Changing Generations, Changing Consumers and Transformation of Advertising Narrative

Abstract

Socio-economic, political, and socio-cultural changes that occur in specific periods over the years cause changes in social dynamics and social transformations. Generations, who are living in the same historical period and are expected to have similar consumption and lifestyle habits, are now a reference point for the companies and brands to correctly identify target consumers and choose the right communication tools. At this point, the changing technology has influenced the social structure, people and the way companies do business. Besides, the development and diversification of the means of communication by the influence of the internet technologies have caused the differentiation of the consumption behaviors and changed the connections and the ways of reaching the information. In the frame of these changes, the primary purpose is to examine consumption habits in the context of changing lifestyles and priorities of people with the effect of social transformations, as well as to explain the transformation of these changes regarding businesses, brands and communication tools.