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Meta, TikTok, and X in hot legal water: The platforms are facing suits in the US and EU that could have implications for how advertisers invest.

That involves hooking Gen Z shoppers, investing in live shopping, and leaning on well-timed promotional events to drive buyers to spend. Go further: Read our FAQ on the US TikTok Ban: What Businesses, Advertisers, and Creators Need to Know.

Gen Z user growth is still high. While US BNPL user growth is in the single digits for all other generations, Gen Z BNPL use will increase by 12.4% next year, per our forecast, as young people look to increase their spending power without needing a high credit score. Millennials make up the largest share of BNPL users (36.5%) in 2024, but penetration is higher among Gen Zers.

Tariffs imperil beauty industry just as post-pandemic boom slows: Costs are expected to spike as duties hit key imports, leaving brands scrambling to maintain sales without alienating price-conscious buyers.

Over half (53%) of Gen Z and millennial shoppers prefer self-checkout over traditional registers, according to a 2024 survey by NCR Voyix. Our analysts predict that the rising cost of groceries could bring more consumers in-store to avoid costs like delivery fees.

Gen Z led social media trends. TikTok’s growing influence: TikTok is becoming a key news source for Gen Z, with more young people using it for news than traditional media. Read article. Noplace tops App Store charts: The social app is drawing in Gen Zers with its aesthetic, user-friendly design, but its ability to compete with established apps depends on debugging and user retention. Read article.

Over the last few years, Gen Zers have slowly trickled away from big banks—with some gravitating toward banks’ digital competitors. This could mean fintechs’ marketing campaigns are resonating with young customers. Fintechs are trying to diversify their customer base with their ads.

This focus could resonate especially well with Gen Zers, who have pushed for transparency in green initiatives. Before making decisions about climate goals and agreements, FIs must consider the potential impact to relationships with younger customers, who have been slowly leaving bigger FIs.

Adult Gen Zers. Ninety-one percent of consumers between ages 18 and 26 use digital wallets as their primary payment method for shopping, per 2023 data from Capital One. And 10.3% of Gen Zers said they rarely or never carry a physical wallet, according to a February 2024 PYMNTS Intelligence survey. Cashless consumers.

The much coveted Gen Z cohort is made up of people born between 1997 and 2012—ages 12 to 27. Most platforms require users to be at least 13 before they can register, meaning Gen Z has almost entirely matured into the legal age for social network use. And Gen Z is beginning to alter the conversation.

"I think a lot of this is not just the Gen Zers, but we're starting to think a little bit more about Gen Alpha as well.". Digital livestreaming has become a massive part of Chinese media usage, as 59.0% of China's population will watch livestreams at least once a month this year, per our October 2024 forecast.

It can help Google build brand loyalty among Gen Alpha and better compete with Apple Wallet

Gen Z (over) spends. Key stat: 53% of Gen Z consumers spent over half of their monthly income on Black Friday this year, according to EduBirdie. Over a quarter (27%) of Gen Zers used credit cards or loans to fund their Black Friday purchases. Nearly as many (26%) are now cutting back on essentials after overspending, while 11% are considering taking out a loan or borrowing money.

Gen Zers have the highest rate of LGBTQ+ self-identification. According to a March 2023 poll from Gallup, 22.3% of Gen Zers in the US identified as LGBTQ+, compared with 9.8% of millennials. Increased social acceptance has made it easier for younger people to come out publicly, but support systems and the size of LGBTQ+ communities can vary dramatically by location.