Consumer Behavior of Gen Y and Gen Z During the COVID-19 Pandemic Key words: Millennials (Gen Y), Gen Z, behavior, brands, product, digital. COVID-19 pandemic crisis management: a non-medical approach: second international thematic proceedings info:eu-repo/semantics/conferenceProceedings Mamula Nikolić, Tatjana Delić, Teodora Perić, Nenad 2022 application/pdf 919518 bytes https://unilib.phaidrabg.rs/o:2045 cobiss:74084873 All rights reserved Abstract: The paper focuses on different aspect of consumer behavior of Gen Y and Gen Z during the COVID-19 pandemic and also on how this pandemic will influence further behavior both regarding consumers and companies. All indicators so far show that in the coming period, there will be a turnaround in consumer behavior, with new opportunities for businesses (e.g. contactless economy, teleworking, ecommerce and renovated logistics). As a must, marketing activities adapt to the needs and lifestyle of the new generation. Marketing tools that require from companies themselves to have a disruptive way of thinking in order to efficiently and effectively approach new generations are the result of considering and analyzing how the new generations consume products and media. As they themselves grew up in the digital and visual age they expect different forms of marketing. Some of the best ways for companies to follow theese needs is creating authentic messages and live content, livestreaming, personalization of content, cooperation with influencers, constant innovation and co-creations. eng