Marketing

Over years marketing adapted well to changing times. From the Silent Generation and the Baby Boomer to Gen X and Gen Y, every period in time has heralded its own marketing challenges. Even so, the challenges posed by Gen Z to marketers are incomparable, as it is the first ‘digital native generation,’ a population that has never seen a world without the Internet and digital technology. The denizens of Gen Z have integrated technology seamlessly into their lives.

A consumer’s decision to purchase a product or service is dictated by several rational factors like pricing, utility, affordability, reviews and comparisons. But beyond such tangibles there...