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The greatest amount of growth will come from Gen Zers as they enter adulthood, but millennials are still a force to be reckoned with due to the sheer size of their user base.

B2B digital ad spending will continue to grow at a slower pace across key industries in 2023. More B2B buyers are millennials and Gen Zers, shifting ad buys from search to display, from Google to social media, and from desktop to mobile.

Millennials and Gen Zers will be neck and neck for the highest podcast adoption this year (60.8% versus 59.8%). But we forecast Gen Zers will overtake millennials within the next year. They will hit 68.9% by 2028 versus 61.2% for millennials. Gen Zers are growing up in the golden age of podcasting content, and they see podcasts as a mainstream form of entertainment.

Another 55% are more likely to buy from brands that prioritize green initiatives, while 50% are more likely to buy from brands that emphasize DEI. 70% of US adults expect that brands will follow through on their social stances, with over three quarters of millennials and 71% of Gen X feeling this way.

The findings: An October 2024 survey of 1,003 US consumers by bond and insurance firm JW Surety Bonds revealed that 76% of homeowners lack essential homeownership literacy until after buying, with millennials the least prepared (80%). The details: The results highlight a glaring gap in homebuyers鈥� knowledge about homeownership鈥攊ncluding the true costs of it.

Most of that enthusiasm comes from Gen Zers and millennials, who are both considerably more likely than the general population to attend a live event this summer. Nearly three-quarters of consumers ages 18 to 29, and 59% of those ages 30 to 44, expect to go to at least one live concert in the summer months.

In 2024, the proportion of Gen Zers and millennials who said they need life insurance was 95%, versus 72% of Gen Xers and baby boomers, per Limra鈥檚 US 鈥�2024 Insurance Barometer Study.鈥�. The interest is there, but insurers must convert it into action.

Millennials are the most likely generation (56%) to connect with health influencers on YouTube. Gen Xers (72%) and boomers (70%) mostly use Facebook to follow/engage with health influencers. Why it matters: Consumers aren鈥檛 just following health influencers for entertainment purposes. Many people bring up social media-acquired health information to their doctors.

Are millennials pulling away from Amazon? While they were the one demographic group whose Prime Day spending dropped year over year, they continued to spend on other retailers鈥� sites.

Millennials also prefer that format but play sports games more than any other generation. Platforms have an impact: 39% of respondents said their purchase decisions are at least 鈥渟omewhat influenced by advertising seen in video games or by video game-related brand promotions.鈥�.

Creators and influencers are effective at driving purchases, especially among Gen Z and millennials. It鈥檚 not just beauty and fashion; creators and influencers inspire purchases in many product categories. Section 3: Challenges Facing Marketers. Brands must balance a growing number of platforms and channels as the creator economy expands.

Digital-savvy millennials are demanding a digital-first approach to accessing health and wellness information, as well as healthcare services. They鈥檙e trusting family, friends, and social media for medical advice, almost more than doctors.

The news: Gen Z and young millennials are aggressively saving to retire by 40鈥攃hallenging stereotypes of overspending on luxury and leisure鈥攆ollowing the advice of TikTok influencer Mia McGrath, per Yahoo Finance. The details: McGrath is an advocate for the FIRE (financial independence, retire early) movement, which has gained popularity across social media.

However, the percentage of millennials who can afford all their monthly expenses dropped from 53% in November to 50% in January. Adults over 45 are less likely to feel the US economy is in excellent/good shape than younger consumers, but millennials and Gen Zers are most likely to feel the US is in a recession. Key stat: Consumers are cautious with grocery spending.

Efforts like these are paying off: Amex added 3.4 million new cards during the quarter, with millennials and Gen Zers making up more than 60% of its new accounts globally. What鈥檚 next? Q1 ended amid economic and geopolitical uncertainty, but Amex doesn鈥檛 seem concerned about the state of its business this year.

Ferrell has widespread appeal across generations鈥攎ost notably with PayPal鈥檚 core customer base of millennials and Gen X. And the sweepstakes can encourage consumers to pay with PayPal more frequently over the next few months for a chance to win the money. (Customers can win up to five times.)

But Copper鈥檚 discontinued accounts left a gap that Gen Alpha鈥檚 parents鈥攎ost likely millennials鈥攁re looking to fill for their children. To build long-term relationships with Gen Alphans, financial institutions (FIs) must first win over their parents, who have a say in their children鈥檚 financial and technological decisions.

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

Chiefly, younger consumers regularly come across healthcare ads on the digital channels where they spend time: millennials on social media platforms (22.0%) and search engines (20.5%) and Gen Zers on social media platforms (24.7%). However, in last year鈥檚 survey, linear TV topped the list for each generation.

As marketers plan campaigns around notable upcoming releases like Grand Theft Auto 6 or continuing live-service games like Fortnite, they can target Gen Z and millennials. Related 蘑菇AV reports:. US Gamers by Generation 2025 (蘑菇AV subscription required). In-Game Ad Spending Benchmarks: Q4 2024 (蘑菇AV subscription required).

Burden of output: In addition to placing a legal onus on AI platform owners, 39% would consider suing those companies if their AI produces inaccurate or harmful answers, including 42% of Gen Zers and 47% of millennials.

蘑菇AV one in five (19%) of Gen Z consumers in the UK and 12.5% of UK millennials routinely turn to digital wallets for bill payments, per a July 2024 PYMNTS Intelligence survey. Other P2P payment providers have also been pushing innovation for this use case.

Gen Zers and millennials have the highest rates of digital gaming adoption at 73.8% and 65.5%, respectively. Another strategic tie-up: DoorDash reached a multiyear agreement with reward platform Ibotta to offer users cash-back digital offers across categories like grocery, home, and health.

The response is sharpest among Gen Z鈥�40% say they鈥檝e walked away from brands over DEI rollbacks, twice the rate of millennials and over four times that of boomers. Our take: By caving to pressure and scaling back DEI, Target not only alienated customers but also came across as inauthentic鈥攃ompounding its challenges.