Z kartos vertybinis portretas – vartotojiškos visuomenės atspindys

Abstract

The current article focuses on Z generation youth and the peculiarities of their values. The first part of the article addresses the essence of consumer society emphasizing such constituents as values and provisions, consumerist behaviour and personal identity. The second part presents the research results of 2016. In present times, we are consumers living in consumer society. A particular role is ascribed to Generation Z in consumer society (persons born after 1995). The accomplished research demonstrates that these youths are characterised by disorientation, apathy, flouncing between the acceptable and imposed values, whereas consumption becomes one of the key bases for individual lifestyle. According to the British sociologist A. Giddens, members of consumer society value individualism, yet they also appreciate group dependence, i.e. they seek to be like others. Consumer society has a unique culture that provides new experiences and pleasure. Our research reveals that although Generation Z displays features of consumer society, it is not homogeneous. Its provisions related to consumption are affected by values, capitals etc. The Polish sociologist Z. Baumann claims that not all people have everything to make their choices, i.e. not all people can become consumers. Keywords: generation Z, consumer society, consumerism, values, personal identity.