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But Apple Pay takes the cake among Gen Z, with 34.2% of Gen Z social buyers using it in the past 12 months鈥攎ore than twice the proportion of buyers overall (16.4%), per our survey. Implications for merchant-facing payment providers. Gateways can enable payments directly within social media apps to remove friction for social buyers.

Capturing creators: Influencers and Gen Zers are diving into LinkedIn. That influx is leading to the rise of ad and marketing agencies that specialize in creating content for the platform. LinkedIn is expected to overtake Facebook for Gen Z users in the UK by 2028, per our forecast. 32% of US adults use LinkedIn, per Pew Research, just behind TikTok (33%) and Pinterest (36%).

If a more-powerful Siri does hit the mark, it could be quite profitable for Apple. 42% of Gen Zers and 61% of millennials said they鈥檇 pay for AI if it meant better, more accurate answers, per Pearl. If Apple can make a Siri that鈥檚 good enough to sell, its Services segment could become even more valuable, further propping up the company鈥檚 revenues.

Gen Z expects Apple Pay at checkout. Gen Zers鈥� payment preferences differ from those of older consumers. One of the biggest distinctions is their love of Apple Pay. In the past year, 34.2% of Gen Z social commerce buyers used it鈥攎ore than twice the proportion of buyers overall (16.4%), per our March 2024 survey. Catering to Gen Z is especially important given its heavy usage of social media.

Nearly 32% (31.9%) of Gen Z respondents in our June 2024 Path to Purchase survey reported using apps, second only to discounts and coupons, as an in-store discovery driver.

What this means for banks: Gen Zers are correct in thinking they need more money than their parents to feel financially secure鈥攖hey just may not need double. This highlights again the complex relationship between Gen Zers and their Gen Xer parents. If banks help either generation, the other will feel more financially optimistic.

It says the layout is more focused on Gen Z. And one of the ways that it's getting Gen Z involved is a new scent bar where people test different scents of not just Bath & Body Works iconic body sprays, but also candles, flowers I saw on there, just various different things that have to do with scent, which we know that perfume is a growing category right now. Rachel Wolff:.

Branded food items like a cake in the shape of Coach鈥檚 signature Tabby purse or ravioli with Louis Vuitton鈥檚 monogram logo are social media catnip, helping to keep those brands front-and-center with luxury-obsessed Gen Z and millennial consumers.

Particularly in the social media sphere, the uptake of video-heavy platforms among Gen Zers and millennials is marked. Germany鈥檚 digital shift sustains total media time. Germany started its digital pivot later than the UK and France, but its current pace of change is strong. This is likely what鈥檚 keeping Germany above its 2019 total media time spent figure.

Adults across generations overwhelmingly prefer to buy from brands that reflect their social values, and younger generations like Millennials and Gen Z, who are increasingly calling for brand activism, are expected to continue leading digital buyer growth. Understanding target audiences and how political messaging will align with their values is key to navigating this fine line.

Trend: Gen Z is driving dupe culture.

Meta and Roblox show how teen safety has become a priority: A year of heavy scrutiny from regulators has prompted similar platforms to overhaul protections.

While that鈥檚 true for all off-price retailers, TJX鈥檚 good, better, and best brand strategy gives it additional flexibility to go upmarket if that鈥檚 where the merchandise can be found鈥攁nd consequently sharpen its appeal to higher-income and Gen Z consumers.