Generation Z and digital marketing - the new rules of engagement

Abstract

Generation Z is a remarkable and influential cohort of consumers who grew up immersed in digital technology, social media, and instant access to content. Their distinctive values, expectations, and media habits create both obstacles and opportunities for marketers seeking to connect adequately. This review paper examines the main characteristics of Gen Z in the digital world; explores how these characteristics shape their shopping habits, media interactions, and what they actually want from brands. Generation Z cherishes personalized experiences, but also truly values authenticity, transparency, and social and environmental responsibility. As digital natives, they move effortlessly between the physical and virtual worlds, and platforms like TikTok, Instagram, and YouTube are key to discovering products and services and making decisions. The study is based on a qualitative, narrative literature review that integrates relevant professional sources and theoretical approaches from the field of digital marketing and consumer behavior. The results show that successfully engaging Gen Z requires a combination of personalization, authenticity and social responsiveness, while the digital ecosystem shapes and constrains their behavior. Through relevant case studies and marketing examples, this paper highlights the importance of brands adopting innovative, inclusive, and value-driven strategies to create meaningful connections with Gen Z consumers.