TARGETING GEN Z CONSUMERS EFFECTIVELY

One of the most digitally connected, socially conscious and diverse consumer groups are Generation Z, individuals born between 1995 and 2012. Their unique preferences and values are resulting in changing the marketing landscape, as they are entering the workforce. The difference with previous generations reflects in prioritizing inclusivity, authenticity, personal and social values. Brands in Uzbekistan may have challenges in meeting expectations of digital natives and applying local cultural nuances. The aim of this article is to investigate effective marketing strategies for targeting Generation Z, by surveying their digital engagement behavior and value-driven brand preferences. As market is becoming dominated by Gen Z, I found this area needed to be explored in Uzbekistan.