The insight: Gen Z consumers are starting their purchase journeys more often on Google properties, including YouTube and Gemini, according to a Business Insider report citing Morgan Stanley data.
Our take: Google is doing a good job of leveraging the popularity of YouTube and increasing interest in genAI-powered shopping tools to win over younger shoppers and establish itself as the first port of call in their customer journeys.
Article
| Jun 13, 2025
The insight: Younger consumers are opting out of human interaction when they shop.
Our take: While younger consumers tend to adopt new behaviors faster, they’re also driving the direction of retail innovation. Retailers looking to stay competitive should prioritize the tech-driven, convenience-first features these shoppers now see as table stakes.
Article
| Jun 11, 2025
Inflation causes Gen Z shoppers to rethink when and where they shop: Growing financial strain is forcing shoppers to adjust their spending habits.
Article
| Apr 21, 2025
Report
| Sep 6, 2024
Walmart’s brand refresh reflects its retail evolution: Its visual update accompanies initiatives to enhance ecommerce capabilities and lure more affluent and Gen Z shoppers.
Article
| Jan 17, 2025
Physical stores matter most for driving awareness. But online, social media platforms outrank multibrand retailers’ digital channels in driving product discovery, with the most pronounced impact among Gen Z shoppers.
Article
| Jan 16, 2025
We look at how retailers can improve their shopping experiences for younger customers to meet their avoidant preferences.
Article
| May 19, 2025
The news: Gen Z is preparing an ambitious lineup of summer fun—including domestic and international travel, shopping and dining, and vacation upgrades—to a degree that outstrips millennials, Gen X, and baby boomers, per a study by Bread Financial.
Our take: Gen Zers invest in work/life balance and are willing to spend to maximize their R&R experiences. Brands should meet this generation with luxury-first options and seamless experiences to maximize their return on investment for the younger cohort willing to spend to make a good time a great one.
Article
| Jun 20, 2025
E.l.f. Beauty strikes $1 billion deal to acquire Hailey Bieber’s Rhode: The move could reignite slowing growth and boost its appeal to Gen Z and more affluent shoppers.
Article
| May 29, 2025
Despite growing up online, Gen Z and millennials prefer in-person shopping and socializing, creating opportunities for minimalist tech and physical brand experiences.
Article
| May 16, 2025
As consumers become increasingly comfortable abandoning brands, marketers and retailers are betting on personalized experiences to keep them around.
81% of Gen Zers and Millennials, and 74% of all shoppers worldwide have switched brands in the past year, per a December 2024 Salesforce survey.
Enhancing personalization efforts and building brand trust and loyalty are two of the top priorities among marketing leaders worldwide, according to a December 2024 survey from The Marketing Geeks.
Article
| May 19, 2025
Screen-fatigued shoppers are rediscovering the thrill of real-world discovery by flipping through catalogs, queuing for pop-ups, and going on retail tourism. Josh Golden, CMO at Quad, shares how Gen Z and millennials are craving these encounters, “return on touch” as a measurable metric, and how blending physical and digital elements can lift loyalty and sales.
Article
| Jun 11, 2025
Retailers are quickly embracing autonomous AI—sometimes referred to as agentic AI—to enhance operations and customer experiences. Gen Z is leading the shift, using AI for discovery and shopping. But to grow adoption across all generations, retailers must build trust through data security and transparency of AI use.
Article
| Apr 7, 2025
Increased time spent on CTV, social video’s shopping influence, and a larger share of working Gen Zers will give advertisers new opportunities for growth. Here are five charts to help your business understand these changes and kick-start the new year.
Report
| Dec 26, 2024
Social commerce is gaining momentum in the UK—with sales set to double by 2028—as major brands join TikTok and as more people shop on social platforms.
Report
| Nov 12, 2024
This week, online reviews convince Gen Zers, Valentine's Day breaks records, and where consumers learn about new products.
Article
| Jan 31, 2025
This week, small businesses express concerns about President Trump’s policies, private label brands gain traction, and Gen Z embraces AI for shopping. Meanwhile, TikTok music influences purchases, and excessive advertising drives cart abandonment.
Article
| Feb 28, 2025
Instagram shoppers and millennials are top spenders. TikTok shoppers buy most frequently. Gen Z has mixed habits on Facebook and Pinterest.
Report
| Aug 29, 2024
Pinterest’s AI-driven ad strategy and shopping expansion drive Q4 growth: Revenue surges 18% YoY as Gen Z engagement and ad performance improve.
Article
| Feb 7, 2025
Snapchat beat both TikTok and Instagram in creator-driven shopping
Article
| Sep 25, 2024
Gen Z will be the fastest-growing group of digital buyers in 2025. In addition, they’re more willing than previous generations to switch brands. So, brands and retailers should focus on enticing them while also retaining existing customers.
Report
| Apr 30, 2025
However, issuers need to take note of the evolving expectations of younger consumers who crave convenience: 27% of Gen Zers elect for speed over financial safety in online shopping.
Article
| May 29, 2025
A lot can happen in a week. Rue21’s customer overlap with TikTok Shop could position the brand to benefit from a potential TikTok ban. Meanwhile, Gen Z consumers are increasingly choosing alcohol-free lifestyles, reflecting health-conscious preferences. Cost-consciousness drives brand switching, but convenience remains key in purchase decisions. Here are five stats that caught our eye this week.
Article
| Jan 17, 2025
Social commerce still has plenty of room to expand in the US. With discovery and inspiration as the key characteristics of social commerce, TikTok won’t be Amazon—but it will bring in new Gen Z shoppers.
Report
| Oct 19, 2023
“Underconsumption core” trends on TikTok: 3 in 5 Gen Zers are following the trend, leading many to cut back on online shopping.
Article
| Jan 6, 2025