Contemporary Consumption, Consumers and Marketing: Cases from Generations Y and Z

by Brendan Canavan

Overview

Contemporary Consumption, Consumers and Marketing: Cases from Generations Y and Z explores current consumer, consumption and marketing cases and issues, posing questions that complement, extend and challenge established marketing theory while keeping in mind megatrends such as climate crisis, economic inequality and digital connectivity. It also considers how such major changes affect consumer societies, cultures and individuals, especially those from Generations Y and Z.

Each chapter is built around a theme that encapsulates current theoretical and professional debates around consumption, consumers and marketing. Examples and up-to-date case studies throughout the book explore how brands are adapting to current circumstances across Generations X, Y and Z and investigate the state of marketing at a time of flux.

This book is essential reading for undergraduates, postgraduates and practitioners interested in marketing and consumer behaviour.

Product Details

ISBN-13:	9780367820947
Publisher:	Taylor & Francis
Publication date:	12/29/2020
Pages:	174
Product dimensions:	6.88(w) x 9.69(h) x (d)

About the Author

Brendan Canavan is Senior Lecturer in Marketing at University of Huddersfield, UK.

Table of Contents

Illustrations vii

Preface ix

1 Relevance: connecting with consumers - generations Y and Z inspired by K-pop 1

2 Reconstruction: ideological consumer engagement - vegan extremism and BrewDog revolution 22

3 Reassurance: consumer nostalgia and never growing up - Otaku, Pokémon, Lego and Hikikomori 36

4 Reinvention: evolving consumer identities - observing RuPaul's drag race fans and reading Taylor Swift's lyrics 54

5 Reputation: building and breaking brands offline and online - Halo Top, Angelababy and Fan Bingbing 68

6 Refraction: alternative realities and marketing fairy tales - myths around dropshipping, meerkats and backpackers 83

7 Renown: consumers at the centre of attention - tourists as celebrities and narcissism normalisation 99

8 Rebalancing: producing as well as consuming - the success of home-made spread versus the failure of Juicero 113

9 Re-evaluating: marketing amidst shit life syndrome - Oxycontin and iron challenges 128

10 Reviving: bringing marketing back - inspired by sex toys, slave-free sugar and Marks & Spencer 142

Index 157