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Some of the characteristics of this generation can be:

They are first digital generation

They are socially aware and vocal

They can also be climate advocates

They can influence their parents decision making

They are super early adopters of technology

They are the largest generation so far

They are a "diverse" generation

They are very socially active generation

They have knowledge about various events on very early age

They also needs to "touch some grass"

They can get offended very very easily much faster than the Zs.

Source: Primary and https://www.spiralytics.com/blog/generation-alpha-characteristics/

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Success in the dynamic field of marketing hinges on understanding each generation's unique characteristics and evolving needs as they gradually populate the market. As the years pass, these distinct cohorts bring their own sets of priorities, aspirations, and generational traits into the consumer landscape.

Today, the spotlight falls on Generation Alpha, the newest addition to the market, with its eldest members stepping into their teenage years. Marketers must delve deep into the intricacies of the Gen Alpha mindset to effectively engage with this emerging demographic.

What is Generation Alpha?

Generation Alpha is the cohort born from 2010 to 2024, succeeding Generation Z. As the first generation entirely raised in the 21 st century, they are growing in an increasingly digital and interconnected world. Gen Alpha will be the largest and most diverse generation ever, with a projected population surpassing 2 billion by the time they're all born (2025).

Digitally endemic, exposed to emerging technologies, and a unique perspective on global issues mark the upbringing of Gen Alpha, shaping their attitudes and expectations as customers.

Why Should Marketers Care About Generation Alpha?

Understanding Generation Alpha traits is invaluable for marketers, even though its members may not yet be old enough to make purchases themselves. This demographic wields a significant, though currently indirect, influence on the market through several compelling factors.

1. Influence parents' decision-making

When people become parents, their priorities naturally change to account for their offspring. Generation Alpha is doing the same for their parents' purchasing decisions. Their preferences, interests, and needs shape family expenditures. Examples include educational resources, entertainment options, dietary preferences, and lifestyle choices.

2. Empowered to make decisions for themselves

Unlike prior generations, Gen Alpha is growing up in a digital age that empowers them to make decisions for themselves at a younger age. They have unprecedented access to information, online content, and social networks, allowing them to form opinions and make choices independently.

Marketers must recognize that, although they're not currently primary consumers, Gen Alpha is laying the groundwork for future brand preferences and loyalties.

3. Will impact work and consumption in the future

As Gen Alpha matures and enters the workforce, these values, preferences, and expectations will significantly influence the job market and consumer behavior. Businesses that understand and adapt to them will position themselves better for success. A forward-thinking approach is essential for long-term relevance in the market.

4. Largest generation so far

Generation Alpha will be the largest generation in history, surpassing the namesake Baby Boom two generations prior. Their sheer demographic size underscores their importance to marketers. Gen Alpha's market representation will far outweigh their predecessors' as they age. Ignoring their impact could mean missed growth opportunities.

5. Shaping technology due to being early adopters

Gen Alpha's early exposure to and immersion in technology make them poised to be influential early adopters who shape the development and direction of digital products. Their preferences will dictate the research direction and success of tech companies, making them a crucial focal point for tech marketers.

Key Generation Alpha Characteristics and Values

Defining the characteristics of Generation Alpha at this early stage might seem ambitious. The canvas is still unfolding, after all. Still, comparing preliminary insights based on their upbringing, technology immersion, and global awareness against previous generations can offer a glimpse into what makes and will make this generation unique.

1. Digital-first generation

Generation Alpha is the most digitally adept generation, with 54% already owning tablets. Many could tap before they could walk! Their future suggests a strong inclination towards virtual reality due to their profound and prolonged digital immersion.

As technology continues to shape their lives, marketers should prepare to engage them where they'll be most comfortable: digitally. As the digital-first generation, Gen Alpha will most likely be quickest to adapt to new digital formats beyond virtual reality, and marketing must be ready to evolve with them.

2. Socially aware and vocal

These youngsters are not only socially conscious but also already vocal about their beliefs. In a survey, 96% of Gen Alpha respondents claimed to believe that people should be given fair treatment regardless of their appearance or demographic.

They're taking their cues from their Millennial and Gen Z predecessors in holding brands accountable for social justice from a very early age. Their collective voice and advocacy are poised to impact consumer behavior and corporate responsibility.

3. Climate advocates

Climate change is perhaps humanity's most pressing issue, and Gen Alpha is distinctly aware of that. Over half (63%) said they would work somewhere helping to save the planet. They're using their voices to address broader social issues, even within their homes.

The vast majority - 80% of parents - report their Alpha children have influenced their actions and consumption decisions towards a more sustainable future. So, the traits of Gen Alpha are already moving consumer behavior before they can even begin to purchase things for themselves.

4. Well-traveled at a young age

Millennials and Gen Z are more travel-happy than their predecessors, and they're taking their Gen Alpha children with them. Gen Alpha's early exposure to diverse cultures and increasing globalization efforts will likely shape their global perspective. They'll become more culturally attuned consumers as they grow.

Marketers can capitalize by highlighting the cultural richness and authenticity of their offerings. Elements of multiculturalism and global awareness in marketing narratives can foster a sense of inclusivity, aligning with this well-traveled generation's values.

5. Passionate about mental health

Mental health awareness continues to grow through Generation Alpha, with 59% already acknowledging its importance. This early recognition signals a distinct shift in societal values from the grind-centric mindset of the Baby Boomers and Millennials. Their growing awareness suggests they will actively engage in the advocacy and destigmatization of mental health.

Marketers should take heed of this pivotal trait. Campaigns promoting mental health awareness and support will likely resonate deeply with Gen Alpha's characteristics.

6. Raised by health-conscious parents

Gen Alpha's parents are raising them in an environment where health-consciousness is prevalent, largely thanks to their Millennial values. They actively discuss physical well-being, which can influence Alpha's consumer choices, steering them towards products and services that align with that upbringing.

However, they're not immune to occasional indulgences. Almost half of parents (43%) admit their children eat fast food weekly. This balanced approach to nutrition can hint to marketers that catering to healthy preferences with the odd treat or two might be the way to go for food and beverage marketing.

7. Prefers visual content

Gen Alphas have an affinity for visual content, spending ample time on platforms like Instagram, YouTube, and TikTok. These visual mediums hold a captivating allure for Alphas, opening an opportunity for marketers. Over half (51%) first discover brands through YouTube videos, showing the importance of visual storytelling in modern marketing.

Video is proving to be the method for effectively engaging with this tech-savvy generation. Marketers must skillfully leverage visuals to craft their narratives in their preferred format.

8. Growing up faster

Generation Alpha is growing up faster in the digital age, displaying remarkable maturity in its brand preferences. Surprisingly, eight out of ten favorite brands of Gen Alpha overlap with those of Gen Z. This affinity for "adult" brands reflects Alpha's accelerated exposure and interconnection with preceding generations' tastes and preferences.

They may be young, but they're not immature. Marketers would do well to avoid condescending or overly-simplistic tones in their messaging.

How Can Marketers Reach Generation Alpha

While the Alphas may share certain traits with preceding generations, marketers must recognize that marketing to Millennials or Gen Z is completely different. Marketers must tailor their strategies to reach this emerging audience. Here are six best practices based on the alpha generation characteristics known so far:

1. Establish clear, strong values

Generation Alpha is highly attracted to brands that exhibit a clear mission and strong values. Their already socially conscious nature drives them to support businesses prioritizing sustainability, ethics, and social responsibility.

Brands with these values can earn the trust of Gen Alpha and gain a competitive edge in the market. As the generation is so young, establishing yourself early can lead to lifelong brand loyalty.

2. Consider their parents

As previously mentioned, Gen Alpha exerts significant influence on their parents' purchasing decisions. Therefore, a brand's marketing strategy should not only target this young audience but also consider the preferences and values of their parents.

Recognizing the family dynamic and crafting appealing messages for Generation Alpha and their parents can create a more holistic and effective marketing strategy.

3. Double down on social media and video marketing

Social media marketing campaigns are essential for reaching Gen Alpha. They are avid consumers of visual content and spend an average of eight hours a day on video-based platforms like YouTube and TikTok. These sites are an ideal place to center engagement efforts.

Marketers must ensure their content is visually appealing and competitive with the already loud and crowded sites to capture their attention.

4. Utilize influencer marketing and gamification

The opinions of peers are significantly important to Gen Alpha, potentially more than their parents. Influencer marketing can be a potent tool for reaching and engaging this demographic. Collaborating with influencers of similar age groups can help get your message across more clearly to them.

Additionally, gamification strategies can captivate Gen Alphas. Adding interactive elements has seen significant success in education for Gen Alpha, so extending these practices to marketing can also boost engagement.

5. Build and engage with online communities

Connection is paramount in Gen Alpha's interconnected upbringing. They're more likely to support brands that actively engage with their customers. There's a reason why music "stan" culture has some of the most active and engaged communities. Brands can tap into the same energy with a robust digital presence.

Some ways to grow your online community include encouraging user-generated content, responding promptly to messages, and actively engaging in viral trends.

6. Invest in experiential marketing

Gen Alpha is so incredibly saturated in digital content that its members may begin to ignore conventional marketing strategies. Instead, you must provide memorable, novel experiences and encounters to attract attention and distinguish your brand.

Marketers should consider hosting interactive events, local initiatives, or creating pop-up shops to offer immersive experiences for this young audience. Opportunities for hands-on engagement will leave a lasting impression and forge deeper connections.

Generation Alpha Characteristics: Marketing's North Star

Understanding the driving forces behind Generation Alpha is paramount for any marketer seeking lasting success. You can unlock the key to engaging with this influential demographic effectively by comprehending their unique values, preferences, and aspirations.

Preparing for the future means following the North Star, the combined characteristics of Alpha Generation, whose traits will shape industries, influence consumer choices, and drive technological advancements.

Consider partnering with Spiralytics to start your marketing transformation. We're a leading digital and social media marketing agency in the Philippines! Contact us today to position your brand for remarkable growth in the age of Generation Alpha.

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Generation Alpha Characteristics That Marketers Need to Know

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The next generation will dictate the state of the market when they mature. Learning Generation Alpha characteristics early will prepare you for the future!

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Generational marketing with respect to colors - Baby Boomers

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Generational marketing with respect to colors - Baby Boomers

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Baby Boomers prefer classic colors which include beige, gray, and dark or muted blues. For accent colors, boomers like muted oranges and browns along with deep reds, much like the 2007 Color of the Year, a maroon shade called Chili Pepper.

Generational marketing tactics back up these preferences. Color experts point out that blue is a dominant color for businesses that cater to boomers: insurance companies, senior living buildings, financial planners, travel agents, etc.

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Gen x and Gen y spend more than gen Z and boomers across various categories

Gen X and Gen Y consumers account for over 60% of total income.

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The Next Chapter in China’s Consumer Story

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By 2030, China’s middle-class and affluent population will increase by 80 million. To tap this market, companies need to understand the four generations dominating the surge.

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Generational marketing with respect to colors - Gen X

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Generational marketing with respect to colors - Gen X

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Generation X also lacks an “official” color, but we can see the shift from the boomer generation to Gen X through the Pantone Colors of the Year.

At first glance, the Gen-X palettes seem similar to the boomer palettes. However, Gen Xers brighten up their homes with organic colors like Golden Grass green, Cajun Spice red, Sauteed Mushroom brown, and Heart’s Content pink.

Generational marketing for this generation includes mostly natural colors but with brighter accents compared to boomers’ preferences. Financial apps are a great example. Both boomers and Gen X are concerned with finances, but Gen Xers are more open to using smartphones and apps to manage their money. Popular financial apps like Mint and Zeta lean heavily into shades of green for their main brand colors. Zeta also features organic colors like sky blue and golden yellow in their branding.

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Top consumer trends shaping the future of fashion retail in 2024- Social Shopping

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Top consumer trends shaping the future of fashion retail in 2024- Social Shopping

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Social shopping refers to the practice of using social media platforms and online communities to discover, discuss, and purchase products or services.

It merges social networking with e-commerce, allowing users to interact with one another, share opinions, seek recommendations, and make purchases within the same online environment.

Key aspects of social shopping include:

1. Social Media Integration

2. Users can read and write Reviews and Recommendations, thus influencing purchase decisions

3. Aids for discovering new products

4. Facilitates Community Engagement and build a platform

5. Better Personalized products through shared data.

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The future of fashion retail: Key trends for 2024

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From the emerging multiverse to augmented reality dressing rooms and green materials, discover the latest trends transforming fashion retail and how forward-thinking brands are already capitalizing.

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Decline in In-store and online purchases with the rise in cost-of-living

Delivery and fulfillment > instore experience

Social Media influencers have power over consumer decision-making

6 in 10 consumers concerned about their financial situation

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2023 consumer behavior tracker for the consumer products and retail industries

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Gen Z -Extensive price comparison and make the purchase from the e-store that offers the best value for their money. And, they have been born and brought up in the era of deep discounting and infotainment that makes them not to act on impulse and wait for the right deals and discounts to pop up.

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Gen Z tops Millennials on Social Shopping

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Gen Z tops Millennials on Social Shopping

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According to the study, 68% of Gen Z consumers searched for products on social media, and 22% ultimately completed a purchase, the highest shopping rate on social media across all generations. -

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1. Influencers create the buying trends:

- Even if they aren’t directly telling people to buy or do things, influencers create the rhetoric about what is in and out for a particular industry.

2. More experiences, less material goods:

- People want to spend more money on experiences rather than goods.

- According to Mastercard’s Travel Industry Trends Report, spending on experiences increased 65% from 2019 to 2023.

- Between the pandemic and environmental issues, there is more want for experiences over goods.

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Keeping up with consumer trends is crucial for effective marketing and advertising. However, if you aren't up on the latest trends, it can be hard to get started.

Recent industry and consumer data have given us valuable insight into what to expect from consumers in 2024. From that data, we've gathered 16 consumer trends for 2024 that you should keep an eye on and use to round out your 2024 marketing strategy.

Check out these major consumer behavior trends for 2025 to inform your 2025 marketing strategies:

Need help perfecting your marketing strategy so you can match consumer behavior trends for 2024? WebFX has a dedicated team of digital marketing strategists who are ready to help you take on the new year.

Give us a call at 888-601-5359 or contact us online to get started!

1. Customer feedback matters

What good is asking for feedback from customers if you're not going to do anything with it? One of the biggest consumer trends for 2025 is listening to customers and implementing feedback when and where it's needed.

Collecting feedback can be as simple as sending an email:

Customers want to know that they're being listened to - they are the heartbeat of your business, after all. One study showed that 63% of consumers thought businesses needed to do a better job listening to customer and client feedback.

Start by making sure you're responding to your customers when they reach out to you about their experience with your website, product, services, or anything else related to your business.

Customers want to be heard, so the least you can do is acknowledge them. If they reach out to tell you how much they loved working or shopping with you, thank them for their support and encourage them to continue being a customer of your brand. If they have an issue with your brand, ask them how you can help to make the situation for them and future customers.

2. Branding and personality are crucial

Customers want to know the businesses and brands they're buying from have real people behind them. Genuinely connecting with your audience will help to cultivate and nurture leads that become repeat, loyal customers.

Don't be afraid to let your personality shine through in the content you put out for your brand, whether it's social media posts, emails, website content, or any other customer-facing material.

It's possible to remain professional while having a little fun with your written content. When you can, try to use more casual language to show your humanity.

