{"id":3197,"date":"2021-06-02T18:38:32","date_gmt":"2021-06-02T18:38:32","guid":{"rendered":"https:\/\/www.gidaperakendecileri.org\/?p=3197"},"modified":"2021-06-02T20:35:52","modified_gmt":"2021-06-02T20:35:52","slug":"covid-19la-5-kusak-hic-olmadigi-kadar-esit","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=3197","title":{"rendered":"Covid-19\u2019la 5 Ku\u015fak, Hi\u00e7 Olmad\u0131\u011f\u0131 Kadar E\u015fit"},"content":{"rendered":"\t\t
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KPMG\u2019nin b\u00fcy\u00fck k\u00fcresel t\u00fcketici ara\u015ft\u0131rmas\u0131 \u2018Ben, Hayat\u0131m, C\u00fczdan\u0131m\u2019, Covid-19\u2019un toplumlar\u0131n sosyal ve k\u00fclt\u00fcrel yap\u0131s\u0131n\u0131 nas\u0131l etkiledi\u011fini g\u00f6steriyor. Bu y\u0131lki ara\u015ft\u0131rmadan \u00e7\u0131kan en \u00e7arp\u0131c\u0131 sonu\u00e7lardan biri, toplumda \u015fu anda bir arada ya\u015fayan be\u015f ku\u015fa\u011f\u0131n baz\u0131 konularda e\u015fitlenmesi. \u00c7evre, iklim, ekonomi, sosyal adalet, teknolojiye uyum gibi de\u011ferler, Covid-19 sonras\u0131 t\u00fcm ku\u015faklar\u0131n hayat\u0131n\u0131n merkezi oldu. \u2018Ya\u015fl\u0131\u2019 diye tan\u0131mlanan 75 ya\u015f ve \u00fcst\u00fc, toplumun en gen\u00e7 kesimi olan Y ve Z ku\u015fa\u011f\u0131 ile pek \u00e7ok ortak noktay\u0131 payla\u015f\u0131yor. \u2018Ya\u015fl\u0131l\u0131\u011f\u0131\u2019 tan\u0131mlayan kriterler, Covid-19\u2019dan sonra \u00e7ok gerilerde kald\u0131<\/strong><\/span><\/h3>

KPMG\u2019nin 16 \u00fclkede 18 binden fazla kat\u0131l\u0131mc\u0131s\u0131yla ger\u00e7ekle\u015ftirdi\u011fi \u2018Ben, Hayat\u0131m, C\u00fczdan\u0131m\u2019 ara\u015ft\u0131rmas\u0131, Covid-19\u2019un nesillere etkisini inceliyor. Ara\u015ft\u0131rmaya g\u00f6re \u015fu anda toplumda bir arada ya\u015fayan \u2018sessiz ku\u015fak\u2019, \u2018baby boomer\u2019lar\u2019, \u2018X ku\u015fa\u011f\u0131\u2019, \u2018Y ku\u015fa\u011f\u0131\u2019 ve \u2018Z ku\u015fa\u011f\u0131\u2019 hi\u00e7 olmad\u0131\u011f\u0131 kadar ortak nokta payla\u015f\u0131yor. Nesillerin t\u00fcm\u00fc dijitalle\u015fme ve iklim konusunda y\u00fcksek fark\u0131ndal\u0131\u011fa sahip ve hepsi gelecekle ilgili benzer endi\u015feler i\u00e7inde. Bu sonu\u00e7, \u2018ya\u015fl\u0131l\u0131k\u2019 kavram\u0131n\u0131n yeniden tan\u0131mlanmas\u0131 ihtiyac\u0131na sebep oluyor. KPMG T\u00fcrkiye T\u00fcketici \u00dcr\u00fcnleri ve Perakende Sekt\u00f6r Lideri G\u00f6khan Ka\u00e7maz ara\u015ft\u0131rmadan \u00e7\u0131kan sonucu, \u201c\u00d6nceki y\u0131llarda