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Baby boomers (24%) and Gen Xers (23%) are twice as likely to 鈥渞arely鈥� carry cash than Gen Zers (12%). 18% of Gen Zers carry it because they frequent cash-only businesses鈥攎ore than any other generation.

The prescription drug delivery perk could be particularly valuable for the 68% of Walmart shoppers who are Gen X or baby boomers, per Numerator data. These folks are the most likely to regularly take multiple medications and to benefit from Walmart鈥檚 integrated same-day delivery.

This year, we forecast 31.1 million Gen Zers and 33.6 million millennials will use generative AI this year, outpacing Gen Xers (20.6 million) and baby boomers (10.2 million).

Spend was boosted by Gen Z and millennials: Their billed business grew 12% YoY, compared with just 4% for Gen X and flat growth for baby boomers. Amex said new benefits in popular categories like dining fueled growth among younger consumers. Amex also acquired 3.3 million new cardholders during the quarter. Millennials and Gen Zers made up 80% of new accounts for the US Consumer Gold Card.

Nearly 4 in 10 Gen Zers (39.1%) find affiliate marketing at least moderately influential to their purchases, compared with 35.2% of millennials, 24.5% of Gen Xers, and 16.1% of baby boomers, our survey found. 5. First-party data is unlocking personalization. As third-party cookies decline, marketers are prioritizing first-party data to reach consumers.

Conversely, baby boomers were the least likely to say an ad helped with an existing medical issue (40%), or that it led them to discover a new condition (31%).

The exceptions, again, were Facebook and baby boomer shoppers. Snapchat beat both TikTok and Instagram in creator-driven shopping. In our survey, 85.6% of social shoppers who said Snapchat content led them to make a purchase also said they had made a purchase because of creator or influencer content.