Fenómenos de consumo y cambios generacionales: los millenials y la generación Z

Abstract

This book is the result of research into the understanding of various consumer phenomena and emerging generational changes, by the Consumption and Markets research groups of the Marketing Faculty of the Universidad Santo Tomás, the GEMA research group of the Universidad Agustiniana (Uniagustiniana) and the Benemérita Universidad Autónoma de Puebla (BUAP) in Mexico. In this respect, it is important to point out that the research in question, starting from the understanding of consumer phenomena as an undeniable expression of the societies of these times, sees in the overwhelming growth of consumption, the symbolic resignifications of the functional value that the products previously had, mediated by the presence of sophisticated communication technologies, which have served as a basis for advertising, brands and the seductive offers of the market, to become more and more mass-produced and to seek to emulate them, favouring consumerist hyper-individuality, from which the generational gaps between millennials and centennials become evident with the supremacy of desire, money and the pleasures that consumption grants in its different manifestations, making intergenerational understanding more complex as far as family habits and customs are concerned, as well as the weakened emotional bond established with people, but not with brands, social networks, commercial and personal relationships online.