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Gen Zers are four times more likely than baby boomers to cite high rates and restrictive credit options as their reasons for banking elsewhere, according to PYMNTS. What credit unions are doing next: 76% of credit unions planned to increase their tech budgets in 2024, per Cornerstone Advisors.

Gen Zers are less focused on transactional rewards than older generations, and they are more likely to value experiential rewards such as exclusive access to products or the ability to take part in contests and challenges, per Marigold and Econsultancy.

And more than half (54.2%) of Gen Zers used social media to like or comment on content, according to our July 2023 US Gen Z Social Media survey. Users often ask for product-specific information in the comments section of videos.

Gen Z is closing the P2P gap with millennials. Millennials have had the strongest P2P adoption of any generation for more than a decade. This year, 80.0% of millennial smartphone users will send P2P transactions, per our forecast. But as Gen Z enters adulthood, their P2P payment app use is exploding.

That share is likely to keep falling given that Gen Z consumers drink less than older generations. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

Gen Zers and millennials show more confidence in personalizing campaigns, possibly due to their greater use of behavioral and intent data compared with older generations. Many marketers use AI to enhance personalization, but younger marketers are more likely to use generative AI and see a positive impact in terms of authenticity and customer centricity in their messaging.

Why it matters: The alleged gunman is a Gen Zer鈥攁 cohort with a particular disdain of the healthcare system. Gen Zers express a greater level of distrust of health insurance companies than all other generations, per our December 2023 US Digital Health survey.

Over half (57.8%) of US consumers prefer to use Google search over AI platforms like ChatGPT when they need a factual answer, according to a December 2024 survey from Pearl conducted by Censuswide.

That鈥檚 nearly double the rate among Gen Zers. Millennials are in the sweet spot: They鈥檙e frequent social media users and are further into their financial lives than Gen Zers. And share jumps to 22.6% among social media users who make $150,000 or more. These consumers are more likely to have higher credit scores, and many of the cards being marketed require strong credit and target high-income users.

Highlight how Gen Z and millennial consumers are shopping on marketplaces.鈥� Help brands and retailers understand and meet the expectations of marketplace shoppers.鈥� Complete survey results and detailed methodology can be found in this report鈥檚 crosstabs.

More than half (57.6%) of US Gen Z consumers say they 鈥渙ften鈥� or 鈥渁lways鈥� accept cookie notifications, compared with 36.0% of boomers per a July 2024 蘑菇AV survey. Only 32% of global publishers had begun preparing for the end of third-party cookies on Google Chrome, according to a May 2024 Teads survey of 555 publishers in 38 countries.

The platform鈥檚 unique offerings and Gen Z users keep advertisers around. Its user base continues to skew young, helping advertisers reach Gen Z. This would give Snapchat an advantage if TikTok were eventually banned in the US. It also continues to roll out new ad formats鈥攍ike Sponsored AI Lenses鈥攖hat help it differentiate from other social networks and attract advertiser interest.

Gen Z credit union members are 2.5 times more likely than baby boomers and seniors to say they鈥檒l switch FIs if their credit union doesn鈥檛 innovate, per a December 2023 PYMNTS Intelligence study. Innovation road maps should center on what Gen Z wants, such as Zelle and young adult debit cards. They鈥檙e also looking for innovation in credit card apps, budgeting tools, and QR codes.

Discord facing lawsuit for allegedly harming minors: The case is far from the first time Discord and other platforms have faced similar scrutiny.

Credit cards tapped experiences to draw Gen Z. After issuers broadly devalued points and rewards in 2023, credit card companies jumped on a new trend to attract cardholders and induce spend: experiences. American Express won over the hearts and minds of Gen Z with a slew of experience-based perks and rewards, like exclusive restaurant access through Resy and a cardholder-only tent at Coachella.

Gen Zers ages 18 to 24 spend more time on Instagram, TikTok, and Snapchat than any other age group, per our forecasts. We鈥檙e seeing the effects: Social media plays an outsize role in Gen Z product discovery, and they鈥檙e more likely than older generations to buy via social media. Social media platforms are implementing solutions that help them directly capture sales.

This is particularly probable among Gen Z and Gen Alpha, AI natives with greater comfort with these technologies. Looking ahead, we're likely to see the convergence of various AI capabilities. Image search and personalized recommendations will help shape more popular shopping tools.

Delaware-based WSFS Bank and Greenlight to offer financial education to kids.

Their ROOST initiative could pressure platforms to adopt stronger protections, reshaping digital safety and providing brand-safe environments for advertisers.

Some 2 in 5 consumers鈥攁nd 51% of Gen Zers鈥攁dmit to engaging in the practice, while 73% of retailers have noted rising bracketing behavior over the past year, per the NRF and Happy Returns. Striking a difficult balance: Many shoppers consider easy and/or free returns as a given, complicating retailers鈥� efforts to clamp down on returns.