Millennials and Generation Z (Gen Z) consumers are two distinct demographic groups that have significantly influenced the modern marketplace. As the first generation to grow up in the digital age, millennials and Gen Z have unique characteristics, preferences, and behaviors that shape their consumer choices. Understanding their consumer behavior is crucial for businesses seeking to succeed in the rapidly evolving market landscape. This abstract provides a concise overview of the consumer behavior of millennials and Gen Z. It highlights key aspects such as their digital engagement, sustainability preferences, financial considerations, and the influence of social media. Millennials and Gen Z consumers expect seamless and personalized experiences, driven by their reliance on technology and instant access to information. They prioritize sustainability and ethical consumption, seeking brands that align with their values. Financial constraints also play a role in their purchasing decisions, requiring businesses to offer affordable options and value-driven products. Additionally, social media has emerged as a powerful influencer, shaping their opinions and purchase decisions. This report explores the motivations, preferences, and decision-making processes of millennials and Gen Z consumers, providing valuable insights for businesses and industries. By understanding and effectively engaging with these consumer segments, companies can tailor their strategies, products, and marketing efforts to meet the evolving needs and expectations of millennials and Gen Z, ultimately driving long-term success in the marketplace.

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Keywords: Generation Z, Social Media,  Ethical Consumption, Sustainability, Decision-Making.