Generation Z Cultural Consumption

Generation Z are young people who in the foreseeable future will become the main consumers of goods and services in the world. Researchers studying the phenomenon and culture of consumption, marketing and consumer behavior believe that Generation Z will differ from their predecessors in these aspects. Generation Z was born in the era of massive digitalization, widespread use of gadgets and the universal Internet. They are used to getting information quickly, using social networks from an early age, taking content in short and small forms, and paying attention to things that other generations find insignificant. However, these things can be critical for Gen Z when it comes to choosing a brand. And companies need to learn how to adapt their marketing strategies with these factors in mind. This study aims to identify the key consumption patterns of Generation Z and, using the example of marketing cases, demonstrate how brands are already working with the younger generation.