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As Gen Zers grow up and their purchasing power expands, they鈥檙e redefining the relationship between brand and consumer, expecting brands to be community-focused, authentic, and culturally relevant.

As Gen Zers grow up and their purchasing power expands, they鈥檙e redefining the relationship between brand and consumer, expecting brands to be community-focused, authentic, and culturally relevant.

Gen Zers in the US want their brands to support mental health more than any other cause, cited by 53% of those surveyed by ICSC and Big Village. Tied for second place are environmental causes, including climate change and sustainability, and racial and gender equity (47% each).

Gen Z consumers of beauty and skincare products are most attracted to brands for their pricing (48%), samples (46%), and sustainability (44%), according to Bolt. Pricing is a bigger influence for older consumers, cited by 61% of those ages 18 and older.

Sometimes, consumers don鈥檛 behave how we expect. Despite their digital-native status, Gen Zers still shop in-store, while baby boomers are all about new-kid-on-the-block Temu. And though they鈥檙e still mostly children, Gen Alphas are making their mark on the retail landscape.

42.4% of US Gen Z banking consumers would consider their proximity to ATMs as a factor before choosing a new bank, while 28.8% would consider their distance to a branch, according to our survey. By contrast, 39.6% would consider the bank鈥檚 reputation.

Out of all US generations, Gen Z is willing to pay the most ($229.14 per month) for websites, apps, and online services if they could not access them for free (no ads or subscription fee), according to November 2023 data from the Interactive Advertising Bureau (IAB).

Among Gen Zers in the US, those who watch both digital video and linear TV spend 13.1 hours per week with TikTok videos and other user-generated content, per Hub Research.

Product discovery is the top reason Gen Zers in the US buy through social media, with 45% saying they did so because they found items they liked. A comparatively low 22% cited influencers and creators, while just 16% were swayed by the company or brand name.

Gen Z is ready to spend this season. Millennials may be a bit cautious. YouTube is the place to go if brands want to get on Gen Alpha鈥檚 radar. And for older consumers, trust is the key to getting them to spend. Here鈥檚 how retailers can appeal to each generation as the holiday season readies for Cyber Five.

Gen Z adults are more likely to pay attention to social media advertising than US adults overall, according to CivicScience. By comparison, the general adult population tends to notice other online ads and TV commercials.

YouTube is the top social media platform that US Gen Z consumers turn to for banking information, per our survey.

TikTok. BeReal. Gen Z. Authenticity. That might seem like a grab bag of buzzwords, but it鈥檚 the marketing strategy behind clothing retail American Eagle Outfitters.

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.

33% of US Gen Z consumers have purchased a product from an influencer-founded brand in the past year, followed by millennials (29%), according to Morning Consult.

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.

Gen Z teens cut spending in response to inflation: Shoppers in this cohort are shopping more often at off-price and ecommerce retailers to save money, although the beauty category is as resilient as ever.

Key stat: In the US, 71% of Gen Z adults say they are likely to make a purchase directly via Instagram, according to Jungle Scout. Just 40% of adults overall say the same, with the caveat that older generations are less likely to buy from social networks in general.

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.

On today's podcast episode, we discuss the digital habits across generations: what baby boomers' top digital activity is, Gen X's approach to all things digital, and how much more time Gen Zers actually spend on social media over other generations. Tune in to the discussion with our analyst Paola Flores-Marquez and vice president of research Jennifer Pearson.

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.