Customers want to know that your service professionals are empathetic and understanding, especially for brands offering services rather than products. This sentiment goes for customer interactions before and after sales. A survey showed that 36% of consumers said they were unhappy with the lack of empathy they felt during customer service interactions.

Remember that it's okay to loosen up a bit. Show your customers that you are, in fact, human and that you care about them. A little humanity and personality go a long way with your customers and could very well be the factor that keeps them coming back!

3. 24/7 support is a must

Overall, the biggest consumer insight for 2025 is to offer quality shopping experiences. You can give quality shopping experiences to online users by offering 24/7 support and customer service.

Shannon Petsch Lead Internet Marketing Consultant

" 95% of consumers are saying that customer service is essential for building brand loyalty. A positive customer experience is a key component in customer retention."

You can offer support in various ways, including chatbots, email, and even content for common questions:

A survey revealed that out of 1000 respondents, 93% of them said they would be much more patient about shipping delays for a product if the company they ordered from was associated with great customer service. Additionally, 45% of them said they would wait two weeks for their delivery if they received outstanding customer service.

Of course, we don't expect you to have a human customer service team ready to help 24/7 (that would be exhausting). But there are ways you can offer support to your website users when someone isn't there to help.

Chatbots can also help assist customers (and your business) by:

Providing consistent customer service, 24/7

Answering FAQs

Saving you money

Gathering customer feedback

Providing multilingual support, assisting all customers

4. Omnichannel shopping opportunities keep growing

Consumers want more opportunities for omnichannel shopping. When making a purchase, consumers utilize in-store, social, and online resources to inform their buying decision.

Think about it: how many times have you purchased something online with more confidence because you knew you could return it at an in-store location or vice versa? Consumers want easy access to their purchases, so our job is to set up as many purchase points as possible.

Social media shopping has impacted the omnichannel experience greatly. Before, you had two options - ecommerce and in-store. Now, users can shop through TikTok, Instagram, and even Facebook.

Look into the social sites you already use to stay on top of this trend for 2024.

View More Client Testimonials

5. Consumers have more purchasing power

The next 2024 marketing trend has to do with consumers' power over their purchases. Unlike past years, consumers now have more say in what and when they purchase something. They aren't as easily influenced, and they have plenty of options for any need.

Shannon Petsch Lead Internet Marketing Consultant

"Consumers have more purchasing power in 2024 to 2025. This means that the consumer is less impulsive and more dissonant, reducing buying behavior. They're weighing factors like price, features, benefits, and more. For this reason, we're also seeing a push for more quality products over quantity, or the 'best bang for your buck' - the consumer is prioritizing value over all else."

If you want to close more sales, you need to appeal to that individual power. Show customers what you have to offer them and be patient and consistent. Highlight what makes your product a quality item and be upfront about the perks and benefits.

6. Health and wellness are important buying points

More and more people are leaning into health and wellness focused purchases. This trend influences all sectors, not just those explicitly related to health. Food and beverage, pet care, makeup, and skincare - everyone wants to shop for their wellbeing nowadays.

The push for health products comes from a rise in chronic health conditions and a global emphasis on preventive healthcare. To keep in line with trends, companies like La Roche-Posay are using health-based resources to promote their products:

Even if it seems unnecessary, highlighting any health benefits or perks to your products can make a big difference to consumers. For example, if your clothing company uses hypoallergenic materials (like 100% cotton), you could highlight how your clothes work for sensitive skin.

Don't make them consider how your product could help their overall wellness - tell them.

7. Personalization is expected

We're all familiar with personalized ads as we browse and scroll. Your company might not consider these ads as the most effective way to reach people. But did you know that 75% of consumers expect personalization to make navigation easier both in-store and online?

Personalization helps to:

Suggest only relevant products and services to customer

Prevent companies from wasting money on ineffective ads

Encourage brand and product exposure across the web

Knowing that consumers want and expect personalization, you can start leaning into data collecting strategies and customer segmentation - the latter we'll talk about later.

8. Sustainability is on the rise

Alongside the emphasis on wellness is the pressure for sustainable practices and products.

With social media, we have more access to more information than ever. That access has led to a more educated, informed consumer who wants to see more emphasis on environmental benefits.

We can also see the demand based on how companies try to deceive consumers with "greenwashing" - the practice of playing up environmental benefits to encourage purchases. This practice ultimately hurts trust and negatively impacts the company's brand.

Consumers want to buy sustainably, especially if it's available. Highlight what makes your company or products more green, and evaluate places that you can make changes for the earth (and your buyers).

9. Convenience crushes quality

Even though consumers are becoming more informed and have more power, they still have standards. If they can choose between a B+ product that's more convenient and an A+ product that's a pain to find, they'll go for convenience.

Convenience is a huge part of our lives, and shopping is no exception. With sites like Amazon giving users two-day shipping and affordable products, why would they go somewhere else? Especially if they have to wait longer and pay more!

The trick here is to strike the balance between convenience and quality. Some ways to do that are:

Making sure your checkout process is easy

Give customers multiple ways to pay

Let customers create an account and save their address and payment information

Highlight your return policy front and center

10. Influencers create the buying trends

Influencer marketing is popular for a reason - these creators play a big role in consumer trends. It's true that influencers here to stay, and we can start looking to them for what consumers want across the board.

Even if they aren't directly telling people to buy or do things, influencers create the rhetoric about what is in and out for a particular industry. Fashion YouTube videos, for example, note what trends people can expect each year:

You don't have to work with an influencer to reap their benefits. Following popular creators in your industry can help you note trends as they happen. Also, you can get a sense for what buyers in your field like, and then create content that matches their interests.

11. Privacy and security matters when shopping

As more and more people become aware of how companies use their data, we're seeing a greater push for privacy and security from users. This trend is especially true for consumers, who trust companies with sensitive data, like payment information and shipping addresses.

While you likely have a safe website already, telling consumers how you use their data and protect them is a plus. Transparency can serve you well with keeping them satisfied and interested in buying from your company.

12. More experiences, less material goods

People want to spend more money on experiences rather than goods. According to Mastercard's Travel Industry Trends Report, spending on experiences increased 65% from 2019 to 2023. Between the pandemic and environmental issues, there is more want for experiences over goods.

However, that doesn't mean people aren't buying anything ever. Spending is still up on food, services, and goods related to travel and entertainment. Think of a concert - people want to buy the ticket, but then comes the hotel room, merch, food, parking, the list goes on.

So, if you can create an experience from your product, or find a way to capitalize on live events, that's one way to tackle this trend.

13. Segmentation help everyone fit in

People want to feel like they belong. Segmenting your audience loudly and proudly can help encourage that sense of grouping and belonging.

Segmenting isn't a new trend - marketing pros have been dividing their audiences into categories for years. But this idea that segmentation can help people find their niche is newer. You can group people who share interests, hobbies, and preferences.

Consider how your ads appeal to different groups and what you can do to market to those shared interests. For example, you could run a TikTok ad campaign to target Gen Z users who are into hiking and camping!

14. Holiday shopping happens earlier and earlier

While we all associate holiday shopping with Black Friday and weekend December nights, that's not the case anymore. Since companies run deals earlier and Prime Day happens in October, there is less pressure for consumers to buy immediately. They know they'll get a good deal later.

The best way to follow this trend is to offer deals and promotions in Q4 and give users plenty of time to find and shop the deal.

15. AI is helpful for companies, but consumers are skeptical

Many companies have already adapted AI into their daily workflow. Whether you are creating product descriptions or outlining complete campaigns, AI can help you achieve more and target consumers.

On the flip side, consumers are skeptical about the use of AI. In fact, 52% of Americans are more concerned than excited about AI in daily life. Much of the concern comes for privacy and security, rather than finding new products or services with AI.

If you use AI in your backend, you need to double-down on the security, and make it known. Since public opinion of AI is negative overall, telling people what security measures you have can help ease their minds and prevent distrust.

Not everyone is sure of the impact of AI, so creating a positive experience could help consumers feel more secure with your company and AI moving forward.

16. Conversational search is more pressing

Finally, rounding out our list of consumer trends is the importance of conversational search. Over 1 billion voice searches happen every month, and those searches are usually more conversational than not.

For example, say someone asks their smart speaker what shoes they can wear hiking. That search will likely pull from articles who answer the question "what shoes should I wear on a hike." If you aren't targeting these topics along with your product information, you're missing out on sales.

Consumers are even making purchases that start with these conversational searches. To make sure you are appearing in voice search results, you must appeal to the conversational search trends.

Read the Case Studies

Give consumers what they want in 2025 with WebFX's help

You're not the only business looking to deliver everything consumers are asking for in 2025. To stand out in front of the crowd and make an impact, team up with WebFX's digital marketing strategists.

Our team will develop and execute a revenue-driving digital marketing strategy that helps your business thrive in 2025. We account for all the trends listed above. Our team of 500 marketing experts to help us create a personalized plan for your company.

Want to learn more? Give us a call today at 888-601-5359 or contact us online to get started.i

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16 Biggest Consumer Trends for 2024 and Beyond

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Want to learn how to target consumers in 2024? Check out the 16 most important consumer trends and start adding them to your marketing strategy!

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Millennials are the most diverse generational cohort in history.

A diversifying consumer base with diverse needs.

Young consumers are moving toward city centers.

This generation has moved to a more diverse, heterogeneous consumer, with a much broader set of needs.

Regional migration is fragmenting the consumer base.

The consumer is more educated, and spending differently.

People are buying homes and getting married later or never.

The economic divide is deepening.

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The article discusses the impact of Generation Z (born 1995-2010), the first true digital natives, on consumer behavior and its implications for companies. Gen Z values individual expression, social causes, dialogue, and pragmatism. They seek truth and authenticity, leading to consumption behaviors centered around access rather than possession, self-expression, and ethical concerns. This generation's influence extends beyond its demographic, shaping consumer landscapes across socioeconomic brackets. Companies must adapt by redefining value delivery, embracing personalization, and aligning with ethical principles. Gen Z's behaviors reflect a shift towards consumption as access, self-expression, and ethical considerations, posing challenges and opportunities for businesses in the digital age.

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‘True Gen’: Generation Z and its implications for companies

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Generation Z characteristics center around the search for truth as the influence of the first generation of true digital natives is now radiating outward. For companies, this will bring both challenges and equally attractive opportunities.

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Spending habits shifted drastically among Indian consumers as they prioritize value of the product or services more.

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Matthew Crabbe, Regional Trends Director, APAC at Mintel.

Spending habits among Indian consumers in the COVID-19 era have not changed drastically, but priorities have shifted. Consumers will continue to invest in health and wellness, and brands can tap into consumer optimism to drive growth in different sectors.
A mindset shift
Economic slowdown certainly changes the way Indian consumers shop. Their priorities have shifted as a result of the pandemic and price inflation. Health considerations and demand for better quality have come to the forefront. Greater care is given to spending priorities, with a focus on necessities, and savings for emergencies and medical expenses. But consumers are keeping cash on hand for occasional indulgences and affordable luxuries.

With this shift in priorities comes the challenge (and opportunity) for brands to provide more better-for-you products that offer better quality and functionality to increasingly demanding consumer needs. Amongst the areas seeing the strongest interest are nutrition, exercise, hygiene and mental wellness. This will create more opportunities for organic products, supplements, exercise gear, homecare and wellness brands that promote holistic wellbeing. Mintel research among Indian consumers reveals that the pandemic has driven consumers to focus their spending priorities on healthcare: for 51% of Indians, spending on healthcare products increased in the 12 months to August 2021.

The pandemic and subsequent inflation are changes in the consumer environment that leave consumers seeking a new balance in the way they live. Growing spending power and access to life's luxuries are now being rebalanced with a greater focus on longer-term wellbeing and future financial planning.

The bounce back from COVID-19 created a rise in demand for daily basics, with fast-moving consumer goods sales seeing a sequential jump of nearly one-fourth in the first three weeks of June 2021, signalling a sharp revival in consumer demand in India. This occurred not just in urban areas, but in rural markets as well, accounting for 38% of overall sales.

This rebound in confidence is reflected in Mintel research: in September of 2021, nearly three in five Indians agreed that they were pretty confident they would be fine over the next 12 months, compared to 45% who said the same in July 2020 - a significant rise in confidence. One in 10 Indians described their current financial situation as 'tight' in September 2021, compared to 26% in July 2020.

This change in mindset and financial position has also changed the way consumers perceive financial success and how they allocate their discretionary spending. The importance of building an emergency fund is more pronounced. 57% of Indians feel confident that they will be financially okay over the next year, while 38% consider themselves financially successful if they have emergency savings.

This longer-term thinking is a shift that can create opportunities for brands willing to look at providing better quality, higher value product and service propositions. Brands can look to be more of a partner with their consumers, rather than treat them as passive shoppers of their products or services. To achieve this, brands should consider garnering trust and justify the premium price for better-for-you products. They need to talk with consumers about what they need, including information about product claims. This can focus on claims to aid physical and mental wellness and talk about the production process, ingredients used and their role in the consumer's wellness journey.
Balancing indulgence with optimistic consciousness
Mintel research also uncovered four main consumer groups in terms of their spending priorities: The Balanced Consumers, The Optimists, The Conscious Consumers and the Indulgent Consumers.

Balanced Consumers tend to be positive about the future and want to indulge, but are careful about saving for the future. They want brands to help educate them to save for the future with plans such as insurance and mutual funds. They also want to be offered affordable, immunity-building products to save on medical costs, but also for brands to curate affordable indulgences like mini-holidays and low-ticket gifts to help them enjoy life.

The Optimists remain positive and believe that the worst of the financial crisis is over. Brands can build on this positive sentiment by offering premium upgrades as they look to spend again. They are looking for investment options as they open their purses, and innovative launches across categories that build on their optimism.

Conscious Consumers are wary about the future and frugal in their spending habits. They are looking to brands to offer them investment plans for a secure future, saving options like staggered payments and cashback, and products that focus on healthy living and nutrition, helping them exercise and gain mental wellness to avoid healthcare costs in the coming years.

Meanwhile, Indulgent Consumers are a gift to brands. They can tap into these consumers' pent-up demand to satisfy their need to display their superior brand bragging rights. They look forward to luxuries, and believe it is important to treat themselves to indulgent experiences such as holidays, spas, gourmet foods and home décor.
New opportunities
The shift in mindset among the emerging consumer groups reflects the Mintel Trend 'Ownership Evolution', which examines how the concept of value is in a constant state of flux, and brands that go beyond price to offer flexibility and convenient access will gain attention.

That flexibility can come in many forms, from renting out luxuries, or unlimited access offers to shared-usage options and more. The flexibility and convenience of quick payment platforms, easy-to-understand and innovative investment options or user-friendly management tools can also help win over consumers. This is in line with Mintel Trend 'Seamless Spending', which reflects India&#39;s growth in digital payments and non-traditional investment options.

Consumers will also look to brands for assistance in staying on track to reach their health goals, in line with the Mintel Trend 'Help Me Help Myself'. Such consumer assistance can focus on healthy living across food, homecare, beauty, personal care and better-for-you alternatives aimed at encouraging better habits.

The Mintel 2022 Global Consumer Trend 'Enjoyment Everywhere' also looks at how consumers are now looking for some joy in life, post-pandemic. This creates opportunities for brands to offer affordable indulgences, like at-home spas, staycations and other products and services that bring affordable joy back into people's lives. For instance, brands can offer indulgences, even if small, to help people feel positive and relaxed with nearly two-fifths of 35-44-year-olds indicating that they are spending more on vacation/holidays compared to pre-COVID times.

