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Gen Z favors a range of product discovery methods, cost-conscious spending patterns, and flexible payment options. Here are three crucial insights and actionable strategies to help brands capture Gen Z鈥檚 attention鈥攁nd dollars鈥攖his holiday season.

Gen Zers are already shopping more frequently on TikTok than on other channels. Gen Zers, who still dominate TikTok鈥檚 user base, are making an average of 19 purchases via TikTok a year, compared with 18 purchases on Instagram and 15 on Facebook, per a February 2023 survey by the Retail Technology Show. Social platforms are shaping their strategies around Gen Z and young millennials.

It urges stricter rules to protect minors from overspending in games like Fortnite and Minecraft.

Roblox wants to be an ecommerce platform: After a pilottesting physical goods sales with Walmart and E.l.f. Beauty, the gaming platform sees big potential in online sales.

Gen Z is different from older generations. They are digitally native, spend more time watching videos, and have embraced the overlap between media and technology. But Gen Z has some particular habits marketers should pay attention to. Brands should make sure they鈥檙e staying relevant and avoiding stale content, promoting individuality, and helping Gen Z be their best selves.

Retailers turn to virtual experiences to boost engagement, awareness: Walmart, Ikea, and Skechers are among the many trying to increase their appeal to younger shoppers while driving sales.

China鈥檚 influence shakes up online shopping. TikTok, Temu, and Shein have captured widespread consumer attention. Ecommerce players with roots in China have gained ground on established retailers by introducing innovative shopping experiences. App-based, entertaining, and highly deal-driven, the platforms appeal most to Gen Z and budget-conscious shoppers.

On today鈥檚 episode, we discuss how Gen Zers are different from older generations in that a lot of their financial services product consumption will be embedded within non-financial service-specific experiences. In our "Headlines" segment, we examine how convenience plays a major factor into Gen Z decision-making. In "Story by Numbers," we discuss Gen Z鈥檚 use of Apple Pay in consumer finance and if consumers can find competitive prices while using embedded finance experiences. And in "For Argument's Sake," we debate if more than 10% of Gen Z or Gen Alpha will go their whole lives without establishing direct relationships with financial service providers. Listen in to the conversation with host Rob Rubin and our analysts Grace Broadbent and Eleni Digalaki.

With third-party cookies on the way out, access to customer data is more valuable to brands than ever. By leveraging loyalty programs, brands can collect first-party data, including customer demographics and shopping habits, in exchange for targeted offers or deals. But in order for brands to get access to customer data, they need to be sure their loyalty program resonates with their audience.

Gen Zers will drive the growth of emerging payment methods, opening the door for providers to reach them through digital and mobile. But card-based payment methods are still relevant. To tap their rising spending power, providers must align their offerings with how Gen Z prefers to pay.

Self-reported spending is down 6% among US teens (which includes Gen Alpha and Gen Z consumers), but they are still shelling out on beauty, according to Piper Sandler鈥檚 latest Taking Stock with Teens survey.

Key stat: 28.0% of Gen Z consumers have discovered grocery products via search engines, compared with 16.7% that have discovered products while browsing store shelves, per our forecast.

37% of US Gen Zers and 32% of millennials have used a buy now, pay later (BNPL) service to make at least one purchase recently, according to Morning Consult.

Gen Zers value authenticity; male beauty consumers ask marketers to keep it simple; and Black, Indigenous, and people of color (BIPOC) beauty consumers want representation. Here are tactics to reach three different beauty consumers across #beautytok.

On today's episode, we break down everything there is to know about banking and the Gen Z demographic. In our 鈥淗eadlines鈥� segment, we discuss the article our analyst Tyler Brown published a few weeks ago about Greenlight, a neobank for kids, teens, and families. In 鈥淪tory by Numbers,鈥� the conversation revolves around why Gen Z is different from other generations and how banks need to cater to their mobile preferences. And in 鈥淔or Argument鈥檚 Sake,鈥� host Rob Rubin takes the position that in 10 years, there will be fewer than 500 consumer banks. Tune in to the conversation between Rubin and analysts Tyler Brown and Tiffani Montez.

On today鈥檚 podcast episode, we explore the problematic relationship between credit unions and Gen Z. 鈥� In our 鈥淗eadlines鈥� segment, we discuss an article from PYMNTS.com that revealed only 4% of Gen Z consumers bank with credit unions. 鈥� In 鈥淪tory by Numbers,鈥� we consider what credit unions can do to capture Gen Zers鈥� attention while working with tight marketing budgets, and which programs have helped Gen Z consumers manage their finances. 鈥� In 鈥淎ctual CEO,鈥� we discuss with our guest CEO what she is currently doing to engage with Gen Zers at her credit union. Listen to the podcast with host Rob Rubin and Tansley Stearns, CEO of Community Financial Credit Union.鈥� In our 鈥淗eadlines鈥� segment, we dig deep on a recently published Insider Intelligence report covering our forecasts for ad spending by US banks and credit unions. 鈥� In 鈥淪tory by Numbers,鈥� we discuss how fewer mortgages are affecting banks' net interest income and what that means for their marketing budgets. We also examine Ally Bank鈥檚 increased ad spending. 鈥� In 鈥淔or Argument鈥檚 Sake,鈥� we talk about how large banks are doubling down on digital ad spending while smaller institutions are cutting their spending, which could lead to the eventual demise of smaller traditional banks. Tune in to the discussion with host Rob Rubin and our director of forecasting Oscar Orozco.

What鈥檚 at stake: Mastercard wants to win favor with digitally native Gen Zers. Nearly half of Gen Zers prefer using new and innovative payment methods, per Mastercard research. And 62% of Gen Zers want to manage all of their payment methods in one place. Personalization is also more than twice as important to Gen Zers when choosing a payment method.