THE SHOCK Z
Generation Z, digital natives, connected generation, there is no shortage of names to describe these young people born between 1995 and 2014, who intrigue and shake up the codes. Influential, rebellious, hyperactive on social networks, Generation Z intends to break free from certain conventions, including in luxury. Brands are worried: an Ifop study reveals that the number one concern of luxury brands is the lack of appetite among young people for this sector.
To address this major concern, the authors, specialists in younger generations and luxury, offer a concrete analysis of this generation Z. As a counterpoint, the book also gives voice to ten young people who each decipher a consumer insight, that is to say a structuring element of their behavior.
Authors: Éric Briones & Nicolas André
Publisher: Dunod, 2020
Weight: 439g
Dimensions: 17 x 24 cm