ku\u015faklar aras\u0131nda belirgin tutum ve davran\u0131\u015f farkl\u0131l\u0131klar\u0131 vard\u0131. Ku\u015faklar\u0131n temel de\u011ferlerinin de\u011fi\u015fmesi i\u00e7in y\u0131llar ge\u00e7mesi gerekiyordu. Covid-19 t\u00fcm toplumlarda ekonomik, \u00e7evresel, sosyal ve teknolojik de\u011ferlerin payla\u015f\u0131m\u0131n\u0131 h\u0131zland\u0131rd\u0131. Nesiller art\u0131k hi\u00e7 olmad\u0131\u011f\u0131 kadar fazla ortak noktaya sahip. Toplumlarda \u2018ya\u015fl\u0131\u2019 diye tan\u0131mlanan kesim art\u0131k daha gen\u00e7 davran\u0131yor\u201d diye de\u011ferlendirdi. <\/span><\/p>

Sessiz Ku\u015fak (75 ya\u015f ve \u00fcst\u00fc):<\/span><\/strong>
\u2022 Bu nesil i\u00e7in Covid-19 \u00f6ncesi uygulanan kurallar art\u0131k ge\u00e7erli de\u011fil. Ya\u015fl\u0131 olman\u0131n ne anlama geldi\u011fiyle ilgili kli\u015fe de\u011fi\u015fti.<\/span>
\u2022 Covid-19, dijitalle\u015fmeyi h\u0131zland\u0131rarak hem dijital yeterlili\u011fin artmas\u0131na hem de yeni teknolojiye daha fazla ilgi duyulmas\u0131na yol a\u00e7t\u0131. Dijital kullan\u0131m, \u00e7evresel ve sosyal fark\u0131ndal\u0131k art\u0131k Y ku\u015fa\u011f\u0131 ve Z Ku\u015fa\u011f\u0131’n\u0131n korumas\u0131nda de\u011fil.<\/span>
\u2022 Covid-19 \u00f6ncesi ak\u0131ll\u0131 telefon kullan\u0131m oran\u0131 y\u00fczde 61 olan 75 ya\u015f \u00fcst\u00fc ki\u015filerin y\u00fczde 81’i art\u0131k ak\u0131ll\u0131 telefon kullan\u0131yor.<\/span>
\u2022 Y\u00fczde 67’si daha fazla online al\u0131\u015fveri\u015f yap\u0131yor.<\/span>
\u2022 Y\u00fczde 44’\u00fc yeni teknolojiyi ilk kez kullan\u0131yor.<\/span>
\u2022 Dijital \u00f6deme y\u00f6ntemlerine al\u0131\u015ft\u0131lar. Covid-19 \u00f6ncesi y\u00fczde 68 olan nakit kullan\u0131m oran\u0131 \u015fimdi y\u00fczde 39’a d\u00fc\u015ft\u00fc.<\/span>
\u2022 Ya\u015fayan en eski ku\u015fakla ilgili en \u00f6nemli de\u011fi\u015fiklik, ekonomik ve sosyal e\u015fitsizlikle ilgili endi\u015felerdeki h\u0131zl\u0131 art\u0131\u015f oldu. 75 ya\u015f \u00fcst\u00fc ki\u015filerin d\u00f6rtte \u00fc\u00e7\u00fc bu konuda endi\u015feli. Y\u00fczde 92\u2019si etik bir perakendeciye veya topluma geri veren bir markaya daha fazla \u00f6deme yapmaya haz\u0131r. Y ku\u015fa\u011f\u0131nda bu oran y\u00fczde 91.<\/span>
