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Time spent with social media is plateauing, but Gen Z and Gen Alpha are still platform-hopping. As Gen Zers steadily overtake millennials in terms of share, brands must understand the nuances of how each generation uses its platforms of choice.

Gen Zers continue to overtake millennials in several prominent digital activities and platforms, including social commerce, podcasts, and Instagram.

A Precise TV study revealed key habits for younger Gen Z consumers ages 13 to 17鈥攅mphasizing that short-form and digital video are leading the way. YouTube Shorts and TikTok ads were major drivers of purchase decisions: 51% of Gen Z boys and 43% of girls made a purchase after watching YouTube Shorts ads, while 44% of boys and 41% of girls purchased after watching a TikTok ad. Gen Z鈥檚 digital buying power will only grow, and targeting younger Gen Z consumers will position brands for long-term growth鈥攑rovided the right strategies are implemented.

The findings: Bank of America鈥檚 report 鈥淎 Window to Gen Z鈥檚 Financial Health鈥� looks at some of the biggest financial stressors that Gen Zers face. 36% say their income doesn鈥檛 cover the cost of their basic needs. The survey also reveals the efforts Gen Zers have made in the last year to still meet their financial goals. 51% put money in savings. 24% paid off debt. 25% put money into retirement accounts. 41% started shopping at more-affordable grocery stores. Our take: Banks can effectively engage with Gen Z by offering products and services that acknowledge the desire for short-term gratification and long-term financial stability.

Roughly two-thirds (64%) of Gen Z consumers have cut spending in the past year due to higher living costs, according to an April Ipsos survey for Bank of America.Uncertainty is beginning to shape Gen Z鈥檚 purchasing decisions. Brands will need to work harder to earn their dollars鈥攑ossibly by appealing to the generation鈥檚 tendency to shop for emotional relief.

The news: US Gen Zers鈥� rising interest in financial independence is driving them to favor banking websites over beauty, gaming, or news websites, according to our industry KPI data provided by Comscore. The number of unique visitors ages 18鈥�24 to banking industry websites grew from 15.0 million to 15.7 million between January and June 2025. Other industries saw a drop in unique visitors of that age bracket over the same period. Our take: Financial institutions (FIs) must adapt their strategies to align with Gen Z's priorities and behaviors, because their competitors clearly have.This will require them to rethink the user experience, shift from products to value, and embrace socially native communication.

The finding: Growing savings is a top priority for 81% of Gen Zers and 79% of millennials, according to a new study by Santander Bank. Most in these cohorts have grown their savings since the beginning of 2024鈥攂ut they did it the hard way. Our take: FIs have an opportunity and responsibility to educate younger customers in particular about products that earn higher interest rates. Banks also have potential growth opportunities if they successfully market their higher-interest-rate products to this audience鈥攅nsuring education is part of these campaigns. This presents an excellent opportunity to launch social media campaigns鈥攅specially through partnerships with influencers that customers鈥� trust most鈥攈ighlighting these specific products. In addition, less overt marketing strategies, like social media content, can help build trust and brand recognition. We鈥檝e compiled a guide for how to approach and evaluate these relationships.

The news: Michigan State University Federal Credit Union (MSUFCU) launched an in-house buy now, pay later (BNPL) feature to serve its members鈥� financial needs, per a press release. Our take: Credit unions can compete with big banks and fintechs alike by leaning into what younger consumers want. Catering to these student members helps credit unions stave off their age dilemma: In 2023, 69% of credit union customers were Gen X or older, per a McKinsey & Company study. Conversely, banks are performing better with younger consumers: 41% of their banking population is millennial and Gen Z and 58% are Gen X or older. As graying members spend down savings and shrink credit unions鈥� deposits and interest income, players like MSUFCU can strengthen their banking relationships with young members through aligned alternative finance methods like BNPL.

The news: Booking.com launched the Genius Rewards Visa Signature co-brand credit card for Booking.com account holders. Our take: Booking.com鈥檚 credit card offering should appeal to millennial and Gen Z consumers who are eager to travel and aren鈥檛 tethered to a specific airline鈥檚 or hotel franchise鈥檚 loyalty program.

