TARGETING GEN Z CONSUMERS EFFECTIVELY
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Key words: Gen Z, Uzbekistan, digital natives, marketing, targeting, consumer, behavior.##article.abstract##
INTRODUCTION
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.
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