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

L.S. Nabokova, E. A. Nozdrenko, E. V. Mylnikova, O. N. Ratueva, S. V. Kostylev

Abstract

Background: 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issue of establishing and managing consumer preferences on the part of marketing technologies in our opinion is going out of date to a certain degree.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. Methods: Basic principles of dialectical logic were applied as a theoretical and methodological foundations of the research (ascent from the abstract to the concrete, the ratio of the empirical and theoretical, unity of the historical and logical). The analytics is based on the results of a sociological study conducted by its authors in the year 2015-2016. Results: Researched in this work are the issues in creating consumer consciousness in the near future. It goes on to analyze the behavioral trends and motivational factors of today’s Russian youth in the global world. A trend of information has been identified among the consciousness of the younger generation of consumers and contemporary communication channels have been defined for effective solutions in the marketing field. The topicality of the article is characterized by issues in creating a portrait for global society’s mass consumers. Conclusions: The conclusions are fairly representative for understanding the internal motivation of the younger generation in the process of creating their consumer culture. It has been shown that for the audience in question the Internet is an integral second environment of existence, where specific consumer preferences and personal motivation with an aim to achieve a pursued lifestyle are established. The identified younger generation’s intentions provide a way to create a portrait of the global consumer of the near future.

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DOI resolver: doi.org/10.5593/sgemsocial2017/15/S05.026

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