\u2022 Bu ya\u015f grubunda yeniden evlilik, yeni i\u015f ve \u00e7ocuklar gibi daha gen\u00e7 ya\u015fam davran\u0131\u015flar\u0131n\u0131n g\u00f6r\u00fclme s\u0131kl\u0131\u011f\u0131 y\u00fckseldi. Ya\u015fl\u0131 insanlar art\u0131k \u2018ya\u015fl\u0131 insanlar\u2019 gibi hareket etmiyor. X ku\u015fa\u011f\u0131n\u0131n y\u00fczde 16\u2019s\u0131, 75 ya\u015f \u00fcst\u00fc ki\u015filerin y\u00fczde 13\u2019\u00fc evlili\u011fi bir sonraki ya\u015fam hedefi olarak g\u00f6r\u00fcyor. Yani hala ula\u015fmak istedikleri ya\u015fam hedefleri var.<\/span><\/p>

Baby Boomer Ku\u015fa\u011f\u0131 (54-74 ya\u015f)<\/span><\/strong>
\u2022 Bu nesil, davran\u0131\u015f ve tutum olarak \u00e7ocuklar\u0131na her zamankinden daha \u00e7ok benziyor.<\/span>
\u2022 Nakit kullan\u0131mlar\u0131n\u0131 azalt\u0131yorlar, e-ticaretten daha fazla yararlan\u0131yorlar.<\/span>
\u2022 Online faaliyetlerinin risklerinin daha fazla fark\u0131ndalar. Siber su\u00e7lar, verilerinin payla\u015f\u0131m\u0131 konusunda endi\u015feliler, reklamlara g\u00fcvensizler.<\/span>
\u2022 Giderek \u2018endi\u015felenen nesil\u2019 haline geliyorlar. Daha gen\u00e7 nesillerle ekonomi, siyasi istikrar ve iklim de\u011fi\u015fikli\u011fi konusunda ortak kayg\u0131lar\u0131 var. Finansal gelecekleri, \u00e7ocuklar\u0131n\u0131n ba\u015far\u0131s\u0131, d\u00fcnyan\u0131n gelece\u011fi i\u00e7in endi\u015feliler.<\/span>
\u2022 Ekonomik geli\u015fmeler konusunda daha gen\u00e7 nesiller gibi hassaslar ve gelecekteki mali durumlar\u0131yla ilgili kayg\u0131l\u0131lar. Koruyucu bir tedbir olarak daha fazla tasarruf ediyorlar.<\/span>
\u2022 Endi\u015feleri gidermek i\u00e7in proaktif davranan \u015firketlere ve i\u015fverenlere y\u00f6nelecekler. \u00c7o\u011fu, iklim de\u011fi\u015fikli\u011fi, ekonomik ve sosyal e\u015fitsizlik, s\u00fcrd\u00fcr\u00fclebilirlik konusunda endi\u015feli olan etik i\u015fletmelerin m\u00fc\u015fterisi olmak istiyor.<\/span>
\u2022 De\u011ferlerini payla\u015fan firmalar\u0131 tercih etmeye \u00e7ok daha hevesliler (y\u00fczde 83) ve etik perakendecilere daha fazla \u00f6demeye haz\u0131rlar (y\u00fczde 84).<\/span><\/p>

X Ku\u015fa\u011f\u0131 (37-53 ya\u015f)<\/span><\/strong>
\u2022 Bu nesil halen \u00e7al\u0131\u015fma hayat\u0131nda hem kendileri hem \u00e7ocuklar\u0131 i\u00e7in \u00e7abal\u0131yor ve aileleriyle ilgili sorumluluklar\u0131 devam ediyor. \u00dc\u00e7te biri, ya\u015fl\u0131 bir akrabas\u0131n\u0131n bak\u0131m\u0131yla ilgileniyor. Y\u00fczde 75’i \u00e7ocuklar\u0131n\u0131n ba\u015far\u0131s\u0131 ve d\u00fcnyan\u0131n gelece\u011fi i\u00e7in endi\u015feli.<\/span>
\u2022 D\u00fcnyan\u0131n politik, \u00e7evresel ve sosyal olarak daha g\u00fcvenli ve daha iyi bir yer olmas\u0131n\u0131 istiyorlar.<\/span>
\u2022 Ekonomik olarak, bu grup bask\u0131 alt\u0131nda ve finansal g\u00fcvenlik ar\u0131yor.<\/span>
