Resumen

PARIS, José Antonio. LA MUERTE DE LAS MARCAS EN MANOS DE LOS NATIVOS DIGITALES. Cienc. adm. [online]. 2021, n.18, pp.53-62. ISSN 0009-6784.  http://dx.doi.org/https://doi.org/10.24215/23143738e085.

At the end of the 1990s, a new generation of consumers appeared on the market: the digital natives, also called “the 'Z' generation”. This generation is particularly different from the previous ones because they did not have to immigrate to the digital world like the earlier generations of baby boomers, the ‘X’ generation and the ‘Y’ generation. The 'Z' generation was born in a fully digitized world, with mobile phones with countless applications and flooded by the Internet. This technological environment has decisively impacted the characteristics of these young people's personality, conduct, and behaviour. Today, they detect particular characteristics that make them really different: suspicious, challenging, pragmatic and self-taught; these are some of the aspects that govern their worldview.

This article focuses on this not-yet-well-known generation, but whose actions can put companies and their already weakened and battered brands in check. It is highly possible that, if organizations fail to discover how to give value with their corporate brands to these new consumers, these brands will have their days numbered.

Palabras clave : generation Z; brands; digital natives.

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