Konsumenci pokolenia Y – nowe wyzwanie dla komunikacji marketingowej
The Y Generation Consumers – a New Challenge for Marketing Communication

Summary/Abstract: The purpose of this article is to show the changes that have taken place in consumer behaviour in the 21st century – based on the example of Generation Y market segment – and the need of marketing communication activities adaptation. The analysis of the literature has shown that Generation Y is the first generation that spend their entire lives in the so-called digital environment. This is a challenge for people involved in marketing, inclusive of marketing communication, because, unlike previous generations, Generation Y is not under the influence of traditional media. The practical implications of this research should point to the necessity of using digital media in marketing communication efforts, which increases the effectiveness in reaching out to the consumers from the Y generation. Among the social implications there should be pointed out, among others, the development of social media and their role in the information process which supports decision-making processes of the purchase. The article falls under the category of review of the literature devoted to the Generation Y consumers and presents the concept of changing the activities within the marketing communication, taking into account the specificity of the tested generation.

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