Cost of living is the top concern for global Gen Zers (39%) and millennials (42%), according to December 2024 data from Deloitte.
The news: Persistently high mortgage rates have forced many US consumers—especially younger, first-time homebuyers—to postpone their dream of owning a home. But adjustable-rate mortgages (ARMs) are making a comeback: Their share of all US mortgages has nearly doubled since 2017, reaching 30% in 2025. This could drive a boost in mortgage sales among these hopeful owners. Our take: Financial institutions (FIs) should proactively engage with prospective homebuyers, especially younger demographics, by leveraging digital-first educational content to demystify ARMs. Banks must clearly outline the potential for initial savings and the associated risks of fluctuating rates with interactive tools and accessible FAQ. To build trust and encourage engagement, FIs should offer online consultations with mortgage advisors to explain ARM structures (e.g., introductory periods, caps) in plain language. This in turn helps consumers understand if an ARM aligns with their short- to medium-term financial goals.
Fandom has partnered with Experian and Audigent to enhance its AI-driven Helix platform, integrating over 2,400 syndicated audience segments to deliver deeper fan insights. The move empowers marketers to combine third-party data with first-party fan behavior, unlocking targeting based on motivations, not just demographics. Early results show significant brand lift in awareness and purchase intent. This partnership marks Fandom’s evolution into a data-rich media platform, aiming to help advertisers tap into emotional fandom signals across CTV, mobile, and digital. Despite criticism over ad clutter, the platform’s scale and Gen Z reach position it as a leader in culture-driven targeting.
58% of US adults have viewed a search result page that included an AI-generated summary, per a March Pew Research Center survey.
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The trend: While rising cost-consciousness is causing consumers to think twice before indulging in a burrito, they’re still saying yes to a splurge-worthy drink. Beverages have emerged as one of the hottest growth categories in US foodservice, offering quick-service restaurants (QSRs) a high-margin way to boost traffic and ticket sizes amid inflation fatigue. Sales at beverage- and snack-focused chains surged 9.6% in 2024—the largest annual growth of any restaurant category, according to Technomic data cited by The Wall Street Journal. For comparison, burger chains—despite generating more total sales—grew just 1.4% over the same period. Our take: The beverage boom is fueled by novelty, shifting habits, and the hunt for higher margins. Consumers are stressed. Amid economic uncertainty, nearly half (44%) of consumers turn to comfort or junk food to cope—and specialty drinks offer a relatively affordable way to indulge without breaking the bank. They crave novelty. Limited-time drinks with bold flavors, bright colors, and TikTok appeal are strong traffic drivers, especially among Gen Z, who are eager to try what’s new while it lasts. Younger consumers are drinking less alcohol. As Gen Z and millennials cut back on alcohol, drinks like iced coffees, chillers, and fruity refreshers are filling the social gap with fun, flavorful alternatives. Chains are chasing margins. Beverages typically carry higher profit margins than food and are often (but not always) operationally easier to tweak. Adding a new syrup or topping is simpler than introducing a new entrée, making drinks an efficient way to drive both sales and excitement.
The news: We've been discussing how millennials’ and Gen Zers’ very different goals require separate marketing strategies. Coinlaw recently pinpointed three areas where their banking preferences differ the most. These include Gen Z’s mobile-first mindset, their preference for big banks, and where both generations seek advice. Our take: It's not just about what products you offer or what your advertising features—it's how and where you do it. Gen Zers and millennials take different approaches to engaging with banks, the information they put out, and their services. Banks’ marketing strategies should account for this to ensure their messaging is hitting their target audience.
The news: A recent survey by The Harris Poll for Current.com found that Gen Zers and millennials value financial health more than physical attractiveness in a potential romantic partner. Among both generations, 33% prioritize a partner’s emergency savings over their looks. This contrasts sharply with 23% of Gen Xers and 18% of baby boomers, who are more likely than Gen Zers to have emergency savings themselves and may not prioritize this in a partner. Our take: We’ve covered how Gen Zers are putting their financial goals on pause to prioritize summer fun and living in the moment. And we recommended that financial institutions (FIs) gently remind Gen Zers of their financial goals and how to reach them while still supporting their priorities.
The split screen: There’s a growing divide between affluent consumers and everyone else. Our take: It’s tempting to look at top-line numbers—like June retail sales—and assume the economy is holding steady. But much of the resilience is concentrated at the top. Moody’s estimates the wealthiest 10% of households—those earning $250,000 or more—now account for half of all US consumer spending, up from about one-third in the early 1990s. That dynamic helps explain why luxury brands like Burberry and RH continue to post gains, while value-focused chains like McDonald’s are seeing signs of softening demand. As inequality widens and economic anxiety builds, especially amid persistent inflation and trade uncertainty, the US economy looks increasingly bifurcated.
