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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

Shein’s new resale marketplace won’t mollify critics of its fast-fashion model

Article
Oct 18, 2022

Shein embraces resale: But allowing US shoppers to buy and sell previously owned items will do little to counter serious critiques of the company’s labor practices and environmental policies.

The generational wealth transfer will popularize new asset types and investment strategies

The generational wealth transfer will popularize new asset types and investment strategies

Article
Oct 14, 2022

The coming generational wealth transfer means big changes for advisors.

Spotlight: Canada Proximity Mobile Payments Forecast 2022

Spotlight: Canada Proximity Mobile Payments Forecast 2022

Report
Sep 29, 2022

Proximity mobile payment growth in Canada is stagnant, posing a challenge for providers. We expect them to counter this trend by boosting customer engagement rather than seeking out new users.

A Microsoft report on Gen Z and millennial workers is a lesson for Big Tech

Article
Sep 26, 2022

Learning is the new retention perk: A survey shows that learning opportunities incentivize younger workers to stay at their jobs. It shows how Big Tech could close the skills deficit.

Luxury Goods 2022

Luxury Goods 2022

Report
Sep 14, 2022

The personal luxury goods sector is riding a wave of high demand in the US and China, buoyed by wealthier consumers who are relatively immune to the impact of price increases. But brands will need to appeal to the rising Gen Z consumer, as well as strengthen loyalty among their most important customers.

TikTok is winning over Gen Z searchers

TikTok is winning over Gen Z searchers

Article
Sep 13, 2022

TikTok's popularity has translated to explosive growth in TikTok’s ad revenues. This year, TikTok will net $5.96 billion—more than Twitter and Snapchat combined.

Q&A: Standing out amid the TikTok noise with IF7

Article
Aug 25, 2022

Insider Intelligence spoke with Harley Block, co-founder and CEO of Gen Z consultant IF7, about its strategy to help brands like Abercrombie & Fitch reach the younger audience on TikTok.

Q&A: Creating a resale platform for the baby market with Rebelstork

Article
Aug 11, 2022

Emily Hosie, founder and CEO at Rebelstork, created a resale platform for gently used baby gear and products.

The Daily: Why Meta's revenues shrank, BeReal's impact, and Gen Z takes over social media

Audio
Aug 10, 2022

On today's episode, we discuss the most important figures from Meta's Q2 earnings, the biggest challenges for the company, and how much of a competitor TikTok really is. "In Other News," we talk about the new social media app BeReal, its impact on the space, and what changes we can expect to see as Gen Z takes over social media from millennials. Tune in to the discussion with our analyst Debra Aho Williamson.

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The Daily: Snapchat's sales slump, how to engage Gen Z on social media, and TikTok games

Audio
Aug 01, 2022

On today's episode, we discuss what to make of Snapchat's Q2 sales slump, what the No. 1 challenge facing the company is, and how Snapchat+ will fair. "In Other News," we talk about how to best interact with Gen Zers on social media and the significance of TikTok testing games in the app. Tune in to the discussion with our analyst Jasmine Enberg.

The Weekly Listen: Does Google own the internet, Big Tech wants live sports, and BNPL in flux

Audio
Jul 28, 2022

On today's episode, we discuss how much longer Google can own the internet, whether buy now, pay later (BNPL) is in flux, how much Big Tech companies want live sports, whether online shopping is confusing, how best to market to Gen Z, an unpopular opinion about buying things on social media, what influences gas prices, and more. Tune in to the discussion with our director of reports editing Rahul Chadha, director of forecasting Oscar Orozco, and vice president of Briefings Stephanie Taglianetti.

UK TikTok Marketing 2022

UK TikTok Marketing 2022

Report
Jul 25, 2022

TikTok’s highly engaged and ever-growing user base is more attractive than ever to UK marketers. To resonate with their audiences on the platform, brands’ marketing strategies should consider content first and foremost.

Q&A: Tapping the power of Gen Z consumers with social commerce platform LTK

Article
Jul 22, 2022

Kristin O’Brien, general manager of the Brand Platform at LTK, spoke with Insider Intelligence about targeting Gen Z consumers, the prevalence of social commerce, and back-to-school trends.

The Era of Uncertainty: Insurance

The Era of Uncertainty: Insurance

Report
Jul 14, 2022

A difficult market environment is reshaping insurers’ priorities. Insurers that focus on improving customer lifetime value and meeting evolving consumer expectations can turn challenges into opportunities.

Gen Z money app Quirk launches personality tests to its users

Gen Z money app Quirk launches personality tests to its users

Article
Jul 08, 2022

It wants to de-stress finances for Gen Z, but is its personalization too personal?

Gen Z, millennials drive Facebook’s drop

Gen Z, millennials drive Facebook’s drop

Article
Jul 08, 2022

Our latest forecast shows that Facebook’s monthly user base in the US will plateau, rather than grow as previously expected. Following a peak of 179.7 million last year, the base will lose 2.1 million users by the end of 2024 and hold steady at 177.6 million through 2026.

The Weekly Listen: The problem with media, how TikTok is taking on TV, and buying your next car online

Audio
Jul 08, 2022

On today's episode, we discuss the biggest problem with media, how TikTok is taking on TV, how the newspaper business is getting on, the significance of the iPhone's 15th birthday, why you may buy your next car online, an unpopular opinion about Gen Zers and formal wear, the bestselling video game console of all time, and more. Tune in to the discussion with our analysts Dave Frankland and Evelyn Mitchell and director of reports editing Rahul Chadha.

Gen Z buys into buy now, pay later

Gen Z buys into buy now, pay later

Article
Jul 06, 2022

In the US, 55.1% of Gen Z digital buyers ages 14 and older will use a buy now, pay later (BNPL) service at least once this year. That figure drops to 48.6% for millennial digital buyers and becomes progressively smaller among older generations.

Gen Z social usage rising as their parents start to log off

Gen Z social usage rising as their parents start to log off

Article
Jun 28, 2022

This year, 4.0 million Gen Zers (born between 1997 and 2012) will become social network users, up 8.4% over 2021.

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