A. Budac, PhD in Economics, Аssistant Lucian Blaga University of Sibiu, Sibiu, Romania NEXT GENERATIONS OF CONSUMERS – CHALLENGES AND OPPORTUNITIES FOR BRANDS

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


1. Anatole, E. (2013), Generation Z: Rebels With A Cause, Available at http://www.forbes.com/sites/onmarketing/ 2013/05/28/generation-z-rebels-with-a-cause/.

p. 62-14..Budac, C. (2014), Strategic considerations on how brands should deal with generation Z, Revista Economică 66:5,

3. Budac, C., Baltador, L.A. (2014), Brand Communication Challenges in Getting Young Customer Engagement, Pro-cedia Economics and Finance 16, p. 521 – 525. doi:10.1016/S2212-5671(14)00833-8

4. Bae Brandtzæga, P., Heim, J., Karahasanovic, A. (2010), Understanding the new digital divide–A typology of Inter-net users in Europe, Int. J. Human-Computer Studies 69, p. 123–138. doi:10.1016/j.ijhcs.2010.11.004
5. Cassandra Report (2013), Independent Rebel Kids with Purpose, Available at http://www.cassandra.co/wp-content/themes/trendcentral/pdfs/IG_Tween_PR.pdf.

6. Cassandra Report (2013), What Gender Means To Generations Y & Z, Available at http://www.cassandra.co/wp-content/themes/trendcentral/pdfs/Gender%20Report%20 -%20Media%20Memo%20-%20SUFL2013.pdf.
7. Davis, K. (2013), Young people’s digital lives: The impact of interpersonal relationships and digital media use on adolescents’ sense of identity, Computers in Human Behavior 29, p. 2281–2293. doi:10.1016/j.chb.2013.05.022

8. Friedl, J., Tkalac Vercic, A. (2011), Media preferences of digital natives’ internal communication: A pilot study, Public Relations Review 37, p. 84–86. DOI: 10.1016/j.pubrev.2010.12.004
9. Grail Research (2011), Consumers of Tomorrow, Available at http://www.integreon.com/pdf/Blog/ Consumers_of_Tomorrow_Insights _and_Observations _About_Generation_Z_246.pdf.

10. Gurung, B., Rutledge, D. (2014), Digital learners and the overlapping of their personal and educational digital en-gagement, Computers & Education 77, p. 91–100. DOI: 10.1016/j.compedu.2014.04.012
11. Jones, C., Ramanau, R., Cross, S., Healing, G. (2010), Net generation or Digital Natives: Is there a distinct new generation entering university? Computers & Education 54, p. 722–732. doi:10.1016/j.compedu.2009.09.022

12. Kaluza, R. (2013), A Few Tips on Targeting Generation Z, Available at http://www.brandingmagazine.com/ 2013/08/29/tips-on-targeting-generation-z/.
13. Kanchanapibul, M., Lacka, E., Wang, X., Kai Chan, H. (2014), An empirical investigation of green purchase behav-iour among the young generation, Journal of Cleaner Production 66, p. 528 – 536. doi:10.1016/j.jclepro.2013.10.062

14. Lee, C-Y., Jen Der Pan, P., Liao, C-J., et al. (2013), E-character education among digital natives: Focusing on char-acter exemplars, Computers & Education 67, p. 58–68. doi:10.1016/j.compedu.2013.02.020
15. Madden, C. (2013), Generation-Z-Defined-Global-Visual-Digital, Available at http://clairemadden.com/wp-content/uploads/2013/07/Generation-Z-Defined-Global-Visual-Digital_McCrindle-Research-2013.pdf.
16. McCrindle, M. (2013), 7-Trends-of-2013, Available at http://mccrindle.com.au/resources/7-Trends-of-2013_McCrindle-Research.pdf.

17. Prensky, M. (2001), Digital Natives, Digital Immigrants, On the Horizon, MCB University Press, 9(5), October 2001. http://dx.doi.org/10.1108/10748120110424816
18. Prensky, M. (2001), Digital Natives, Digital Immigrants, Part II: Do They Really Think Differently?, On the Horizon, NCB University Press, 9(6), December 2001. http://dx.doi.org/10.1108/10748120110424843

19. Singh, S. (2013), Generation Z: Rules to reach the multinational consumer, Available at http://www.sapient.com/content/dam/sapient/sapientnitro/pdfs/insights/TR1_GenZ.pdf.
20. Spire Research&Consulting (2010), Generation Y and Z. Is marketing to the young all about technology?, Available at http://www.spireresearch.com/wp-content/uploads/2012/02/spire-e-journal-q4- 2010-marketing-to-generation-y-and-z.pdf.

21. Székely, L., Nagy, Á. (2011), Online youth work and eYouth – A guide to the world of the digital natives, Children and Youth Services Review 33, p. 2186–2197. doi:10.1016/j.childyouth.2011.07.002
22. Teo, T., (2013). ‘Digital nativity’: a definitional framework. World Journal on Educational Technology, 5(3), p. 389-394.

23. Thompson, P. (2013), The digital natives as learners: Technology use patterns and approaches to learning, Com-puters & Education 65, p.12–33. doi:10.1016/j.compedu.2012.12.022
24. Tkalac Vercic, A., Vercic, D. (2013), Digital natives and social media, Public Relations Review 39, p. 600– 602. doi:10.1016/j.pubrev.2013.08.008

25. The Face of GenZ (2012), NC State University, Institute for Emerging Issues, Available at http://iei.ncsu.edu/wp-content/uploads/2013/01/ForumPaperFinal_2_2-4.pdf.
26. Tulgan, B. (2013), Meet Generation Z: The second generation within the giant “Millennial” cohort, Available at http://rainmakerthinking.com/assets/uploads/2013/10/Gen-Z-Whitepaper.pdf.
27. Wood, S. (2013), Generation Z as Consumers: Trends and Innovation, Available at http://iei.ncsu.edu/wpcontent/
28. http://www.brandingmagazine.com.
29. http://www.csrmedia.ro.
30. http://www.forbes.com.
31. http://generationz.com.au.
32. http://iei.ncsu.edu.
33. http://mashable.com/2011/04/08/marketing-generation-z/.
34. http://www.smark.ro.


  • pdf 171_1
    File size: 785 kB Downloads: 266