Abstract Generation Z (Gen Z), the generation born from approximately 1997-2012, is the first truly digitally native generation of consumers. Traditional loyalty models are no longer viable due to the spread of their particular patterns of behaviour. In this paper, we discuss how select marketing techniques: Digital Authenticity, Social Commerce, Value Alignment (Ethics and Sustainability), and Experiential Marketing can help build brand loyalty among Gen Z. The analysis indicates that the retention for this group is relational, dynamic and based on ethical continuity and personalised platform-based experiences. Brands shifting from mass outreach to being participatory, transparent, and values driven, will prevail.