Generation Z: forecasts of credit behavior due to the characteristics of the characteristics (on the example of the city of Yaroslavl)

Abstract

The set of credit goods and services is changing to meet the demand of users, however, if there is enough information about generation X and Y — the parents of modern «zoomers» («zoomers» are representatives of generation Z) and they have already shown their credit behavior, then generation Z is new customers of banks and there are no exact characteristics of their credit behavior yet. The aim of the work was to study the behavior of generation Z, in accordance with the theory of U. Strauss and N. Howe, in order to make a forecast of zoomer's credit behavior based on the information received. At the first stage of the study, information about the behavior of generation Z in different spheres of their lives was collected and analyzed, as well as the conditions of the surrounding reality in which they live, and how it affects them. The article reveals that generation Z was born in a relatively quiet period, they grew up simultaneously with the active development of technology and the Internet, so since childhood, speed in everything is important for them. Representatives of the generation like a creative approach to the presentation of information, do not like physical labor and are ready to work remotely or as freelancers. The author of the article separately noted that at a young age, the «zoomers» witnessed global changes in the world: coronavirus, exams in online format, a special military operation, partial mobilization, which affected their expectations of the world. Representatives of Z are ready to raise the global problems of the planet for discussion and present solutions to these problems. In order to determine the attitude of «zoomers» to loans and identify their values, at the second stage of the study, a survey of representatives of generation Z «Credit behavior of Yaroslavl residents» was conducted (August — September 2023). Yaroslavl, the sample is spontaneous (N = 570), the age of respondents is from 17 to 22 years, of which 47 % are men and 53 % are women. Among the respondents, 87 % receive higher education, 5 % receive secondary vocational education, 8 % receive secondary general education. Method of collecting information: oral survey and on-line questionnaire. As a result of the study of the generation of «zoomers», the author of the article revealed that education will be important for them in order to keep up with the realities of the time and possess key, in-demand competencies. Generation Z is ready to take out a loan on a smartphone to always stay in touch with the outside world. A personal car, as the third purchase in the popularity rating of «zoomers», must necessarily reflect their individuality and be eco-friendly. This generation will open up new approaches to the consumption of goods, the attitude to the disposal of funds and their accumulation.