Not just holidays, but small joys can be brought to consumers through products such as gourmet food that is delivered to their homes or by cooking with exotic, premium ingredients like Trikay. Consumers will look for ways to improve their at-home dining experience.

This can also extend to at-home services. With restricted movement during the pandemic, people have adapted to at-home services for beauty treatments and spas. The convenience of getting pampered in the comfort and safety of one's own home will be an attractive proposition, even in the future.

Talking of spending more time indoors has turned consumers more towards investing in making their homes more comfortable and aesthetically pleasing. Better home décor and appliances that ease the convenience of living are being sought-after, just as streaming services for movies, shows and sports came to be a must during the pandemic. In short, while the pandemic and inflation are forcing changes on consumers and the brands that serve them, this change is creating new opportunities. It is up to brands to see the opportunities in adapting to those new circumstances, to better serve consumers' changing needs. ###

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As Indian consumer spending habits are shifting, brands are expected to bring more value

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Spending habits among Indian consumers in the COVID-19 era have not changed drastically, but priorities have shifted. Consumers will continue to invest in health and wellness, and brands can tap into consumer optimism to drive...

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How Gen Z are reshaping their shopping habits

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How Gen Z are reshaping their shopping habits

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Generation Z, born between the mid-1990s to the early 2010s, is reshaping the retail landscape with distinct shopping habits. They prioritize sustainability, favor social media for inspiration and product research, and embrace mobile payments. Retailers must adapt by prioritizing sustainability, leveraging influencer marketing, and embracing mobile payment technologies. Automated online merchandising powered by AI and machine learning is crucial for retailers to stay agile and respond quickly to emerging trends.

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Some interesting statistics about Generation Z and their online shopping habits:

77% have taken some form of action for a cause they believe in.

23% have even boycotted a brand.

65% have purchased something based on an influencer's recommendations.

Who are they?

Generation Z is the generation after Millenials, and the generation before Generation Alpha.

Generation Z (also called Gen Z, zoomers or iGeneration) is the name for people who grew up spanning both sides of the millennium transition. Although there isn't an exact date range, Generation Z includes those born between the mid-1990s to the early 2010s.

Generation Z is often described as a more well-educated generation that are more stressed but more depressed compared to previous generations. They often have high expectations of themselves that are often not met.

This is a new type of shopper and consumer to get to know.

Changing the face of online retail

Generation Z has been called the most critical consumer group until now, and has a different view of shopping and consuming than previous generations. They are the latest to enter the workforce and have a strong purchasing power. With a bigger demand for higher-quality items and monitoring their spending more closely, brands have to earn their place in Generation Z's wallets.

Demands sustainable shopping

Generation Z cares a lot about the planet and the future, which is a huge opportunity for sustainable business growth. They believe that the generations before them represented overconsumption, capitalism and materialism.

Spends more on sustainable products

Gen Z consumers are more likely to buy sustainable, high-quality, products. 73% of Generation Z consumers are willing to pay 10% more for sustainable products, according to a report from First Insight. They value personalised products and are often drawn to brands that share their point of view on political issues.

Spends less generally

Many Gen Z-ers grew up watching their parents take huge financial hits and struggled during the Great Recession of 2008. Because of this, they are more economical and price-sensitive.

19% of Generation Z are willing to buy on credit, compared to Millennials, where 30% are inclined to do the same.

The mobile-first, digitally native generation

Social media plays a significant role

It's a fact: consumer habits have shifted to social media. Generation Z is more or less born with a phone in their hand and has a completely different approach to social media and digitisation in general. They use social media to seek inspiration, research products and connect with their favourite brands.

60% of Generation Z in the US use Instagram to discover new brands, products and services.

48% of Americans aged 18-34 have purchased from social media.

Social commerce growth

Social commerce is expected to account for 4.3% of all retail e-commerce sales in the US in 2021, according to Business Insider. Emarketer forecasts that social commerce will rise from $34.8 billion to $36.09 billion in 2021.

Today, the category that remains the largest for social commerce is fashion, which includes apparel and accessories.

In other words, social commerce is an e-commerce trend that is here to stay, and it will be very powerful in the future.

Influencers have a great influence

Compared to older age groups, Gen Z shoppers are less likely to trust companies. Instead, they choose to follow influencers on Instagram and YouTube, who have a high following and reach.

A study from Google shows that 70% of teenagers who, for example, subscribe to YouTube channels, and see personalities on YouTube as more relatable than traditional celebrities. This is also where they decide if your product is worth buying or not.

So, there is a reason why retailers are increasingly realising the importance of going from traditional digital marketing to influencer marketing.

Mobile payments

Generation Z embraces mobile payments like mobile apps and mobile wallets.

Over the past years, mobile apps have been increasing in popularity, and have given great results. Companies with a mobile app have a big advantage compared to companies that don't have an app. Mobile apps convert 157% more than a mobile web session.

Even mobile wallets like Apple Pay and Android Pay have increased.

What is a Mobile Wallet, and how does it work?

A mobile wallet is a type of virtual wallet that stores credit and debit card numbers. It's accessible through an app installed on a mobile device. Mobile wallets allow users to make in-store payments without having to carry a physical wallet, and online purchases are safer and simpler.

Summary of Generation Z and their shopping behaviour

Demands sustainable shopping.

Generation Z has a different view of shopping and consuming than previous generations. They spend more on sustainable products. To meet Gen Z's requirements, you need to be clear about how your e-commerce works for a better, more sustainable future.

Social media plays a big role.

Generation Z uses social media to seek inspiration, research products and connect with their favourite brands. Influencers account for a large part of the purchasing decision, make sure that your e-commerce is going from traditional digital marketing to influencer marketing.

Mobile payments.

Over the past years, mobile apps have increased in popularity, which Generation Z embraces. Mobile apps convert 157% more than a mobile web session. Even mobile wallets like Apple Pay and Android Pay have increased.

Meet Generation Z's expectations with the help of automated online merchandising.

A manual merchandising approach won't do it.

Online merchandising, carried out manually, can never deliver the sales growth required to justify retailers' huge investment in driving quality traffic to their online stores. This is because it has too many limitations.

There are simply not enough merchandisers out there, nor hours in the day, to effectively analyse the huge amounts of customer and product data required to optimise product exposure in real-time across catalogues running to tens of thousands of products.

You need a system powered by AI, machine learning, and predictive analytics based on customer behavioural data, context, and crowd wisdom. It presents each shopper with the most relevant selection of products, ordered in an optimum way to maximise sales.

Catching e-commerce trends

One of the most common complaints from online retailers is a lack of agility. As a result, many lose out on vital sales and longer-term brand loyalty by failing to react quickly to trends, especially micro-trends driven by social media. It can take at least 24 hours to respond - that is simply too late.

Merchandising powered by AI and machine learning technologies change the game by automating product assortment and sort order decisions. Trends are spotted in real-time, and this influences everything from search and recommendations to promotional panels, to instantly push trending products to the foreground, and the system adapts just as quickly once trends fizzle out.

Leveraging B2C marketing automation becomes essential in addressing these challenges, offering a scalable solution for optimizing product exposure and adapting swiftly to e-commerce trends

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Generation Z, what do we know about them? Who are they? What are their shopping habits? In this article, we're going to dive into Generation Z's world.

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1. In 2024, click-and-collect will adapt to meet new lifestyle shifts. Expect a hybrid model of click-and-collect fused with kerbside delivery. Yes, there will be robots.

2. Gen Z has labelled this desire ‘lying flat’ (tang ping) – a push against the cultural pressures to succeed at a high cost to mental wellbeing, including the ‘996’ lifestyle of working 9am-9pm, six days per week.

3. Co-buying real estate- millennials aren’t able to afford ownership of properties. With fractional ownership, consumers have the opportunity to buy things as part of a shared group.  771% increase of home co-buyers with different last names in the US between 2014 and 2021.

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Millennials buying habits and the report of 2023

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Millennials buying habits and the report of 2023

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Millennials prioritize sustainability in their purchases, supporting eco-friendly brands for their values-aligned choices, which enhances brand reputation and long-term viability.

Millennials prioritize sustainability and social responsibility in their purchasing decisions.

They actively seek out eco-friendly and ethically produced products.

Millennials support brands that align with their values, such as those committed to sustainability.

Sustainability efforts enhance brand reputation and trustworthiness among millennials.

Adopting sustainable practices is crucial for the long-term viability of businesses.

Marketers need to invest in authentic, purpose-driven experiences to effectively connect with millennials.

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Khoros | Digital care, communities, & social media software

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Millennials are a force: the first digitally native generation has overtaken baby boomers as the largest adult population in America. Millennials now range in age from 24 to 39, and many have settled down with careers, homes, and families. Their buying power is undeniable: By 2030, the collective annual income of Millennials worldwide is expected to exceed 4 trillion dollars.

That figure has retailers doing a double-take. But while millennials present a huge market opportunity, they have high expectations of brands and low regard for advertising, meaning brands must use different tactics to reach them. Millennials often scoff at traditions, and they care about a brand's values and actions within their communities. To draw the interest of this oft-maligned yet powerful group, you need to understand who they are and how they make their purchases.

Millennial statistics: Who are millennials?

Anyone born between 1981 and 1996 is a millennial

(Source: Pew Research Center)

The youngest millennials will turn 24, and the oldest 39, in 2020. If you imagined someone younger when picturing millennials, you may be looking for gen Z.

There are approximately 72.1 million millennials in the U.S.

(Source: Pew Research Center)

Millennials surpassed baby boomers as the largest living adult generation in 2019. This means that millennials make up a huge percentage of consumers and have immense buying power. It was estimated that millennials will spend $1.4 trillion in 2020.

34% of millennials have a bachelor's degree or higher

(Source: Pew Research Center)

Millennials are a highly educated generation. In fact, according to Pew Research, they are the highest educated generation. 34% of millennials have at least a bachelor's degree, while only 13% of the silent generation and 24% of baby boomers can say the same.

Millennial spending habits: How do millennials spend their money?

Millennials are more likely to make purchases online

(Source: MarTech Advisor)

A major part of marketing strategy includes bringing your brand to where your customers are. In the case of millennials, well, they're online. MarTech Advisor reports that 54% of millennials make purchases online.

So if your brand targets millennials, it's important to be visible online. Providing an engaging website with a well-thought-out user interface and seamless customer support can make your brand stand out from competitors. It's also important to have a robust organic - and possibly even paid - social media campaign. Millennials aren't the only generation on social media today, so if you're not posting at least to Facebook, Instagram, Twitter, or LinkedIn, you may be missing out on key demographics. Learn more about how to manage social media with enterprise software here.

Millennials will pay a premium for luxury and popular items

(Source: Charles Schwab)

Millennial shoppers admit that they are willing to pay more for items that are popular or offer a unique experience. According to Charles Schwab, 60% of millennials agreed that they would buy a cup of coffee that costs more than $4, compared to just 29% of baby boomers. Additionally, 79% of millennials said they would spend more money to dine out at a popular restaurant.

For brands, this presents an opportunity to provide an experience with your product. Doing so can result in an increase in your brand's perceived value.

Millennials spend money on technology and fashion recreationally

(Source: Charles Schwab)

Millennial shoppers are likely to spend more money than required by necessity for new gadgets and clothing. In Charles Schwab's Modern Wealth Index report, 76% of millennials said they would spend money on new tech products, and 69% reported that they'd buy clothes they didn't need. These insights show brands what millennials are truly interested in and can be used to guide future strategy.

Millennial shopping habits: What motivates millennials to shop?

57% of millennial women say that their purchase decisions are driven by a brand's values and stance on issues that are important to them

(Source: Business Wire)

Millennial women in the U.S. have $170 billion in buying power - 85% of the total buying power of U.S. millennials - and social responsibility matters to them. As a brand, it's important to clearly define what values and morals matter to your company and convey those values to your audience in a thoughtful, authentic way.

50% of millennials say that positive customer service experience is a factor in their loyalty to brands

(Source: Morning Consult)

You already know that, in the age of social media, one well-placed disgruntled Tweet can negatively impact your brand's bottom line, and that's frightening. But if you work towards ensuring positive care experiences for all of your customers, you can build up goodwill for when you need it.

30% of millennials feel loyal to brands

(Source: Inmoment)

We know that brand loyalty is an important goal for brands. When a consumer is loyal to your brand, that loyalty can be an airbag during a crisis, and it can mean consumer advocates in the wild. Still, brands have the potential to build a great deal more loyalty; just 30% of millennials feel loyal to brands. Millennials want to feel connected to brands, they want to know that brands they buy from share their values, and they want exceptional customer service. Meeting these expectations builds loyalty.

60% of millennials say they've held relationships with specific brands for 10 or more years

(Source: Inmoment)

The median millennial age is 30, and the majority of millennials formed lasting brand relationships in their twenties, or even earlier. Building lasting relationships with millennials is incredibly important, even when it comes to the youngest millennials, because, even if they don't command the highest purchasing power yet, they tend to stay loyal.

70% of millennials will go out of their way to buy from a brand they feel loyal to

(Source: Inmoment)

Millennials truly are distinct from other generations: their purchasing decisions aren't just about the product or service, or even the ease of purchase. That nearly three-quarters of millennials will devote their time and energy to shopping from a specific brand to which they feel loyal is a real, tangible benefit of fostering loyalty in customers.

How can marketers speak and connect with millennials?

The size of the millennial generation and its collective buying power is impossible for marketers to ignore. But to catch the interest of this highly-educated and skeptical generation, brands will need to work harder to connect with audiences on a deeper level.

Khoros provides the marketing and customer care solutions that enterprise businesses can use to identify consumer insights and build customer relationships. If you'd like to get a first-hand look at our award-winning solutions, schedule a demo today.

For more consumer insights, see our Forrester Report: Getting to Know Your Customers.

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Millennial buying stats all marketers need to know | Khoros

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Millennials are a force: the first digitally native generation has overtaken baby boomers as the largest adult population in America. Millennials now range in age from 24 to 39, and many have settled down with careers, homes, and families. Their buying power is undeniable: By 2030, the collective annual income of Millennials worldwide is expected to exceed 4 trillion dollars.

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Consumer trends- where consumers are spending their money

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Consumer trends- where consumers are spending their money

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Gen Zers and millennials said they'd rather spend money on experiences such as concerts and traveling rather than saving for retirement.

Consumers are becoming increasingly aware of the impact their purchases have on the environment, and want to support businesses that embrace sustainability and responsibility as core values, offering guilt-free consumption.

78% of respondents said their mental health is equally as important as their physical health so they are spending on their well-being.

Virtual and augmented reality are altering how people communicate with others

Consumers are increasingly seeking spaces to connect with like-minded individuals, leading to the proliferation of niche communities both online and offline where they can connect over shared interests regardless of backgrounds and geographies.

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Sergey Mironov/Getty Images

Consumers are embracing neo-hedonism and seeking "meaningful experiences rather than ostentatious displays of wealth," Diageo says. "This trend invites us to reimagine pleasure, transforming it from a fleeting pursuit of extravagance to a sustained appreciation of the present moment."

In a poll by Experian, Gen Zers and millennials said they'd rather spend money on experiences such as concerts and traveling rather than saving for retirement, and tours such as Taylor Swift's Eras tour are driving spending and shaping the experience economy. Other examples Diageo gave in its report include pop-up bars and immersive art exhibitions.

