"Z-owning" and "Z-consumption" in the conditions of movement from shareholder to stakeholder capitalism: values as the basis of self-identification

Abstract

The article analyses the specifics of consumption and the relationship to the institution of ownership of representatives of Gen Zers, which made it possible to propose the introduction of the categories "Z-consumption" and "Z-owning" into scientific circulation. Z-consumption" is considered as a process in which individual consumption acts as a means of social integration in the digital space: by consuming an individual creates both a material and a digital basis for social interaction, the formation of social networks, formal and informal groups. Meeting the needs of Gen Zers occurs through ad hoc collaboration instead of ongoing interaction. The growth of responsible consumption is driven by three interrelated processes: changing habits and lifestyles; an increase in the number of companies that not only change their products and improve their processes, but also form additional requirements when working with their suppliers; transformation of the global competitive environment. Z-owning is characterized by the transition from the concept of ownership to the concept of use, which leads to the spread of the sharing economy, which precedes the formation of stakeholder capitalism.