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Study of Gen Y & Z

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Study of Gen Y & Z
Project Question
Study Gen Y and Z as a culture on the whole. Using theories that you have studied this semester explore and study the generation. Discuss their culture, their passion, their likes and dislikes. Include your observation on Cross Cultural issues that are related to it and how this affects the field of Advertising and Marketing Communications (with them as your target audience). Discuss also the effects of Globalization and the effects it has on the generation. Pay particular interest to the areas of MarCom and what the future could be like.

Table of Content 1. Project Question……………………….………………..…………………………………pg.1 2. Table of Content……………………………….…………………..………………………pg.2 3. Introduction………………………………………………………..………………………..pg.3 4. Gen Y – 1980(Millennial Generation)………………..…………….…………….pg.3 5. Traits of Gen Y……………………………………………………………………….pg.3-pg.4 6. Influences of Gen Y………………………………………………………………………..pg.4 7. Ethics value of Gen Y……………………………………………………………………..pg.5 8. Hofstede’s Dimensions of Culture ………………………………………...pg.5-pg.6 9. Gen Z – After 1995(Internet Generation)……………………………………….pg.7 10. Traits of Gen Z……………………………………………………………………....pg.7-pg.8 11. Influences of Gen Z………………………………………………………………………..pg.8 12. Ethic Values of Gen Z……………………………………………………………………..pg.8 13. Communications to Gen Y and Gen Z……………………………………………..pg.9 14. Culture from Gen Y (Game Culture)………………………….………..pg.10-pg.11 15. Globalization and Effects………………………………….…………..…..pg.11-pg.12 16. Future Marketing…………………………………………………………………………pg.13 17. Future of Gen Y and Gen Z…………………………………………………………..pg.13

Introduction
Our modern society is mainly dominating by Gen Z and Gen Y. They are the most important group of people that play as the foundation in the society. They are the trendsetter that leads and influence the society. In this report, I will explain aspects about these two generations and their influences to the marketing field.

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