Talkin' 'bout my Generation
(2021) INTM01 20211Innovation Engineering
- Abstract
- The retail industry is currently undergoing major changes, driven primarily by technological development and changing consumer behaviour. It has been shown that the behaviour of young people increasingly influences the attitudes and actions of older generations. This suggests that the new generation of young adults, Generation Z, may greatly influence the development of the retail industry. Based on this background, the purpose of this thesis is to provide a basis of discussion for retailers, through which they can achieve mental preparedness for plausible futures and prepare for uncertainties regarding Generation Z’s attitudes towards the use of consumer technology in 2030.
This thesis used an exploratory, flexible, abductive, and... (More) - The retail industry is currently undergoing major changes, driven primarily by technological development and changing consumer behaviour. It has been shown that the behaviour of young people increasingly influences the attitudes and actions of older generations. This suggests that the new generation of young adults, Generation Z, may greatly influence the development of the retail industry. Based on this background, the purpose of this thesis is to provide a basis of discussion for retailers, through which they can achieve mental preparedness for plausible futures and prepare for uncertainties regarding Generation Z’s attitudes towards the use of consumer technology in 2030.
This thesis used an exploratory, flexible, abductive, and qualitative approach to investigate this subject through a future study. A triangulation methodology was used, consisting of a literature review, in-depth interviews, a survey, and a brainstorm session.
The study found two major uncertainties regarding Generation Z’s use of consumer technology in 2030: to what extent Generation Z are going to protect their personal data and to what extent they will embrace a life lived increasingly online. Elaborating on these uncertainties, four scenarios were created. The first scenario was based on the idea that Generation Z would protect their data. The second scenario, opposing the first one, was based on the premise that Generation Z would freely share their data with companies. The third scenario elaborated on the idea that Generation Z would fully embrace a life lived online. The fourth and final scenario, opposing the third one, is based on the idea that Generation Z would instead value experiencing the ‘real’ world. Based on these four scenarios, several implications for the retail sector were identified. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9053095
- author
- Dimberg, Lovisa LU and Frisk, Emelie
- supervisor
- organization
- course
- INTM01 20211
- year
- 2021
- type
- H2 - Master's Degree (Two Years)
- subject
- language
- English
- id
- 9053095
- date added to LUP
- 2021-06-11 12:57:56
- date last changed
- 2021-06-11 12:57:56
@misc{9053095,
abstract = {{The retail industry is currently undergoing major changes, driven primarily by technological development and changing consumer behaviour. It has been shown that the behaviour of young people increasingly influences the attitudes and actions of older generations. This suggests that the new generation of young adults, Generation Z, may greatly influence the development of the retail industry. Based on this background, the purpose of this thesis is to provide a basis of discussion for retailers, through which they can achieve mental preparedness for plausible futures and prepare for uncertainties regarding Generation Z’s attitudes towards the use of consumer technology in 2030.
This thesis used an exploratory, flexible, abductive, and qualitative approach to investigate this subject through a future study. A triangulation methodology was used, consisting of a literature review, in-depth interviews, a survey, and a brainstorm session.
The study found two major uncertainties regarding Generation Z’s use of consumer technology in 2030: to what extent Generation Z are going to protect their personal data and to what extent they will embrace a life lived increasingly online. Elaborating on these uncertainties, four scenarios were created. The first scenario was based on the idea that Generation Z would protect their data. The second scenario, opposing the first one, was based on the premise that Generation Z would freely share their data with companies. The third scenario elaborated on the idea that Generation Z would fully embrace a life lived online. The fourth and final scenario, opposing the third one, is based on the idea that Generation Z would instead value experiencing the ‘real’ world. Based on these four scenarios, several implications for the retail sector were identified.}},
author = {{Dimberg, Lovisa and Frisk, Emelie}},
language = {{eng}},
note = {{Student Paper}},
title = {{Talkin' 'bout my Generation}},
year = {{2021}},
}