CONSUMER CONSCIOUSNESS OF GLOBAL SOCIETY: THE INTENTIONS OF THE YOUNGER GENERATION

Abstract

Intensive, gradual world economic globalization processes are giving rise to ever more stringent objective factors for the successful functioning of all the structural systems of the international market including the locus of the formation of consumer demand. From this angle, the issue of establishing and managing consumer preferences on the part of marketing technologies in our opinion is going out of date to a certain degree. The primary consumer consciousness development vectors of the Y generation and especially the Z generation have already been distinctly established for the next decade. In accordance with these reference points, marketing efforts are ever more actively migrating to the indoor and online environment.