MARKETING TO GEN Z: UNDERSTANDING A NEW GENERATION

AUTHOR- SHIVAM DIXIT, PGDM STUDENT AT GIBS BUSINESS SCHOOL, BANGALORE.

BEST CITATION – SHIVAM DIXIT, MARKETING TO GEN Z: UNDERSTANDING A NEW GENERATION, ILE MULTIDISCIPLINARY JOURNAL, 4 (1) OF 2025, PG. 181-189, APIS – 3920-0007 | ISSN – 2583-7230.

ABSTRACT

The emergence of Generation Z (Gen Z), comprising individuals born between 1997 and 2012, has introduced a new dynamic in consumer behavior and marketing strategies. As the first generation to grow up with ubiquitous internet access and social media, Gen Z exhibits distinct characteristics, preferences, and values that differentiate them from previous generations. This research report delves into the nuances of marketing to Gen Z, exploring their consumption patterns, brand engagement preferences, and the critical role of authenticity and inclusivity in capturing their attention.

The study leverages primary and secondary data sources to provide a comprehensive understanding of Gen Z’s digital-first approach to information, entertainment, and purchasing decisions. It investigates key factors such as the influence of social media platforms like TikTok, Instagram, and YouTube; the rise of influencer marketing; and the growing demand for purpose-driven brands. Additionally, the research examines how technological advancements like artificial intelligence, virtual reality, and personalized marketing shape Gen Z’s consumer journey.

A notable focus is placed on the ethical considerations and challenges in marketing to this generation, including data privacy concerns, the authenticity of brand messaging, and the potential for misinformation. By identifying actionable insights and best practices, this research aims to guide marketers and businesses in crafting strategies that resonate with Gen Z while fostering trust and long-term loyalty.

Through this exploration, the report highlights the implications of Gen Z’s preferences for the future of marketing and underscores the need for businesses to adapt and innovate continuously. As Gen Z’s purchasing power expands, understanding and effectively engaging this demographic becomes not just advantageous but essential for sustained growth and competitiveness in the digital age.

Keywords – Generation Z (Gen Z), Consumer behaviour, Marketing strategies, Digital natives, Social media platforms, TikTok, Instagram, YouTube, Influencer marketing, uthenticity, Inclusivity, Purpose-driven brands.