The Fast-Moving Consumer Goods (FMCG) industry is undergoing a strategic transformation driven by the rising influence of Generation Z (Gen Z) consumers. This generation demonstrates strong preferences for sustainability, ethical branding, and personalized digital engagement. This research employs a Systematic Literature Review (SLR) to investigate sustainable personalized marketing practices within the FMCG sector and compares strategic initiatives adopted by leading companies including Mondelēz International, Emami, Britannia Industries, Parle Products, and Kellanova. The study synthesizes academic literature, industry reports, and marketing analytics studies published between 2018 and 2026. Findings suggest that sustainability initiatives such as eco-friendly packaging, ethical sourcing, and transparent communication significantly influence Gen Z purchasing behavior. Additionally, AI-driven personalization, omnichannel marketing, and influencer-based campaigns enhance consumer engagement and brand loyalty. Comparative analysis reveals that multinational firms emphasize global sustainability frameworks and digital personalization, while Indian FMCG companies leverage localized marketing and affordability strategies. The study proposes a conceptual model linking sustainable marketing practices and personalized engagement to Gen Z brand loyalty. Managerial implications suggest that FMCG firms must integrate sustainability and digital personalization as core strategic pillars to remain competitive in emerging markets...