蘑菇AV

Nearly half of US consumers feel brands using AI-generated content in ads come across as fraudulent, with 40% of Gen Zers and 42% of baby boomers saying brands using AI in ads seem like scams. 60% of marketers using genAI content are concerned that AI content will harm brands through plagiarism, biases, and value misalignment, per Synthesia. Concerns over AI go beyond smaller creators like Blagojevic.

And employees are demonstrating how. 31% of employees admit to sabotaging their companies鈥� genAI strategy, and that number jumps to 41% for millennials and Gen Zers. 1 in 10 workers are tampering with performance metrics to make it seem like AI is underperforming. 蘑菇AV one-quarter (27%) have retaliated by putting company info into an unapproved genAI tool.

However, advertisers should avoid complete divestment from TikTok, which maintains massive reach and will continue to be popular among key demographic groups, like Gen Z.

Research by impact.com shows Gen Z and millennial consumers are reshaping commerce through their demand for measurable authenticity. Consider this: while 56% of Gen Z distrust brand claims, they readily turn to peer communities and social platforms for purchase guidance, according to research from Archival.

Adult Gen Zers and younger millennials were more likely than average to buy luxury products. Footwear, apparel, and fragrance were the top purchase categories among shoppers ages 18 to 34. Department stores were the No. 1 location for shopping for luxury goods, beating out all ecommerce and brand-owned channels.

More Gen Zers said card-linked plans are better for shopping than fintech offerings.

Dupe culture goes mainstream: Target and e.l.f. Beauty are among the companies benefiting from Gen Zers鈥� affinity for cheaper versions of premium products.

As Gen Zers enter adulthood and increase their spending power, brands new and old are fighting for a larger share of their dollars. Here are three battles being waged for Gen Z consumers and how wellness, social media, and low prices are giving newcomer brands an edge.

If a more-powerful Siri does hit the mark, it could be quite profitable for Apple. 42% of Gen Zers and 61% of millennials said they鈥檇 pay for AI if it meant better, more accurate answers, per Pearl. If Apple can make a Siri that鈥檚 good enough to sell, its Services segment could become even more valuable, further propping up the company鈥檚 revenues.

Even so, YouTube will remain by far the top platform among Gen Zers, used monthly by 89.3% of 12- to 27-year-olds in 2024, per our forecast. In 2023, Instagram overtook linear TV in terms of Gen Z users for the first time. Instagram has had a larger monthly millennial audience than linear TV since 2021. Last year, there were roughly 5 million more Gen Z Instagram users than Gen Z linear TV viewers.

Gen Z steals the limelight in the UK when it comes to digital habits. But millennials are even more digital, and Gen X sweetens its own 鈥渄igitalness鈥� with financial clout.

Nearly 1 in 5 (17.5%) of Gen Zers prefer AI tools over Google, per Pearl, compared with 10.2% of millennials and 8.5% of Gen Xers. Copilot reviews are mostly negative. Only 3.3% of IT leaders said Copilot has provided significant value and it fails to deliver on 75% of what Microsoft said it can do.

Gen Z, which represents the predominant source of digital buyer growth, is particularly likely to rate DEI-focused efforts highly, and every generation is more likely to support brands that reflect their social values.

At the same time, financial institutions (FIs) and fintechs have lowered the barriers to investing鈥攁llowing Gen Zers and millennials to partake. The strategies: By making investing more accessible, banks are attempting to build relationships with young customers. For example:.

If you鈥檙e trying to appeal to Gen Z, 鈥渉颈谤别 Gen Zers,鈥� said Jennifer Quigley-Jones, CEO and founder of influencer marketing agency Digital Voices. Whether making social media content for brand-owned accounts or working with influencers, marketers that want to sell to Gen Z need to work with Gen Zers.

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.

Gen Z will represent 20% of the US population in 2023, and nearly 40 million of these Gen Zers are adults. This is the data you need to understand how to reach them鈥攁nd tap their growing buying power.

Gen Z spends the most time on social media. Gen Zers ages 18 to 24 spend more time on Instagram, TikTok, and Snapchat than any other age group, according to our forecast. These platforms become community spaces where they interact beyond simple messaging: They share memes and new interests, video chat, and collaborate on content.

In the marketing lingo bingo game, 鈥淕en Z鈥� ranks at the top. (Yes, there鈥檚 also 鈥淭ikTok,鈥� but that鈥檚 largely due to its proximity to Gen Z.) So what happens when the hot topic is also the thing that makes you the most uneasy?

As the first digitally native generation, marketers must recognize that what works for older demographics won鈥檛 necessarily work for Gen Z. On social media, Gen Z expects brands to understand the different ways they use each channel, while on streaming, content remains king (though price is an important factor).

"Delulu"鈥攕lang for delusional鈥攊s a popular Gen Z refrain used to describe achieving outcomes through the power of positive thinking. But Gen Zers鈥� delulu approach isn鈥檛 working for their financial lives.

51.1% of US Snapchat users will come from Gen Z this year, according to our September 2023 forecast. TikTok is also dominated by Gen Z, with 44.7% of users coming from that age group.

Gen Zers aren鈥檛 watching appointment TV. They鈥檙e not even the biggest cohort of connected TV users. (That distinction goes to millennials.) Instead, Gen Z is watching short digital videos and looking for new ways to interact with friends. Here are five charts on what Gen Z鈥檚 media consumption looks like.