蘑菇AV

Gen Z will be the fastest-growing group of digital buyers in 2025. In addition, they鈥檙e more willing than previous generations to switch brands. So, brands and retailers should focus on enticing them while also retaining existing customers.

The news: More than half (55.3%) of Gen Zers use advanced budgeting tools鈥攁 greater share than any other generation, per a PYMNTS Intelligence report. Our take: Payment providers, issuers, and banks can embed more advanced tools within their apps to reach Gen Zers actively seeking sophisticated ways to plot out their spending and saving habits.

T-Mobile has announced a full rollback of its DEI programs as it seeks regulatory approval for two major deals, citing alignment with FCC expectations. The move eliminates all DEI language and infrastructure, signaling a dramatic reversal of the brand鈥檚 equity commitments. FCC Chair Brendan Carr applauded the shift, while critics warned of reputational risks鈥攑articularly with Gen Z and DEI-conscious consumers. As major brands reassess social strategies amid regulatory and political scrutiny, T-Mobile鈥檚 move may gain short-term approval but risks long-term brand damage. Marketers face a tough balancing act between political pragmatism and authentic social commitments.

The news: Gen Z鈥檚 media habits are changing fast鈥攁nd most brands aren鈥檛 keeping up. New data shows Gen Z spends hours on social media daily, but not passively: they鈥檙e engaging in participatory, creator-led environments where trust and relatability matter more than production polish. Fifty-two percent say they feel closer to creators than celebrities. Gaming platforms like Roblox are central, with adults 25鈥�34 averaging 100 minutes per session. Our take: legacy ad formats don鈥檛 cut it anymore. To earn Gen Z鈥檚 attention, brands need to integrate into native experiences, empower creators as collaborators, and measure more than just impressions.

The news: Streaming has officially surpassed pay TV in the US, with 50.4% of households no longer subscribing to cable or satellite, per our forecast. But streaming鈥檚 ad experience still has work to do. Hub Research finds two-thirds of viewers prefer live TV ad breaks over those in on-demand streaming, and Gen Z remains the least likely to adopt ad-supported tiers. Our take: Streaming isn鈥檛 a free pass to interrupt. Gen Z demands relevance, brevity, and control鈥攎eaning streaming platforms must reengineer how, when, and where they serve ads. The format must evolve if AVOD is to survive the next wave of viewer expectations.

The news: Anime is gaining popularity across the globe, per a recent Dentsu report highlighting anime viewership trends, proving that marketers who haven鈥檛 yet paid attention to the medium need to tap in. 50% of Gen Z watches anime weekly, with 14% watching daily. Millennials also tune in frequently, with nearly half (48%) watching daily or weekly. Our take: Savvy marketers will pay attention to anime as a prime chance to reach the demographics driving the future鈥攂ut going beyond a surface-level understanding of the medium will determine which marketers succeed and which fall behind.

The trend: Gen Z is opting out of both traditional pay TV and ad-supported streaming tiers, signaling deeper changes in viewing behavior. Just 42% of Gen Z subscribers use ad-supported SVOD, while less than half of all US households now maintain a pay TV subscription. Our take: Streaming鈥檚 future depends on reaching the next generation, but current models鈥攅specially ad-supported tiers鈥攁ren鈥檛 meeting Gen Z where they are. With only 1.3 hours of streaming and 0.8 hours of traditional TV per day, Gen Z prefers social video, gaming, and music. To stay relevant, platforms must prioritize native formats, interactivity, and creator integration over legacy ad models.

The news: A recent YouGov study highlighted shifting media consumption habits鈥攁nd Gen Z is leading the way. Half of Gen Zers make purchases based on social media ads compared with 41% of overall consumers. Gen Z is one of the leaders in time spent with social media, with 28% spending at least 5 hours on social platforms on the average weekday. Our take: As Gen Z proves itself as one of the most valuable demographics for advertisers, brands must tailor strategies to channels and formats that are most likely to connect with these growth drivers.

The news: Gen Z is reshaping how consumers shop, spend, and stay well鈥攚ithout ever leaving their screens. US Gen Zers record 425 digital actions a month鈥�40.3% more than Gen Xers and 141.5% more than baby boomers, per PYMNTS Intelligence. Our take: Brands should partner with carefully chosen SMEs to expand reach. High social video subscriber counts won鈥檛 bring the best ROI if creators aren鈥檛 well-versed in what they鈥檙e promoting. They should also ensure websites and checkout processes are frictionless. Gen Z wants quick, effortless experiences. Brands that provide those have the best chance to win them over, and other generations will follow their lead.

The news: Social media is no longer just a branding tool鈥攊t鈥檚 a commerce engine, particularly among Gen Z. Over half (56%) of US Gen Zers have made a purchase because of a social media influencer, per CivicScience鈥檚 2025 Gen Z Media Consumption report. That鈥檚 up from 41% in 2023. 52% of Gen Zers have made a purchase directly on a social media platform, compared with 32% of adults over 30. Our take: Gen Z鈥檚 buying behavior is embedded in social-first platforms, where influence equals transaction. Partnerships with nano-influencers, who often have extremely engaged audiences, can help boost reach. Brands should test direct in-platform checkout integration on social media to boost conversion and capitalize on growing ecommerce options on platforms like TikTok and Instagram.

