Influenza delle attuali tendenze sociali nelle generazioni Z e Millennials sulle strategie di marketing nel settore alimentare e delle bevande

The food and beverage sector has a great economic importance and it is highly influenced by the differences in cultures; currently, this industry is also heavily affected by the climate change emergency. Current social trends and the growing awareness of the environmental threats are pushing food and beverage companies, restaurants, and retailers to change marketing strategies and practices in order to better respond to shifts in the needs and preferences of the biggest customer segment: Generation Z and Millennials This dissertation analyses how the growing awareness and anxiety about climate change that we observe in Generation Z and Millennials, combined with both generations' tendency to switch fast between brands, their characteristic individualism, digital connectedness and appeal for health and wellness, are causing the food and beverage industry to change its products and marketing practices. Generation Z and Millennials both rely heavily on digital marketing (social media influencers and advertisements by brands) when making their brand choices. In fact, for both Gen. Y and Gen. Z, social media marketing is considered the most critical component of digital marketing in the recent years. Moreover, both generations tend to easily switch between brands based on prices, but also on brand transparency and sustainability. Generation Z is considered a diverse, world-wide connected and trendsetting group that organises globally on causes related to climate, social justice and health. They are inclined to make many of their food choices based on their value systems, which are more and more oriented towards ethically and sustainably made products, often plant-based or vegetarian as these are seen as climate-friendly and ethical. Furthermore, they are considered the generation that does the most thorough research before choosing a brand or company to purchase from.