The role of advertising in the transformation of consumer preferences of representatives of different generations

The article discusses the features of consumer preferences of representatives of different generations in order to introduce effective types of advertising for each generation. The age structure of the country's population is represented by the following generations: the baby boomer generation, generations X, Y and Z. The representatives of generation Z have a higher level of digital skills compared to representatives of other generations. Therefore, certain types of advertising are not relevant enough.