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Gen Zers are on a path to take the lead on most platforms, while millennials remain a stable digital population and other generations pick up new habits.

Gen Z is strongly embracing the shift to social media and creator content. Consumers are largely receptive to brands that partner with creators and influencers. Creator and influencer content can be more relevant and less intrusive than studio-produced ads. Creators and influencers are effective at driving purchases, especially among Gen Z and millennials.

Est茅e Lauder鈥檚 slow pace of innovation hindered its ability to resonate with Gen Zers, allowing brands like e.l.f. Beauty and Drunk Elephant to build relationships with that valuable consumer segment. Our take: To reverse the company鈥檚 slump, de La Faverie plans to accelerate product launches and sharpen its marketing strategies to reach shoppers more effectively.

Merely giving shoppers the option to save money by buying less is unlikely to help Pepsi blunt the appeal of private-label brands, which are rapidly gaining share thanks to improvements in quality and their attractive price points.

What this means for banks: A recent RE/MAX survey found that 63% of Gen Zers and millennials want to buy their first homes but the prices are holding them back. They may not see a light at the end of the tunnel for accomplishing their goal of becoming first-time homeowners.

Gen Zers and young millennials are the most likely to splurge on beauty in 2024鈥攂ut their path to purchase is anything but straightforward.

Roughly 7 in 10 US retailers (68%) said that ecommerce theft and fraud were a bigger concern in 2024 than the year prior, per an NRF report. 1 in 4 higher-income shoppers reported engaging in some kind of first-party fraud during the holiday season鈥攕uch as disputing legitimate credit card charges or falsely claiming packages were stolen鈥攃ompared with just 11% of low-income consumers, according to a survey

Retailers face big hurdles in 2025. From competing with Amazon's advertising empire to figuring out generative AI (genAI) technology to keeping shoppers on apps, these challenges are forcing retailers to adapt quickly. Here's what these problems look like today鈥攁nd how they could potentially be resolved.