Gartner Research

Best Digital Marketing Practices for Gen Z

Published: 14 May 2019

ID: G00388773

Analyst(s): Jack Mackinnon


Gen Z’s constant connectivity should make them an easy brand target, but their sophisticated digital communication behaviors make effective messaging surprisingly complex. To succeed in connecting, marketers must combine personal-brand-boosting strategies with values-resonating content.

Table Of Contents


  • Key Challenges
  • Recommendations



  • Boost Gen Z Consumers’ Personal “Brand” by Adding Value (and Followers) to Their Social Media Profiles Across Platforms
  • Create Gen-Z-Relevant Content by Leveraging Their Distinctive Values
    • Gen Z’s Evergreen Top-Ranking Values Show Strong Affinity for Wide-Ranging Creative Pursuits
    • Differentiating Values Point To Gen Z’s Preference for Candid Conversations on Issues of the Day

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