Credit union membership has held relatively steady between 2023 and 2025 for Gen Zers but has declined significantly among millennials—to 22% in 2025 from 31% in 2023, per a Sogolytics study. Credit unions must reposition themselves for younger consumers by closing the knowledge gap with simple, clear messaging about what they are and why they matter while also countering the perception that they’re outdated. Marketing should highlight their digital strength and convenience, showcase member ownership and community impact to align with Gen Zers’ and millennials’ values, and promote youth-friendly products like starter accounts or fee-free checking.
Beauty brands are expanding their fragrance offerings to serve younger consumers who are flocking to premium and mass-market scents even as they cut back on other purchases. The fragrance market is also expanding into new product categories and looking to drive eco-friendly innovation. Companies that win on this crowded battlefield will be those willing to innovate boldly for Gen Z consumers, who crave novelty and personalization. Beauty retailers can respond to this opportunity by hosting in-store or virtual workshops on scent layering—or offering AI tools to help build their fragrance collections.
YouTube TV is in a dicey position after it lost access to Univision networks and reached a temporary extension with NBCUniversal as a total blackout looms. Brands should prepare for fragmentation and adapt accordingly. Looking to CTV and OTT platforms with more stable sports offerings—like Prime Video and its 11-year deal with the NBA and WNBA—will provide a cushion amid uncertainty.
The majority (70%) of US adults do not trust health information coming from President Donald Trump, according to June 2025 data from Ipsos and Axios.
Half (50%) of Gen Z consumers have been driven to purchase by a social media ad, per an August YouGov report.
Consumers are taking control of their shopping journeys and redefining brand engagement. Heidi Waldusky of Quad joins EMARKETER’s Arielle Feger to discuss how marketers can build trust, create cross-channel stories, and connect with Gen Z and Gen Alpha.
Bad Bunny will make history at Super Bowl LX as the first artist to perform a halftime show entirely in Spanish. The move comes as Hispanics emerge as the nation’s most engaged digital video audience, with 83.7% penetration and nearly 56 million monthly viewers. It also arrives at a politically charged moment: Bad Bunny has openly criticized Trump-era policies, endorsed Kamala Harris, and refused to tour the US over ICE concerns. For brands, his Spanish-only set underscores the growing importance of bilingual and Latino audiences in media and marketing.
65% of US adults say they pay for at least one mobile app subscription, increasing to 77% for 18-to-29-year-olds, per a July YouGov survey.
Nearly all (97%) of Goldman Sachs’ Gen Z interns use AI in their personal lives, up from 86% in 2023, per the company’s annual intern survey. For a majority of generative AI (genAI) use cases, Gen Zers prefer that real people stay involved, but there are exceptions. More than a third (38%) of respondents said they were good with shopping AI results with no human oversight. For brands, this might mean leaning into Gen Z to train on genAI skills, understand where to get the most value out of AI, and what AI pilots can be cut or built on to improve efficiency.
High housing costs and stagnant wages are causing Gen Z and Millennials to delay marriage, homeownership, and parenthood, per a Capgemini and LIMRA study. And while 68% of these younger adults see life insurance as “essential for a healthy financial future,” current products aren’t resonating. Advertising messaging must close the gap in consumers’ understanding of life insurance benefits. To do this, targeted ads and communications must highlight living benefits and flexibility, offer low-cost, entry-level options and incentives, and engage consumers digitally.
Pinterest announced new ad offerings at its Pinterest Presents summit as it looks to cement its position as a key destination for digital advertisers. Advertisers can use Pinterest to capitalize on intent-driven shopping.
Streaming is outplaying movie theaters for most consumers, despite frustration around streamers’ rising subscription prices. Three-quarters of US adults have streamed a recently released movie in the past year instead of watching it in a theater, per an AP-NORC poll. Brands shouldn’t abandon theaters for streaming or vice versa but should instead focus on approaching each channel with a clear strategy. Streaming, especially ad-free tiers, offers data-driven targeting, while theaters offer cultural impact and immersive experiences. Strong campaigns will employ both, using streaming for precision and theaters for impact.
Fintech isn’t just a budgeting tool—it’s becoming a partner in Gen Z’s resilience, according to Plaid’s “The Fintech Effect” report. We knew that fintech use was on the rise and that Gen Zers even prefer these digital competitors to traditional banks. And these findings reinforce why financial institutions must either work with fintechs to deliver more complete suites of financial products, or prioritize developing them in-house. They also underscore the importance of viewing fintechs as potential partners, rather than competitors. This raises the question of whether charging fintechs fees for customer data access could backfire and drive fintechs—and customers—to competitors.
US LGBTQ+ viewers are more likely than the general connected TV (CTV) audience to cite exclusive content, ad-free content, and easier content discovery as reasons they prefer streaming, according to June 2025 data from LG Ad Solutions.
Over half (51%) of US teen boys say they’ve made a purchase after watching a YouTube Shorts ad, compared with 43% of teen girls, according to June 2025 data from Precise TV.
Gen Zers prioritize saving money. But they aren’t all putting their savings where it can help them make more money, per a recent PYMNTS study. Financial institutions (FIs) have an opportunity to help Gen Zers save faster, earning their loyalty. But to help them put that money to work, FIs must have more insight into what customers are doing with their money. Using open banking as an opportunity, FIs whose customers share their data with fintechs could have a more detailed view of what happens to their customers’ money. If they see money in non-interest-bearing accounts, FIs could send the customer a personalized message about how that money could perform in a higher-yield account.
Many younger prospective homebuyers have been waiting out mortgage rates in hopes of saving money, contributing to plateaued demand for new homes. However, creative or atypical mortgage products could spur demand. In this challenging economic environment, FIs have an opportunity to gain long-term loyalty by offering products that allow customers to realize their homeownership dreams. These products acknowledge the uniqueness of consumers’ individual financial situations. FIs should move beyond a one-size-fits-all approach and develop a full suite of specialized loan products. FIs can build these products in-house or partner with fintechs and other lenders to get them to market faster.
Gen Z’s expected holiday spend in 2025 is $1,357, down 22.5% from 2024, according to July data from PwC.
OpenAI added restrictions for ChatGPT users under 18, prioritizing safety over freedom for teen users. The changes are in response to growing legal and regulatory pressure surrounding AI chatbot risks to minors, per TechCrunch. By segmenting teen and adult experiences, OpenAI sets a precedent that forces advertisers to rethink how and where they engage with users. Age gating pushes marketers to balance reach with responsibility. Those who adapt early—auditing media buys, vetting AI tools, and leaning into ethical safeguards—will secure trust and minimize regulatory risk.