In the dynamic landscape of consumer culture, brands must continually evolve to meet the shifting preferences of each generation. The latest trend in behavioral marketing is segmenting the market into generational cohorts and adapting the marketing mix to the needs of a particular generation. Cohort analysis is defined as a group of individuals who were born in the same time interval and experienced the same events, therefore share similar beliefs, values and attitudes. Millennials (or Gen Y’s) are often considered to be the largest generation in history and currently, in their prime years of spending. They shape the way today’s businesses operate; they have disrupted existing business models and given rise to new ones.But with the rise of Gen Z, this evolution takes on a new dimension, as these digital natives challenge traditional notions of brand loyalty and engagement. Gen Z consumers are not merely passive recipients of marketing messages; they are active participants, shaping brand narratives through their digital footprints and social interactions. From sustainable practices to inclusive marketing campaigns, brands that prioritize integrity and genuine connection stand poised to capture the attention and loyalty of this powerful demographic. As a result, brands are compelled to adapt, embracing transparency, authenticity, and purpose-driven initiatives to resonate with this influential cohort. So, what does it take get Gen Z as a consumer. Find out more as brand expert Ms. Sevantika Bhandari helps us to delve into the ever-evolving landscape of Gen Z's brand preferences, decoding the intricate patterns that drive their purchasing decisions. With their unique blend of digital fluency, social consciousness, and craving for authenticity, Gen Z are reshaping the marketing playbook. We explore the key characteristics and values that resonate with this demographic, from a brand's commitment to sustainability and diversity to its ability to foster genuine connections through storytelling. Join us as we uncover the strategies and insights essential for brands aiming to capture the hearts and minds of Gen Z in today's dynamic marketplace.Find Us OnlineSevantika Bhandari  : LinkedIn Nikhil:  Website,  Linkedin, Youtube & Book