The neo-hedonism trend "really thrived" post-pandemic, when people were able to splurge on experiences again after waves of lockdown, Mark Sandys, Diageo's chief innovation officer, told Business Insider. Cocktail consumption is up again as people make the most of social occasions, leading to the roll out of more cocktails on draught, he said.

Consumers are becoming increasingly aware of the impact their purchases have on the environment, and want to support businesses that "embrace sustainability and responsibility as core values, offering guilt-free consumption," Diageo says.

This includes looking at the entire product lifecycle, from how products are sourced, produced, and delivered to how they can be recycled, reused, repaired, or repurposed.

But Sandys said that sustainability "can't come at the expense of the other reasons why you'd buy a brand: quality design, brand preference."

Sandys said that consumers are also focusing on the social responsibilities of companies more than ever. This includes looking for local brands that can bring jobs and support suppliers and charities in their local areas, and brands that show a commitment to tackling key social inequality, in particular supporting LGBTQ+ rights and fighting racism.

"From economic pressures to environmental challenges, our fast-paced and interconnected world is causing consumers to face an unprecedented array of stressors," Diageo says in its report. "Moments of calm and relaxation have become rare treasures."

Diageo says that the pandemic led to a shift in how people view health and wellbeing, with people now placing greater importance on their psychological, emotional, sexual, social, and financial wellbeing. In a survey of more than 24,000 people across 31 countries, Ipsos found that 78% of respondents said their mental health is equally as important as their physical health. As a result, more people are incorporating spa-like treatments, yoga, and meditation into their daily life at home, trying out digital detoxes, and connecting with their neighbors, Diageo wrote.

This is feeding into how consumers pick products too, Diageo said, choosing them for mood-enhancing and mental wellbeing properties as well as nutritional benefits. For example, people are opting for non-alcoholic drinks like herbal mocktails. They're also buying more nutraceuticals and functional foods, known for their wider health benefits beyond just their nutritional values, such as chia seeds, blueberries, and salmon.

The impact of technology is only growing each year, as Diageo analyzes in its report.

Virtual and augmented reality are altering how people communicate with others, creating a "phygital" space "where online connections are as authentic and meaningful as in-person interactions," Diageo says. AI is increasingly seeping into people's lives, too.

"Our daily interactions span the digital and physical worlds seamlessly," Diageo wrote.

This is all shaping how people engage with brands. People are splashing out on digital goods and experiences, like concerts and merchandise. They're using VR and AR to try on clothes before they buy them or to picture what new items of furniture would look like in their homes and are getting A-generated personalized shopping recommendations. AI chatbots mean that brands can engage with customers and offer support more quickly.

"Consumers will be on the lookout for personalised, immersive product showcases that mimic in-store shopping," Diageo says. "E-commerce will need to undergo a virtual transformation to match consumer wishes for enhanced online shopping satisfaction."

Retail

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These 5 trends will shape how consumers spend their money in 2024, according to the maker of Guinness and Smirnoff

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Neo-hedonism, personal wellbeing, and emerging technology will shape consumer spending in 2024, Diageo says.

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America's Changing Relationship with Alcohol - New 2023 Survey

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Non-Alcoholic Drinking trend- 2023, 2024

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Non-Alcoholic Drinking trend- 2023, 2024

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Younger Americans are trying to drink less and the consumption pattern is highly reduced.

61% of Gen z and 49% of millennials are trying to drink less in 2024. Gen Z percentage to cut down alcohol had grown from 53% of the previous year.

Gen Zers are prioritizing mental health over alcohol. 36% of Gen Z are going alcohol free for their mental health.

Top drinks Americans wants to explore in 2024 are #1 Mocktails, #2 THC & CBD Infused Drinks, #3 Non- Alcoholic beer, # 4 Non- Alcoholic spirit & # 5 Non- Alcoholic Wine.

People prefers the above for their interest to explore its taste, intention to drink something in place of alcohol.

The top three reasons Americans are drinking less in 2024 are to:

1. Improve physical health

2. Save money

3. Make a lifestyle change

Drinking statistics of 2023- Gen Z had an average of 3 alcoholic drinks , millennials - 5 , Gen X - 4 , Baby Boomers- 5 alcoholic drinks per week in 2023.

24% of Americans did not drink alcohol in 2023.

There is a shift towards Sober Lifestyle as well as mindlful drinking.

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Shopping habits- Product discovery, buying decision- online shopping habits as well

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Shopping habits- Product discovery, buying decision- online shopping habits as well

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Product Discovery:

Social media, internet search, and Youtube ads- Gen Z and Millennials

TV, search, and retail - Gen X and Boomers.

What drives consumers:

price, quality, and product reviews- all gen

active communities and a social media presence - Gen Z, Millennials, and Gen X

Buying Platform:

social media and from a company’s mobile app - Gen Z, Millennials, and Gen X

online retailers & company website- All gen

1 in 2 Gen Zers Say Companies Should Take a Stance On Social Issues

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With new marketing channels and trends constantly popping up, it can be difficult to know where your target audience actually is.

Not only do you need to know where they spend their time, but also how they like to shop -- and that largely depends on their age group.

To help you determine where to meet audiences where they are, we surveyed thousands of US consumers of all generations across to learn about their shopping habits, media consumption, and the latest trends they're following.

While you'll find even more data in our State of Consumer Trends Report, we wanted to give our readers a deep dive into each generation and the unique themes that make them different.

So let's take a look at where and how each generation likes to shop -- and what really impacts their purchasing decisions.

We'll get started with a quick breakdown of the shopping habits of each generation and call out the biggest differences and similarities between them, then dive deeper into each age group.

For those in a rush, we've put a quick generation-by-generation overview below with links to the deep dive of each age group. To jump to a broader side-by-side look at how all generations handle each stage of product discovery and purchases differently. click here to jump to our comparison section.

Shopping Habits Overview

Gen Z Overview (ages 18-24)
Jump to our Gen Z deep dive >>
Millennials Overview (ages 25-35)
Jump to our Millennial deep dive >>
Gen X Overview (ages 35-54)
Jump to our Gen X deep dive >>
Boomer Overview (ages 55+)

TV ads, internet search, and retail stores are the top ways Boomers discover new products

Social media falls flat for boomers - just 17% have discovered a product on it in the past three months, and only 4% have purchased a product on a social app in that time

About half of boomers say companies should not take a stance on social issues. When it comes to influencing their purchase decisions, social issues simply have no impact on a majority of Boomers.

Jump to our Baby Boomer deep dive >>
A Generational Comparison of Today's Shopping Trends [Side-by-Side Data]

Where Do Consumers Discover Products?

Social media, internet search, and Youtube ads are key for reaching Gen Z and Millennials, while TV, search, and retail are favored by Gen X and Boomers.

As far as social media, Boomers, Millennials, and Gen X all use Facebook more than any other app.

Meanwhile, Gen Z is all about YouTube, Instagram, and TikTok. Not only is Gen Z communicating with friends and being entertained, but they're also discovering (and buying) products on social more than any other generation.

What Drives Consumers to Buy Products?

When it comes to making purchase decisions, all generations are highly influenced by price, quality, and product reviews. Gen Z, Millennials, and Gen X also value brands that have active communities around them and a social media presence. Additionally, whether a percentage of the proceeds from their purchase will be donated to charity is highly important to Gen Z.

Where Do Consumers Like to Buy Products?

All generations favor buying products in-person at a store over any other channel, but this preference decreases significantly with age. Buying through online retailers like Amazon and directly from a company's website is also popular. Gen Z, Millennials, and Gen X are most interested in buying through social media and from a company's mobile app.

If you're ready for more of the insights you need to reach your target audience, let's take a deep dive into the shopping habits of today's consumers, as well as how each generation compares, based on data from our 2022 Consumer Trends Survey of over 1,000 consumers in the U.S.

Shopping Trends by Generation (A Detailed, Data-Driven Breakdown)

Gen Z Shopping Habits 2022 (ages 18-24)

So where is Gen Z discovering new products? Let's start with the digital elephant in the room - social media.

Social Media Drives Gen Z Product Discovery

Our most recent survey shows that 57% of Gen Z has discovered new products on social media in the past three months, and 71% of them say it's where they discover products most often.

Social media is also the #1 way Gen Z prefers to discover new products, according to 38% of those age 18-24.

All of this really isn't surprising considering 93% of Gen Z use social media, for an average of 4 hours and 20 minutes per day.

You may also be wondering which platforms they're using, so let's take a glance:

YouTube, Instagram, and TikTok have reigned as the top three platforms by usage in the past six months. Over half of Gen Z have used Snapchat and Facebook in the past three months, and 48% have used Twitter.

When it comes to the social media apps Gen Z uses most, TikTok, IG, and YouTube come out on top again, but in a different order.

TikTok is used most, likely due to its focus on short-form videos and powerful algorithms, making it hard to put down.

But TikTok and Instagram are only the most used social media apps among Gen Z women, while men spend much more time on YouTube.

Lastly, we asked Gen Z which social media app is their favorite.

While TikTok is used most, Instagram is the favorite social media app among Gen Z as a whole.

But there are so many ways to interact with Gen Z on social media that it's more important than ever to use a format that captures their attention and makes your brand stand out.

We asked how Gen Z consumers prefer to discover new products, and here's what we found:

Our research from earlier this year shows that short-form video and influencer marketing are the top marketing trends of 2022, so the fact that Gen Z is fully embracing these channels to discover products isn't surprising.

41% of Gen Z say they prefer to discover new products on social media through short-form videos, and 1 in 4 prefer to find out about products from influencers.

On top of that, 33% of Gen Z have made a purchase based on an influencer's recommendation in the past three months, the highest of any age group.

The signs to invest in these channels couldn't be clearer. Did I mention that they also have the highest of any marketing trend? Another powerful trend we identified in our Social Media Trends 2022 is selling directly on social media.

Considering 28% of Gen Z has bought a product on social media directly on the app in the past three months and 29% prefer to discover new products through social media shops, there's never been a better time to get started.

Our recent Instagram Marketing Report explains why the app presents such an incredible opportunity for social selling, and we even published a data-backed on the top tools and strategies for selling on Instagram.

YouTube Ads Trump Social Media For Reaching Gen Z Men

46% of Gen Z has found new products through YouTube Ads in the past three months, and 56% say it's where they discover products most often.

On top of that, 34% of Gen Zers say YouTube ads are their preferred way to discover new products.

Overall, YouTube Ads follow social media as the 2nd best way to reach Gen Z. If you can't leverage both, here's an insight to help you decide which to use:

Gen Z women prefer to discover new products on social media, while discovering products through YouTube Ads is strongly preferred by young men.

SEO Still Matters For Gen Z

42% of Gen Z has found new products by searching the web in the past few months, and 50% say it's where they find products most often.

26% of Gen Z say searching the internet is their preferred way of discovering new products, but how exactly is Gen Z searching online? A whopping 74% of Gen Z use their mobile phones most often when shopping online, while just 15% use a computer.

Additionally, 72% of Gen Z use their phones most often when looking up a question on a search engine.

This means you should be optimizing your website to be mobile-first to offer the best experience to your users. To learn more about the top SEO strategies, check out our Web Traffic & Analytics Report .

Retail Discovery is Less Frequent, But Still Relevant For Gen Z

While 36% of Gen Z has discovered new products in retail stores in the past three months, when we asked where they discover new products most often, it came in at #8.

So Gen Z is still visiting retail stores, but they're discovering products through online sources much more often.

Does that mean hope is lost for retail? Not quite. 19% of Gen Z still say it's their preferred way to discover new products, behind social media, YouTube ads, and searching the web.

Ads on Streaming Services Beat Cable TV for Gen Z

23% of Gen Z has discovered new products on film/TV show streaming services in the past three months, and 33% of them say they discover new products through streaming most often.

19% of Gen Z have also discovered new products on music streaming services like Spotify, with 55% of them saying that music streaming is where they discover new products most often.

Does that mean cable TV ads are lost on Gen Z? Considering less than 1 in 5 have discovered a new product through their television in the past three months, it isn't the best channel to reach those age 18-24 (though still very relevant for older age groups).

1 in 2 Gen Zers Say Companies Should Take a Stance On Social Issues

Gen Z is known to be vocal about the causes they believe in, but does that tenacity for the environment and social justice translate to their purchase decisions? Let's take a look.

We asked whether companies should take a stance on social issues, and 50% of Gen Z say they should, the highest of any generation.

We then asked those who want companies to take a stance on social issues which issues are most important to them. Racial justice was by far the top issue for Gen Z (69%), followed by LGBTQ+ rights (50%), gender inequality (46%), and climate change (42%).

The burning question is whether these sentiments translate to purchase decisions, and we found that they have a significant influence on Gen Z, dwindling slowly with each generation.

Not only that, but brands taking a stance on these issues also makes a significant portion of Gen Zs more likely to purchase. We asked all the Gen Zs in our survey how the following attributes impact their purchase decisions, if at all, using a 5-point scale from much less likely to much more likely. Here's what they said:

Below are just a few of the factors that impact Gen Z purchase decisions, aside from the product itself:

Corporate Trust: 84% of Gen Z say they're more likely to buy from a company that treats its employees well, while 83% say they're more likely to buy from a company that they can trust with their data

Economic and/or Environmental Impact: 60% of Gen Z say they're more likely to buy from a brand actively trying to reduce its environmental impact, while 46% are more likely to purchase products from small businesses.

High DI&B Standards: 53% of Gen Z say they're more likely to purchase based on a brand's commitment to diversity/inclusion, while 51% say a brand advocating for racial justice makes them more likely to become a customer. Additionally, 39% of Gen Z say they're more likely to buy products from brands owned by a person of color.

Gender and LGBTQ+ Advocacy: 42% of Gen Z say brands that advocate for gender equality are more likely to get their purchases, while 37% of Gen Z are more likely to buy from brands that advocate for LGTBTQ+ rights.

While Gen Z is strongly influenced by Environmental, Social, and Governance (or ESG) initiatives, there are other factors in their purchase decisions that are even more important - let's take a look.

What Drives Gen Z Purchase Decisions?

The top factors in Gen Z's purchase decisions are unsurprising, with price, quality, and look/feel taking the lead.

But when we ask Gen Z to choose the three most important factors in their purchase decision, we find some interesting insights. Take a look at the top 8 most important factors when Gen Z is forced to choose just three of those they consider:

While price and quality still lead, we see that donations to charity, an active community, recommendations from influencers, and how brands treat their employees rise to the top.

Granted, these are nowhere near the top factors in this group's purchase decisions, but for those who consider them, they are critical.

One other thing to note is that recommendations from influencers drive Gen Z purchase decisions even more than recommendations from their friends and family (55% vs. 24%, respectively) - yet another to leverage influencer marketing.

How Does Gen Z Prefer to Purchase Products?

When it comes to making purchases, 55% of Gen Zers still prefer to buy things in-store (the lowest of any generation), but online channels are close behind.

One in two Gen Zers prefers to make purchases through online retailers like Amazon, while 37% like to go directly to a company's website.

23% of Gen Z prefer to buy through social media apps, while 22% favor going through a company's mobile app.

How Does Gen Z Like To Pay?

47% of Gen Z has purchased a subscription for a physical product in the past three months, the highest of any generation.

But when we asked which payment model they prefer, Gen Z still largely favors buying a product for full price as needed.

And that wraps it up for Gen Z! Now we can talk about their slightly older, yet noticeably different counterparts, Millennials.

