Generation Z: An exploration of their unique values driving brand affinity

In today's rapidly developing digital landscape, driven by the innovation of Industry 4.0, an increasingly powerful Generation Z (Gen Z) consumer has emerged. Gen Z has surpassed Millennials as the largest generational cohort presenting a considerable opportunity for marketers. The research problem focuses on profiling Gen Z their developing consumer culture and its impact on brand affinity. The literature review identifies macro trends in Gen Z consumer behaviour answer the question: How can marketers build brand affinity with this emergent and powerful segement? This research reviews the emerging literature, providing an overview of the current knowledge of the consumer behaviour of Gen Z. This research synthesises the literature into themes, reflected in the developing consumer culture of this unique cohort The literature reveals five macro trends impacting brand affinity amongst Gen Z who are global citizens, digital accelerators, future proof, climatarian consumers, and equality activist. These macro trends values are shaping their consumer culture and developing brand relationships. Strategies to build affinity with Gen Z are presented in the findings.