Demographics

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.

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Thirty-one percent of US adults said social media has a positive effect on their mental health, per YouGov. However, almost as many (30%) feel it has a negative influence. Across generations, millennials are most likely to report a positive effect, while Gen Xers are more likely to cite a negative impact.

As the first digitally native generation, marketers must recognize that what works for older demographics won’t necessarily work for Gen Z. On social media, Gen Z expects brands to understand the different ways they use each channel, while on streaming, content remains king (though price is an important factor).