TikTok is Gen Z’s No. 2 social commerce destination and is almost as popular as Facebook among millennial social buyers, per Klarna.

Younger buying committees, demands for B2C experiences, complicated tech stacks, and economic uncertainty will require B2B marketers to adjust their strategies in 2023.

Consumer habits are changing, and Gen Zers are a major driving force. Their shorter attention span, social buying habits, and lack of brand loyalty will push several industries to evolve—especially as Gen Z’s spending power grows. These shifts in financial services, advertising, and social make up four of our top trends for 2023.

Though year-over-year growth of social buyers is slowing slightly following a two-year surge, US social commerce sales will continue to climb through 2025. We take a look at what’s driving this growth, which platforms are emerging as leaders, and what social buyers really want.

We expect 2023 to usher in changes in ad spending, audience, and commerce that will create a new crop of digital leaders.

The FCA has cautioned that trading apps’ gamification can lead to “gambling-like behaviors” in amateur investors.

TikTok. BeReal. Gen Z. Authenticity. That might seem like a grab bag of buzzwords, but it’s the marketing strategy behind clothing retail American Eagle Outfitters.

A Morningstar study reported an increase in women leadership at US banks. But their roles aren’t finance-focused.

Product discovery is the top reason Gen Zers in the US buy through social media, with 45% saying they did so because they found items they liked. A comparatively low 22% cited influencers and creators, while just 16% were swayed by the company or brand name.

Amazon and Walmart adopt varying tactics to juice subscriber growth: Amazon is going after college students with its beefed-up music offering while Walmart doubles down on value.

Marketers have their hearts set on capturing holiday dollars from Gen Z this season, but they shouldn’t run the same old marketing playbook if they want to succeed.

Snapchat aims for millennials but hits Gen Z (again): We think the social media platform’s new fitness-focused augmented reality feature will be more appealing to Gen Z than its target audience.

Amid economic uncertainty, brands and retailers need to reevaluate how they market sustainability to consumers who are more concerned about prices than the environment.

About half of US Gen Z and millennial social users make purchases on social media, compared to 38% of US adults overall. Boomers are the least likely to buy via social.

There’s still a large percentage of social media users who don’t buy via social. Understanding what makes current social buyers buy can help brands and platforms increase sales and potentially grow their customer bases.

For many buyers, it’s simple: They make a purchase when they find something they want to buy. There are, of course, many ways that social users can find products they like on social media. And our exclusive primary research reveals that there is a multitude of other reasons why buyers choose to make purchases on social platforms.

Insider Intelligence spoke with Megan Brophy, Vice President of Marketing and Brand Strategy at Abercrombie & Fitch, about the brand’s work on TikTok and the prevalence of livestream shopping in the US market.

The digitally native generation does not watch TV the same way baby boomers, Gen Xers, and even millennials might. Here are five tips we picked up at NYC Advertising Week that marketers can use to engage Gen Z with TV.

BeReal is the newest kid on the social media block. The app has already captured the attention of Gen Z, and its growing popularity has sparked copycat features from Snapchat, Instagram and, yes, even TikTok. But do brands of all stripes need to embrace BeReal—or is it not ready for primetime just yet