1st Edition

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

By Brendan Canavan Copyright 2021
    174 Pages 12 B/W Illustrations
    by Routledge

    174 Pages 12 B/W Illustrations
    by Routledge

    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.

    1. Relevance: Connecting with Consumers: Generation Y and Z Inspired by K-Pop

    2. Reconstruction: Ideological Consumer Engagement: Vegan Extremism and BrewDog Revolution

    3. Reassurance: Consumer Nostalgia and Never Growing Up: Otaku, Pokémon, Lego and Hikikomori

    4. Reinvention: Evolving Consumer Identities: Observing RuPaul’s Drag Race Fans and Reading Taylor Swift’s Lyrics

    5. Reputation: Building and Breaking Brands Off and Online: Halo Top, Angelababy and Fan BingBing

    6. Refraction: Alternative Realities and Marketing Fairy Tales: Myths around Dropshipping, Meerkats and Backpackers

    7. Renown: Consumers at the Centre of Attention: Tourists as Celebrities and Narcissism Normalisation

    8. Rebalancing: Producing as Well as Consuming: The Success of Homemade Spread Versus the Failure of Juicero

    9. Re-evaluating: Marketing amidst Shit Life Syndrome: OxyContin, and Iron Challenges

    10. Reviving: Bringing Marketing Back: Inspired by Sex Toys, Slave Free Sugar and Marks & Spencer


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