Generation-Z (Gen-Z) refers to the population group born roughly between 1997 and 2012, although exact years may vary depending on the source. It follows the Millennials (Generation-Y) and is the first generation to grow up entirely in the digital age.

Gen-Z has had access to the internet, social media, and modern technologies from an early age, which has strongly shaped their behavior, communication, and consumption patterns. They are considered highly digital-savvy, information-driven, and socially connected.

For brands and influencer marketing, Generation-Z is a key target group, as they consume content quickly, actively shape trends, and place great importance on authenticity, transparency, and values.