Bachelor thesis: how Google shapes Gen Z's buying behavior
Professional thesis of my Business Bachelor's (Excelia, 2023-2024): a diagnosis of Google, then two recommendations for reaching Generation Z.
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Context
This is the professional thesis of my Business Bachelor's, specializing in digital marketing and customer relations, at Excelia (class of 2023-2024). I wrote it during my apprenticeship at Google France. The question: how do Google and its advertising tools influence Generation Z's buying behavior?
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What I did
A first part of diagnosis. Internally: how Google's offer is segmented, how its revenue is split, what sets it apart. Externally: the market, a PESTEL analysis, the competition (Meta, Amazon, Microsoft), growth prospects and a SWOT matrix.
A second part of recommendations, after framing Generation Z (1997-2012): make better use of user-generated content, and align campaigns with this generation's values.
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What came out of it
In 2023, advertising brought in 225.3 billion dollars, 81.6% of Google's revenue, and its search engine holds over 91% of the market. On the Gen Z side, more than 61% prefer user-generated content to other content, and 83% want brands to take a stand on social issues (sources cited in the thesis).
My two recommendations follow from this: give real users' content more room in campaigns, and align ads with this generation's values, with transparency and authenticity. It is the first of my three theses.