Abstract
Young people are a heterogeneous public, characterized by a lack of patience and attention, eager to learn more about things but without reaching a level of depth, always connected and always running, hungry for goods, but lacking money. The young are also the most desirable audience for brands, in terms of long-term loyalty but also the most difficult to deal with and to be convinced. Thus, the present study aims to define the characteristics of the generation Z that includes people born between the mid1990s and 2010, in comparison with its previous generations: Baby Boomers, X, Y and some proposals on how brands might make themselves useful for this audience.
Highlights
We generally may define Generation Z as the generation born between the second half of the 90's and 2010
Power sales will increase for those brands that understand that only significant constant is the art of digital product storytelling
The young generation Z uses mobile to view digital content so that brand strategy should meet the requirements for smartphones and tablets
Summary
Taxation is an attractive research topic, since real life challenges associated with collecting taxes are related to analytical concerns of scientists. Taxes are a category of public revenues which differ from the other forms of financing. A tax system should provide optimum performance for individual initiative in a market economy, and to take into account the psychological attitudes of citizens. How the tax system of a country combines the principles of taxation, choosing one way or another in solving many complicated and conflicting situations, reflects political, economic and social priorities. The issue of optimum tax was the subject of intensive debate, it currently remains a vague concept. Economists around the world have expressed interest in establishing a threshold for optimal tax burden in order to develop decision. The trend of increasing fiscal pressure and exceeding the limits set by theory, have endangered
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