As Generation Z emerges as the most influential buyer persona, businesses face new challenges in understanding and engaging this demographic. Our eBook explores Gen Z’s motivations, preferences, decreasing attention span, and essential best practices in marketing to this generation. It goes on to highlight the role of gamification as a powerful and effective method, tailored to their digital-native ethos, helping businesses capture their attention and interest in a more interactive and appealing way, thus enhancing the overall marketing effectiveness in a sustainable way.