Generation Z in modern marketing and business

Abstract

The article examines the influence of Generation Z on marketing and economics. The study revealed key features of the generation's behavior and preferences, including an emphasis on digital technology, product individualization, environmental awareness, and the importance of brand social responsibility. It analyzes how these factors are transforming companies' marketing strategies and changing business models through the growth of e-commerce and digital sales. In conclusion, recommendations for business on adaptation to new conditions are proposed and prospects for a further research related to global economic processes are proposed