Gen X consumers will spend $15.2 trillion worldwide this year, the highest of any generation, according to NielsenIQ.
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’s purchasing decisions. Brands will need to work harder to earn their dollars—possibly by appealing to the generation’s tendency to shop for emotional relief.
Live Nation expects 2025 to be another record year for concertgoing, as global tours from superstars like Oasis, Coldplay, and Beyoncé fuel attendance and ticket sales. While it may seem counterintuitive for concert demand to be so strong even as other areas of discretionary spending, like travel and restaurant meals, falter, it’s clear that a sizable number of consumers view entertainment as a necessary splurge in an era of uncertainty. That could help give the US hospitality industry a much-needed boost as it grapples with declining international demand.
Almost half (49%) of US Gen Zers are much more likely to pay attention to ads that make them laugh or use music they like, per a June report from Edison Research and SiriusXM Media.
The news: We’ve seen TD Bank lean into comedy before to appeal to younger consumers and launch new products. It’s using a similar strategy to educate current and prospective customers about fractional investing services. Can it work? It’s a clever concept that has prompted consumers, who generally like the ad, to question the legality of using snippets of widely recognized logos, per Creative Bloq. The ad’s core strength is how it takes a complex financial concept—fractional investing—and makes it instantly understandable through a simple visual pun. This approach is highly effective in grabbing attention, especially from younger, digitally savvy audiences, who might find traditional financial ads unappealing.
The news: After facing early-career challenges from the Great Recession and then the pandemic, many millennials are now wealthier than previous generations were at the same age. But a significant number remain anxious about their financial future and worry that their wealth could disappear, per The Wall Street Journal. Why this matters for banks: Just as Gen Zers feel they need to earn a whopping $587,800 per year to achieve financial success, millennials may need a reality check from their banking providers so they can productively work toward their financial goals.
Cost of living is the top concern for global Gen Zers (39%) and millennials (42%), according to December 2024 data from Deloitte.
58% of US adults have viewed a search result page that included an AI-generated summary, per a March Pew Research Center survey.
Only 28% of US luxury consumers felt optimistic about the economy in April 2025, down from 41% in January 2025 and 45% in April 2024, according to data from Saks.
The news: Save A Lot introduced a new Hispanic-focused store format—its second—in partnership with Leevers Supermarket as it explores ways to build deeper connections with Hispanic consumers. The takeaway: The rationale for opening these stores is clear: Hispanic consumers wield increasing buying power and account for an outsize share of growth in categories like CPG, beauty, and food and beverage. By targeting these shoppers with formats and products best suited to their needs, grocers can win lasting loyalty.
The news: Gen Z’s share of private label spending will overtake that of baby boomers by 2026, according to a Numerator report. Our take: Gen Z’s affinity for private labels is part of a broader behavioral shift—one that retailers are making the most of. To encourage loyalty among this notoriously fickle cohort, companies will need to stay on top of emerging food trends, foster exclusivity and a sense of urgency with limited-edition releases, and make sure they satisfy Gen Zers’ desire for attractive packaging, transparent labeling, and sustainability.
Almost half of Gen Zers (46%) and Baby Boomers (45%) would switch to less expensive brands or product alternatives if there are price increases related to tariffs, according to March data from Collage Group.
The news: US shopper interest in generative AI (genAI) assistants has spiked 223% between 2023 and 2025, per Chain Store Age. 69% of US consumers surveyed by CouponFollow have used AI assistants for shopping. Our take: Retail AI strategies must match their audiences. Those geared toward younger consumers should highlight AI use and innovation and even let AI guide purchases. For older consumers, focus on AI to inform, not take control.
The trend: Gen Z is opting out of both traditional pay TV and ad-supported streaming tiers, signaling deeper changes in viewing behavior. Just 42% of Gen Z subscribers use ad-supported SVOD, while less than half of all US households now maintain a pay TV subscription. Our take: Streaming’s future depends on reaching the next generation, but current models—especially ad-supported tiers—aren’t meeting Gen Z where they are. With only 1.3 hours of streaming and 0.8 hours of traditional TV per day, Gen Z prefers social video, gaming, and music. To stay relevant, platforms must prioritize native formats, interactivity, and creator integration over legacy ad models.
The news: Google is bringing its generative AI (genAI) suite deeper into classrooms, launching Gemini and NotebookLM tools as part of Google Classroom for students under 18. It’s the first time NotebookLM—a research and note-taking AI—will be accessible to minors, per The Verge. Our take: Marketers and edtech players should align with Google’s expanding education stack. Building AI-integrated tools that plug into Google Classroom, optimizing content for Gemini-powered workflows, and creating solutions that run smoothly on Chromebooks can address the needs of a captive audience.
63% of millennials and 61% of Gen Zers feel more connected to health brands since starting GLP-1s, per a January Dentsu report.
Back-to-school spending is steady in 2025, but shopper behavior is split. Parents are prioritizing tech and clothing—yet these are also the first to be cut when budgets tighten. Consumers are shopping earlier, seeking deals, and using AI to keep costs down. With shopping habits divided by generation and income, retailers must stay flexible, personalize offers, optimize for AI, and create seamless cross-channel experiences.
96.3% of Gen Zers are digital video viewers, compared to 80.5% of the overall US population, per our May 2025 forecast.
The trend: Instagram is gaining momentum across Asia-Pacific, fueled by India’s 2020 TikTok ban and a projected 10% user growth in that market for 2025. Japan’s forecast has also climbed, with 44.4 million users expected next year. Our take: Instagram’s rise isn’t just reactive—it’s a sign of strong localization and feature depth. With TikTok facing stricter laws in Australia and Southeast Asia, Instagram’s Reels and group-channel tools position it as the more stable, advertiser-friendly option. Brands targeting APAC should reevaluate platform strategies as Instagram captures more of the region’s fast-changing digital attention.