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The nationally representative sample included 125 Gen Z (ages 18鈥�28), 492 millennial (ages 29鈥�44), 571 Gen X (ages 45鈥�60), 806 baby boomer (ages 61鈥�79), and 74 Silent/Greatest generation respondents (ages 80+). Survey responses were weighted and analyzed to ensure demographic representation.

While Gen Z saw by far the steepest drop (14.1 percentage points), Gen Xers saw the second-biggest decline, at 5.9 percentage points. Gen Xers are more experimental than boomers across the customer journey. Gen Xers use a more diverse range of sources than their older peers do to find banking information.

Gen X consumers are dealing with their own health issues in addition to caring for children and older family members. Providers and marketers now have an opportunity to build generational trust鈥攂ut they must better understand Gen Xers鈥� healthcare attitudes and behaviors.

Millennials and Gen Xers are on track to reach 60.5% and 54.2% adoption by 2029, respectively, after years of flat growth. Both stand to benefit from the 2025-2026 genAI upgrade cycle, which will renew growth momentum with enhanced utility and conversational capabilities. Gen Alpha and baby boomers emerge as growth bookends.

The problem with AI influencers: Google isn鈥檛 the first to experiment with AI influencers, though it does have the advantage of basing its AI personas off of real influencers who users are more likely to trust鈥攚hich could curb some issues others have found with the virtual influencer trend. 51% percent of Gen Z and millennials, 63% of Gen X and baby boomers, and 58% overall are unlikely to engage with content

What this means for banks: While most Gen Xers and baby boomers own their homes, with ownership rates up slightly since 2023, younger consumers are falling further behind. Most Gen Z and millennial prospective buyers view owning their first home as a key life achievement. But they鈥檙e delaying this achievement, uncertain when better conditions will occur.

Nearly half鈥�47%鈥攐f Gen Z consumers use Pinterest as a search engine, with similarly high rates of adoption for millennials (39%) and Gen X (37%), according to a March Adobe survey. We expect Pinterest鈥檚 US Gen Z user base to rise 4.5% this year to 25.1 million鈥攆aster than any other generation except Gen Alpha.

But younger consumers are even more skeptical than average鈥攈alf of Gen Z and 43% of millennials hold this belief, compared with around 27% of Gen Xers and 28% of baby boomers. The marketing angle: Online-only banks must close the knowledge gaps highlighted by this finding. For example, many consumers don鈥檛 realize that online banks can be just as insured as traditional banks.

Scam emails primarily target Gen Xers and baby boomers: 94% of people in those generations get at least one scam email per week. Scam calls are most likely to affect baby boomers, 89% of whom get at least one scam phone call per week. This could be an especially big threat amid the rise of AI-generated voice deepfakes, which could be harder for older generations to detect.

A) Gen Z B) Millennials C) Gen X D) Baby Boomers. Gen X women control 50% of global consumer spend, influencing 70鈥�80% of household purchasing decisions, according to the study. July 25, 2025. Which brands鈥� consumer base is most likely to express support for DEI initiatives? A) Toyota cars B) Lowe鈥檚 C) Barnes & Noble D) L鈥橭r茅al.

Gen X and baby boomers: Though each generation has their own struggles, they overlap on needing to save for retirement after financially supporting their parents and/or children.

In contrast, 29% of Gen X and boomers agree with Gen Z and Millennials鈥� shopping preferences. Going no contact: Human-avoidant shopping tendencies of Gen Zers and millennials include:. 15% of Gen Z and 10% of millennial consumers favor chatting with a chatbot over a human customer service representative. 86% of Gen Z and 76% of millennials place monthly in-store or curbside pickup orders.

Only 3% of Gen Xers and baby boomers feel the same. Hunger drive: The speed and convenience of voice technology service may also encourage spending: 82% of 鈥渋mpulsive, on-the-go purchases鈥� are driven by hunger, per Big Village, meaning contactless, efficient voice suggestions could lead to more orders.

Only 25% of baby boomers and 37% of Gen X agree that AI is accurate. Sycophantic AI could risk deepening bias for younger users, and for older, more skeptical generations, flattery may appear manipulative鈥攆urther widening the trust gap. Our take: AI鈥檚 propensity for sycophancy and reinforcing bias could be as dangerous as its penchant for hallucinations.

In 2023, 69% of credit union customers were Gen X or older, up from 67% in 2015, per a McKinsey & Company study. Banks, meanwhile, are more balanced, with 58% of customers in this bracket. As older cohorts retire, they鈥檒l spend down their savings and have less need for the lending products that smaller FIs rely on to make money.

Sephora targets Gen X shoppers with latest product launch: The beauty retailer is sharpening its appeal to beauty consumers over the age of 40, who spend more on prestige products than any other demographic.

Gen Z steals the limelight in the UK when it comes to digital habits. But millennials are even more digital, and Gen X sweetens its own 鈥渄igitalness鈥� with financial clout.

Younger generations are social first; older generations begin in a web browser.

Brands look to Gen X as the new Gen Z. While discussions of consumer marketing at SXSW have typically emphasized youth culture, this year鈥檚 conference featured a number of sessions on consumers in the 鈥渟ilver economy.鈥� The age demographic of 50 and older already represents some 53% of consumer spending, according to AARP.

With Gen Z shunning the 9-to-5 lifestyle, this trend is likely to continue: 52% of Gen Z professionals did freelance work in 2023, versus just 30% of Gen Xers, per a November 2023 Upwork study. COVID-19鈥檚 lingering impact on life expectancy will also reduce the number of consumers eligible for life insurance.