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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.

Digital gaming is popular across generations. But Gen Zers and millennials are more likely to game on multiple platforms, seek community around the hobby, and pass the habit on to their children.

In its new study 鈥淕en Z and the American Dream,鈥� social and advertising agency Adolescent Content was surprised to draw similarities between Gen Z and Boomers鈥攖wo generations often perceived as being at odds.

Nearly three-fourths of Gen Zers discover new media content on social media (72%) and on YouTube (71%), according to December 2024 data from Toluna, Coraly Partners, and Halford Media Advisory.

颁辞苍蝉耻尘别谤蝉鈥攅蝉辫别肠颈补濒濒测 Gen Z鈥攁re eager to spend on live events: Summer concert ticket sales are at record levels thanks to high-profile stadium tours and the strong appeal of live experiences.

Despite brands scaling back DEI, commitment pays off: A new study shows demographics like Gen Z are cutting ties with brands that reverse their DEI efforts.

Inflation causes Gen Z shoppers to rethink when and where they shop: Growing financial strain is forcing shoppers to adjust their spending habits.

53% of US Gen Z adults say they have, are, or will participate in an economic boycott鈥攎ore than any other generation, per a March 2025 Harris Poll.

81% of Gen Z and millennial consumers have switched brands in the past year, according to December 2024 data from Salesforce.

We list the key takeaways from EY鈥檚 survey of Gen Zers.

Gen Z consumers are more likely to participate in economic boycotts: Their willingness to stop spending with their favorite brands over DEI and other issues should give retailers pause.

Younger generations seek out medical advice from social media and their peers: 鈥淒oing my own research鈥� is a health trend that took off during the pandemic. Healthcare providers and marketers must point out the dangers of trusting online medical misinformation while being more accessible on digital channels.