\u2022 Bu nesil, h\u0131zla de\u011fi\u015fen bir \u00e7al\u0131\u015fma ortam\u0131 deneyimledi. Pandemi nedeniyle evden \u00e7al\u0131\u015fmak zorunda kald\u0131lar, evde nas\u0131l e\u011fitim alacaklar\u0131n\u0131 \u00f6\u011frendiler ve hem i\u015f hem de e\u011flence i\u00e7in online d\u00fcnyaya girdiler. Bu ku\u015fa\u011f\u0131n diz\u00fcst\u00fc bilgisayar, e-ticaret ve nakit olmayan \u00f6deme sistemlerinin kullan\u0131m\u0131nda \u00f6nemli bir art\u0131\u015f var.<\/span><\/p>

Milenyum-Y Ku\u015fa\u011f\u0131 (17-36 ya\u015f)<\/span><\/strong>
\u2022 Teknolojinin \u00e7ok h\u0131zl\u0131 geli\u015fmesi ve pandemi etkisiyle t\u00fcm ya\u015f gruplar\u0131nda h\u0131zla benimsenmesi ekonomik, sosyal ve \u00e7evresel konulara ilgiyi artt\u0131r\u0131nca, \u2018dijital yerliler\u2019 olan Y ku\u015fa\u011f\u0131n\u0131n baz\u0131 de\u011ferleri eskidi. Y ku\u015fa\u011f\u0131 art\u0131k daha eski ku\u015faklarla pek \u00e7ok ortak noktaya sahip. Mesela Y ku\u015fa\u011f\u0131n\u0131n y\u00fczde 32’si, Baby Boomer ku\u015fa\u011f\u0131n\u0131n y\u00fczde 15’i ya\u015flanan bir ebeveyne bak\u0131yor. Y ku\u015fa\u011f\u0131n\u0131n y\u00fczde 42’si ilk evlerini sat\u0131n almak istiyor, ancak 75 ya\u015f\u0131n \u00fcst\u00fcndekilerin y\u00fczde 15’i de \u00f6yle.<\/span>
\u2022 Y ku\u015fa\u011f\u0131 istekli bir nesil. Kendi evlerine, arabalar\u0131na, dijital cihazlar\u0131na sahip olmak istiyorlar. Uzun ya\u015famay\u0131 hedefliyorlar, ki\u015fisel ba\u015far\u0131 onlar i\u00e7in \u00f6nemli.<\/span>
\u2022 Y ku\u015fa\u011f\u0131, kendi iyili\u011fi i\u00e7in teknolojiye en \u00e7ok odaklanan nesil. Y ku\u015fa\u011f\u0131n\u0131n y\u00fczde 64’\u00fc daha ileri teknoloji, sanal ve art\u0131r\u0131lm\u0131\u015f ger\u00e7eklik, ma\u011faza i\u00e7i dijital uygulamalar ve robotik kullan\u0131mlar\u0131 bekliyor.<\/span>
\u2022 Finansal avantaj veya deneyim avantaj\u0131 elde etmek i\u00e7in veri payla\u015fmaya daha istekliler.<\/span>
\u2022 Etik, bu grup i\u00e7in \u00e7ok \u00f6nemli. Y\u00fczde 91’i etik bir perakendeciye veya topluma geri veren bir markaya daha fazla \u00f6demeye haz\u0131r.<\/span><\/p>

Z Ku\u015fa\u011f\u0131 (7-16 Ya\u015f)<\/span><\/strong>
\u2022 En karma\u015f\u0131k nesil. Eski endi\u015felerin, yeni teknolojinin ve giderek daha fazla payla\u015f\u0131lan de\u011ferlerin bir kar\u0131\u015f\u0131m\u0131.<\/span>
\u2022 \u00c7evreye, iklim de\u011fi\u015fikli\u011fine ve sosyal e\u015fitsizli\u011fe odakl\u0131 de\u011ferleri, Covid-19 sonras\u0131 t\u00fcm nesiller payla\u015f\u0131yor. Ekonomi ve sosyal adaletle daha fazla ilgililer.<\/span>