Almost half (49%) of US Gen Zers are much more likely to pay attention to ads that make them laugh or use music they like, per a June report from Edison Research and SiriusXM Media.

The news: Bilt has stealthily been behind the vertical short-form social series Roomies, in a long-term game to broaden its brand recognition across Gen Z and millennial renters. The series has 66,000 and 80,600 followers on TikTok and Instagram. On TikTok, Roomies has passed 906,000 likes across 10 episodes. Our take: With 89.7% of Gen Z spending time on social media platforms, per our forecast, Bilt鈥檚 ability to capture the generation鈥檚 attention without drawing the 鈥渋ck鈥� could pay dividends in driving signs up to its upcoming card refresh.

GenAI will reach about 51% of US internet users by 2029 as growth stabilizes, with search dominating use cases and Gen Z leading adoption. Amid rising competition from Google and others, ChatGPT will maintain dominance. Brands must adapt to AI-mediated customer relationships.

Ecommerce growth is slowing as the market matures, but gains will come from mobile commerce, Gen Z buyers, and high-performing categories.

The trend: In June, we covered how Gen Zers intended to prioritize planning for summer over their financial futures. They said they would return to their finances when summer is over but spend more on nonessentials in the meantime. CIT Bank鈥檚 2025 summer vacation survey reveals they did just that. What this means for banks: As we near the end of summer travel, financial institutions should prepare campaigns that advertise budgeting and savings products that can help their customers get back on track financially. Such products could include high-yield savings accounts, in-app budgeting tools, certificates of deposit, and automated savings features.

The news: More than one-third of Pinterest鈥檚 570 million global users are men (30.4% in the US), driven largely by Gen Z, per the company鈥檚 first Pinterest Men鈥檚 Trend Report. Their searches鈥攕panning fitness, grooming, parenting, and finance鈥攗pend stereotypes and signal new ad opportunities. Our take: Advertisers have an opportunity to plug into Pinterest鈥檚 male-centric expansion with the following strategies. Launch campaigns via the 鈥淧interest Man鈥� hub and align creative with top categories (fitness, skincare, parenting). Partner with male creators to boost authenticity, engagement, and time spent. Use Pinterest鈥檚 gender-specific analytics and trend reports to optimize ad timing and targeting.

The news: Credit card issuers can cement top-of-wallet status by personalization and perks, especially for millennials and Gen Zers, per a PYMNTS Intelligence and i2c joint report. Our take: To meet young consumers鈥� needs, issuers need to play up the non-rewards features that cardholders crave鈥攈igher credit limits coupled with tools to help cardholders make smart spending decisions.

The news: Sixty-four percent of Gen Z and 65% of millennial homebuyers say their financial well-being will depend on their ability to refinance to a lower interest rate in the future, per Truework鈥檚 鈥淭he State of Homebuying in America鈥� report. But if rates don鈥檛 significantly drop over the next few years, these customers鈥� mortgages could be at risk of defaulting. Our take: Financial institutions (FIs) can step in to help young homeowners navigate their mortgages while they await rate changes. FIs can start by offering automated refinance alerts, enhancing digital transparency and providing a homeownership/homebuying educational hub.

The finding: More than 1 in 3 Americans (36%) name alcohol as their go鈥憈o restaurant drink, just ahead of soda (29%) and water (21%), per a July Harris Poll. Nearly 70% of recent diners ordered at least one alcoholic beverage, per Harris. Our take: Alcohol remains a top choice, but nonalcoholic options command the bulk of orders. Restaurants should tailor their beverage programs by guest profile and occasion鈥攕howcasing premium, adult鈥慶entric cocktails for millennials and Gen X, while expanding on鈥憈rend, flavorful NA and low鈥慉BV offerings to engage Gen Z and health鈥慶onscious diners.

The news: A Sprout Social report found that 41% of Gen Z turns to social platforms first for finding information, ahead of search engines (32%), AI chatbots (11%), and friends and family (9%). In an exclusive conversation with 蘑菇AV, Thomas Markland, founder of creator company HYDP, discussed the shift and the need for brands to adopt a social-first strategy. Our take: As social media users, especially younger generations, increasingly turn to social for product discovery, brands that are willing to adapt and are strategic with their creator partnerships stand to gain most.

Resale platform Depop launched its biggest US marketing campaign to date as it looks to expand its audience beyond its core Gen Z user base and capitalize on surging demand for secondhand goods. Growing global demand for resale presents challenges and opportunities鈥攂oth for marketplaces that trade in secondhand goods, like Depop and eBay, as well as for traditional retailers.

LinkedIn is urging B2B marketers to embrace unscripted, authentic video after seeing strong engagement growth on the platform. CMO Jessica Jensen told 蘑菇AV that 鈥渞eal humans talking like real humans鈥� resonates far more than polished assets, encouraging executives to share candid updates and even humor in their posts. The push reflects broader demand: 52% of US B2B marketers used video in 2024, while Millennials and Gen Z鈥攏ow 71% of B2B buyers鈥攅xpect casual, social-style content in professional settings. With B2B video ad spend rising nearly 18% this year, LinkedIn is well positioned to capture that momentum.