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The article examines the features of consumer behavior of Generation Z, the largest consumer group in the world today. The authors highlight the ability and willingness to purchase goods and services online as the main trends in changing consumer behavior, while the main means of getting information, choosing a product (service), and paying for a purchase today are smartphones and tablets actively used by representatives of Generation Z. Generation Z has been determined to be digital consumers boldly shopping online. They stay online most of their time (working online, studying online, social media from 3 to 6 hours a day, watching movies and entertainment content online, etc.) and before purchasing anything, Generation Z expects to access to and evaluate information, reads reviews, and conducts its research. Generation Z looks forward to co-creation with brands, participation in teams, and collaboration with managers; it expects innovation from their employers, leaders, and brands. Due to this digital literate consumption, it makes highly informed, more pragmatic, and analytical decisions than representatives of previous generations. The article also shows that social networks are becoming the main channel for delivering advertising information to a young audience with a focus on visual content (video, infographics) and the shortest formats possible: Generation Z consumes information fragmentarily, as they use several devices simultaneously.

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The problem of economic growth has always been central to the discussions not only of professional economists, but also of politicians and public figures. This issue is of particular urgency for Russia in the period of geopolitical turbulence, which is strengthened by the tendencies of protectionism in international trade. In addition, there is a different dynamics of economic growth, its quality, both in the sectoral and regional sections. In this regard, the analysis of the influence of the main factors contributing to economic growth, qualitative change in the structure of gross domestic product (GDP), gross regional product (GRP), has a significant applied value. Priorities of innovative quality of growth that require large-scale investments are stated in Strategy-2020 and in “Strategy of Social and Economic Development of the Republic of Tatarstan until 2030”.Without assessing the role of the investment resource, it is impossible to determine the strategies for the country's social and economic development, to develop and implement general state, sectoral and regional programs. One approach that makes it possible to quantify the degree of influence of such key factors of economic growth as investments and incomes of the population, including the average monthly wage, is based on the use of econometric models and economic interpretation of the coefficients of the models obtained