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Gen Z consumers can be incentivized to join a loyalty program without margin-eroding discounts. Free shipping and discounts carry less weight among Gen Zers in persuading them to sign up for a new program, according to a February 2024 poll from CivicScience, while early and exclusive access to sales, goods, and experiences was relatively more important.

The stakes are particularly high among younger users, with 53.3% of US Gen Z using social media primarily for messaging, and TikTok now entering the group chat space with its messaging feature now supporting up to 32 participants. The shift to messaging platforms is particularly evident among younger users, with direct messaging being a primary social media activity for Gen Z.

The trend: Gen Zers and millennials have markedly different salary expectations for achieving success:. Gen Zers believe they need $587,800, far more than the average. Yet, they don鈥檛 have drastically costlier lifestyles than millennials. Millennials believe they need $180,900鈥攍ess than any other generation except boomers.

That proportion is higher for Gen Z users: 51% plan to get some holiday shopping done on the platform. Our take: TikTok鈥檚 future in the US is uncertain, but that hasn鈥檛 kept sellers from flocking to the platform鈥攐r stopped shoppers from snapping up trending beauty products on TikTok Shop.

Gen Zers, we say, "Let's go get this bag." Is that similar? Rob Rubin (01:48):. Nope, totally different. Tyler Van Dyke (01:48):. What's your bag? Rob Rubin (01:54):. What's your bag is like what's your problem, like why are you upset? Tyler Van Dyke (01:59):. Oh, that's not one I've heard before. Rob Rubin (02:01):. Why are you crashing? That's a Gen Z expression. Grace Broadbent (02:03):.

The brand, which has recorded 23 straight quarters of net sales growth, is 鈥渢he No.1 brand amongst Gen Z by a pretty wide margin,鈥� CEO Tarang Amin told CNBC, in addition to being 鈥渢he most purchased brand amongst Gen Alpha and millennials.鈥�

The share of Gen Z consumers who acknowledge that targeted advertising has at least a moderate influence was almost three times bigger than the share of baby boomers who did. How marketers can respond. Advertisers have known for a while that consumers do not necessarily pay mind to their messages.

For all other generations, banking on their mobile devices is No. 1, cited by:. 64% of Gen Zers. 68% of millennials. 55% of Gen Xers. Online banking comes in second for each of those groups. But they don鈥檛 agree on their third-place options. Millennials and Gen Zers prefer banking at an ATM after online banking. Gen X prefers banking at a branch over ATMs.

Gen Z is making its mark on LinkedIn. Gen Zers are joining the workforce and signing up for LinkedIn as they start their careers. Gen Z is the platform鈥檚 fastest-growing age demographic: LinkedIn will have 21.1 million US Gen Z users this year, per our forecast, a 13.6% increase YoY. This young cohort sees LinkedIn as a break from other forms of social media.