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Gen Zers and millennials are far more likely to compare prices for medications and medical services than Gen Xers and baby boomers. This shift in buying behavior is driven by consumers bearing more responsibility for their healthcare costs. While high-deductible health plans (HDHPs) were meant to reduce spending, they require upfront spending on medical care before plan payments kick in.

The move rekindles interest among Gen Xers who remember Reebok鈥檚 heyday as a trendy sports brand. Listen to the full episode. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

Survey says: Sixty-nine percent of Gen Z, Millennials, and Gen X prefer TV shows and movies written by humans over generative AI, highlighting persistent skepticism about AI's ability to craft compelling narratives that resonate with audiences.

Usage dropped with each older generation after millennials: Gen Xers (54%); baby boomers (48%); and the Silent Generation (41%). What it means for marketers: Telehealth providers could gain a competitive edge by demonstrating how their virtual care offerings meet the needs of on-the-go Gen Zers and millennials鈥� especially those with young children and tight schedules. 2.

Among Gen X, the gap between the number of YouTube and linear TV viewers is starting to close. In 2026, there will be only 400,000 fewer Gen X YouTube viewers (47.4 million) than TV viewers (47.8 million). But that鈥檚 happening as a result of linear TV鈥檚 decline rather than YouTube鈥檚 growth. There are already more Gen X social network users (51.7 million) than linear TV viewers (48.5 million) in 2024.

In the UK, 68% of Gen Zers shopped on social media in the past year, compared with 54% of millennials, 33% of Gen Xers, and 12% of baby boomers, per Adyen. Globally, Gen Zers are twice as likely as the general population to discover and buy new products on social media, per an October鈥揘ovember 2023 survey by Capgemini Research Institute. Millennials are also turning to social for product inspiration.

Gen Z is rapidly closing the adoption gap, on track to surpass Gen X users by 2028. The shift is driven by Gen Z's increasing disposable income as they enter the workforce, coupled with their enthusiasm for emerging technologies and AI-enabled features. Despite this momentum, significant growth potential remains untapped, particularly among older demographics.

But roughly half of Gen X shoppers (51.1%) also followed creators or influencers, suggesting their content appeals to more than just the youngest social users. Shoppers don鈥檛 have to follow creators to see their content. Respondents were most likely to see shopping-related creator or influencer content in their main feeds.

And Gen Zers and millennials are almost twice as likely as Gen X and boomers to maximize their rewards potential by stacking credit card points with other loyalty programs, at 61% and 36%, respectively, per Amex. Our take: With these trends in mind, issuers can adjust their strategies to offer the greatest value to consumers as many start to pull back on nonessential spending.

On today鈥檚 podcast episode, we discuss how retailers are approaching their DEI initiatives under the current administration, the impact of staying quiet this Pride Month, and where the discussion around DEI goes next. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves, Analyst Paola Flores-Marquez, and Dr. Marcus Collins鈥攁uthor and Professor of Marketing at the Ross School of Business at the University of Michigan.