o:2045 Consumer Behavior of Gen Y and Gen Z During the COVID-19 Pandemic en 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. Key words: Millennials (Gen Y), Gen Z, behavior, brands, product, digital. 91552100 74084873 1552100 978-86-6102-025-4 2023-05-21T15:08:11.478Z 44 no 46 Tatjana Mamula Nikolić Fakultet za menadžment - Univerzitet Metropolitan 0000-0002-1217-8303 Teodora Delić Fakultet za menadžment - Univerzitet Metropolitan person Nenad Perić Institut za srpsku kulturu Priština – Leposavić person 0000-0002-8332-0805 application/pdf 919518 https://unilib.phaidrabg.rs/o:2045 no yes 1 70 92000004 71A06 COVID-19 pandemic crisis management: a non-medical approach: second international thematic proceedings 63 84 2022