US Retailers Who Plan to Increase vs. Decrease Marketing Spending to Consumers, by Generation, Jan 2018 (% of respondents)
This report includes a survey of marketing decision-makers in retail in the US about their marketing trends. This chart shows that retailers are planning to increase or decrease marketing spending to consumers by their generation (Gen Z, millennials, Gen X, Baby Boomers and Seniors).
Data is from the February 2018 RetailMeNot report titled "Nine Retail Marketing Trends in 2018." 209 US marketing decision-makers who work at retailers that sell products both digitally and in physical stores were surveyed online by Kelton during January 2-5, 2018.