Those born after 2000 are defined as Generation Z. They have faced global terrorism, consequences of 9/11 attacks, violence at schools, economic uncertainty, stagnation, and mortgage crisis. In terms of their characteristics, lifestyles, and attitudes, Gen Z is the new conservatives with their traditional beliefs, family cohesion, self-control and more responsible behavior. The digital age shapes their lives. If brands want to keep pace with this generation, they need to adapt to the values and attitudes of this generation.