Young people are a heterogeneous public, characterized by a lack of patience and attention, eager to learn more about thingsbut without reaching a level of depth, always connected and always running, hungry for goods, but lacking money. The youngare also the most desirable audience for brands, in terms of long-term loyalty but also the most difficult to deal with and to beconvinced.
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 mightmake themselves useful for this audience.
Keywords: generation Z, digital, audience, brands, loyalty.

DOI: http://dx.doi.org/10.17721/1728-2667.2015/171-6/1

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