The paper analyses behaviour of Generation Z (GenZ) in the region of Balkans (Serbia, Croatia and Republika Srpska). It presents the survey that was conducted among young people of age between 12 and 25, during December 2019 and January 2020. Total of 523 persons participated: 309 respondents from Serbia, 102 from Croatia and 112 from Republika Srpska. The analyzed topics were: Generation Z and communication, the role of Internet in life of Generation Z, attitudes of GenZ towards shopping and consumption habits. Besides many similarities of the results between global surveys and this one aiming region of Balkans, some specifics of the region were found and analyzed. The aim of the paper was to present insights that can help researcher (preferably in the field of marketing) to better understand the behavior of GenZ. The conclusion provides an analysis-comparison of similarities and differences of Generation Z in the Balkans comparing to global experiences.

The purpose of this paper isto identify the scope of Generation Z's participation in the process of collaboration with brands in Serbia and to study the potentials in the future. Collaboration between Generation Z (GenZ) and brands in the digital world and intensive era of social media marketing has two roles: GenZ as co-creators and influencers. The aim of the research isto measure statistically significant differences in the answers of the respondents in relation to the examined opinions, needs, attitudes and intentions of the members of GenZ regarding the process of collaboration (co-creators and influencers). In January & February 2021 the research was conducted with 303 respondents of GenZ in the online survey. The results show that almost 70% of members of GenZ believe that organizations should more often organize activities in which consumers participate. By involving GenZ in the process of collaboration with brand, product and service development, receiving regular feedback from them and engaging influencers, marketing and brand managers could work on creating unique solutions, added values and personalized experience. Serbian marketing and brand managers, working to strengthen the customer centricity approach, could apply research results, insights and recommendations to design more effective and efficient collaboration for their brands together with GenZ.

The paper deals with the value-based segmentation conducted on Millennials generation in Serbia. It presents the research findings of the five segments of the Serbian Millennials according to their values and life style. The subject of defining the set of segments was processed by conducting a cluster and factor analysis on the representative national sample of Millennials in Serbia. Once the cluster analysis discovered the segments, the next step was to understand the essence of the clusters or segments. The sample is consisted of 1000 respondents, reflecting the population structure of the Serbian generation Y according to gender, age, region and type of settlement (urban / rural). The analysis showed some quite interesting and in some parts contradictory results. The results of this survey are relevant for sociologists, strategists, communications professionals and managers who are interested in this generation of voters, consumers, employees, leaders and entrepreneurs.