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Turnaround plans aren鈥檛 easy: While Abercrombie turned its fortunes around by delivering styles that resonate with Gen Zers and millennials, Foot Locker鈥檚 growth strategy remains a work in progress.

B2B ad spending will total over $35 billion this year, up 9.3% from 2022, according to our forecast. As millennials and Gen Zers become the dominant players in the buying process this year, B2B marketing will shift to keep up with their digital inclinations. Expect B2B marketers to take a page out of consumer marketing and invest more in influencers.

TikTok is competing with just about everyone, according to our analyst Jasmine Enberg. Its lower costs per thousand are helping it pull ad share away from platforms like Meta, while its appeal to Gen Z consumers is pulling search dollars away from Google and Amazon. But it can play nice too, a strategy the platform has had to adopt in Washington to avoid a total US ban.

Over half (56%) of Gen Zers and 43% of millennials find social media content to be more relevant than traditional TV or movies, per October 2024 Deloitte data. That includes both creator-produced and user-generated content (UGC). Yet seeing creators and their work on non-social channels is still the exception rather than the norm.

On today's episode, we discuss what to make of Twitter changing its name to X, whether Walmart is crushing Amazon in the grocery wars, what a billboard in your living room would look like, what Gen Z has done to the purchase funnel, why Airbnb doesn't have a loyalty program, what the most popular museums around the world are, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Blake Droesch and Carina Perkins.

The big picture: There has been a general post-pandemic push for more in-person social and work-related events, particularly from Gen Z.

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.

Apple鈥檚 headline-grabbing buy now, pay later (BNPL), savings, and credit card products are just one part of the threat it poses in consumer banking: Its digital platform delivers an almost unbeatable user experience (UX) and is tailor-made for Gen Z. Banks must adapt quickly or risk losing market share.

Zooming out: YouTube鈥檚 interest in Shorts isn鈥檛 a blip鈥攊t matches younger consumers鈥� overall interest, perhaps driven by shorter attention spans and a desire for bite-size viewing. 75% of Gen Zers said short-form videos are their most-watched type of vertical content, per Toluna.

In 2023, 92.3% of the 5.2 million accounts opened digitally will be with incumbent banks. Even Gen Zers鈥攖he main source of account opening growth鈥攚ill largely opt for trusted institutions. Neobanks will be left in the dust, especially as fintechs and Big Tech siphon away customers.

Younger consumers鈥� attitudes toward drinking mirrors their approach to health and wellness. 53% of US Gen Zers want brands they patronize to support mental health, according to a survey from ICSC and Big Village. Gen Z engages heavily with skincare brands, prebiotic soda, and brands that support their sleep.

Our take: If Apple doesn鈥檛 accelerate AI deployment, it risks losing Gen Z and millennial consumers who are already adopting AI-enabled assistants from its biggest rivals. Expanding its partnership with AI companies like OpenAI and Google could fill gaps in the short term, but it needs to address internal development problems to get back on track.

鈥淲e talk about Gen Z and Millennials being bigger resale users, but they鈥檙e also the biggest buyers of fast fashion,鈥� said our analyst Rachel Wolff. 鈥淚f you take the price component out, will resale stick around?鈥�. Beyond product reviews and styling tips, Nuuly seeks more personal stories on how the service has benefitted influencers and consumers, said Gallagher.

Sixty-seven percent of fans state they like hearing or seeing their favorite athlete in advertisements; 81% of sports podcast listeners agree. 52% of Gen Z and 57% of millennials closely follow the personal lives of their favorite athletes beyond sports. Zooming out: The findings align with an ongoing trend of companies investing in sports to reach key audiences.

Instagram functions as an address book and messaging system for Gen Zers鈥攁nd Gen Alphas are likely to follow suit as they enter their teen years. Gen Alphas are already adopting social media trends typically associated with teens, such as a recent interest in skincare. Don鈥檛 discount YouTube Shorts.

Gen Z Social Search Habits (蘑菇AV subscription required).

Beyond the chart:. 52% of Gen Zers are open to receiving phone or email alerts to exercise, schedule doctor鈥檚 appointments, and engage in other healthy activities, more than any other generation, according to a January Collage Group survey. Peloton has built a digital community through an organic social strategy鈥攖he "Official Peleton Mom Group on Facebook," for example, has over 116,000 members.

Additionally, marketers can strategically offer targeted discounts for live events to address the price sensitivity felt by Gen Z. Related 蘑菇AV reports:. Gen Z Technology and Media Preferences (蘑菇AV subscription required). The Travel Media Network Explainer 2024 (蘑菇AV subscription required). Note: Data was provided to 蘑菇AV by Comscore.

Gen Z is spending 50 more minutes a day on social platforms than with traditional TV or streaming, according to Deloitte, and 56% say creator-driven content feels more relevant than anything found on conventional platforms. The economic model is a key differentiator.