The news: Roblox rolled out new teen-focused safety tools, including age estimation, stricter communication filters, and parent insights. The shift to ramp up age-specific protections follows growing pressure from regulators and parents over child safety risks on the platform, per Fast Company. Our take: Using Roblox’s new rules as a blueprint, marketers looking to cater to younger audiences should build campaigns that align with verified connections, invest in brand-safe messaging, and prepare for an age-gated future across platforms as this becomes the norm. Adapting early ensures compliance and preserves access to a key Gen Z and Gen Alpha audience.
Only 28% of US luxury consumers felt optimistic about the economy in April 2025, down from 41% in January 2025 and 45% in April 2024, according to data from Saks.
The news: Governments across the UK, EU, and Australia are mandating age verification online and reshaping how platforms handle user identity and access to content. Reddit now requires UK users to prove they’re 18 via selfie or photo ID to access adult or harmful content, in compliance with the Online Safety Act. Our take: Age assurance is becoming the new standard. Advertisers need to move now by adjusting targeting strategies, creative assets, and compliance practices to stay effective in an increasingly verified and government regulated web.
T-Mobile has announced a full rollback of its DEI programs as it seeks regulatory approval for two major deals, citing alignment with FCC expectations. The move eliminates all DEI language and infrastructure, signaling a dramatic reversal of the brand’s equity commitments. FCC Chair Brendan Carr applauded the shift, while critics warned of reputational risks—particularly with Gen Z and DEI-conscious consumers. As major brands reassess social strategies amid regulatory and political scrutiny, T-Mobile’s move may gain short-term approval but risks long-term brand damage. Marketers face a tough balancing act between political pragmatism and authentic social commitments.
The initiative: Urban Outfitters is teaming with HGTV to launch the “Dream Dorm Makeover Contest,” which invites students to create a Pinterest board that captures their vision for a dorm that reflects their personal style, supports their daily routines, and feels like home. Our take: The campaign is designed to help Urban Outfitters connect with Gen Z students and their parents, as well as millennials seeking creative ways to revamp small spaces.
The news: Save A Lot introduced a new Hispanic-focused store format—its second—in partnership with Leevers Supermarket as it explores ways to build deeper connections with Hispanic consumers. The takeaway: The rationale for opening these stores is clear: Hispanic consumers wield increasing buying power and account for an outsize share of growth in categories like CPG, beauty, and food and beverage. By targeting these shoppers with formats and products best suited to their needs, grocers can win lasting loyalty.
The news: Gen Z’s media habits are changing fast—and most brands aren’t keeping up. New data shows Gen Z spends hours on social media daily, but not passively: they’re engaging in participatory, creator-led environments where trust and relatability matter more than production polish. Fifty-two percent say they feel closer to creators than celebrities. Gaming platforms like Roblox are central, with adults 25–34 averaging 100 minutes per session. Our take: legacy ad formats don’t cut it anymore. To earn Gen Z’s attention, brands need to integrate into native experiences, empower creators as collaborators, and measure more than just impressions.
The news: In February, we covered Bankrate’s 2025 Emergency Savings Report. It has since updated its survey results, which highlight Gen Z’s lack of savings. Gen Zers as a whole are living in the moment and setting their financial goals and woes aside. Our take: To attract these young consumers, banks should develop tailored, accessible, user-friendly savings products and educational resources that resonate with them. Such resources should encourage small, automatic, and consistent savings while acknowledging the generation’s desire for flexibility. Offering gamified savings challenges or linking savings directly to short-term, aspirational goals could also motivate this generation to build a financial safety net.
The news: Gen Z’s share of private label spending will overtake that of baby boomers by 2026, according to a Numerator report. Our take: Gen Z’s affinity for private labels is part of a broader behavioral shift—one that retailers are making the most of. To encourage loyalty among this notoriously fickle cohort, companies will need to stay on top of emerging food trends, foster exclusivity and a sense of urgency with limited-edition releases, and make sure they satisfy Gen Zers’ desire for attractive packaging, transparent labeling, and sustainability.
The news: Streaming has officially surpassed pay TV in the US, with 50.4% of households no longer subscribing to cable or satellite, per our forecast. But streaming’s ad experience still has work to do. Hub Research finds two-thirds of viewers prefer live TV ad breaks over those in on-demand streaming, and Gen Z remains the least likely to adopt ad-supported tiers. Our take: Streaming isn’t a free pass to interrupt. Gen Z demands relevance, brevity, and control—meaning streaming platforms must reengineer how, when, and where they serve ads. The format must evolve if AVOD is to survive the next wave of viewer expectations.
The news: Faceless creators and VTubers are gaining momentum as brands look for cost-effective, scalable influencer marketing options. Networks like AffiliateNetwork are growing rapidly, with top earners bringing in $30K–$40K monthly using AI-powered tactics. Creators run multiple accounts, post hundreds of videos, and rely on formats like AI-generated texting stories to deliver results. Our take: This shift marks a new phase in creator marketing—one defined less by personality and more by production speed and performance. As AI tools improve and creator skepticism fades, brands will increasingly work with digital personas that deliver value at scale—regardless of whether there’s a human on camera.