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Next Generations Of Consumers – Challenges And Opportunities For Brands


  • A. Budac

    (Lucian Blaga University of Sibiu, Sibiu, Romania)


t without reaching a level of depth, always connected and always running, hungry for goods, but lacking money. The young are also the most desirable audience for brands, in terms of long-term loyalty but also the most difficult to deal with and to be convinced. Thus, the present study aims to define the characteristics of the generation Z that includes people born between the mid-1990s and 2010, in comparison with its previous generations: Baby Boomers, X, Y and some proposals on how brands might make themselves useful for this audience.

Suggested Citation

  • A. Budac, 2015. "Next Generations Of Consumers – Challenges And Opportunities For Brands," Вестник Киевского национального университета имени Тараса Шевченко. Экономика., Socionet;Киевский национальный университет имени Тараса Шевченко, vol. 30(171), pages 6-10.
  • Handle: RePEc:scn:pnoeeq:171a1

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    generation Z; digital; audience; brands; loyalty.;


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