representatives of the generation who participated in the discussion, key concepts were formed for testing via questionnaires. Among the main associations caused by the presented posts, a connection with ecology (naturalness, freshness and its other variations), the unlimited spaces and possibilities (permissibility), charity and kindness, life, calm and tranquility, officiality, as well as a high level of the aesthetic significance of the color on visualizations were noted. Those groups of the mentioned associations that were mentioned in the research of experts during the theoretical part of the work were included in the list of hypotheses for testing, which were subsequently verified with the help of questionnaires. As a part of the quantitative phase of the study, 213 responses from respondents of the studied group were collected. After the analysis of the statistics of interviewed Zetas’ «indicated associations presence» assessments was made, the hypotheses regarding the connection of green with nature and environmental friendliness (naturalness), open spaces and boundless horizons (from the material (fields, forests, etc.) and the spiritual (opportunity) points of view). The high aesthetic role of this color in visualizations was also stated, which, as many experts note, is adopted not only by companies that use green elements in brand symbolism and marketing messages, but also by many others that do not implement this color as an important part of building their brand image (for example, green color, can increase conversion rates, all other things being equal). Based on the analysis, general recommendations for business were suggested, stating that the green is preferred, first of all, while building an image of an eco-sustainable brand. It helps to engage the consumer, because it is harmonious from an aesthetic point of view and causes a feeling of calm and tranquility. Green color also causes associations with the boundness of open spaces, as well as their more indirect form - great opportunities and permissibility. However, it is important to take into account the context and cultural specifics of the target audience, since representatives of different groups can interpret the same signals in different ways due to historically formed features of the world perception (differences in values, attitudes, historical symbols, etc.)