Marketing to Digital Natives: How Generation Z is Transforming Brand Communication

This master’s thesis explores how Generation Z is transforming brand communication in today’s increasingly digital environments. As the first generation that grew up entirely in digital technologies, Generation Z demonstrates different characteristics from the previous generations, considering their media consumption habits, trust formation processes and value expectations. These characteristics of this digitally native cohort challenge traditional marketing understanding of brands. This research aims to understand how these characteristics of Generation Z impact marketing strategies and how marketing professionals interpret and respond to this shift in their brand practices.

This research adopts an interpretivist paradigm and a qualitative approach. Research data were collected through semi-structured expert interviews with marketing professionals working across various industries, including fintech, fashion retail, banking, mobile advertising, and food delivery platforms. The expert interview data were examined through thematic analysis. This allowed the organic development of patterns and insights from professional experiences. Instead of developing from predefined models.

The findings suggest that short video content, authenticity, and transparency are crucial elements for effectively engaging with Generation Z. Moreover, it is suggested that the main reasons for the transformation in future of marketing are platform hierarchies and technological developments such as artificial intelligence. Early signals related to Generation Alpha further suggest an intensification of these trends.

Overall, this research contributes to academic literature by combining perspectives of marketing professionals from diverse backgrounds. Also provides practical tips for brands which aim to engage with Gen Z.

EditionNo. 31AuthorYasemin DalliMAMaster ThesisYear2026Download PDFcreativeindustries.berlin