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Coca-Cola鈥檚 latest effort to win over Gen Z consumers falls flat: The company discontinued its Spiced flavor鈥攚hich isn鈥檛 spicy鈥攁fter just six months due to lackluster sales.

Marketers should play to social media鈥檚 positive traits: Gen Z adults have mixed feelings about social media use that can inform marketing strategies.

Social media usage is increasing for all generations, but most quickly for Gen Z. This year, US Gen Z social media usage will grow 7.7% versus 1.8% for the general population鈥檚, according to our May 2024 forecast.

Google attracts EU scrutiny over advertising to teens: A global crackdown on privacy and teen data is extended to the search giant.

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.

On today's podcast episode, we discuss the social media platform that actually gets the most attention from Gen Z, why millennials are losing their native social app, the one boomers are adding to their smartphones the fastest, and more. Tune in to the discussion with host Marcus Johnson and our analyst Paola Flores-Marquez.

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.

Gen Z (55%) and millennials (62%) have made more travel purchases on their smartphones, compared with their older Gen X (44%) and baby boomer (28%) counterparts, according to March 2024 data by Hopper.