Millennial Shopping Habits (ages 25-34)

Social Media Drives Millennial Product Discovery

50% of Millennials have discovered new products on social media in the past three months, and 59% of them say it's where they discover new products most often.

Social media is also the primary way Millennials prefer to discover new products, according to 33% of those 25-34.

Similar to Gen Z, 90% of Millennials use social media, for an average of 4 hours per day, slightly lower than that of Gen Z.

As far as the platforms they use, Facebook, YouTube, and Instagram are the top platforms by usage in the past three months. Over half of Millennials have used TikTok in the past three months, and 44% have used Snapchat.

When it comes to the social media apps Millennials use most, Facebook, YouTube, and Instagram lead the way.

But just like with Gen Z, the app used most differs sharply by gender. Millennial women use Facebook the most, followed by Instagram, YouTube, and TikTok. Meanwhile, Millennial men use YouTube the most, followed by Facebook, Instagram, and TikTok fourth.

We also asked Millennials which social media platform is their favorite.

When it comes to Millennials' favorite social media app, Facebook stays at #1, but Instagram pulls ahead of YouTube.

Now that you know which platforms Millennials prefer to find new products on, here are the formats they want to see on social media, among those who use it.

Millennials favor feed posts, ads, and social media marketplaces when looking to discover new products.

They also turn to influencers and social media shops to discover and buy things:

Since Millennials tend to favor Facebook and Instagram, building a presence on these platforms is key. Setting up an online shop on both platforms and leveraging influencer marketing are among the highest ROI strategies you can use to get your products seen and bought.

Millennials Discover Products Through Search Slightly Less Than On Social

Discovering new products through searching the internet comes second to finding them on social media, but just by a hair.

For starters, search and social are tied at 50% for the top channel Millennials have discovered new products on in the past three months. And 58% of Millennials say they discover new products most often by searching the internet, just 1% behind social media.

When we asked what Millennials' preferred channel for discovering new products is, 32% said searching the internet, also lagging behind social media by 1%.

So search is a leading channel for product discovery for Millennials, but how are they searching? 74% use their mobile phones most often, compared to just 16% who use a computer, highlighting the importance of optimizing your site to be mobile-first.

When it comes to online shopping, 68% of Millennials use their phones most often, while 22% use a computer.

YouTube Ads Is the Third-Best Way To Reach Millennials, Especially Men

44% of Millennials have found new products on YouTube in the past three months and 54% say they discover new products on YouTube the most.

On top of that, 23% of Millennials say YouTube is their preferred channel for discovering new products.

Overall, YouTube ads are the #3 best way to reach Millennials, but just like for Gen Z, when it comes to targeting Millennial men, YouTube rises to the top.

Retail Discovery is Less Frequent, But Still Relevant For Millennials

While 43% of Millennials have discovered new products in retail stores in the past three months, when we asked where they discover new products most often, retail comes in at number six.

Like Gen Z, Millennials are still going to retail stores, but they're finding products online more often. 22% of them say they prefer finding new products in retail stores, behind social media, searching the internet, YouTube Ads, and word of mouth.

Cable TV is Slightly Better for Reaching Millennials than Streaming Services

36% of Millennials have discovered new products through TV/film streaming services in the past three months, and 34% of them say that's where they discover new products most often. Additionally, 13% of Millennials say video streaming is how they prefer to discover new products.

When it comes to cable TV, 34% of millennials have discovered new products through their television in the past three months, and 47% of them say that's where they discover new products most often, comfortably ahead of streaming services.

Additionally, 18% of Millennials say cable TV is where they prefer to discover new products, beating video streaming services by 5%.

Advertising on music streaming services is also a great way to reach Millennials - 21% of them have discovered new products through music streaming services in the past three months. Of that group, 29% say that's where they discover new products most often. Overall, 11% of Millennials say music streaming is how they prefer to discover new products.

ESG Matters To Millennials

41% of Millennials say companies should take a stance on social issues, down from 50% for Gen Z.

We also asked Millennials who want to see companies engaging in advocacy which social issues they want to see companies that a stance on most.

Among Millennials who want companies to advocate for social issues, 60% want to see brands take a stance on racial justice, followed by income inequality (52%), climate change (39%), affordable healthcare (37%), and LGBTQ+ rights (36%).

While racial justice is top of mind for both Gen Z and Millennials, Millennials put less of a priority on other identity-based issues like gender and sexual orientation. Instead, they prefer to see companies tackle issues like income inequality, climate change, and affordable healthcare.

This might be because Millennials are older and more likely to be part of the workforce than Gen Z, making them more conscious of wealth inequality and the cost of healthcare.

While a sizable group of Millennials wants to see companies taking a stand, do these sentiments actually affect their purchase decisions? Just like with Gen Z, the answer is yes.

On a 5-point scale from much less likely to much more likely, we asked all Millennials in our survey how the following attributes impact their purchase decisions, if at all. Here's what we found:

Corporate Trust: 82% of Millennials are more likely to buy from a company that treats its employees well, and the same amount are more likely to buy from a company that they can trust with their data.

Economic and/or Environmental Impact: 51% of Millennials are more likely to buy a product made by a small business, while 48% are more likely to buy from a company that actively tries to reduce its environmental impact

High DI&B Standards: 47% of Millennials are more likely to purchase from a brand committed to diversity/inclusion, while 43% say a brand advocating for racial justice makes them more likely to become a customer. Additionally, 42% of Millennials say they're more likely to buy products from brands owned by a person of color.

Gender and LGBTQ+ Advocacy: 46% of Millennials say brands that advocate for gender equality are more likely to get their purchases, while 36% of Millennials are more likely to buy from brands that advocate for LGTBTQ+ rights.

While ESG strongly matters to Millennials, let's see how these issues stack up against other factors in their purchase decisions.

What Drives Millennial Purchase Decisions?

Just as they do for all generations, price and quality are the top factors when it comes to Millennial purchase decisions.

Now let's see which of these are most important to Millennials by forcing them to choose just three of the factors they consider.

Unsurprisingly, price, quality, reviews, and features remain in the lead. But a brand's social media presence, whether a brand has an active community around it, whether the brand donates to charity, and recommendations from influencers rise.

While these aren't even in the top 8 factors in Millennials' purchase decisions, among those who consider them, they are highly important.

How Do Millennials Prefer to Purchase Products?

65% of Millennials prefer to buy products in-store, while 55% favor going through online retailers like Amazon. About 1 in 3 like to purchase directly from a company's website.

When it comes to mobile apps, 21% of Millennials prefer purchasing through social media, and 1 in 5 like to go through a company's mobile app.

How Do Millennials Like To Pay?

44% of Millennials have purchased a subscription for a physical product in the past three months, slightly below Gen Z, but comfortably higher than Gen X and far ahead of Boomers.

But when it comes to the payment model they prefer, 51% of Millennials say they favor buying products at full price when they need them.

On the other hand, Millennials are the most likely of any generation to prefer purchasing a product in payment installments (28%) and on a subscription basis (21%).

Now that we've covered Millennial purchase habits, let's take a look at how Gen X likes to shop, which differs significantly from what we've seen so far from the younger age groups.

Gen X Shopping Habits (ages 35-54)

Gen X Prefers to Discover Products Through Online Search, With Other Channels Close Behind

One in three Gen X's say they prefer to discover new products by searching the internet, and 58% say that search is how they discover new products most often - tying with social media as the channel they discover new products on most frequently.

Additionally, 40% of Gen X have discovered new products through online search in the past three months, placing it among the top discovery channels.

So we know Gen X is all about searching online, but which devices are they using most when shopping on the web?

Two thirds of Gen Xers say they use their mobile phones most for online shopping, while 21% are on a computer and 9% use a table most frequently. This is similar to what we saw with Gen Z and Millennials.

But unlike those younger age groups, where social media is the clear favorite channel for product discovery, Gen X likes to find items through a much wider range of channels, so let's take a look at the others that have a meaningful impact on those age 35-54.

Television Ads Are Highly Relevant For Gen X

41% of Gen X have discovered new products through TV ads in the past three months, and 55% of them say that TV ads are where they discover products most often, slightly behind social media and searching the web.

Additionally, 30% of Gen X say they prefer to discover new products through TV ads, tying with retail stores for the second most popular channel.

Retail Has the Widest Reach For Gen X, But Digital Channels Are Seen Much More Frequently

Retail is the top channel Gen X has discovered new products in the past three months. But while 43% of Gen X found a new product in a brick and mortar store in that period, when it comes to the channels Gen X discovers new products on most often, retail is behind digital mediums like social media, internet search, TV ads, YouTube ads, and streaming ads.

Does that mean that retail is being forgotten by Gen X? Not exactly, because 30% of Gen X still prefer to discover new products in retail stores, tied at #2 with TV ads.

But it does signal that Gen X is shopping online more often than they visit retail stores, even if they prefer the latter. While this could be about convenience, a symptom of the pandemic, or a reflection of our increasingly digital world, it is important to reach Gen X virtually while keeping in mind their affinity for a real-life shopping experience.

Gen X Discovers Products On Social Most Often, Though It Isn't Preferred

While Gen Z and Millennials discover products most often on social - and prefer it that way - Gen X is a bit more conflicted.

Social media is the number one channel Gen X discovers new products on the most, according to 58% of those 35-54. But at the same time, just 1 in 4 Gen Xers say they prefer to discover new products on social media, coming in at #5 on the list of their favored channels.

This can be explained by the fact that 90% of Gen X use social media. While 14% spend under an hour on it every day, the rest average 3 hours and 25 minutes of daily use. So Gen X is using a lot of social media and seeing ads on it more than anywhere else, but it isn't the way they prefer to discover products.

Regardless, 42% of Gen X have discovered a product on social media in the past three months. On top of that, 18% of Gen X have bought a product directly in a social media app in that same period. So let's take a look at which social media apps Gen X is using.

So Gen X is definitely on Facebook and YouTube, while a little over half are on Instagram, and 38% visited TikTok and Twitter in the past three months. Now let's take a look at which social media platforms Gen X uses most:

Facebook and YouTube stay in the lead, a trend that continues when we look at Gen X's favorite social media apps.

Now that we know which platforms are most popular among Gen X, here's a look at how the age group prefers do discover new products on social media, among those who use it.

While the current trend for advertising to Gen Z and Millennials is "make content, not ads," Gen X isn't bothered by being advertised to more directly, preferring to see ads on social media.

But since the trend is to make ads as enjoyable and un-intrusive as possible, you should still try to make your Gen X ad campaigns feel authentic, fun, and relatable, making for a better experience regardless of generation.

Coming in second, 39% of Gen X also favor discovering new products through social media marketplaces where purchases happen outside of the app. This reinforces the previous insight we uncovered about Gen X preferring real-life shopping experiences, even if they're discovering products on social media.

Still, 35% of Gen X prefer to discover new products through in-app shops, the highest of any generation, but keep in mind this is only among consumers.

In the past three months, 18% of Gen X consumers have bought a product directly on a social media app, and the same amount made a purchase based on an influencer's recommendation.

The impact of influencers is another major point of difference between Gen X and younger generations - just 14% of Gen X prefer discovering new products through influencers, compared to 25% and 28% for Gen Z and Millennials, respectively. But all three of these generations still look to influencers more than Boomers.

1 in 3 Gen Xers Say Companies Should Take a Stance On Social Issues

35% of those in Gen X say companies should take a stance on social issues, while 38% say they shouldn't, and 26% aren't sure.

We also asked those who want to see companies take a stance which social issues are most important for businesses to champion, here's what they said:

Unlike Gen Z and Millennials, for whom racial justice topped the list by a large margin, Gen X is spread more evenly among their top issues. While Gen X wants to see companies take a stance on climate change more than any other issue, affordable healthcare, racial justice, and income inequality are all equally important to them.

Now let's take a look at whether these ideals actually impact Gen X's purchase decisions. Among all Gen Xers in our survey:

While these numbers are lower than what we're seeing with Gen Z and Millennials, social factors are present factors in Gen X's purchase decisions. We also asked all Gen Xers in our survey how the following attributes impact their purchase decisions if at all, using a 5-point scale from much less likely to much more likely.

Corporate Trust: 82% of Gen X are more likely to buy from a company that they can trust with their data, while 81% are more likely to purchase from brands that treat their employees well.

Economic and/or Environmental Impact: 43% of Gen X are more likely to buy a product made by a small business, and the same amount are more likely to buy from a business that actively tries to reduce its environmental impact

Moderate DI&B Standards: 36% of Gen X are more likely to purchase from a brand committed to diversity/inclusion, and 36% say a brand advocating for racial justice makes them more likely to become a customer. Additionally, 32% of Gen X say they're more likely to buy products from brands owned by a person of color.

Gender and LGBTQ+ Advocacy: 36% of Gen X say brands that advocate for gender equality are more likely to get their purchases, while 31% of them are more likely to buy from brands that advocate for LGTBTQ+ rights.

We know that social issues are part of Gen X's purchase decisions, but which other factors do they consider, and which are most important? Let's take a look.

What Drives Gen X's Purchase Decisions?

Unsurprisingly, price and quality are the top factors when it comes to Gen X purchase decisions.

But let's take a look at which factors Gen X find most important when forced to choose just three of those they consider in their purchase decisions.

Whether a brand has an active community around it, a brand's commitment to diversity and inclusion, and whether a brand donates a portion of its profits to charity all rise to the top. While these are nowhere near the top factors in Gen X's purchase decisions, for those who consider them, they are highly important.

How Does Gen X Prefer to Purchase Products?

73% of Gen Xers prefer to purchase products in-store. 53% favor online retailers like Amazon, while about 1 in 4 like to go directly through a company's website, and just 13% prefer to purchase products through social media apps.

How Does Gen X Like to Pay?

63% of Gen Xers prefer to purchase a product for full price as needed, while 27% favor payment installments, and just 10% like to use a subscription plan.

But at the same time, 37% of Gen X has purchased a subscription plan for a physical product in the past three months.

Now that you know all about Gen X purchase habits in 2022, let's end with a deep dive into the shopping habits of Baby Boomers.

Baby Boomer Shopping Habits in 2022 (ages 55+)

Cable TV Drives Boomer Product Discovery

Boomers' shopping habits stand out the most of any generation. While Gen X shares some similarities with Gen Z and Millennials in terms of frequently shopping on social media, Boomers are discovering products in their own way - through cable TV ads.

Over half of Boomers have discovered new products through television advertisements in the past three months, and 62% of them say their TV set is where they discover products most often. On top of that, 45% of Boomers say they prefer to discover new products through TV, the highest of any channel and far above any other generation.

Leveraging Online Search Is Second-Best For Reaching Boomers

Boomers fall back in line with younger generations when it comes to searching the internet, with 45% of them having discovered a new product through online search in the past three months.

59% of those who discover new products through online search say it's the channel they find things on most often, coming in 2nd after TV ads. It is also the 2nd most preferred channel for product discovery among Boomers, with 40% of them saying they like to find items through online search more than anywhere else.

So which devices are Boomers using most often when shopping online?

Unlike all other generations, over half of Boomers use their computers most often for online shopping, while 1 in 4 use their phones more frequently.

Boomers Prefer Retail Shopping More Than Any Other Generation

44% of Boomers have discovered new products in retail stores in the past three months, and 38% of them say that's where they find new items most often. Additionally, 37% of Boomers prefer discovering new products in online stores over any other channel.

