蘑菇AV

Influencer marketing is a natural way to reach Gen Z: Gen Zers rely on influencers far more than millennials do, per GoDaddy.

Online return rates are finally coming down from recent highs. But as ecommerce's share of retail sales grows, so will returns from online sales.

Marketers know the basics for reaching Gen Z: They like authenticity, they cringe at highly curated content, and they prefer raw, honest content from their favorite creators. So why are some brands still getting advertising to Gen Z wrong?

On today鈥檚 podcast episode, we discuss how much time Gen Z are actually spending on their smartphones, the less discussed places Millennials are spending their social media time, and more. Join host Marcus Johnson, along with analyst Paola Flores-Marquez and vice president of research Jennifer Pearson.

CivicScience's October 2023 data shows 14% of Gen Z (18 to 24) view social media as 鈥渆xtremely harmful/dangerous,鈥� versus 36% of Gen X (45 to 54), with 34% of all adults rating it 鈥渧ery harmful.鈥�. This diffusion of responsibility comes as teens themselves acknowledge the issue. A Pew Research Center study from March 2024 found that 38% of teens admit to spending too much time on their smartphones.

Walmart鈥檚 adaptive retail strategy is heavy on genAI, AR: The retailer is relying on the technologies to deliver personalized experiences, engage Gen Z, and improve customer service.

Gen Zers鈥� habits diverge from other generations鈥� in the early stages of the customer journey. Our inaugural survey of banking consumers in Canada spotlights the differences to help banks drive conversions.

We expect social commerce sales in the US to reach $101.38 billion this year, driven by existing buyers increasing their spending. While social commerce plays a smaller role in holiday shopping, it's popular among Gen Z, who are more likely to make purchases influenced by creators. TikTok and Facebook are the top platforms, with apparel brands poised to benefit the most.

Sephora-related content resonated best with Gen Z consumers, but legacy brands like Neutrogena struggled to maintain relevance. Cultural moments like Pride and back-to-school drove Q3 UGC, while video tutorials on platforms like TikTok provide more effective ways for brands to connect with Gen Z. Here are four insights into how beauty brand-related, UGC performed among Gen Z consumers in Q3, according to research firm dcdx鈥檚 Gen Z's Top 50 Beauty Brands Report Q3 2024.

McDonald鈥檚 targets Gen Zers with limited-time Chicken Big Mac offering: The QSR is supporting the launch with a campaign that highlights dupe culture, livestreaming, and other generational touchstones.

Gopuff enhances retail media capabilities to help advertisers reach Gen Z, millennial audiences: The retailer hopes the moves will differentiate it in a crowded market.

Instagram and TikTok are both popular among Gen Z, but this generation shows a preference for one over the other for certain social activities, like viewing Stories and direct messaging.