This study explores Gen-Z marketing strategies, focusing on understanding consumer preferences and building sustainable relationships with this generation. Gen-Z, born between the mid-1990s and early 2010s, is a digital-native generation with unique shopping behaviors and preferences. They prioritize brands that align with social values, environmental concerns, and sustainability. Social media and corporate social responsibility significantly influence their purchasing decisions, and they value personalized experiences and authenticity in brand interactions. Influential social media figures play a crucial role in shaping their purchasing decisions, highlighting the importance of digital marketing strategies in reaching this demographic. An omnichannel marketing approach is essential to meet Gen-Z's digital expectations and needs. Transparency and authenticity are key in building trust and loyalty with this generation. This research aims to identify Gen-Z's consumer preferences and the factors influencing their purchasing decisions through a qualitative approach. A systematic review of prior research from 2010 to 2024 is conducted to extract insights into Gen-Z's preferences and behaviors. The study finds that Gen-Z's preferences are shifting from physical products to experiences and added value provided by brands. Marketing strategies that focus on creating positive experiences and highlighting brand value are crucial in capturing Gen-Z's attention. The research also highlights the importance of personalization in shopping experiences and the role of social media influencers in shaping consumer behavior. The findings of this study provide valuable insights for companies seeking to tailor their marketing strategies to effectively engage and resonate with Gen-Z, thereby remaining competitive in the dynamic consumer market.This study explores Gen-Z marketing strategies, focusing on understanding consumer preferences and building sustainable relationships with this generation. Gen-Z, born between the mid-1990s and early 2010s, is a digital-native generation with unique shopping behaviors and preferences. They prioritize brands that align with social values, environmental concerns, and sustainability. Social media and corporate social responsibility significantly influence their purchasing decisions, and they value personalized experiences and authenticity in brand interactions. Influential social media figures play a crucial role in shaping their purchasing decisions, highlighting the importance of digital marketing strategies in reaching this demographic. An omnichannel marketing approach is essential to meet Gen-Z's digital expectations and needs. Transparency and authenticity are key in building trust and loyalty with this generation. This research aims to identify Gen-Z's consumer preferences and the factors influencing their purchasing decisions through a qualitative approach. A systematic review of prior research from 2010 to 2024 is conducted to extract insights into Gen-Z's preferences and behaviors. The study finds that Gen-Z's preferences are shifting from physical products to experiences and added value provided by brands. Marketing strategies that focus on creating positive experiences and highlighting brand value are crucial in capturing Gen-Z's attention. The research also highlights the importance of personalization in shopping experiences and the role of social media influencers in shaping consumer behavior. The findings of this study provide valuable insights for companies seeking to tailor their marketing strategies to effectively engage and resonate with Gen-Z, thereby remaining competitive in the dynamic consumer market.