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Generational interest: Millennials continue to lead wearable adoption, with half of internet users among the cohort expected to use the devices by 2028. However, Gen Z is rapidly closing the gap, while boomers represent an undertapped opportunity, particularly for health-focused features.

Search engines are also the most used channel for researching doctors (45%), but large shares of Gen Zers (42%) and millennials (32%) also look up provider reviews on social media, per our survey.

Gen Z adults are twice as likely (40%) as millennials and over four times more likely than baby boomers to stop buying from brands due to DEI pullbacks. Walmart reversed its DEI policies in November 2024, while Target announced it would scale back its DEI programs in January.

Millennials lead adoption while Gen Z adoption grows. Millennials remain the strongest wearables adopters. Half of the generation鈥檚 internet users are expected to use smart wearables by 2028. Their combination of buying power and comfort with technology continues to make them fertile ground for growth. Click here to view our full forecast for US wearables.

AI companions are valued for their constant availability, nonjudgmental responses, and for personalized, empathetic interactions, per the University of Connecticut. 25% of young adults believe that AI has the potential to replace real-life romantic relationships, per an IFS/YouGov study.

That rises to 63% for millennial GLP-1 patients and 61% for Gen Zers. Only 6% feel less connected to these types of brands. Some fitness brands have already rolled out services designed for people interested in GLP-1s or who are taking the medication. Life Time launched a longevity and wellness division called Moira that includes weight loss clinics with GLP-1 prescription access.

While 82% of all travelers in North America are enrolled in loyalty and frequent flyer programs, per an April OAG survey, just 65% of adult Gen Zers and 70% of millennials have enrolled. Over 6 in 10 Gen Zers said inconsistent travel through one brand was the biggest reason for not using a loyalty program.

Younger generations are most likely to engage with CTV, with millennials representing the biggest share of CTV users in the US (63.4 million), followed by Gen Z (54.4 million).

Sixty-seven percent of fans state they like hearing or seeing their favorite athlete in advertisements; 81% of sports podcast listeners agree. 52% of Gen Z and 57% of millennials closely follow the personal lives of their favorite athletes beyond sports. Zooming out: The findings align with an ongoing trend of companies investing in sports to reach key audiences.

Younger consumers are particularly prone to switching, as 81% of Gen Zers and millennials changed brands in the past year鈥攕ignificantly more than Gen X (74%) and baby boomers (63%). High prices are the primary factor behind this shift, cited by 66% of respondents, well ahead of the second-largest issue, poor customer service (43%).

By the numbers: Over 2 in 3 Gen Zers in committed relationships have carried out 鈥渇inancial infidelity,鈥� versus 54% of millennials, 33% of Gen Xers, and 30% of baby boomers. Of Gen Zers who live with their partners, 63% believe financial infidelity is at least 鈥渁s bad鈥� as other types of infidelity. But financial infidelity shouldn鈥檛 be confused with financial autonomy.

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.

Adult Gen Zers and younger millennials were more likely than average to have made a luxury purchase in almost every product category. Footwear, apparel, and fragrance were the top purchase categories among shoppers ages 18 to 34. Luxury shoppers have returned to physical department stores.

蘑菇AV one-fourth (21%) of Gen Zers and millennials have already bought tech items because of anticipated price increases. In comparison, only 15% Gen Xers and 13% of baby boomers have done so.

That figure worsens among certain age groups: millennials (34%) and Gen X (31%) are most likely to lack emergency savings, while baby boomers (16%) are least likely. What this means for banks: Seventy-three percent of US consumers say inflation is preventing them from saving as much as they should鈥攁nd they likely won鈥檛 experience pricing relief anytime soon.

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.

And employees are demonstrating how. 31% of employees admit to sabotaging their companies鈥� genAI strategy, and that number jumps to 41% for millennials and Gen Zers. 1 in 10 workers are tampering with performance metrics to make it seem like AI is underperforming. 蘑菇AV one-quarter (27%) have retaliated by putting company info into an unapproved genAI tool.

Adult Gen Zers and younger millennials were more likely than average to buy luxury products. Footwear, apparel, and fragrance were the top purchase categories among shoppers ages 18 to 34. Department stores were the No. 1 location for shopping for luxury goods, beating out all ecommerce and brand-owned channels.

Almost three-quarters (72%) of Gen Z consumers have purchased an item directly from a social media platform, per Grin, compared with 65% of millennials, 60% of Gen X, and 46% of boomers. Roughly 2 in 5 (38%) Gen Zers make a social commerce purchase at least once a week, while 31% do so at least once a month.

Gen Z and young millennial shoppers are driving private label adoption. And the numbers are substantially higher than any of the older demographics. Per a December 2024 Circana survey, 44% of US consumers ages 28 and younger and 39% ages 29 to 34 had purchased a new-to-them private label product in the previous three months. Gen Zers and millennials are also less brand loyal than older consumers.

Gen Z and millennials now account for roughly half of Sam鈥檚 Club鈥檚 new memberships, helped by digital conveniences such as Scan & Go checkout that lets shoppers bypass traditional checkout lanes. Riding that momentum, the Walmart鈥憃wned chain plans to open about 15 stores annually, remodel all existing locations, and aims to double its membership in the next eight to 10 years.

The big picture: The flurry of activity in the food delivery space reflects resilient demand, particularly from Gen Z and millennials. But it also offers insight into how companies plan to protect their businesses from economic uncertainty and declining US consumer sentiment. DoorDash is hedging its bets.

Interactions have a high impact: Negative customer service experiences can ruin customer relationships permanently. 40% of respondents said they would stop doing business with a company entirely after a bad customer experience, with Gen Z most likely to walk away. 43% of consumers will vent about a poor experience with friends and family, and nearly a quarter of Gen Zers and millennials will take those

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.