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Born into the digital era, Gen Z is the first generation to be fully immersed in a world of smartphones, social media, and constant internet access. Because of this, they have higher expectations when it comes to digital marketing and advertising interactions. This cohort makes up 27% of the U.S. population, and will soon become the largest group of consumers with significant buying power (Insider Intelligence).

Brands marketing to Gen Z should prioritize meeting their media preferences, directly communicating to them without abandoning key channels for existing customers. In this article, we will discuss the values of Gen Z and how to best align your marketing strategy with those values.