The purpose of this paper is to point out difference in behavior of generation Z from other consumers and to explore what companies should do to get closer to them and to achieve their satisfaction. Every consumer, regardless of the generation he belongs to, is a person who buys products in a certain economy and market. Consumers differ from each other according to their wishes, needs and preferences. Therefore, it is important for companies that they know how to recognize and segment consumers and how to adjust their business considering the most significant factors that have an impact on consumer behavior. Individuals are part of a certain generation regarding to the time they were born in, so they share similar values, attitudes, and ways of thinking. Therefore, it is important for companies to understand every generation and to know how to adjust their business towards them the best. This paper is mainly focused on generation Z, which is different from every other generation primarily because their members were born and are growing up in a modern world where technology is included in every part of life, as well in shopping. It is important for companies to conduct their business digitally so they can attract the attention of members of this generation. However, for generation Z is just as important as the possibility of online shopping and company's presence on Internet platforms and social networks that companies run their business ethically, environmentally, and socially responsible. Therefore, the H&M company has made its business multi-channeled, i.e., it is available through both physical and online stores, and they run their business in a sustainable and socially responsible way.