The Opportunities for reaching Generation Z in Self-Care


  • Menyhért József Miskolci Egyetem
  • Török Zsuzsanna Miskolci Egyetem
  • Süveges Gábor Miskolci Egyetem



pension, pension funds, PAYGO, social media, generation Z


The issue of pensions will be a severe problem in the coming decades, so it is essential to communicate, reach and prepare the impacted demographic, and reaching young individuals is also social imperative. The aim is to ensure that for young people, aged 18-25, saving for retirement is not only a medium- to the long-term plan but also a short-term one. The study is divided into two central logical units. In the first unit, several research methods were used, both secondary and primary, to gain an in-depth understanding of the topic at the centre of the research and, in addition, the thinking and behaviour of the population concerned, which was chosen as the population of interest for the research. The second part of the study used these research findings to develop a  buyer persona, the perfect representative of the target group, and a complex marketing plan to address this target segment.