The theme of the 36th MARUG Conference is:
The Era of Gen Z: Change of Consumer Behavior
In today’s fast-paced world, change is not only constant - it’s accelerating. Generation Z, born between 1995 and 2010, has grown up immersed in the internet, social networks, and mobile technology from an early age. This generation is no longer a passive audience for marketing messages, instead, they are informed, engaged, and vocal participants in their own customer journeys. This shift in mindset has transformed consumer behavior, positioning Gen Z as one of the most influential and discerning generations to date. They approach decisions and interactions in a highly analytical and pragmatic manner.
For businesses, this change carries significant implications since Gen Z is driving the demand for personalized, values-driven experiences. They expect brands to be transparent, authentic, and aligned with their core beliefs. Unlike previous generations, Gen Z prioritizes experiences over products, seeking deeper connections with the companies they support. To thrive, businesses must rethink their strategies to cater to the unique preferences and ideals of this generation.
In today’s attention economy, where businesses are vying for limited attention spans, capturing Gen Z’s focus is a complex task. Their consumption habits are marked by their fluidity across platforms and a desire for real-time interactions. Raised in a digital landscape designed to capture and hold attention, Gen Z has developed a keen sense for filtering content and detecting insincerity. They value immediacy, authenticity, and above all - genuineness in brand messaging. Marketing to Gen Z requires not just visibility but a deep understanding of their motivations and values. Brands need to appeal to their desire for truth, creativity, and individual expression, knowing that Gen Z can quickly disengage if they sense dishonest tactics.
At the heart of Gen Z’s behavior lies a search for truth. This generation values individual expression and avoids labels. Furthermore, their commitment to social issues and ethical consumption is significant. Brands that fail to align their practices with Gen Z’s values such as sustainability, diversity, and social justice - risk being left behind.
As Gen Z continues to reshape the marketplace, the most successful businesses will be those that embrace change, support inclusivity, and genuinely understand the evolving nature of this generation. This is not merely a momentary shift, it marks the beginning of a new era in consumer behavior - one where the voice of the customer is louder, stronger, and more influential than ever before. In this era, products become services, and services foster meaningful connections among consumers.
Ultimately, businesses today are not just selling products or services; they are building relationships, creating experiences, and nurturing connections.