TAF PUBLISHING

Generation Z marketing is a fresh and dynamic approach to marketing that has been launched in order to attract attention and connect with today's young and dynamic generation. This type of marketing uses innovative methods and strategies to provide a different and engaging experience for the audience. Generation Z refers to people born between 1997 and 2012 and is known as the digital generation. It has grown up with advanced technologies and the internet in a global environment and has unique features that require different marketing strategies. This article examines the characteristics and consumption behaviors of Generation Z and provides effective solutions for marketers.Gen Z is sensitive to social and environmental issues and prefers to support brands that uphold social and environmental values. Gen Z is more trusting of brands that practice authenticity and honesty in their communications. They shy away from dishonest and deceptive advertising. The statistical populationof the present study included all men and women of Gorgan city from Generation Z (born in 1997 onwards) and due to the limitlessness of the population to compare the consumer's attitude towards marketing in Generation Z for this generation, 130 people were selected by the available sampling method Were. Data were analyzed using ANOVA and independent t-test using SPSS software. Effective marketing for Generation Z requires a deep and comprehensive understanding of the characteristics and attitudes of this generation. Considering the specific needs of this group, brands need to adopt innovative and digital-based strategies to be able to establish an effective and sustainable relationship with their customers. will be more successful. In today's dynamic Dan Yai, communication with Gen Z is of paramount importance. From meaningful and honest communication to the use of social media and short videos, all of these methods can help us connect best with Gen Z. Finally, the results showed that the marketing methods and strategies of Generation Z are as follows: (Focus on visually appealing content, interactive and engaging content, tagging, leverage for interaction, importance of customer feedback and opinions for Generation Z.