Browsing by Subject "Millennials"
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Item Restricted A Qualitative Investigation of Needs Amongst Millennials and Generation Z Within the Social Media Marketing Industry : Lessons for Leadership(2023) Celina von Eshen; Hynes, Jennifer; Villegas, Erick Behar; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: The modern business arena is facing a myriad of challenges, prominently the retention of skilled employees amidst the ongoing "war of talent," with a significant percentage of the workforce experiencing job burnout and actively seeking new employment opportunities. The integration of Generation Z alongside Millennials represents a notable shift in the professional landscape, each bringing unique traits and motivations to the table, especially within the burgeoning domain of Social Media Marketing. This study aims to unravel the contrasting or aligning needs for power and achievement between these generations and elucidate the implications for leadership within the Social Media Marketing industry. Through a qualitative approach, employing a deductive thematic analysis, the investigation endeavors to answer three core questions concerning the significance of achievement and power to these generations and how leaders can support and meet their distinct needs. By comprehending and addressing the generational needs, organizations can foster a conducive work environment promoting collaboration, comprehension, and positive inter-generational relations, thus contributing to enhanced employee satisfaction, motivation, and reduced burnout, which are quintessential for gaining a competitive edge in today's dynamic business environment. Keywords: Generation Z, Millennials, Social Media Marketing, Employee Retention, Job Burnout, Leadership, Achievement, Power, Deductive Thematic Analysis, Inter-generational CollaborationItem Restricted The Wine Label of the Future : How Can Visual Communication Aid the Wine Industry in Targeting the Next Generation of Wine Consumers?(2023) Katharina Virag Csali; Thoma, Sascha; Wittner, Ben; Faculty of Architecture and Design; Berlin International University of Applied SciencesAUTHOR-SUPPLIED ABSTRACT: Abstract: This thesis explores the declining interest in wine among Gen Z and Millennials and examines how packaging design can make a difference in targeting these generations. Specifically, it analyses consumer behavior and tendencies of Gen Z. This helps to determine how visual language in packaging design can improve product perception for this consumer segment. It aims to cast light on the relationship between graphic design and wine marketing to examine how creative packaging motivates consumers to make purchase decisions. This helps to determine how visual language in packaging design can improve product perception and make wine more approachable. The findings in my thesis indicate that Gen Z is digitally savvy, socially conscious, and has a particular way of learning new information, which was crucial in order to determine the marketing strategy for future wine marketing. The study includes a BA project, in which augmented reality and motion graphics within label design and wine branding are explored