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The platform is especially popular among younger generations who represent key sources of buyer growth鈥攗p to 95% of Gen Z and Gen Alpha identify as gamers. Mobile game marketing platform Admazing shared key insights on how it helped PepsiCo brands transform their advertising. A PepsiCo study found that advertising within mobile games boosted ad awareness/recall to 21.9%, compared to the average 5.5%.

Only 25% of baby boomers believe AI will serve them accurate information, per Five9, versus 62% of millennials and 55% of Gen Z. This generational chasm likely blocks the rapid adoption of agentic shopping tools with wealthy boomers but signals takeoff potential among young adults.

AI involvement: AI chatbots and search tools are a growing source of information, though usage remains low鈥攐nly 7% of US adults and 15% of Gen Zers under 25 use them weekly to get news. Globally, 27% of adults are interested in AI news summaries and 24% want AI that can translate stories into different languages.

Gen Z is in denial about finances: Gen Z鈥檚 financial aspirations and spending habits aren鈥檛 in line with their economic reality. Banks can help them manage their expectations and plan for the future with engaging financial education鈥攂oosting Gen Z customer lifetime value in the process.

In a time of economic uncertainty and spending pullbacks, shifting attention to target key demographics like Gen Z and Gen Alpha can drive purchases. Social media and YouTube dominate discovery for younger generations and aren鈥檛 vulnerable to spending cuts, making them essential for an effective strategy.

Key stat: 53% of US consumers love or like playing video games, according to April 2024 data from Collage Group. Among Gen Z, that figure increased to 72%.

That rises to 63% for millennial GLP-1 patients and 61% for Gen Zers. Only 6% feel less connected to these types of brands. Some fitness brands have already rolled out services designed for people interested in GLP-1s or who are taking the medication. Life Time launched a longevity and wellness division called Moira that includes weight loss clinics with GLP-1 prescription access.

Our take: Card-linked offers can help issuers attract and retain customers, especially Gen Zers. Issuers can use their customer data to develop personalized offers at merchants they鈥檝e shopped at before or for their top spending categories. JPMorgan Chase uses genAI to customize Chase Offers, for example.

From 2023 to 2024, Gen Z patients experienced the greatest YoY increase (177.7%) in GLP-1 prescriptions for weight loss purposes, followed by millennials (145.8%) and Gen Alpha (141.7%). Weight loss drug content on social media has fueled demand. Posts from influencers, celebrities, and other social media users who document their GLP-1 weight loss journeys regularly go viral.

Retailers must continually test and adapt their strategies to find what resonates with consumers ahead of the holidays. An extended holiday season requires a dynamic approach to promotions, while brands aiming to reach Gen Z should use creators and video ads. Here are three pieces of advice on a successful holiday ad campaign from Meta and two of its advertising partners, 鈥嬧�婳gee Beauty and AS Beauty.

The news: Gen Z鈥檚 digital communities鈥攌nown as digital third spaces鈥攁re increasingly essential to how brands drive buying decisions, as Gen Z remains the predominant source of digital buyer growth. Social media use is increasing quickly for Gen Z, growing 7.7% in 2024 compared with 1.8% for the general population.

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.

For Gen Z specifically, reviews are an important influence for consumers in the US, UK, France, Italy, and Australia, per AB Tasty. Images of products on a real model are consistently ranked as the most helpful influence, followed by products shown alone and 3D interactive images. Interestingly, virtual try-ons rank last among consumers.

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.

Walmart and Target reported their Q3 earnings last week. Despite varying retail success, both reported strong growth in their retail media networks鈥擶almart Connect鈥檚 US business grew 26% while Roundel鈥檚 growth was in the mid-teens, per CEO Brian Cornell.

But advertising around film and TV content on Snapchat is a significant opportunity to reach consumers where they鈥檙e more likely to be engaged and receptive to brands鈥攅specially Gen Z, which accounts for the majority of Snapchat users and represents the predominant source of digital buyer growth, per our forecast.

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.

Users are being kind to AI, even if they don鈥檛 see it as human: Only a quarter of Gen Zers believe AI is conscious, but two-thirds (69%) say 鈥減lease鈥� and 鈥渢hank you,鈥� per EduBirdie. Catching feelings: Developers are taking note, and emotional intelligence in AI has become an emerging focus. OpenAI鈥檚 ChatGPT-4.5 offers realistic advice, conversational skills, and a sense of humor.

Younger generations are most likely to engage with CTV, with millennials representing the biggest share of CTV users in the US (63.4 million), followed by Gen Z (54.4 million).

Search engines are also the most used channel for researching doctors (45%), but large shares of Gen Zers (42%) and millennials (32%) also look up provider reviews on social media, per our survey.

Influencer marketing is often associated with Gen Z and millennials, and for good reason. Nearly half of both generations are more likely to trust an ad featuring an influencer they trust, according to June 2024 data from Captiv8. But 79.8% of US Gen Xers and 53.9% of US baby boomers will use social media this year, per our May 2024 forecast. To ensure marketers seize the untapped potential for reaching these generations, we鈥檝e compiled a generation-by-generation breakdown on how and where to reach them.

Vitamins are the most popular supplement across generations, although more baby boomers (56%) than Gen Z (48%) use them, according to a recent YouGuv report. Other supplement usage varies by age group. Minerals like calcium and magnesium are favored by 34% of baby boomers, while 24% of Gen Z take proteins and amino acids.

For marketers, 鈥極K, boomer鈥� isn鈥檛 such a bad phrase after all. Baby boomers (ages 60 to 78) make up 20% of the US population yet control $76 trillion鈥�52% of the country鈥檚 net wealth, per the Federal Reserve as reported by The Economist. Despite marketers fixating on Gen Z, boomers wield substantial spending power and have distinct behaviors worth noting.