Social Media Falls Flat For Boomer Product Discovery

When we ask Boomers about their preferred way to discover new products, just 10% say through social media, and it ranks behind all the channels we just mentioned, as well as word of mouth and direct mail (snail mail).

On top of that, just 17% of Boomers have discovered a product on social media in the past three months, and only 4% have purchased a product on a social app.

Regardless, two in three Boomers use social media. While about a third of them spend less than an hour on social media a day, the other 65% are spending over an hour on it daily.

But which apps are they using?

91% of Boomers who use social media are on Facebook, higher than any other generation. Over half use YouTube, and about one quarter are on Instagram, Pinterest, and Twitter. 63% of Boomers who use Facebook also say it's the app they use the most, with YouTube coming in second at 21%.

We see the same picture when looking at the social media apps Boomers consider their favorite, with 58% of them choosing Facebook, followed by YouTube at 20%.

So you know where to find Boomers on social media, but what kind of content do they want to see when discovering new products?

Similar to Gen X, Boomers are perfectly content with being advertised to more directly, though the current trend of "making content, not ads" popular with Gen Z and Millennials is sure to improve their experience.

Boomers also favor buying through social media marketplaces where purchases happen outside of the app, showcasing their preference for real-life shopping experiences.

Unsurprisingly, Boomers are the least interested of any generation in discovering new products through in-app shops or through influencers, with 13% saying they prefer to find products this way

Almost Half of Boomers Say Companies Shouldn't Take a Stance on Social Issues

Boomers are often considered the polar opposite of Gen Z, and in the case of whether companies should take a stance on social issues, the two groups are completely at odds. While 1 in 2 Gen Zers think companies should engage in advocacy, about half of Boomers say they shouldn't.

Still, one in four Boomers want to see companies taking a stance on social issues, so let's take a look at which ones they want to see businesses speak on the most.

The social issues Boomers want to see companies advocating for most are climate change, affordable healthcare, racial justice, and income inequality. This is right in line with the issues we saw were important to Gen X, though climate change is significantly more important to Boomers than any other generation.

Keep in mind the above is only among Boomers who want to see companies take a stance on social issues, which is just 25% of them. For the rest, social issues are either irrelevant or simply aren't something they want to hear about when interacting with brands.

While one in five Boomers have chosen a product based on the brand being a small business in the past three months, identity-based issues are clearly not resonating with Boomers.

But is that due to Boomers being averse to companies taking a stance on social issues, or is it because they simply don't consider them in their purchase decisions?

To find out, we asked all Boomers in our survey how the following attributes impact their purchase decisions, if at all, using a 5-point scale from much less likely to much more likely.

When looking at issues related to identity, from the middle to the right side of the graph above, Boomers are overwhelmingly likely to say they have no impact on their purchase decision. A small percentage of Boomers say they are more likely to purchase when it comes to identity-related issues, while an even smaller group say they're less likely to buy.

So it's much less about whether they're for or against a certain social cause - these issues are simply just not part of their purchase decisions, with a few exceptions.

It turns out Boomers are overwhelmingly more likely to buy from companies they trust with their data and those that treat their employees well. Boomers are also more likely to buy from companies that donate a portion of their profits, try to reduce their environmental impact, and are small businesses, though many also say these actions have no impact on their purchase decisions.

Since Boomers generally aren't impacted by ESG initiatives, let's dive into the factors they do consider in their purchase decisions and find out which are most important.

What Drives Boomers' Purchase Decisions?

Price and quality are the most considered factors in Boomers' purchase decisions, far above any other generation.

But which are the most important? Let's take a look at what Boomers prioritize when forced to choose just three of the factors they consider when making purchases:

Here we see a similar picture as before, with the addition of the way a brand treats its employees and whether a product is a necessity or a luxury. While the latter is part of 29% of Boomers' purchase decisions, just 6% of them take how a brand treats its employees into consideration, though it is highly important for those who do.

How Do Boomers Prefer to Purchase Products?

81% of boomers prefer to purchase products in-store. 53% favor online retailers like Amazon, and another 36% like to shop directly from a company's website. Boomers also prefer using a company's mobile app over ordering by phone or through social media.

How Do Boomers Like to Pay?

Boomers overwhelmingly prefer buying products at full price whenever they need them, according to 86% of those over age 55. 10% of Boomers prefer paying in installments, and just 4% favor a subscription model.

Still, 13% of Boomers have purchased a subscription plan for a physical product in the past three months:

Meeting Your Targets Where They Are

Now you have all the data you need to find and engage your target audience!

While this guide has what you need to know right now, consumer shopping habits change rapidly - that's why we'll be running this same survey every few months and reporting back on any trends you need to be aware of.

For an overall look at how general audiences are shopping, you can also check out this post on overall shopping trends from the same survey we note above.

And for even more data on the key consumer trends that could impact your marketing strategy in the next six months, check out our State of Consumer Trends Report and downloadable PDF.

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How Each Generation Shops in 2023 [New Data from Our State of Consumer Trends Report]

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Discover data from thousands of consumers that highlights the how, where, and why of each age group's purchasing decisions.

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60% of Gen Zs cut back on clothing and accessories than on dining out (52%) or beauty/grooming products (50%)

Urban parents use substantial portion of their expenses to health and wellness products prepared for medical emergencies

Men(43% in 2023 vs. 35% in 2022).

Women (46% in 2023 vs. 26% in 2022)

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Despite financial instability, 50% of Indian consumers are focusing on enjoying the present moment and making financial decisions that emphasize immediate gratification. According to new Mintel research, younger men, in particular, express a greater inclination toward indulgence, with 68% of Gen Z urban males spending money each month on clothing and accessories, compared to 54% of Gen Zs overall.

However, the concept of indulgence varies with age and city tiers. According to the research, individuals aged over 45 show an increased preference for spending on health and wellness products compared to other age groups. Additionally, 49% of women from Tier 3 cities are allocating more of their budget towards shopping for beauty and personal care products.

Saptarshi Banerjee, Senior Lifestyle Analyst, Mintel Reports India, said: " Consumers are seeking relief from ongoing stress amid rising prices due to global inflation. Therefore, many are now embracing a more pleasure-focused approach to life as observed in our research. They are looking for affordable indulgences that can bring comfort and solace without being too hard on their wallets.

"The abundance of fashion retail outlets and the wide array of available brands, we're seeing increased fashion spending among younger urbanites. Fashion brands can extend this to online channels by tapping into the aspirational drive and the growing trend of low-tier affluent consumers shopping online and offering their products through e-commerce platforms."

However, Mintel research indicates a shift in spending habits of the younger demographic on the horizon: 60% of Gen Zs are more likely to cut back on clothing and accessories in the next three-to-12 months than on dining out (52%) or beauty/grooming products (50%). Banerjee noted that as the fast fashion industry faces heightened scrutiny over sustainability concerns, apparel and accessory brands may find more success by emphasizing durability and reusability. "Sustainability can effectively resonate with even price-conscious shoppers when it is coupled with cost savings," he added.

Urban parents prioritise health and wellness spending for financial security

As medical emergency costs continue to rise, consumers are placing greater emphasis on preventive healthcare. Fathers are allocating a substantial portion of their expenses to health and wellness products, driven by the necessity to be prepared for medical emergencies (43% in 2023 vs. 35% in 2022). However, this increased focus on health and wellness is not exclusive to fathers; mothers are also contributing to this significant surge in spending (46% in 2023 vs. 26% in 2022) on a monthly basis.

This trend is prevalent among both working (48%) and non-working mothers (46%), as compared to non-parents (32%). Furthermore, there is a growing trend of health and wellness spending across city tiers, particularly among 42% of urban consumers and 45% of Tier 3 consumers.

Banerjee noted, "The majority of urban consumers (40%) recognize the importance of investing in preventive healthcare solutions, such as spending on vitamins and minerals (VMS) and attending health check-ups. The same proportion of those who claim to 'get by financially but don't have much left by the time the basics are taken care of' are also more eager to invest in preventive healthcare to mitigate potential unforeseen medical expenses in the future.

"Moreover, mothers, in addition to fathers, are actively allocating a significant portion of their monthly spending towards health and wellness for the sake of fostering a healthy family unit. Brands that offer tailored VMS solutions catering to the needs of the entire family, from kids to adults, along with pre-packaged food options, can capture the interest of parents, particularly mothers, who are spending more on health and wellness products."

Additional research on Indian consumer spending priorities and interviews with the analyst are available upon request from the Mintel Press Office. For those interested in purchasing the full report, please visit the Mintel Store.

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Indian consumer spending trends: Younger generations seek pleasure, preventive health on the rise among parents | Mintel

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Despite financial instability, 50% of Indian consumers are focusing on enjoying the present moment and making financial decisions that emphasize immediate

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The decision-makers in the family are increasingly generation Y and Z.

59% of vehicle buyers in India concerned about vehicle emissions, pollution level, climate change.

EV is preferred for seamless and urban mobility.

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Updated On Mar 14, 2023 at 11:51 AM IST

Read by: 100 Industry Professionals

Read by 100 Industry Professionals

India's automobile sector should take cognizance of today's customers and their growing awareness of the impact they make when purchasing a vehicle. A few decades ago, different parameters defined a family vehicle. Model, brand, utility, after-sale servicing, and resale value mattered when buying an automobile for a family.

Now, that is fast changing since the decision-makers in the family are increasingly generation Y and Z. Family size and structures are getting redefined, with people moving from Tier 3-4 towns and cities to Tier 1-2 for work, study, and business. The size of a household is shrinking in urban India and their mobility requirements define the specifications of a passenger car when buying one. These are the growth of vehicular traffic, traffic congestion, road safety, technology, fuel availability and vehicle emissions. At the same time, space required inside the vehicle, ease of parking and availability of connected features remain important since they would not like to compromise on the always-on-go lifestyle.

While the original classification in buying an automobile in the family, as mentioned earlier, has not changed, a few new demands have been added. The list of such competencies is growing with the changing nature of urban mobility.

The automotive industry in India understands this well and is spending more time on drawing boards, roads, R&D and board rooms to address the new demands, each being rational, with logic and reasoning.

In one of its reports, McKinsey indicates the solution lies in adopting multiple mobility options, which can help urban mobility achieve a better, faster, cleaner, economical, and more convenient transit system. The transit system that India is moving towards is seamless mobility. It is a landscape that will have connected vehicle technologies, using the tech advancements like the integration of the internet of things ( IoT) and artificial intelligence (AI).
EVs for urban mobility
Urban mobility has become increasingly complex globally and in India. Various factors influence the activity of people and the mode of transportation they use. Deloitte's Global Automotive Consumer Study 2023 reflects a shift in mobility trends, with 59% of vehicle buyers in India concerned about vehicle emissions, pollution levels, and climate change.

According to a study by NITI Aayog and BCG, the economic cost of traffic congestion in Delhi, Mumbai, Kolkata and Bengaluru has been estimated at approximately US$ 22 billion annually. India is expected to have nearly 14 times growth in passenger-kilometers between now and 2030, revealing a study by NITI Aayog, RMI and ORF.

The two reports indicate that the demand for customized personal vehicles will grow while the public transport infrastructure also d ev elops. Automakers are working to develop cars that meet the increased specifications the consumers are looking for in this dynamic urban mobility. The good news is that India is actively investing in and promoting the EV market, which is predicted to hit over 9 million units per annum by 2027, according to an EY study.

Need for smart EV

Recent studies found that consumers in India are drawn to an EV because they expect lower fuel costs, are concerned about climate change and want to reduce emissions while looking at powertrain technology and innovative design in their new vehicle. It also found that the shift to EVs is based on a strong consumer perception that it will significantly reduce vehicle operating costs.

The auto industry in India is responding positively to such expectations, and the increased use of electric vehicles in urban India has been witnessed in the last few years. It is redefining the way people travel.

Further, if the share of EVs increases to 30% by 2030, India could save up to US$14 billion on its oil import bill, states a report by Council on Energy, Environment and Water (CEEW).

Demonstrating the future of mobility in India with a greater focus on sustainability, automakers are developing new energy vehicles (NEVs) with third-generation hydrogen fuel cell technology. They are also creating an ecosystem for charging infrastructure, a point discussed among Indian consumers buying EVs.

The Union Government has greatly pushed the adoption of EVs in the country. The Union Budget 2023 has a lot of promise for green energy, with a push for green mobility solutions. Earlier policies like production-linked incentive (PLI) and boost to Lithium-ion Battery Production, Solar-Based EV Chargers, and Biofuel will help roll out personalized mobility solutions, like an EV passenger car for discerning customers.

MG Motor is fully determined to make EVs popular in India as a committed partner to address the demands of a 'family' with powertrain options that can fit into a super smart EV with futuristic and innovative design and be a solution for urban mobility. Urban mobility can be as smooth and stress-free as possible provided there is a strong will amongst all stakeholders involved to bring this about. Citizens can do their bit by minimizing unnecessary travel, opting for greener transport options, using designated parking spaces, and being extra careful while driving. The government and town planning departments of respective cities as well as the industry should seek and help foster a constructive dialogue to bring in the needed change. It is an undeniable truth that we are in this together-for better or worse, the choice is ultimately ours.

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Changing trends in urban mobility options, consumer demands - ET Auto

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India and its generation Z are looking for solutions from the auto industry to the challenges of mobility in urban parts of our country that can effectively address multiple objectives that concern them. While the original classification in buying an automobile in the family has not changed, a few new demands have been added.

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Automobile Industry- Consumer purchase trend

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Automobile Industry- Consumer purchase trend

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Everything moving towards digital be it

e-commerce or Digital presence across channels in this industry.

Giving up ownership and adopting a sharing model - Gen Z

Millennials are increasingly owning cars

Service exp > Buying exp

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5 Customer Experience Trends in Automotive Industry Shifting Gears towards Digital Transformation

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The automotive industry is one of the major industries that has witnessed a massive digital transformation in recent years. Digital is revolutionizing the automotive experience for consumers. The recent innovations in automobiles are designed to complement the overall driving experience of a consumer.

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Seamless customer experience across all touchpoints is in demand.

Roadside Assistance a priority increasing. $25 billion, and is projected to reach $40 billion by 2033.

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The automotive industry has recognized the importance of offering a seamless customer experience and is evolving by adopting new customer experience trends.
Accenture's recent study stated that 92% of dealers believe that customer experience will play an integral role in future growth. Additionally, 46% of customers said that they'd switch to a different OEM if it delivered better customer experiences.
These statistics demonstrate the growing importance of providing a positive and personalized customer experience in the auto industry.

Car manufacturers, dealers, and OEMs are utilizing customer feedback tools to understand customer expectations and improve their services accordingly.

To meet these evolving customer expectations , customer experience cannot be simply an additional activity for OEMs. Instead, it must serve as the main driving force for every department, from product development to IT, quality, and purchasing. This requires a significant shift in perspective for the OEM, and thus, it is the responsibility of the CEO to emphasize the necessity of change and take action to implement it. -

To help customers keep up with the latest customer experience trends, we have come up with the top 7 customer experience trends in the automotive industry to provide a seamless customer buying journey.

Top 6 customer experience trends in the automotive industry

Here are the top 6 trends in the automotive industry to deliver a top-notch customer experience and enhance their journey.

1. Digital presence MATTERS

Over the past few years, two significant disruptions have altered the nature of the car-buying experience to some extent.

1. The emergence of the mobile-first generation - who have the purchasing power and prioritize experiences over material possessions.