The advertising industry鈥檚 age and experience mix is shifting fast. In the US, entry-level roles are shrinking as automation replaces routine tasks, while in Australia, 鈥渏uniorisation鈥� favors younger, digitally fluent hires over seasoned veterans. Agencies face a balancing act鈥攂ringing in Gen Z talent to master AI-driven tools and authentically shape campaigns, while retaining senior expertise crucial for strategy, oversight, and client trust. Without a robust entry-level pipeline today, the industry risks a future shortage of homegrown leaders just as marketing grows more complex.

The findings: One quarter of Gen Zers in the UK have multiple bank accounts but only use one regularly, according to a recent study by Intuit Credit Karma. What this means for banks: Account-opening incentives are working, and FIs should continue to offer them to boost customer acquisition. However, they should also add parameters that require customers to remain active banking users or keep accounts for a certain period of time in order to qualify. The real win for banks is converting customers into primary users following the sign-up bonus. This requires a shift in strategy from acquisition to engagement. Banks must build a digital experience so valuable that Gen Zers use their accounts regularly even after the initial bonus has been spent. This means focusing on things that matter to them: Superior digital experience: A seamless, intuitive, and fast app is nonnegotiable. Clunky interfaces or slow load times will send them straight to a competitor. Personalized value: Offer tools that help them manage their money better, such as AI-powered insights, easy budgeting features, and integrated saving goals.

The trend: Protein is having a moment. Some 44% of US consumers鈥攁nd 51% of Gen Z and millennials鈥攁re actively trying to boost their intake, turning protein into a must-have across categories. Our take: Protein-rich, better-for-you products are proving to be a rare bright spot amid a challenging consumer landscape. Shoppers鈥攅specially younger, health-conscious ones鈥攁re still willing to pay a premium when the nutritional value feels worth it. For CPG brands and foodservice chains, protein is a high-impact lever to drive growth and relevance. But sustaining that momentum requires more than a nutrition label. If the taste, format, or experience falls flat or feels like a gimmick, consumers won鈥檛 hesitate to walk away.

The trend: Older consumers pick up their prescription medicines in person more often, while Gen Z looks to buy Rx drugs online, per M3 MI鈥檚 Consumer Health Study of over 20,000 US adults. The takeaway: Drugmakers can lean into tailored marketing efforts that match age demographics and retail preferences. Amazon Pharmacy doesn鈥檛 take ads, but pharma companies can show young people getting Amazon Rx deliveries. On the flip side, feature older actors or promote vaccine messages via retail media in grocery stores.

The news: We've been discussing how millennials鈥� and Gen Zers鈥� very different goals require separate marketing strategies. Coinlaw recently pinpointed three areas where their banking preferences differ the most. These include Gen Z鈥檚 mobile-first mindset, their preference for big banks, and where both generations seek advice. Our take: It's not just about what products you offer or what your advertising features鈥攊t's how and where you do it. Gen Zers and millennials take different approaches to engaging with banks, the information they put out, and their services. Banks鈥� marketing strategies should account for this to ensure their messaging is hitting their target audience.

Fandom has partnered with Experian and Audigent to enhance its AI-driven Helix platform, integrating over 2,400 syndicated audience segments to deliver deeper fan insights. The move empowers marketers to combine third-party data with first-party fan behavior, unlocking targeting based on motivations, not just demographics. Early results show significant brand lift in awareness and purchase intent. This partnership marks Fandom鈥檚 evolution into a data-rich media platform, aiming to help advertisers tap into emotional fandom signals across CTV, mobile, and digital. Despite criticism over ad clutter, the platform鈥檚 scale and Gen Z reach position it as a leader in culture-driven targeting.

On today鈥檚 podcast episode, we discuss what to make of Meta鈥檚 鈥楽uperintelligence Labs鈥� unit, the unconventional ways young people are using Instagram, and the potential sleeping giant of WhatsApp鈥檚 ads. Join our conversation with Senior Director of Podcasts and host, Marcus Johnson, Vice President and Principal Analyst, Jasmine Enberg, and Senior Analyst, Minda Smiley. Listen everywhere you find podcasts and watch on YouTube and Spotify.

Gen Z will be the fastest-growing group of digital buyers in 2025. In addition, they鈥檙e more willing than previous generations to switch brands. So, brands and retailers should focus on enticing them while also retaining existing customers.

The news: More than half (55.3%) of Gen Zers use advanced budgeting tools鈥攁 greater share than any other generation, per a PYMNTS Intelligence report. Our take: Payment providers, issuers, and banks can embed more advanced tools within their apps to reach Gen Zers actively seeking sophisticated ways to plot out their spending and saving habits.