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Thrivent Financial for Lutherans recently converted its credit union to a digital-only bank after over a decade, aiming for greater growth and strategic flexibility beyond the limitations of its nonprofit credit union structure, as reported by American Banker. The rationale is to offer a wider range of products and reach younger consumers more effectively. This move addresses an existential threat to credit unions, whose customer base is aging. To succeed, Thrivent must implement a targeted marketing strategy to reach digital-first consumers on social media and ensure its new products meet the specific needs of younger demographics, focusing on relevant credit offerings.

They expect interactions to be fast, tailored, and intuitive, much like a social media experience. Influencer-driven: Their financial perspectives are often shaped by social media personalities and peer insights rather than traditional banks or formal advisors. They seek dynamic, engaging, and even gamified financial experiences.

This demographic divide alludes to a sizable proportion of younger age groups porting their TV behaviors to digital video. Particularly in the social media sphere, the uptake of video-heavy platforms among Gen Zers and millennials is marked. Germany’s digital shift sustains total media time. Germany started its digital pivot later than the UK and France, but its current pace of change is strong.

Not everyone gets news from creators and influencers. But alternative voices, especially podcasters, hold a lot of sway over key demographics, including Gen Z, men, and consumers who feel marginalized by mainstream media.

Our user forecasts for Facebook, Instagram, TikTok, Snapchat, X, and Pinterest in Canada highlight an expanding platform mix increasingly divided by age demographics.

Brands are prioritizing creator attributes (17.7%) and audience demographics (10.70%) over follower counts. Brand safety has become a critical consideration in creator partnerships, with one in five brands citing it as a key factor in creator selection. Our take: Creator marketing's explosive growth shows no signs of slowing, but the strategy is maturing.

As the first digitally native generation, marketers must recognize that what works for older demographics won’t necessarily work for Gen Z. On social media, Gen Z expects brands to understand the different ways they use each channel, while on streaming, content remains king (though price is an important factor).

Even the oldest members of Gen Alpha (born between the early 2010s and 2024) are younger than the iPad. For this digitally native generation, YouTube is the place to be, but other media channels like streaming platforms and even podcasts are popular. With the future of Gen Alpha’s social media use uncertain as states like Florida bar children under 14, marketers should know where the demographic is consuming content.