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The move could help merchants win over Gen Z consumers, who despite being lukewarm toward BNPL are nevertheless relying more heavily on the service as they grapple with higher living costs and limited savings. What this means for the BNPL industry: This tie-up comes just one month after Klarna made a similar one with JPMorgan Payments.

The 鈥淭ikTok generation鈥� transcends Gen Z, according to our first forecast for time spent on TikTok, Facebook, Instagram, and Snapchat broken down by age. We reveal what that means for these social platforms and how video advertisers can maximize their investments.

Gen Z plays the largest variety of games, with preferences divided among casual/mobile (18%), open-world exploration (20%), story-driven single player (30%), and online multiplayer (26%). They rarely (4%) play sports games. Baby boomers (69%) and Gen X (56%) spend most of their gaming time on casual or mobile games.

Campaigns from Pizza Hut, U by Kotex, Planet Fitness, and State Farm have already featured NIL athletes in 2025, aiming to meet Gen Z where they are: mobile-first, socially native, and culturally immersed. Why it matters: NIL is transforming influencer marketing by enabling brands to activate hyper-relevant talent at speed and scale.

Snapchat maintains demographic strength with younger audiences, especially Gen Z, the predominant source of digital buyer growth. Highlighting its ability to reach these demographics over other platforms could attract advertisers and creates looking to target this audience.

Even Gen Zers, typically seen as the most ardent promoters of sustainability, are cooling slightly: The share of consumers ages 16 to 27 who would be willing to pay more for an eco-friendly product is down 5 percentage points compared with 2020, according to GWI, putting it squarely in line with the general population.

Gen Zers follow/engage with health influencers mostly on Instagram (58%) and TikTok (54%). Millennials are the most likely generation (56%) to connect with health influencers on YouTube. Gen Xers (72%) and boomers (70%) mostly use Facebook to follow/engage with health influencers. Why it matters: Consumers aren鈥檛 just following health influencers for entertainment purposes.

Gen Z Social Search Habits (蘑菇AV subscription required).

Trend: Gen Z is driving dupe culture.

We look at the social media trends that hold Gen Zers鈥� limited attention spans.

Capturing creators: Influencers and Gen Zers are diving into LinkedIn. That influx is leading to the rise of ad and marketing agencies that specialize in creating content for the platform. LinkedIn is expected to overtake Facebook for Gen Z users in the UK by 2028, per our forecast. 32% of US adults use LinkedIn, per Pew Research, just behind TikTok (33%) and Pinterest (36%).

Efforts like these are paying off: Amex added 3.4 million new cards during the quarter, with millennials and Gen Zers making up more than 60% of its new accounts globally. What鈥檚 next? Q1 ended amid economic and geopolitical uncertainty, but Amex doesn鈥檛 seem concerned about the state of its business this year.

Over three-fourths (77%) of Gen Zers worldwide believe that AI in the workplace will allow them to learn new skills, per July 2024 data from Top Employers Institute. Use this chart: Stewards of companies' AI initiatives can use this chart to understand employees' attitudes towards the technology.

Plus, Gen Zers in particular crave flexibility when repaying loans鈥攁nd this type of solution could really resonate with them. However, FIs must assess whether the long-term customer acquisition benefits outweigh the loss in interest revenue from early repayments.

Over half (56%) of Gen Zers and 43% of millennials find social media content to be more relevant than traditional TV or movies, per October 2024 Deloitte data. That includes both creator-produced and user-generated content (UGC). Yet seeing creators and their work on non-social channels is still the exception rather than the norm.

This dual achievement is particularly notable as competitors Ulta and Target lost share with the crucial Gen Z demographic during the same period. 5. Ben & Jerry's. Ben & Jerry's earned the fifth spot as the ice cream brand seeks investors to separate from parent company Unilever amid disagreements over politics and social issues.

Beyond the chart:. 52% of Gen Zers are open to receiving phone or email alerts to exercise, schedule doctor鈥檚 appointments, and engage in other healthy activities, more than any other generation, according to a January Collage Group survey. Peloton has built a digital community through an organic social strategy鈥攖he "Official Peleton Mom Group on Facebook," for example, has over 116,000 members.

Gen Z is spending 50 more minutes a day on social platforms than with traditional TV or streaming, according to Deloitte, and 56% say creator-driven content feels more relevant than anything found on conventional platforms. The economic model is a key differentiator.

This underscores the growing power of creators, especially among Gen Z. "Our own research shows that social media is Gen Z's favorite place to discover new brands and products," said analyst Rachel Wolff. "Given that, I think it makes sense for Unilever to really go after those audiences and target them where they are.".

Where we've seen Gen Alpha wants the brands that are popular with Gen Z. And then Gen Z is looking to discover the brands that are popular with millennials. I think we saw that recently with Glossier, they're the quintessential millennial brand, but they've really appealed to Gen Z with new products-. Sara Lebow (13:12):. I'm wearing Glossier right now. Jacynth Bassett (13:12):. As am I.