TRANSFORMATION OF MARKETING APPROACHES IN THE CONTEXT OF GENERATIONAL DIFFERENTIATION OF CONSUMERS

Abstract

The article examines the transformation of marketing approaches in the context of generational differentiation of consumers under conditions of digitalization, media fragmentation, and increasing competition for audience attention. It is substantiated that modern marketing is undergoing profound changes driven not only by technological development but also by shifts in consumer behavior, trust formation mechanisms, and value perception. The study analyzes theoretical approaches to the evolution of marketing and contemporary concepts of consumer segmentation. It is established that traditional demographic segmentation is losing its effectiveness, giving way to behavioral, value-based, and psychographic approaches. It is argued that generations should not be treated as rigid categories but rather as an analytical framework for identifying differences in decision-making processes, sources of trust, and consumer preferences. The research identifies key behavioral characteristics of different generations. In particular, older generations are primarily oriented toward stability, functional value, and trusted sources of information; millennials focus on a combination of quality, convenience, and customer experience; while Generation Z demonstrates a strong orientation toward authenticity, social proof, personalization, and the integration of brands into their personal identity. These differences necessitate a transformation of marketing strategies and a shift from one-way communication to participatory and co-creation models. Special attention is given to the role of the digital environment, social platforms, influencers, and user-generated content in shaping a new architecture of trust. It is determined that modern marketing operates as a system of interactions within digital ecosystems, where the brand is no longer the sole source of information but part of a broader communication network. The study also explores the impact of artificial intelligence technologies on consumer decision-making, particularly their role in personalization and decision support. Based on the findings, the necessity of developing adaptive marketing strategies is substantiated. Such strategies should combine a stable brand value core with flexible adaptation of communication tools to the characteristics of different generations. The practical significance of the study lies in the possibility of applying these approaches to enhance marketing effectiveness through a deeper understanding of consumer behavior and trust formation in the digital environment.