This article primarily examines the brand preferences of Millennials and Generation Z, as well as how brands can adjust their marketing strategies to meet the rise of this new mainstream consumer force. Through an analysis of existing brand product examples and a review of current literature, it is concluded that Millennials tend to have stronger brand loyalty, whereas Generation Z demonstrates more flexibility in their brand choices. The research reveals that the former values brand history, social reputation, and quality, while the latter places greater emphasis on personalization, the ability of a brand to reflect personal attitudes, and social media interactions. To meet these evolving demands, brands need to strengthen their digital marketing method and increase their engagement on social media, while staying attuned to online trends. This will enable them to execute targeted marketing strategies and product designs. Understanding the differences between Millennials and Generation Z equips businesses with the ability to closely observe current shifts and anticipate future developments. This article provides a comprehensive investigation to serve as a reference for companies when developing marketing strategies tailored to different generations.
