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Restaurants, food brands adapt to Gen Z tastes with 鈥渟wicy,鈥� diverse product offerings: Companies ranging from PepsiCo to Starbucks are looking to capitalize on younger consumers鈥� desire for dining out and grocery treats.

Gen Z is twice as likely as the overall population to discover products on social media (51.5% versus 25.5%, per our Path to Purchase research), but physical stores are their top choice for actually making a purchase.

Though beauty is a crowded category,11:11 Beauty is hoping Paris Hilton鈥檚 multigenerational appeal could help it break through the noise, and power a content flywheel.

Gen Zers and millennials are increasingly turning to social media platforms for health-related information. Here鈥檚 the data you need to ensure your marketing campaigns are reaching these cohorts.

鈥淚f you鈥檙e a marketer looking to reach Gen Z, you need to be everywhere,鈥� our analyst Blake Droesch said. Although Gen Z is known to spend a significant amount of time on social media, tapped into newer buying behavior such as social commerce, they also rely on physical stores. Here are three ways Gen Z鈥檚 path to purchase stands out.

Consumers aren鈥檛 ready to quit cash yet: The shift to digital delivery of services hasn鈥檛 relieved banks of their duty to manage cash鈥攑articularly if they鈥檙e seeking to win over cash-carrying millennials and Gen Zers.

While most Gen Zers are managing their debts, relying on credit cards for everyday spending could spell trouble

The survey aimed to gauge the shopping behavior of social media users across leading platforms and uncover their responses to shopping-related, sponsored, and creator/influencer content. Survey respondents were monthly social media users who either made online purchases via social media platforms or had been inspired by or discovered products on these platforms.

Robust apps are especially important to Gen Zers. US Gen Z mobile banking users (ages 18 to 26) have above-average interest in six innovative digital money management features, per our September 2023 US Mobile Banking Emerging Features survey. This reveals an opportunity for banks to deepen their Gen Z relationships beyond typical mobile banking functionalities.

Gen Z is closing the P2P gap with millennials. Millennials have had the strongest P2P adoption of any generation for more than a decade. This year, 80.0% of millennial smartphone users will send P2P transactions, per our forecast. But as Gen Z enters adulthood, their P2P payment app use is exploding.

With the new year approaching, financial institutions have an opportunity to provide helpful tips to strengthen their relationships with Gen Z customers.

Claire's launched five new fragrances in November aimed at Gen Zalpha: consumers on the cusp of Gen Z and Gen Alpha. In addition to appealing to a younger audience, this fragrance line helps Claire鈥檚 continue to expand its portfolio beyond jewelry. 鈥淗ow many people are going to the mall to go to Claire's?鈥� said our analyst Suzy Davidkhanian.