Generation Z as a Target Audience of Modern and Future Media - Actual Challenges for Business
The fear that the younger generation Z does not watch TV and ignores other habitual media is seriously exaggerated. At least, this is evidenced by current studies of media consumption of generations. The main challenge for local and global brands will not be the lack of points of contact with representatives of the new generation, but the ability to make a personal offer for their customers to be personally useful to them, thereby winning their loyalty. The uniqueness of each consumer will become a global driver for the development of products and services, pushing marketing towards more differentiated segmentation, but also towards greater customization and collaboration of brands from a wide variety of markets and trends.