Contemporary Consumption, Consumers and Marketing: Cases from Generations Y and Z explores current consumer, consumption and marketing cases and issues, posing questions that complement, extend and challenge established marketing theory while keeping in mind megatrends such as climate crisis, economic inequality and digital connectivity. It also considers how such major changes affect consumer societies, cultures, and individuals, especially those from gens Y and Z. Each chapter is built around a theme that encapsulates current theoretical and professional debates around consumption, consumers and marketing. Examples and up to date case studies throughout the book explore how brands are adapting to current circumstances across Generations X, Y and Z and investigate the state of marketing at a time of flux. This book is essential reading for undergraduate, post graduate and practitioners interested in marketing and consumer behavior.