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Marketing to Generation Z requires a keen understanding of their unique preferences and behaviors shaped by their digital upbringing. Born between 1997 and 2012, this generation is characterized by its deep integration with technology and social media, making digital engagement a cornerstone of effective marketing strategies. They are most active on platforms like TikTok, Instagram, and Snapchat, where short-form, visually engaging content and viral trends drive their attention. Gen Z values authenticity and transparency, favoring brands that offer genuine storytelling and user-generated content over traditional advertising. They also prioritize diversity and inclusion, seeking brands that reflect a broad spectrum of identities and promote a sense of belonging. Furthermore, social and environmental issues are crucial; Gen Z is drawn to brands that demonstrate a commitment to sustainability and social responsibility through ethical practices. Lastly, they respond positively to personalized and interactive marketing, appreciating brands that offer customized experiences and engage directly through real-time feedback. By aligning with these characteristics, marketers can forge meaningful connections with Gen Z, driving engagement and fostering brand loyalty in today's dynamic digital landscape.
Prasanna et al. (Mon,) studied this question.