Happiness as a Goal How do Generation Z Students, the Marketing Professionals of the Future, Think?

A 75-year study of happiness at Harvard University inspired our qualitative research. We asked 65 young Generation Z marketing undergraduates what they value, what happiness means to them? Some of the results were reported in our article “The preferences and values of the Hungarian Generation Z in 2022 in the light of the current crises”. In this paper we continue to evaluate the results. The focus is on happiness and marketing and environmental awareness. Our interviewees were marketing students, so we asked them if they were happy when buying a product or using a service, and how important it was for them to have a good experience when buying. How do they think about this topic, what strategy do they want to follow as marketing employees? Is environmental awareness important to them? Their way of thinking is also decisive at a societal level.