Generational Shifts and Ethical Consumption Marketing Strategies for Engaging Gen Z and Millennials in Egypt

Millennials and Generation Z influence how brands operate and communicate ethically. Being well-known for their digital fluency, they are ethically conscious. This chapter examines how generational shifts influence ethical consumption and their implications for marketing strategies, with a specific focus on the Egyptian context. Drawing on regional studies and empirical insights, the chapter examines differences in value systems, consumption behavior, and marketing expectations between Gen Z and Millennials. The chapter features selected quotes from interviews with both generations in Egypt. The chapter discusses the challenges and opportunities that ethical marketing presents in a developing economy. It provides practical marketing insights, including ethical branding and transparent storytelling, that can help marketers foster stronger relationships with ethically aware consumers. The chapter provides both theoretical framing and practical recommendations that contribute to the debate on how marketing can adapt to shifting values in an increasingly conscious marketplace.