In 2025, more than half of US Gen Zers (52.9%) and millennials (52.0%) will be monthly generative AI users, according to our forecast.
Article
| Aug 4, 2023
Gen Z’s entry into adulthood will be the main source of growth in US social media users over the next five years. While there are some parallels with millennials, this is a generation that has long been immersed in social media and has come up with its own rules to navigate it. They are self-aware, quick to adapt, and ready to push back on the standards set by their predecessors.
Article
| Aug 3, 2023
Gen Zers may be setting beauty trends on TikTok, but millennials are buying more of the actual products—and more often. Some 34.4% of millennials buy beauty products online at least once a week compared with 21.2% of Gen Zers.
Report
| Jan 31, 2024
About 45% of both Gen Zers and millennials are fixated on becoming “rich,” although they may not know exactly what number to aim for. 48% of Gen Z and 59% of millennials feel they’re financially behind. But they may not really be in such a bad place financially—37% of those with money dysmorphia have over $10,000 in savings, and 23% have over $30,000.
Article
| Mar 22, 2024
Gen Z and millennials are also the most frequent fashion buyers, and more so online. Nearly half of Gen Z and millennial consumers reported buying clothing in stores at least twice a month, compared with about 30% of all respondents.
Report
| Mar 13, 2024
This number declines with every generation—27% of millennials and 12% of baby boomers say the same. To view the full forecast, click here. They don’t know where to start, and it feels like a big research undertaking.
Report
| Mar 28, 2024
Less than half as many millennials (4.0%) reported doing the same. Adoption shrank to 1.1% for Gen Xers and 0.8% for baby boomers and seniors. Millennials outpace Gen Zers in terms of Google Pay adoption, however: 1.4% of millennials used Google Pay when online shopping in the last 30 days, compared with 0.5% of Gen Z.
Article
| Mar 9, 2024
New opportunities in targeted CTV advertising may prove valuable in connecting millennials, in particular, with fashion brands and retailers.
Article
| Mar 18, 2024
Gen Zers may be setting beauty trends on TikTok, but millennials are buying more of the actual products—and more often. Some 34.4% of millennials buy beauty products online at least once a week compared with 21.2% of Gen Zers.
Article
| Feb 5, 2024
Gen Z and millennials are more likely to discover new products or services through user-generated content than older generations, per an April 2023 Deloitte report. Brands targeting younger audiences may succeed with content creators. Gen Zers and millennials are more likely to trust or buy products recommended by creators they like or follow. 3.
Article
| Mar 22, 2024
What the trend means for banks: Young adult consumers’ needs for financial institutions (FIs) differ from that of older generations. A sizable portion of young adults may start earning a salary more quickly than previous generations, but they won’t have to dedicate a large portion of it to student loan repayments.
Article
| Apr 15, 2024
Explain how Gen Z and millennial beauty consumers diverge. Help brands and retailers prepare to meet the expectations of online beauty shoppers. Download our survey data in full here.
Report
| Jan 5, 2024
Gen Zers and millennials in our study placed little value on most forms of ads, including traditional TV, out-of-home, radio, print, and podcast ads.
Report
| Nov 30, 2023
Report
| Aug 1, 2022
The percentage is higher among Gen Zers (49%) and millennials (44%). 4. The millennial impact. “Millennials are really at that sweet spot of being very interested in beauty and having more discretionary income than younger demographics,” Canaves said. “They’re also going out a lot, and there’s a strong connection between beauty and real-world experiences such as travel and dining.”.
Article
| Jan 24, 2024
Millennials are driving cross-border demand in Europe. Millennials and Gen Zers are the most prolific cross-border shoppers. On average, 28% of consumers in Europe shop outside of their domestic markets more than once a month, per Worldline/Retail X. But that rises to 44% of millennials and 34% of Gen Zers. They are less motivated by price than older shoppers.
Report
| Feb 15, 2024
Marketing to Gen Z requires a different approach than marketing to millennials. Abercrombie & Fitch learned this the hard way as its millennial playbook became outdated for younger shoppers, earning it the title of “most hated retail brand” in the US in 2016 by the American Customer Satisfaction Index.
Article
| Jul 19, 2023
The majority (70%) of Gen Alpha parents are millennials, per a March 2023 Morning Consult report. Gen Alphas are sometimes called “mini millennials,” as their parents pass on key attitudes:. Openness. Parents of Gen Alpha say they’re comfortable discussing their own mental health (46%), race/racism (34%), climate change (34%), and gender norms (27%) with their kids, per the Morning Consult report.
Report
| Apr 16, 2024
Most of Gen Alpha’s parents are millennials. According to Morning Consult, 73% of Gen Alpha (ages 0 to 11) parents are millennials, and their attitudes toward child-rearing depart from those of previous generations. “If you want to know Gen Alpha, you have to know their parents,” said Joanna Piacenza, head of industry intelligence at Morning Consult.
Report
| Mar 26, 2024
On today's episode, we discuss the state of millennials' health, the most popular ways this generation engages with healthcare, and what digital health tools interest them the most. "In Other News," we talk about who's selling unapproved weight loss drugs, and how and why healthcare providers and Gen Z consumers are meeting on TikTok. Tune in to the discussion with our analysts Rajiv Leventhal and Lisa Phillips.
Audio
| Jul 11, 2023
Generational respondents were broken out into Gen Z (19% 1997-2005), Millennials (34% 1981-1996), Gen X (35% 1965-1980) and Boomers (12% 1959-1964).
Article
| Mar 11, 2024
Millennials consider themselves busy multitaskers and like communications that don’t require their full attention. Messaging across mobile apps, texts, social media, and emails can all help FIs effectively communicate with their millennial customers. However, the older generations’ preferences get progressively less digital with age. Gen X is flexible and likes informal communication styles.
Article
| Feb 2, 2024
“When we look at our customers, specifically millennial or Gen Z customers, they are the most diverse generation in our history,” said Babcock. “And Spanish-language audiences are becoming more and more important to our suppliers.”. By combining The Home Depot’s customer data with Univision’s audience, advertisers can scale their campaigns outside of the retail environment.
Article
| Mar 29, 2024
Generational respondents were broken out into Gen Z (19% 1997-2005), Millennials (34% 1981-1996), Gen X (35% 1965-1980) and Boomers (12% 1959-1964).
Article
| Mar 5, 2024
YouTube, Facebook, and Instagram are the top platforms for millennials by users, but Gen Z is expected to overtake millennials on Instagram this year. Though millennials aren’t as open to new platforms as Gen Z, they have adapted to changes like Instagram Reels and social commerce with ease.
Article
| Feb 5, 2024