Millennials think differently about what it means to “own” something. This is why an ambivalence towards ownership is emerging, which is further feeding into the need for a sharing economy.

1. Membership Model

2. Rental Model

3. Delivery Model

According to Özkan and Solmaz's (2017) study, those born after 1995 spend more time using technology than previous generations. Generation Z, who rely heavily on their families for financial support, are expected to become active consumers in important marketplaces.

The Internet's and mobile devices' growth: Businesses and consumers are now constantly connected thanks to the widespread use of mobile devices and the internet. This makes it possible to personalize experiences in real-time according to the needs and context of the user.

The Emergence of Big Data: The capacity to gather, store, and examine enormous volumes of data, or "big data," has revolutionized many fields. Businesses can now collect data on user behavior, preferences, and demographics on a never-before-seen scale. The foundation for personalization efforts is provided by this data.

In addition to providing some psychosomatic and emotional comforts, social media use these days also serves to fortify friendship and family ties and meet other ancillary socializing needs, all of which contribute to the increased self-esteem of Generation Z. These social media platforms are giving the younger population of the world—especially those in developing countries—a way to easily learn about health and nutrition, spirituality, and societal issues while also promoting positive physical and mental well-being.

Although Gen Z places a high value on online connections and investments., sharing too much personal information online.

Consumers were more likely to make a purchase when they received personalized marketing messages that aligned with their preferences and needs.

Millennials

Gen X