The world of Gen Z is never straightforward, and that can make it challenging for brands wanting to target this leading demographic. From new social media platforms to changing perceptions of the online world, we understand that it can feel difficult, as marketers, to keep up.

Gen Z consumers have certain expectations when it comes to the brands they engage with: namely, diversity and inclusivity in strategies, products, and workplace values. As a generation that lives almost exclusively online, their knowledge and understanding of the world is constantly evolving thanks to their growing socio-political awareness.

To guide you through the world of Gen Z and best practice, we’ve pulled together our Gen Z Glossary. It’s an A-Z of how brands and marketers can engage this generation, focusing on everything from social media features to days of awareness to help you boost engagement and really connect with young people.