2. The pandemic - which has permanently changed the behavior of customers.

Post-pandemic, an increasing number of customers are opting for a digital-first approach for several stages of their buying process.

This approach involves customers seeking online platforms that facilitate precise product searches and comparisons, allowing them to make purchasing decisions online with confidence.

That's why automotive companies need to integrate digital technologies into their operations and build an online presence for their customers.

Although offline touchpoints continue to be critical in the car buying journey, online touchpoints are playing an increasingly influential role in shaping customer experiences and decisions. -

To stay ahead of the competition, it is important to digitize your entire process and create a more efficient, effective, and delightful customer experience. This can be achieved by keeping up with the latest technology trends and continually improving your digital presence.

2. Possession of Mobility is Changing

surveyed 7.5K car owners and found that 48% of respondents would consider giving up car ownership in favor of using autonomous mobility solutions.

This shift in the consumer behavior can be attributed to

Rising costs of car ownership due to inflation affecting costs of maintenance, fuel, insurance, etc.

Increasing demand for electric vehicles that companies are unable to meet.

As a result, there has been a visible change in consumer preferences from Generation Z to Millennials, who opt for ride-sharing, subscription models, and rental services instead of owning a car.

But how to address these downward trends?

Businesses can

Offer a range of services, including repair and maintenance

See accessories as per their requirements

Introduce unique ways of owning and using cars, such as renting and ride-sharing.

However, it is crucial to provide the best possible customer experience to stand out from the competition.

According to a survey conducted by McKinsey & Company , 53% of customers consider a better service experience to be more influential than the actual purchase experience in the entire customer journey.

Therefore, it is essential to focus on delivering exceptional customer service and training your team to ensure that they offer satisfactory service.

Suggested read: Why Customer Experience Is The Real Driver Of Brand Success?

3. Create More CONNECTED Vehicles

By creating vehicles that are more connected, car manufacturers can better serve tech-savvy customers who expect the latest technology in all aspects of their lives.

With the right technology and features, connected vehicles can provide a safer, more personalized, and more enjoyable driving experience, reducing the risk of car accidents and other similar incidents.

With , you can connect in real-time with various applications, such as Google Maps, voice control, vehicle performance, and updates. It enhances the driver experience by improving IoT telematics safety and convenience.

Thanks to sensors, cameras, and other technologies, vehicles are becoming increasingly aware of their surroundings, alerting drivers to prevent accidents and providing information to make wise decisions during emergencies. For instance, galvanic skin response sensors can detect if a driver is feeling sleepy or stressed, prompting the car to warn them and prevent any harmful accidents.

In addition, radar, cameras, and laser scanners on cars help drivers navigate the road by reading it and responding accordingly to avoid obstacles. Car manufacturers like Honda and Suzuki use this technology by offering telematics apps with exclusive features to improve their customers' safety and convenience.

As technology advances, self-driving capabilities, advanced safety systems, and other innovations are making cars smarter and more capable than ever. For tech-savvy customers, these features make for a rich and satisfying automobile experience.

4. Changing Preferences to Autonomous Vehicles

Autonomous vehicles offer a unique and exciting experience for passengers.

With self-driving technology, you can sit back and relax while the car takes care of everything. These cars are smart enough to reduce traffic congestion by communicating with each other. It will help to optimize traffic flow and reduce delays, leading to faster and more efficient travel times.

Furthermore, in addition to the convenience of hands-free driving, you can enjoy virtual reality entertainment, immersive soundscapes, and even in-car shopping experiences. These features save time and maximize efficiency, making your journey more enjoyable.

With the pros of autonomous vehicles come some limitations as well.

There are also concerns about losing control when everything is automatic.

To address this, the automotive industry can enhance the customer experience by incorporating a human-machine interface (HMI) that allows drivers to interact with their vehicles, calm themselves down, and enjoy entertainment options.

With these enhancements, autonomous vehicles can offer a truly enjoyable and stress-free travel experience.

5. Seamless Key Moments Experience

Let's talk about delivering a hassle-free and stress-free customer experience.

After all, that's what every customer wants, right? They don't want to deal with mistakes and delays.

In fact, many customers prefer to stay loyal to those businesses that offer timely personalized suggestions and updates as part of their customer experience.

This means that providing a personalized experience can help retain customers and attract new ones.

So, how can you offer a seamless customer experience? Well, it's simple.

Identify the persona and map the entire customer journey.

Build relationships with your customers.

Make sure that they feel heard and valued.

Offer 360-degree support that should be easily approachable for your customers to reach out to you

Do not irritate your customers by sending the same message or information constantly

Create self-service channels that can help your customers sort their issues on their own via FAQs, blogs, chatbots, video tutorials, etc.

Manage Your Customer Data Digitally the Right Way!
And with the rise of digital services, it has become easier than ever to deliver an exceptional customer service experience. Make sure to stay on top of customer trends and preferences.

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6. Roadside Assistance for Your Vehicles

The roadside vehicle market is massive, estimated at a whopping $25 billion, and is projected to reach $40 billion by 2033.

With these numbers, it's no surprise that many automotive businesses are leveraging roadside services to improve customer satisfaction and loyalty, especially during breakdowns.
But what exactly is roadside assistance?
As customer expectations continue to rise, the automotive industry is making strides to deliver efficient and effective roadside assistance to its customers.

Well, roadside assistance is a service that automotive businesses offer customers when their cars break down. It can cover minor mechanical or electrical issues like flat tires or a dead battery, among others.

Many auto companies have recognized the value of offering these services to their customers. If implemented right, they can do wonders for driver safety and satisfaction. By creating a process that is available 24/7, businesses can ensure that their customers receive the help they need quickly and efficiently.

Thanks to digitization and technology, offering these services to customers has become even easier. With mobile apps and IoT devices, businesses can provide roadside assistance to customers with just a few clicks or taps.

By leveraging these technologies, businesses can improve customer experiences and build brand loyalty.

Conclusion

If you're in the automotive industry and looking to improve your customer experience, implementing the 6 customer experience trends mentioned above could give you a competitive edge.

Not only will they improve your customer loyalty , but they'll also help you stay ahead of the curve.

Above all, it's essential to focus on understanding your customer's expectations and needs rather than solely trying to sell them a product.

You can increase customer loyalty and retention by offering them exactly what they want and building long-lasting relationships. So, take these 6 customer experience trends into consideration and start offering an exceptional customer experience in the automotive industry. And, if you need help with any of these steps, don't forget to reach out to us.

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6 Customer Experience Trends in Automotive Industry

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Learn the top 6 customer experience trends in automotive industry to optimize and improve your businesses and stay ahead of the competitors.

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1. Each generation has its own views on investing.
2. Millennials feel more confident about their investments than Gen X and keep an eye on market fluctuations.
3. At age 27, many Gen Xers aimed to buy a house, but today fewer millennials share this goal.
4. While most millennials trust AI in investment planning, Gen X and Baby Boomers are cautious about computer-generated recommendations.
5. Despite their differences, all generations share concerns about losing money and uncertainty about the future.

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Beverage and Food Trends of 2024 & Preferences of Gen Zers

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Beverage and Food Trends of 2024 & Preferences of Gen Zers

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Beverage industry shifts toward functional health benefits and plant based options.

For the immersive customer experience, mixologists are trying with indigenous ingredients and regional flavours.

Healthier, Eco- Friendly and plant based prefernces are the current preferences after the transformation.

Traditional Fizzy drinks are at postern.

In 2024, Consumer preference would be for green beverages and flavoured sparkling water.

Bubble tea is the favourite among Gen Z.

People started opting for low sugar, organic soya milk, green tea, or fruity mixes.

There is a shift towards beverages with reduced or zero alcohol content.

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Food and Beverage Trends 2024: What’s Hot and What’s Not | - Times of India

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Discover the hottest food and beverage trends for 2024. From embracing plant-based options to indulging in single-serve treats, find out what’s in and what’s out in the culinary world. Stay updated on the latest developments in the food and beverage industry.

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2024 BevAl trends includes convenience, wellness, and sustainability trends.

Consumers prefer friction free retail, focusing over Sustainability and authenticity, wellness and functional beverages, Quick serve restuarants and neighbourhood bars.

Baby Boomers who accounts for 36% alcohol buying households are most of them reached their retirement stage and due to which there might be a drop in their spending patterns down the years.

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5 Key Beverage Trends

Starting a new year can be challenging, and 2024 is no exception. Though inflation is tapering down, many other trends are rapidly shifting the beverage landscape and consumer behavior. Keeping pace is vital for brands to continue to grow.

With that in mind, here are 5 key Beverage trends to keep an eye on:

1. Functional Beverage Frenzy

Consumer demand for products that support their health and wellness is on the rise, and many beverage brands are filling that need. According to NIQ's 2023 Consumer Outlook, 46% of consumers identified physical or mental wellness as one of their top priorities. ¹ And, with 47% of Americans having at least one of three risk factors that contribute to heart disease, it's no surprise that functional beverages are seeing gains from this shift. ²

These beverages are marketed for their specific health benefits beyond basic hydration. These benefits can target a wide range of areas, from boosting energy and immunity to improving cognitive function and gut health. Beverage brands offering a functional assortment can benefit from aligning their marketing efforts with health claims and exercise trends may be able to gain market share. Just make sure to stick to provable, science-backed claims.

2. Personalization Takes the Sip

Personalization has been a growing trend in the eCommerce CPG world for years. But, today, consumers are seeking out personalization in their beverages more than ever. Many consumers are seeking customizable beverages tailored to individual needs and preferences, particularly those relating to health and wellness. This has helped drive the rise of at-home beverage creation, like kombucha brewing kits and soda seltzer machines, as well as infused water, tea, or mocktails.

One interesting area of development for 2024 is the rise of AI-powered platforms recommending personalized blends and subscription services. These AI platforms can analyze user data like taste preferences, dietary restrictions, and health goals to create unique flavor profiles. Coffee (+5.3% YoY) and tea (+5.1% YoY) are two areas where these tools are seeing more utilization, but energy drinks and other functional beverages may also offer some opportunity for personalization. ³

3. Plant-Powered Paradise

In recent years, there has been a remarkable surge in the popularity of plant-based food and beverages, signaling a significant shift in consumer preferences. For example, even though consumers faced inflationary pressures throughout 2023, the alternative milk beverage industry experienced remarkable growth. The category reached $3.1 billion in total US Omni Sales last year. ³ Similarly, coconut water saw 12.3% growth YoY, and lemonade was up 6.6%. ³

On the opposite end of the spectrum, beverages like dairy-based drinks were down 3%. ³ Beverage brands that operate in this space have the opportunity to leverage growing consumer sentiments going forward. This will be especially helpful as we move into summer when these beverage offerings tend to shine. However, this growth has slowed somewhat in the past year, so it's worth keeping an eye on.

4. Sustainability Sips

In 2023, sustainability became a critical factor for beverage brands and this trend isn't going away in 2024. Not only are consumers increasingly aware of the environmental impact of their choices, but government regulation is growing across the globe. For example, in March, based on a report that found 53% of environmental claims in the EU were vague, misleading, or unfounded, the European Parliament proposed a comprehensive directive on new regulations for green claims and environmental labeling schemes. ⁴ This new scheme will greatly impact brands and businesses operating in the region.

Luckily, many beverage brands have already been focused on adopting sustainable practices. These efforts not only reduce the environmental footprint of their products but also enhance their brand image and attract consumers who value eco-conscious practices. And, with 69% of consumers stating sustainability is more important to them than it was two years ago, there are plenty of reasons to make these changes. ⁵ In 2024 and beyond, this trend is only going to grow.

5. Global Gains

The United States is becoming more diverse, and this is reflected in the growing demand for exotic and global flavors. Drinks that were once difficult to find on American shelves are now available to consumers both online and in stores. Beverages like horchata, boba tea, Turkish coffee, and kombucha all hold places on US shelves that would have once been deemed unreachable. Online retailers offer even more opportunities. For example, kombucha saw 4.9% overall growth last year but saw 12.9% growth online. ³

Retailers and brands are responding to this trend by expanding their beverage offerings. This may be through the creation of entirely new product lines or adapting existing ones. The key is to understand your target market on a regional or retailer level and intelligently focus your efforts on the areas where the most opportunity is. This means you need to have a strong understanding of the market and rely on accurate data before acting.

The beverage department is facing major changes, and retailers and brands need to adapt in order to remain relevant and successful. This means understanding how consumers are shifting their focus regarding health and wellness, sustainability, online shopping, and inflation is key. You need to know how to act on these trends to meet evolving shopper needs. Take a closer look at your product offerings and how they align with the trends before making any decisions.

Sometimes, it's as simple as a new marketing campaign or packaging change to highlight an attribute. Other times, you'll want to lean into a new product innovation or market. Data will be your best friend for making intelligent moves for long-term gains. By embracing these strategies and focusing on agility, innovation, and customer engagement, beverage brands can better navigate the ever-changing landscape and thrive in the face of new trends.

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Craft your 2024 beverage strategy based on 5 key trends. Gain NIQ's expert insights & get ahead of the curve.

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Automobile Industry- Consumer buying trends

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Automobile Industry- Consumer buying trends

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Price, quality and performance driving factors.

67% Gen Z and millennials in India prefer- Vehicle subscriptions.

Consumers rebounding to Gas/diesel vehicle.

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What consumer trends and disruptive technologies will have the most impact on the automotive industry in the coming year? Explore key findings from our 2024 Global Automotive Consumer Study, including the evolution of mobility, connectivity, car buying trends, and more.

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Our 2024 Global Automotive Consumer Study looks at four key consumer trends expected to shape the automotive industry in the year ahead.

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Millennials and Gen Z make up a larger segment of car buyers

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Younger Generations Propel Auto Industry Changes - Experian Insights

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Millennials and Gen Z consumers have proven to be future trend shapers for the auto industry.

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15 Interior Design Trends to Look for in 2024

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15 Interior Design Trends to Look for in 2024

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1. Multi-Purpose Interiors - Millennials

2. Peel-and-Stick Wallpaper With Bold Patterns and Color Trends - Gen-Z

3. The Less is More Approach - Millennials

4. Warm Colors Make a Comeback - Millennials & Gen-X

5. Curves Replace Straight Lines

6. Bold Wallpaper - Gen-X

7. Nature Comes Indoors - Millennials

8. Concrete Accents

9. Maximalism - Gen-Z

10. Smart Technology - Millennials

11. Maximize Natural Lighting - Millennials

12. Create a Self-Care Space in Your Home - Gen-Z & Millennials

13. Say Yes to Imperfections - Gen-Z & Millennials

14. Go for a Luxurious Vibe - Gen-X

15. Home Offices Designed for Productivity and Minimalism - Gen-X

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There's nothing better than coming home to a place that makes you feel safe and lets you completely relax. Put your feet on a soft, warm tufted rug and rest your head on some stylish faux-fur throw pillows while holding your new favorite ceramic mug. What happiness!

It is a privilege that not everyone has, and those who do should not take it for granted. It's pretty cool to create the space of your dreams, one that shows off your aesthetics, personality, and how you want your abode to feel.

You may be seeking ideas to revamp your interiors as you enter a new year or a new phase in your life, or you may simply want a little interior makeover to give your house a much-needed pick-me-up. We've got some ideas for you.

Here are some of the best 2024 interior design trend forecasts to look out for in the next year.

