Generation Z, comprising individuals born between the mid-1990s and early 2010s, has grown up in a world dominated by the internet and social media. As true digital natives, their influence on branding and marketing strategies has been transformative, bringing a fresh perspective and new expectations to the market. This article will delve into how Gen Z is shaping the future of branding and marketing, emphasizing the importance of authenticity, social responsibility, and innovative engagement. 1. The Digital Landscape: Gen Z’s Playground Growing up with smartphones and instant access to the internet, Gen Z lives in a world where digital interaction is second nature. Their online presence and tech-savviness have driven brands to…