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Banks can demonstrate their understanding of Gen Z trends by inserting themselves into this popular savings process.

TikTok鈥檚 social commerce push: Gen Z鈥檚 favorite platform has started testing TikTok Shop with select US merchants. The company鈥檚 latest moves point to a focus on commerce, which will offset a lowered ad revenue outlook. US ecommerce livestreaming and owned fulfillment centers are on the horizon鈥攂uilding on the #TikTokMadeMeBuyIt phenomenon (30 billion views and counting) to entice young shoppers.

AI-powered ads allow viewers to shop relevant table settings and cookware directly from Walmart between episodes. Listen to the full episode. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

Of the 22.5 million new proximity mobile payment adoptees through 2027, 88% will be millennials and younger, per our forecast, with the vast majority coming from Gen Z. As this group ages and gains spending power, adoption will grow. But last holdouts remain reticent, creating a drag on growth.

鈥淲hen we look at our customers, specifically millennial or Gen Z customers, they are the most diverse generation in our history,鈥� said Babcock. 鈥淎nd Spanish-language audiences are becoming more and more important to our suppliers.鈥�. By combining The Home Depot鈥檚 customer data with Univision鈥檚 audience, advertisers can scale their campaigns outside of the retail environment.

TikTok is rolling out its Shop feature to all 100 million US users (per our May forecast), using a tab on the home screen to drive users to the marketplace and allowing videos directly containing purchase links, in order to drive in-app ecommerce traffic.

Brands can play into memories of cartoons and toys that Gen Z and millennial consumers enjoyed in their youth. Companies like Mattel have created movies and shows around their toy brands to engage a broader audience. The 鈥淏arbie鈥� film reignited interest in the brand, and has even sparked a 鈥渨eird Barbie鈥� trend on TikTok, where people show off their botched dolls from childhood. 2.

Gen Z consumers are the generation most likely to own AR/VR devices, with a quarter (25%) of the cohort currently owning a device, per June 2023 SurveyMonkey data. Baby boomers are the least likely, with just 7% ownership. In terms of gender and income level, ownership is pretty evenly spread, which should make it easier for marketers to target consumers across the board.

Why I say it's going to change, is because of what we've been talking about in Story by Numbers, and I'll use this as a transition to our next one which we're going to talk about this even more, is that 97% of Gen Z consumers are going to have smartphones and 80% iPhones in 2026. And what that means is that 97% of Gen Z consumers won't all be affluent in 2026.

On today鈥檚 podcast episode, we examine how banks build and use trust to win new customers. Here鈥檚 a look at what we鈥檙e talking about: 鈥� In our 鈥淗eadlines鈥� segment, we discuss recent data breaches at banks and question what the difference is between a bank's security breach and a breach at a partner company鈥檚 system. 鈥� In 鈥淪tory by Numbers,鈥� we focus on personalization and reveal if it successfully engenders trust or just seems creepy. 鈥� In 鈥淔or Argument鈥檚 Sake,鈥� we ponder what would happen if banks were required to report to customers when they shared their personal information with third parties and how it would impact customers鈥� trust and banks' marketing campaigns. Tune in to the conversation with host Rob Rubin and our analysts Grace Broadbent and Tiffani Montez.鈥� In our 鈥淗eadlines鈥� segment, we discuss how in-flight deposits and Gen Z will drive account openings in 2023 and to what extent new account openings are the result of high deposit rates and an incentive-laden environment. 鈥� In 鈥淪tory by Numbers,鈥� we examine how being able to set up direct deposit when consumers open checking accounts is extremely important and the importance of deposits being protected. 鈥� In 鈥淔or Argument鈥檚 Sake,鈥� we suppose there鈥檚 a new US banking regulation requiring all banking products to be applied for and opened online. We debate (nicely) how the industry dynamics would change if everything in banking were digitized and moved online. Tune in to the conversation with host Rob Rubin, managing principal of financial services consulting at EPAM Systems Alex Jimenez, and our analyst Tiffani Montez.

AI can help make small changes, like size and formatting, or even adjust captions to sound more 鈥淚nstagram-y鈥� (geared toward Instagram鈥檚 core audience of millennials) versus 鈥淭ikTok-y鈥� (aimed at Gen Z, TikTok鈥檚 biggest user base). Instagram captions generally call for a level of formality that doesn鈥檛 translate well to TikTok, where users expect more raw, unfiltered content. 4. Generate images.

Our take: Marketers targeting Gen Z on social media will need to develop strategies to overcome the void of behavioral targeting. This will create engaging content to capture a larger, but less specific audience.

The opportunity: More than half of US adults (and nearly three-quarters of US Gen Z adults) are gamers, according to our forecasts. But gaming accounts for less than 5% of US ad spend, according to the Interactive Advertising Bureau. Gen Alpha and Gen Z have grown up with gaming, and platforms like Roblox are second nature to the digital natives.

This year, time spent with digital video will officially surpass time spent with TV among US adults. Video advertising is also moving toward digital as advertisers set their sights on connected TV and social video, and even take advantage of retail media networks鈥� video opportunity. Whether you鈥檙e pitching a video ad campaign or reevaluating a tight ad budget, here are five charts that will help with the how, what, where, when, and why of video advertising. Whether you鈥檙e pitching a video ad campaign or reevaluating a tight ad budget, here are five charts that will help with the how, what, where, when, and why of video advertising.

Gen Z and millennial shoppers plan to spend 54% of their budget on gift cards, up from 41% in 2023. But a rise in gift cards also creates increased fraud risk, per ACI Worldwide. As payment providers add security protections for other payment options, gift cards often aren鈥檛 updated to have the same fraud monitoring capabilities, making the payment method an easy target for fraudsters.

Snapchat maintains demographic strength with younger audiences, especially Gen Z, the predominant source of digital buyer growth. Highlighting its ability to reach these demographics over other platforms could attract advertisers and creates looking to target this audience.

Looking ahead: While TikTok is unlikely to make a serious dent in Amazon鈥檚 ecommerce market share, the retailer is taking steps to ensure it can maintain its dominant position among Gen Z and younger consumers, who are more likely to adopt social commerce.

Gen Z is redefining search. Platforms like TikTok and YouTube are encroaching on Google鈥檚 territory as Gen Zers use social networks to look up tutorials, trends, and more.

Nonalcoholic beer, wine, and spirits retail sales in the US grew 31.3% YoY in 2024, per a November report from Circana. 83% of Gen Z adults typically buy alcohol in-store at a supermarket or liquor store, according to an October 2024 survey from Attest.

eBay鈥檚 consignment business is its latest play for luxury shoppers: The marketplace is betting on luxury to turn its fortunes around.