Generation Z and digital marketing - the new rules of engagement

Stefan Krsmanović

doi:10.71159/bizinfo260021K

Authors

Stefan Krsmanović Alfa BK University, Belgrade, Serbia

DOI:

https://doi.org/10.71159/bizinfo260021K

Keywords:

Generation Z, Digital marketing, Consumer behavior, Social media

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.

Downloads

Download data is not yet available.

References

Ameen, N., & Anand, A. (2020). Generation Z in the United Arab Emirates: A smart-tech-driven iGeneration. In E. Gentina and E. Parry (Eds.), The new Generation Z in Asia: Dynamics, differences, digitalisation (pp. 181–192). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80043-220-820201018

Avery, J., Fournier, S., & Wittenbraker, J. (2014). Unlock the mysteries of your customer relationships. Harvard Business Review, 92(7–8), 72–81.

Barnová, S., & Krásna, S. (2018). Virtuálna generácia a aplikácia digitálnych technológií vo vyučovaní. In Duševné zdravie a wellbeing virtuálnej generácie: Zborník príspevkov z medzinárodnej vedeckej konferencie (pp. 205–212).

Bencsik, A., Horváth-Csikós, G., & Juhász, T. (2016). Y and Z generations at workplaces. Journal of Competitiveness, 8(3), 90–106. https://doi.org/10.7441/joc.2016.03.06

Beyaz, R. (2020). Z kuşağı tüketicilerin kişilik özellikleri ve bilinçli tüketim eğilimleri arasındaki ilişkinin incelenmesi. Gençlik Araştırmaları Dergisi, 8(22), 51–75.

Coggins, B., Adams, C., & Alldredge, K. (2025). State of the consumer 2025: When disruption becomes permanent. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-consumer

Das, S., Sandhu, K., & Mondal, S. R. (2023). Music logos drive digital brands: An empirical analysis of consumers’ perspective. Journal of Strategic Marketing, 31(8), 1397–1412. https://doi.org/10.1080/0965254X.2022.2098526

Desjardins, J. (2019, February 14). Meet Generation Z: The newest member to the workforce. Visual Capitalist. https://www.visualcapitalist.com/meet-generation-z-the-newest-member-to-the-workforce/

Djafarova, E., & Bowes, T. (2021). ‘Instagram made me buy it’: Generation Z impulse purchases in the fashion industry. Journal of Retailing and Consumer Services, 59, Article 102345. https://doi.org/10.1016/j.jretconser.2020.102345

Elrayah, M., & Jamil, S. (2023). Examining the role of social media in shaping e-commerce preferences. International Journal of eBusiness and eGovernment Studies, 15(2), 149–171. https://doi.org/10.34109/ijebeg.2023150208

Francis, T., & Hoefel, F. (2018, November 12). ‘True Gen’: Generation Z and its implications for companies. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies

Hernandez-de-Menendez, M., Escobar Díaz, C. A., & Morales-Menendez, R. (2020). Educational experiences with Generation Z. International Journal on Interactive Design and Manufacturing, 14, 847–859. https://doi.org/10.1007/s12008-020-00674-9

Krsmanović, S. (2026). Digital marketing and the transformation of exclusivity in luxury branding. BizInfo Blace, 17(1), 19–23. https://doi.org/10.71159/bizinfo260003K

Koetsier, J. (2024, March 11). Gen Z dumping Google for TikTok, Instagram as social search wins. Forbes. https://www.forbes.com/sites/johnkoetsier/2024/03/11/genz-dumping-google-for-tiktok-instagram-as-social-search-wins/

Lai, K.-W., & Hong, K.-S. (2015). Technology use and learning characteristics of students in higher education: Do generational differences exist? British Journal of Educational Technology, 46(4), 725–738. https://doi.org/10.1111/bjet.12161

Liu, J., Wang, C., Zhang, T. C., & Qiao, H. (2023). Delineating the effects of social media marketing activities on Generation Z travel behaviors. Journal of Travel Research, 62(1), 3–15. https://doi.org/10.1177/00472875221106394

Mari, A. (2019, October). Voice commerce: Understanding shopping-related voice assistants and their effect on brands. In Proceedings of the International Media Management Academic Association Annual Conference. Northwestern University in Qatar.

McCrindle, M. (2018). The ABC of XYZ: Understanding the global generations. McCrindle Research.

McDaid, J. (2025, February 5). Youth marketing: Top 10 trends. Digital Marketing Institute. https://digitalmarketinginstitute.com/blog/youth-marketing

McKee, K. M., Dahl, A. J., & Peltier, J. W. (2024). Gen Z’s personalization paradoxes: A privacy calculus examination of digital personalization and brand behaviors. Journal of Consumer Behaviour, 23(2), 405–422. https://doi.org/10.1002/cb.2199

Nguyen, T. L., Huynh, M. K., Ho, N. N., Le, T. G. B., & Doan, N. D. H. (2022). Factors affecting environmental consciousness on green purchase intention: An empirical study of Generation Z in Vietnam. Journal of Asian Finance, Economics and Business, 9(1), 333–346. https://doi.org/10.13106/jafeb.2022.vol9.no1.0333

Piñeiro-Otero, T., & Martínez-Rolán, X. (2016). Understanding digital marketing—Basics and actions. In C. Machado & J. P. Davim (Eds.), MBA: Theory and application of business and management principles (pp. 37–74). Springer. https://doi.org/10.1007/978-3-319-28281-7_2

Proulx, M. (2021, January 14). Reaching Gen Z starts with understanding their truths. Forrester. https://www.forrester.com/blogs/reaching-gen-z-starts-with-understanding-their-truths/

Rothman, D. (2016). A tsunami of learners called Generation Z [Lecture material]. West

Virginia University. https://ce.wvu.edu/media/15624/needs-different_learning_styles.pdf

Singh, A. P., & Dangmei, J. (2016). Understanding the Generation Z: The future workforce. South-Asian Journal of Multidisciplinary Studies, 3(3), 1–5.

Tcholakova, T. (2025, July 29). Generation Z fashion worldwide—Statistics & facts. Statista. https://www.statista.com/topics/13708/gen-z-fashion-worldwide/

Trajković, S., Jakšić, K., Deletić, M., & Deletić, V. (2023). The influence of social networks on consumer loyalty in crisis periods. BizInfo Blace, 14(1), 69–76. https://doi.org/10.5937/bizinfo2301069T

Vojvodić, K. (2019). Generation Z in brick-and-mortar stores: A review and research propositions. Poslovna izvrsnost – Business Excellence, 13(1), 105–120. https://doi.org/10.22598/pi-be/2019.13.1.105

Watty, F. (2025, March 31). Gen Z online shopping behavior—Statistics & facts. Statista. https://www.statista.com/topics/11087/gen-z-online-shopping-behavior/

Wood, S. (2013). Generation Z as consumers: Trends and innovation. Institute for Emerging Issues, North Carolina State University.

Yahya, M. A., & Mammadzada, H. (2024). Targeting Generation Z: A systematic literature review and bibliometric analysis for effective marketing. Journal of Politics, Economy and Management, 7(1), 21–44. https://doi.org/10.5281/zenodo.13891399

Żarczyńska-Dobiesz, A., & Chomątowska, B. (2014). Generation “Z” in the labour market—The challenge for human resourcemanagement. Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, 350, 405–415. https://doi.org/10.15611/pn.2014.350.36

Zote, J. (2024, September 11). Top 7 Gen Z marketing strategies to maximize your brand impact. Influencer Marketing Hub. https://influencermarketinghub.com/gen-z-marketing-strategies/