The main purpose of this theme is to see what emotional and rational appeals Generation Z has within the decision-making buying process on digital platforms for the sex-wellness industry in Croatia. What main role digital media plays for the sex-wellness industry and do they use their channels well for this generation. When it comes to finding partners, on which way Generation Z is searching for them, how they enter intimate relationships, do they have sexual drive if we compare them with previous generations, and do we see connections with their daily decisions? From the research that we will have on generation Z in Croatia, which will be part of the thesis, we will answer the following questions: are those decisions different and how this industry adopts towards them? When they are about to buy something, does physical look have anything do to with the buying decision or not? There is a lot of researches that shows how generation Z has lower sexualization in the compression from the other generations, not a lot of need for intimacy. This research seeks to confirm or refute certain theses and to confirm that a change in marketing approach is necessary for this generation. The practical contribution of the thesis, in addition to research, analysis, and conclusion will be a proposal of a digital marketing strategy for LELO adapted specifically to Generation Z. The results of the research serve as a basis for digital marketing strategy towards Generation Z, defining communication strategy and communication channels and platforms.