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EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
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Demographics

Gen Z consumers of beauty and skincare products are most attracted to brands for their pricing (48%), samples (46%), and sustainability (44%), according to Bolt. Pricing is a bigger influence for older consumers, cited by 61% of those ages 18 and older.

Pride Month draws business support despite anti-LGBTQ+ sentiment: 2023 brought hard lessons for some brands.

Some 29% of US adults are taking less expensive trips this summer due to inflation, according to Bankrate. Slightly fewer (28%) are engaging in cheaper activities as inflation, which has cooled slightly, wears on.

Leaning into festival culture helps Forever 21 connect with Gen Z consumers. Abercrombie & Fitch uses generative AI to speed up the product design process. And Solo Brands embraces the changing definition of the D2C model.

Every year, there are a handful of topics that dominate the conversations at the Cannes Lions International Festival of Creativity. AI was this year’s buzzword., with Gen Z making a large appearance.

Every marketer wants to know: What do Gen Z consumers care about? How do they shop? What motivates them to make a purchase?

On today’s episode, we discuss what bank CMOs want, the types of customers they are looking for, and if the marketing teams they lead are shifting focus from brand messaging and corporate communications to the middle and lower marketing funnels their product teams target. In our "Headlines" segment, we discuss how bank marketers are building campaigns to reach Gen Zers across the digital ecosystem. In "Story by Numbers," we review bank CMOs' acquisition strategies and their focus on the marketing funnel. And in "What’s Next," we chat about banks strategies to acquire new customers. Join the conversation with host Rob Rubin and Joseph Pagano, vice president of marketing solutions consulting services at TransUnion.

Gen Z's podcast listening surges: New study reveals insights into the habits and preferences of this diverse listener demographic.

More of your customers are LGBTQ+ than ever before: Recent studies highlight a surge in global identification, particularly among Gen Zers.

While only a small portion of the market today, embedded channels will make up more than 30% of all insurance transactions by 2028, per EY. Insurers who don’t figure out now where they fit into the ecosystem—and how to implement the necessary technology—may lose digital-first customers and younger demographics to competitors who do.

Adoption of digital wallets is approaching critical mass, but they won’t replace physical wallets anytime soon. However, a super app may be on the horizon, especially if companies can crack the ability to integrate payments with shopping services.

Gen Zers will drive the growth of emerging payment methods, opening the door for providers to reach them through digital and mobile. But card-based payment methods are still relevant. To tap their rising spending power, providers must align their offerings with how Gen Z prefers to pay.

Its fastest-selling game is extending the popularity of the 7-year-old handheld console and defying the cloud-gaming trend.

While Meta struggles with innovation and attracting younger users, at Snapchat, innovation and Gen Z users are in high supply. So why is the company struggling? “Snap doesn’t lack when it comes to innovation,” our analyst Jasmine Enberg said on a recent episode of our “Behind the Numbers” podcast. “But there are serious questions about the health of its core business, and it really needs to focus on turning those things around.”

Nike’s close connections to sports and sneaker culture keep it on the top of Gen Z’s list of favorite brands while its cutting-edge sneaker technology makes the brand a must-have for runners. But Nike must use a mix of D2C and wholesale commerce if it wants to defend its title from the competition.

Meta's major monetization of minors mishap: The FTC has proposed to bar the social giant from using children's data for their ad business.

Concerns surrounding privacy are high, which could weigh on marketers’ efforts to target consumers. US adults under 30 are slightly less concerned (66%) than older consumers about the use of personal information for targeted digital ads, according to the Out of Home Advertising Association of America and Morning Consult.

Though it may be tempting to lump Gen Alpha (consumers born after 2013) and Gen Z together, there are several differences between the two that marketers need to understand to effectively target the growing generation. As the second generation of digital natives, Gen Alpha will expect seamless digital experiences and mobile-first approaches. They also have more purchasing power than one might expect, with brand affinity starting around age 7, according to Morning Consult.

Snapchat's Q1 revenues fall short of expectations: Despite lower ARPUs, Snap's saving grace is its coveted younger audience.