For example, Netflix acquired mobile game studio Next Games and mobile game developer Boss Fight Entertainment in an effort to build out mobile gaming and attract Gen Z subscribers.

At the same time, the discretionary incomes of Gen Z and younger millennials—the two demographic groups most interested in, and committed to, sustainability—is on the rise. If retailers can deliver a strong customer experience—both on the trade-in and purchase ends of the transaction—they could create a significant channel that could drive long-term growth.

TikTok’s new report on teen safety is part of an ongoing effort by the app to ease scrutiny: After Instagram’s bombshell report about teen health earlier this year, platforms like TikTok and Snap are racing to show regulators, users, and advertisers that they don’t share the same issues.

Roblox and Discord drive gaming platform growth, especially among Gen Z users, while games like Pokémon Go and Candy Crush remain popular across generations. Looking ahead: US time spent gaming via mobile app will continue a slow but steady increase in years to come, evidencing gaming's increased popularity is more than just a pandemic phase.

Nearly 50% of millennials and 38.4% of Gen Z shoppers consider sustainability “very important,” per a 2021 Composed and MaCher survey. The growth in online fashion resale will be driven in part by the growing discretionary incomes of younger consumers, as well as a flood of retailers entering the space. That means there are more used goods available online to attract consumers to resale.

Trust deficit: 37% of consumers trust social media influencers over brands, with Gen Z and millennials twice as likely to trust influencers as boomers, per newly released Oracle data. Consumers don’t trust brands—but they want to: 70% say trusting a brand is more important today than in the past, per Edelman 2020 data.

According to a March survey from Deloitte, 96% of millennials, 96% of Gen Zers, and 89% of Gen Xers listed video games as one of their top 3 frequent activities. It’s not just in-game ads that are getting attention.

This concern for the environment will only strengthen as Generation Z takes up additional banking products. Canada’s biggest banks have yet to make the sweeping changes needed to hit their net-zero portfolio targets. At some point, public pressure and growing concerns over environmental damage will force them to act or face charges of hypocrisy.

If Bread Financial later integrates BNPL into the card, it would become even more compelling, especially for younger consumers: 35.4% of Gen Zers and 32.7% of millennials use BNPL, per our forecasts.

According to Deloitte’s 2022 media trends report, playing video games is the favorite entertainment activity among Gen Z respondents in five different countries (the US, UK, Germany, Brazil, and Japan). Gen Z spends one-quarter of their leisure time playing video games, more time spent than any other medium, per Newzoo. Millennials also spend more of their time gaming than with any other media type.

Advertisers Targeting Gen Z Should Look to Instagram and TikTok. Facebook’s reach is unsurpassed overall, but Instagram and TikTok are both better at conveying high energy and an immersive experience. In France alone, Red Bull clocked over 2.4 million views for a single Instagram Reel featuring cross-country dirt biking.

Nearly half of millennials and 34% of Gen Zers in the US reported renewing a streaming video subscription within a year of canceling it, per August 2021 polling by Deloitte. How will Netflix divide its content spending between originals and licensed shows?

If you’re targeting Gen Z, think TikTok, Snapchat, and Instagram. Adoption among teens and young adults is much heavier on TikTok, Snapchat, and Instagram, compared with Facebook or Twitter. Furthermore, Gen Zers (people born between 1997 and 2012) get their primary inspiration to shop from social media.

This is especially true of the up-and-coming Gen Zers, who patronize financial institutions and invest in companies that mirror their goals for social justice, sustainability, and other causes they deem important. Deloitte’s findings affirm that consumers’ interest in social equity extends to their financial lives.