SPECIFIC FEATURES OF ZООMER GENERATION'S ECONOMIC ACTIVITY

Abstract

Introduction. Currently, the economic activity of the Z-generation is expand-ing, while the economic activity of the younger members of the Baby Boomers and older Xers is decreasing as they retire. The specific historical period during which the Zoоmer generation's core values were formed, as well as the processes of globalization and digitalization, have left their mark on their economic behavior in various markets, often characterized by unique fea-tures. This necessitates considering this diversity when engaging with the Z-generation in all types of markets. Materials and methods. The theoretical and methodological basis of this study was provided by the works of Russian and foreign authors who focus on the theory of genera-tions, particularly on the specific features of the economic behavior of the Zoоmer generation. Research results. The article examines the specific values of the Zoоmer generation, which de-termine their behavior in the areas of consumption of goods and services, savings, and invest-ments. A theoretical model of Zoоmer economic activity has been developed, which can be used, in particular, in the development of strategies for promoting goods, services, and financial assets of companies for this category of customers. Discussion and conclusion. A comparative analysis of the economic activity of representatives of different generational groups allows us to identify the unique specifics of the economic behavior of Zoоmers, in particular, due to their innate digital literacy. Nevertheless, the possibilities of intergenerational interaction in various markets will allow representatives of different generations to become more effectively involved in socio-economic processes in conditions of instability and variability of external environment.