This study investigates the difficulties marketers have when attempting to reach Gen Z consumers, who are distinguished by their inclination for personalised experiences, focus on brand ethics, and active participation on social media. Unlike earlier generations, Gen Z is price-conscious but not exclusively so. Understanding these distinguishing characteristics is critical for organisations to remain competitive. Marketers must alter their strategy to emphasise authenticity, brand ethics, and a strong social media presence. This review underlines the critical significance of understanding customer behaviour in developing effective marketing strategies, increasing brand loyalty, and influencing Gen Z's decision-making process in today's dynamic marketplace.