\u2022 Daima en geli\u015fmi\u015f teknoloji pe\u015findeler. Sosyal medya hayatlar\u0131n\u0131n en \u00f6nemli par\u00e7as\u0131.<\/span>
\u2022 Y\u00fczde 92\u2019si ekonomi i\u00e7in endi\u015feli, y\u00fczde 49\u2019u gelecekteki istihdam olas\u0131l\u0131klar\u0131 ve makinele\u015fmenin etkileri, y\u00fczde 79\u2019u ev sahibi olmak, y\u00fczde 83\u2019\u00fc araba sahibi olmak ve y\u00fczde 49\u2019u da gelecekteki i\u015f f\u0131rsatlar\u0131 i\u00e7in endi\u015fe duyuyor. Bu ku\u015fa\u011f\u0131n y\u00fczde 66\u2019s\u0131 ise hen\u00fcz do\u011fmam\u0131\u015f \u00e7ocuklar\u0131n\u0131n ba\u015far\u0131lar\u0131 i\u00e7in endi\u015feli.<\/span>
\u2022 \u0130klim de\u011fi\u015fikli\u011fi ve sosyal e\u015fitsizlikle ilgili endi\u015felerini art\u0131k eski nesiller de payla\u015f\u0131yor. Y\u00fczde 80’i inan\u00e7lar\u0131 ve de\u011ferleri kendilerine benzeyen \u015firketleri se\u00e7iyor.<\/span>
\u2022 Ses aktivasyonu ve robot web sohbeti gibi \u00e7ok geli\u015fmi\u015f dijital eri\u015fim mekanizmalar\u0131 bekliyorlar.<\/span><\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

KPMG\u2019nin b\u00fcy\u00fck k\u00fcresel t\u00fcketici ara\u015ft\u0131rmas\u0131 \u2018Ben, Hayat\u0131m, C\u00fczdan\u0131m\u2019, Covid-19\u2019un toplumlar\u0131n sosyal ve k\u00fclt\u00fcrel yap\u0131s\u0131n\u0131 nas\u0131l etkiledi\u011fini g\u00f6steriyor. Bu y\u0131lki ara\u015ft\u0131rmadan \u00e7\u0131kan en \u00e7arp\u0131c\u0131 sonu\u00e7lardan biri, toplumda \u015fu anda bir arada ya\u015fayan be\u015f ku\u015fa\u011f\u0131n baz\u0131 konularda e\u015fitlenmesi. \u00c7evre, iklim, ekonomi, sosyal adalet, teknolojiye uyum gibi de\u011ferler, Covid-19 sonras\u0131 t\u00fcm ku\u015faklar\u0131n hayat\u0131n\u0131n merkezi oldu. \u2018Ya\u015fl\u0131\u2019 diye tan\u0131mlanan […]<\/p>\n","protected":false},"author":2,"featured_media":3198,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[23,32],"tags":[],"class_list":{"0":"post-3197","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haberler","8":"category-sektorden-haberler-haberler"},"featured_image_src":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2021\/06\/kpmg-kusaklar.jpeg","author_info":{"display_name":"H\u00fcnkar G\u00f6rel","author_link":"https:\/\/www.gidaperakendecileri.org\/?author=2"},"yoast_head":"\nCovid-19\u2019la 5 Ku\u015fak, Hi\u00e7 Olmad\u0131\u011f\u0131 Kadar E\u015fit - 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