This research paper, titled "Gen-Z Marketing Strategies: Understanding Consumer Preferences and Building Sustainable Relationships," explores the unique challenges and opportunities presented by Generation Z (born between the mid-1990s and early 2010s) in the digital landscape. The study aims to analyze Generation Z's consumer preferences and effective marketing strategies for building sustainable relationships with this demographic. Using a systematic review approach, the research synthesizes qualitative data from studies spanning 2010 to 2024 to uncover patterns, trends, and socio-cultural influences shaping Generation Z's behavior. Key findings highlight their preference for brands that prioritize social values, environmental concerns, and sustainability, as well as their reliance on social media influencers and personalized experiences. The study emphasizes the importance of omnichannel marketing and transparency in fostering trust and loyalty among Generation Z consumers. The research provides valuable insights for companies seeking to tailor their marketing strategies to effectively engage and resonate with this dynamic consumer group.This research paper, titled "Gen-Z Marketing Strategies: Understanding Consumer Preferences and Building Sustainable Relationships," explores the unique challenges and opportunities presented by Generation Z (born between the mid-1990s and early 2010s) in the digital landscape. The study aims to analyze Generation Z's consumer preferences and effective marketing strategies for building sustainable relationships with this demographic. Using a systematic review approach, the research synthesizes qualitative data from studies spanning 2010 to 2024 to uncover patterns, trends, and socio-cultural influences shaping Generation Z's behavior. Key findings highlight their preference for brands that prioritize social values, environmental concerns, and sustainability, as well as their reliance on social media influencers and personalized experiences. The study emphasizes the importance of omnichannel marketing and transparency in fostering trust and loyalty among Generation Z consumers. The research provides valuable insights for companies seeking to tailor their marketing strategies to effectively engage and resonate with this dynamic consumer group.