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Rezumat

I am connecting, therefore I am!

In my paper, I would like to cast light upon the fact that the Z-generation’s consumer and purchasing habit entirely differ from that of the other generations. In consequence, firms must contact them in another way, must utilize other communicational channels. Young people are constantly online, they get used with contents consumption, with those wanted by them and not supplied. This must be admitted by the companies competing for the members of the Z-generation that the generality of young people cannot be reached through ordinary ATL components since television has no influence on them, they do not listen to the radio at all, the giant posters completely peel off. These members of this generation encounter advertisements during their childhood, and they build up a filter inside that will protect them from commercials, promiscuous deceptions. The previously used marketing tools do not generate the effect expected by marketing specialists. Certainly through the utilization of new channels, with proper messages success can be accomplished through Z-generation too. One of these channels is Snapchat, which is used in predilection by young people. Besides Snapchat, Facebook and Instagram are important as well. Choosing the proper channel is indispensable but also not enough. The messages and the Z-generation must be compatible. If necessary, commercials must use slang, expressions that are used only by them. Only those firms can be successful, which are getting to know Z-generation members and are taking into account the acquainted information.