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Gen z Trends & Statistics

EMARKETER offers market research, trends and statistics for a variety of topics and industries. Here you will find a collection of reports, articles and other resources for Gen z

Amazon Fashion teams up with Rent the Runway on resale

Article
Jan 13, 2023

It’s easier than ever to find fashion resale online: The latest example of that is Rent the Runway’s new storefront on Amazon Fashion.

Fintech Trends to Watch for 2023

Fintech Trends to Watch for 2023

Report
Jan 12, 2023

This year will push fintechs to their limits, as regulators, consumers, and investors demand change. Those that can meet heightened demands will be rewarded with a larger share of the pie.

Gen Z no more focused on a brand’s social values than older generations

Article
Jan 12, 2023

Gen Z is slightly less concerned than any other generation about buying from brands that reflect their social values, according to December 2022 data from Morning Consult.

Payments Trends to Watch for 2023

Payments Trends to Watch for 2023

Report
Jan 06, 2023

This year will be a litmus test for trying new things. Payments incumbents that embrace change on their own terms will emerge stronger than before.

Four banking trends we’re tracking for 2023

Four banking trends we’re tracking for 2023

Article
Jan 03, 2023

The new year will bring more uncertainty, more customer demands, and more regulatory scrutiny. Here’s what we’re keeping tabs on.

The Daily: 2023 trends—The next tier of digital ads, Gen Z evolves social media, and rethinking customer loyalty

Audio
Jan 02, 2023

On today's episode, we discuss the most important trends we're watching in 2023: what's upending the duopoly's dominance, Gen Z putting its stamp on the next phase of social media, what to make of consumers’ time and attention declining, and more. Tune in to the discussion with our director of reports editing Rahul Chadha and director of Briefings Jeremy Goldman.

What trends will dominate 2023?

What trends will dominate 2023?

Article
Dec 30, 2022

What trends will be talking about this year? Economic pressures will push retailers to look for new revenue streams this year.

How Gen Z consumes media in 5 charts

How Gen Z consumes media in 5 charts

Article
Dec 21, 2022

Gen Zers aren’t watching appointment TV. They’re not even the biggest cohort of connected TV users. (That distinction goes to millennials.) Instead, Gen Z is watching short digital videos and looking for new ways to interact with friends. Here are five charts on what Gen Z’s media consumption looks like.

Social Media Trends to Watch for 2023

Social Media Trends to Watch for 2023

Report
Dec 19, 2022

As the ad revenue shortfall deepens, social media’s legacy players face new competition for users, a complicated situation with creators, and a social commerce rewind.

US Premium Travel Credit Card Emerging Features Benchmark 2022

US Premium Travel Credit Card Emerging Features Benchmark 2022

Report
Dec 19, 2022

Invigorated travel has reestablished demand for travel credit card perks and benefits. But a recession could reverse gains—requiring premium card issuers to balance travel offerings with everyday utility. This second annual study reveals which of 10 leading premium travel credit cards are best positioned to attract and engage customers, based on their support of 49 emerging features.

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BNPL is having a banner holiday season. But can healthy performance now transform itself into a strong later?

BNPL is having a banner holiday season. But can healthy performance now transform itself into a strong later?

Article
Dec 16, 2022

Orders made via buy now, pay later (BNPL) increased 85% over Cyber Five, according to Adobe Analytics. “It’s a win-win for retailers” as it increases basket size and boosts conversion rates, our analyst Grace Broadbent said on the “Behind the Numbers: Reimagining Retail” podcast.

5 retail trends that will shape 2023: social commerce, retail media, and more

Article
Dec 15, 2022

What does 2023 have in store for retailers? The answer is a bit of a mixed bag.

Gen Z has a 1-second attention span. That can work to marketers’ advantage

Gen Z has a 1-second attention span. That can work to marketers’ advantage

Article
Dec 15, 2022

“Attention must be earned in an instant.” That’s according to our analyst Paul Verna. “The dominant ad formats [on social media] are below 15 seconds and in some cases as low as 3 seconds.”

Bank of America adds a human touch to its virtual assistant, Erica

Bank of America adds a human touch to its virtual assistant, Erica

Article
Dec 14, 2022

Bank of America is giving consumers the capability to seamlessly switch between its AI-powered chatbot and a human agent.

Banking Trends to Watch for 2023

Banking Trends to Watch for 2023

Report
Dec 14, 2022

Next year will be a banner year for disruption. Financial institutions that embrace industry turmoil will emerge stronger, leaner, and nimbler than before.

How Edelman’s Gen Z Lab works with clients to answer questions about this generation’s needs and impacts

Article
Dec 14, 2022

In the marketing lingo bingo game, “Gen Z” ranks at the top. (Yes, there’s also “TikTok,” but that’s largely due to its proximity to Gen Z.) So what happens when the hot topic is also the thing that makes you the most uneasy?

Reimagining Retail: BNPL during the holidays, and what we expect from BNPL in 2023

Audio
Dec 13, 2022

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss the state of the buy now, pay later (BNPL) union, whether Gen Z will be BNPL users for life or migrate to credit cards, and the stumbling blocks the new payment method faces. Then for "Red-Hot Retail," our analysts give us four of their very specific—and potentially risky—predictions about BNPL in 2023. Join our analyst Sara Lebow as she hosts analysts Sky Canaves and Grace Broadbent.

How Gen Z is changing social media—and why marketers should care

Article
Dec 12, 2022

Meta is struggling after hemorrhaging money on its metaverse ambitions and as Instagram faces serious competition from TikTok. Meanwhile, TikTok recently reduced its global revenue goals for the year and could be facing some regulatory and legal hurdles ahead. And don’t even get us started on Twitter.

Retail Trends to Watch for 2023

Retail Trends to Watch for 2023

Report
Dec 08, 2022

Another eventful year is on tap for retailers as inflation forces consumers to prioritize basics, supply chain snarls continue, and customer loyalty wanes. Retailers that cut costs or add new revenue streams—and provide frictionless customer experiences—will prevail.

Banks in the UK and EU want to serve Gen Z, but still need to correct some slight misalignments

Banks in the UK and EU want to serve Gen Z, but still need to correct some slight misalignments

Article
Dec 07, 2022

They aren’t too far off, but they’ll need to overcome a few challenges and implement new ways of banking.

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