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And millennials, who are increasing their travel spending more than any other demographic, are wealthier than Gen Xers and Boomers were at their age鈥攚hich is also driving high-end travel. No more free upgrades: Delta is moving swiftly to capitalize on these trends.

While millennials will make up its largest userbase in the US (28.7 million) next year, per our forecast, Gen Z is its fastest-growing demographic; we expect Pinterest to have 24.4 million Gen Z users next year, a 4% bump YoY. Brands ranging from B茅is to Maybelline are using Pinterest to reach Gen Z as the platform focuses on boosting its shopping capabilities.

Younger consumers: Millennials will spend more than any other US generation on holiday travel this year ($3,927 on average), per Deloitte. People between 18 and 34 are more likely to travel for longer this year compared with previous years than older age groups, per YouGov.

There was one point I was reading about saying content and social platforms just holds a greater relevance for Gen Z and Millennials. There was a Deloitte study found 56% of Gen Z's and 43% of Millennials find social media content more relevant than traditional TV shows and movies. Roughly half feel a stronger personal connection to social media creators than to TV personalities or actors.

No. 1 in Q1: Gen Z and millennials are spending money on health and wellness products. The trend: Younger generations are investing in a range of health and wellness products such as OTC supplements and treatments and food subscription services, according to McKinsey鈥檚 Future of Wellness survey.

The brand, which has recorded 23 straight quarters of net sales growth, is 鈥渢he No.1 brand amongst Gen Z by a pretty wide margin,鈥� CEO Tarang Amin told CNBC, in addition to being 鈥渢he most purchased brand amongst Gen Alpha and 尘颈濒濒别苍苍颈补濒蝉.鈥�

This includes reinventing branches as cafes and community centers to keep attracting key demographics like millennials and affluent consumers. Personalized service can take branch interactions to the next level. AI is teeing up banks鈥� next compliance fiasco. Banks are increasingly implementing external AI software in lending.

And younger consumers love live entertainment: 65% of Gen Z and 58% of millennials traveled in the past year or plan to travel more than 50 miles for in-person events like concerts, per data from AAP and Bread Financial. And they鈥檙e willing to spend big on these events: 37% of Gen Z and 39% of millennials have spent more than $500 on tickets for destination live events.

Among those with a diagnosed health condition, more Gen Zers and millennials (56%) are at least moderately likely to ask their physician about a specific medication than baby boomers (34%) or the Silent Generation (32%), according to CMI Media Group鈥檚 March 2024 Future Outlook in Healthcare report.

And by generation you've got millennials and Gen Z folks doing it more so. However, Rajiv, I want to come to you for this for a second, because I also read this as half do, I also read this as half don't. So half of Americans don't compare prices for medication and insurance plans.

Temu soars while Shein matures: While both firms quickly won over US shoppers鈥攑articularly Gen Z and millennials鈥擲hein鈥檚 momentum has slowed as it struggles to keep pace with its deep-pocketed rival. Temu鈥檚 gross merchandise value (GMV) reached $20 billion in the first half of 2024, surpassing last year鈥檚 $18 billion, per a Chinese media report.