An interior design trend is a central idea around which all the elements of a project are designed; it is the thread that binds together all the design elements and gives central character to the whole project. Hence, interior design trends are much discussed and demoed with interior designing tools and apps. Interior design trends have greatly changed in the last decade and it seems like instead of trends coming from grassroots design movements, the latest trends are now being dictated by magazines and popular fashion channels.

15 Latest Interior Design Trends to Look for in 2024

As new ways of living have come about, so have rooms that can be used for more than one purpose, and this is now the main idea behind the modern home. The contemporary home has changed from what it used to be and is now a place to live, work, and hang out with friends.

Image Credit: decoist.com

In 2024, rooms that can be a dining room, a game room, or a library are expected to become more and more popular.

For instance, these rooms are frequently furnished with a mix of fixtures and furniture that makes them versatile, such as a bartop in the kitchen, a bookshelf in the living room, or a bedroom outfitted with high-tech projection equipment that transforms it into a home theater.

Read also - How Much Does It Cost To Paint The Interior Of A House?

Tired of looking at the same wall every time you walk through a room? Don't you wish you could do something to shake things up like paint it a new color palette every week or take out your frustrations by hitting it with a sledgehammer?

Image Credit: muroswallpapers.com

Those responses are way too extreme. The paint will cost too much money, and the drywall takes forever to clean up! Welcome to peel-and-stick wallpaper, the latest home trend, and the perfect DIY tool! Peel-and-stick wallpaper does precisely what it claims - you use it like a sticker that clings to your wall. You can have a new color or bold pattern as often as you want without putting much work into it.

The price of peel-and-stick wallpaper differs depending on what you want and where you buy it. Expect to spend at least $1 per square foot, which doesn't come to much. You can probably redo your bathroom walls for less than you paid on takeout-for-two last night. In return, you get to explore wild designs and brash colors that you can remove whenever you get tired of them.

Reviving beloved old fashions is considered a favorite in interior design. And as people move away from minimalism in their homes, you will see more styles like Art Deco that include beautiful, ornate details. Art Deco, short for Arts Décoratifs, is a style with bright color trends, strong shapes, and lots of fancy details.

If you like Art Deco and want to have a few pieces from the time around you, you can mix Art Deco with other patterns to give it a modern touch.

For instance, adding a few curved pieces of furniture or mirrored pieces with an Art Deco influence to a space with classic furniture and other traditional furnishings gives visual interest and a distinctive feel to your decor. Also, upholstery furniture or DIY textiles with contrasting color palettes is considered an Art Deco design.

Read also - How to Create the Best Architect Portfolio in 2024

Colors play a crucial role in interior design and are always important to the current interior design trends. They can make or break your designs, as colors evoke emotions from the people who will exist in your space.

In order to design in accordance with the latest trends, colors should match the look, design, and feel of the house. In earlier seasons, warm colors had been traded in for cooler colors like purple.

However, in 2024, warm colors are making a huge comeback. While red is being considered the color of the season, all shades of reds, orange, and tangerine will be taking over the trends of 2024. Browns and beiges are more common for the earthy tones in homes this year. Although last year, grey was mostly used as a neutral color, beige and the warm color palette are replacing the cool hues this season.

Curves and smooth edges give a comfortable and casual vibe to a home. These organic, attractive shapes are replacing boxy edges and clear lines that were previously staples in the latest interior design trends. Puffy sofas and comfy chairs are defining the trends in 2024, as well as circular furniture, mirrors, artwork, and more.

Read also - How to Draw a Floor Plan & Top Mistakes to Avoid

Whether it be in the living room, a bedroom, or even a conference room, bold wallpaper is hitting the walls all around us. Earlier, this element was used only as an interesting twist, but now it's bolder and more decorative. The latest interior design trends are seeing wallpaper as a type of art for your surroundings. Geometric patterns, landscape scenery, abstract shapes, human and animal figures - many types of wallpaper prints will help you embrace the interior design trends of 2024.

Interior design trends seem to be taking a more eco-friendly approach as people are moving towards warm tones and natural elements. Decor elements made either from real or faux natural materials are in high demand, as they add a natural and authentic look to your space.

The latest trends incorporate natural wood everywhere, from flooring, to countertops, to accent decor, to cabinets. Stones like marble, granite, and pebble - as well as materials resembling these stones - also address this current interior design trend. Both consumers and designers are embracing recycled and handcrafted goods not just for their aesthetic appeal, but also as a sign of their eco-friendly design approach. Whether you use a sustainable bamboo floor or a garden of indoor plants, bringing nature indoors is one of the hottest interior design trends for 2024.

Read also - 8 Best Free Interior Design Software & Tools in 2024

While concrete has always been commonly used for floors and countertops, this versatile, accessible material is now being used in more interesting and unexpected ways, including home decorations such as pendant lighting and furniture.

Interior design trends in 2024 encourage the use of concrete in more innovative ways than just material for surfaces. When decorating with concrete, however, make sure that your space doesn't become too grey - match concrete accents with bright, warm colors like reds or yellows to make sure your space is on par with the latest interior design trends.

Maximalist interiors are splashing into 2024 interior design trends with clashing prints, bright colors, and alluring articles adorning the rooms of homes all over. What began as a style statement to counter minimalism is now becoming one of the latest interior design trends. To work with maximalism, first, start with something like an array of cushions in various tones before moving on to furniture fixtures, wallpapers, and paints.

Read also - Building an Open Concept Kitchen Living Room in 2024

Technology and interior design have historically influenced one another, so of course, the latest interior design trends for 2024 will reflect progressions in technology. Now, we can turn on the TV without even reaching for the remote. As a result, current trends encourage sleek electronics that easily accommodate the new wave of home assistant technologies.

The more you learn about what makes people work better, the more you will see those things in home decor trends, and natural light is one thing you will see in both new and existing home designs. The focus is on letting in as much natural light as possible by adding big, empty windows with shiny surfaces to your homes.

If your home's structure allows, you might want to take down walls between the kitchen, living room, and dining room to make an open-concept living space.

This arrangement will not only let in more natural light but also make it look like there's more space, which can add a lot of value to your home. Furthermore, natural light will not only help you sleep better, but it will also help your body make Vitamin D.

Read also - 34 Beautiful Modern Kitchen Design Ideas for 2024

Feng shui, home gyms, Vastu, meditation spots. You might think we've seen everything in wellbeing-related home trends.

Not so! A wellness movement is a new approach to interior design that uses soothing colors and materials to calm a busy mind and encourage creative thinking. More and more homeowners are looking for designs and products to help them stay healthy and feel good.

For example, you can build a spa or jacuzzi in your home to improve your mental and physical health. Or, you could dedicate a corner in your house for reading, journaling, or just relaxing. The options are many when it comes to the future of interior design trends.

The Japanese aesthetic of wabi-sabi celebrates the beauty of everyday imperfections while incorporating natural inspirations and a pastel color scheme. Wabi-sabi, in contrast to minimalism, aims to simplify and get rid of clutter and appreciates a hole in the wood of a side table or a crease in a woven fabric.

To design a home with a wabi-sabi style, choose personal decor rather than adding brand-new, glossy pieces and items.

For instance, you can integrate a child's artwork or a bold statement piece into the design. There are numerous other home design elements that stand the test of time and look wonderful regardless of their settings, such as an elegantly carved wood mantle.

Luxurious interior design is all about the little things in life and draws inspiration from the elegance and finesse of the Hollywood Regency era.

It incorporates design cues from all over the world and has reintroduced ornamentation into homes in a contemporary fashion. Luxe, with its elegance and lavish finishings, can make your abode feel and look like a million dollars. The Luxe lounge style looks expensive and classy because it shows all of the finer things in life. The right opulent space is created with big sofas, soft cushions of velvet, and well-built chairs covered in leather.

Luxurious materials like crystal chandeliers, marble countertops, and dark wood furniture add a wow factor to the space. Furthermore, warm, rich lighting and metallic accents give the space a unique look, making it a great place to hang out with family and friends.

Read also - 21 Most Popular Types of Interior Design Styles

During the first few months of the pandemic, many people had to adjust to work-from-home situations. After spending eight hours slumped over a laptop on your bed, you wished you could go back to that cubicle you always hated. Hey, at least it had an ergonomic chair!

Everyone has had more time to adapt over the last year. Home offices have come a long way. So many people now work from home that you can expect to see them showing off their new home office designs online.

Instead of feeling jealous, recognize that you can improve your productivity and comfort by following effective interior design trends for workspaces. Start by:

Decluttering your work area and making it more minimalist.

Organizing documents and items that you may need during the day.

Buying a desk-or at least a lap desk-that encourages good posture.

Adding houseplants to purify the air and improve your mood.

Investing in a lamp that looks fabulous and reduces eye strain.

Who knows? You could become one of those people who shows off an expensive, ergonomic chair to your friends on Instagram. Priorities change. You might as well embrace it.

The latest interior design trends are being welcomed by both designers and users around the world. If you're looking to get the most realistic understanding of what your home will look like after incorporating these latest home trends and designs, try the 3D visualization software Neo by Foyr to get the best virtual look, feel, and walkthrough of the space before any changes to your home have begun. So, go ahead and experiment with current trends to your heart's delight. Sign up for Foyr Neo's 14-day free trial today!

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Top Interior Design Trends You Should Follow in 2023 | Foyr

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These latest interior design trends of 2024 are being welcomed by both designers and users around the world. Choose the best trend & make your home more stylish.

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Automobile industry- Gen z consumer trend

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Automobile industry- Gen z consumer trend

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Cars emerging as symbols of prestige and personal style for Gen Z.
Quality > Price across all Generations

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The automotive sector, like many other industries, has swiftly adapted to changing consumer preferences, reflecting an increasing demand for cars that align with the lifestyle and status aspirations of the burgeoning younger demographic. With rising disposable incomes and a heightened awareness of the latest automotive trends, cars have transcended their utilitarian purpose, emerging as symbols of prestige and personal style.

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Traditional to trendy: Embracing Gen Z influence in automotive marketing - ET BrandEquity

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Automotive Brands: The automotive sector, like many other industries, has swiftly adapted to changing consumer preferences, reflecting an increasing demand for cars that align with the lifestyle and status aspirations of the burgeoning younger demographic. With rising disposable incomes and a heightened awareness of the latest automotive trends, cars have transcended their utilitarian purpose, emerging as symbols of prestige and personal style.

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Automobile industry- Consumer buying trend

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Automobile industry- Consumer buying trend

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Gen Zs care about social responsibility and technology.

1/10 Gen Z willing to get EV

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Focus on Automotive: Gen Z car buyers ready to drive positive change | Spotify Advertising

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We spoke with Spotify’s Category Development Officer for Global Automotive, Craig Weingarten, for more on how digital streaming audio can drive connection with Gen Z car buyers.

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Gen-Z's interior design preferences are heavily influenced by social media aesthetics, with platforms like Pinterest and Instagram shaping their early adoption of interior aesthetics.

They prioritize bold colors, playful patterns, and trendy pieces that can be easily summarized in a word or phrase. Gen Z consumers often seek out home furnishings from familiar retailers with strong influencer partnerships, prioritizing aesthetics over authenticity.

On the whole Gen-Z’s bold and trendy aesthetic preferences are influenced by factors such as social media and celebrity culture.

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For younger buyers, replicating a social media aesthetic is the ultimate replacement for the real deal within the online shopping ecosystem

To the undiscerning eye, the couch, at first glance, looked more like a bean bag than an actual sofa. Its surface is creased like a Shar Pei dog, wrinkled but still invitingly plush (made out of foam, I later learned). For a few weeks last year, I kept encountering its hulking silhouette across the various interior design Instagram accounts I followed. There were iterations of the couch in moss green, ecru white, blue velvet, and tan leather upholstery, both as a singular loveseat and as a modular set. I was led to believe, under the influence of my social media feeds, that the bean bag was a living room staple. Everyone appeared to own one. It wasn't until I entered the home of a young artist friend that I learned of its name-the Togo sofa, designed by Michel Ducaroy for Ligne Roset in 1973. His loveseat, purchased new, cost $4,320, but a friend of his had just purchased a knockoff for a fraction of the price on Amazon. "It kind of feels the same when I sit on it," he admitted, "except I can actually sell mine if I get tired of it."

Before the Togo, there was the Murano mushroom lamp, the Ultrafragola squiggly neon-lit mirror, the blob-like Bellini sofas, and the Cesca dining chairs-eye-catching home objects and accessories that have become trendy, for better or for worse, among consumers in their early-to-mid 20s, a large fragment of Gen Z. This population of furniture buyers, unlike some of their elders, is unique in cultivating their interior aesthetics quite early on, thanks to platforms like Pinterest, Instagram, and TikTok. Gen Z celebrities, too, like Emma Chamberlain, Chlöe Bailey, and Iris Apatow, are eager to exhibit their meticulously-designed homes on social media display. Rather than seek out the guidance of print magazines or established designers, an approach that may be more often afforded to people with disposable income, Gen Z's decorating style is colored by a do-it-yourself ethos, characterized by bold colors, playful patterns (like checkerboard or wiggles), and other aesthetic flairs that can be easily summed up in a word or phrase, like avant basic, Space Age, Art Deco, or beach house boho.

There is, however, a curious homogeneity to these aesthetic experiments, as young buyers' tastes are influenced by and reflected through the lens of social media. For example, midcentury modern becomes a design aesthetic to emulate (or repudiate) instead of a specific era to source furniture from. Young people today could suffer from inspiration overload-an excess of interior design inspiration, one would assume, as a result of the internet-but the opposite, in fact, may be true.

"On Instagram, you encounter so many different visual moodboard accounts, but they're often sharing the same apartments, the same spaces," explains Lalé Boz, an interior designer and founder of Normal NYC, adding that certain images or aesthetics seem to be favored by the Instagram algorithm. "There actually might be repeated overexposure to the same spaces or images, recycled by different accounts. Because the images look similar, it creates the impression that something is an interior trend."

Since the pandemic, more online content has revolved around home goods and interior design. And much like with fashion, interiors have become privy to cycles of virality, as aesthetic trends and microtrends emerge and fade. Aesthetics function as a form of cosplay for Gen Z-aged consumers, a decorative means to convey their persona through what they wear and what they own-clothes, jewelry, and, increasingly, furniture. Many seek out home furnishings with retailers or platforms they're already familiar with, such as Urban Outfitters, H&M Home, IKEA, Wayfair, Amazon, and Target. These big brands also have strong influencer partnership programs, reinforcing their dominance among a younger demographic of furniture buyers.

Alex Bass, founder and curator of Salon 21, an art advisory and interior design firm, points out that first-time decorators tend to buy from one furniture brand or stick with the same style throughout their apartment. This cohesion is "a big faux pas," Alex says, and the results are not always appealing or distinct. "I always advise clients to create an aesthetic balance. You wouldn't want the coffee table and couch to be exactly the same style as everything else in the apartment."

Yet, stylistic consistency is somewhat of a virtue that's sought after online. If a person's interior approach can be neatly summarized in a short description or phrase (i.e. IKEA minimalism, CB2 chic, Urban Outfitters eclectic), then this aesthetic appears, in a sense, easily achievable to followers. One's home, much like personal style, can be emulated through a mass consumption catalog found on Instagram and TikTok. Certain furniture trends, then, serve as aesthetic submarkets for consumers to determine their style and identity. What better way for your home to embody cottagecore, an aesthetic that glamorizes aspects of rural living, than to purchase a Murano mushroom lamp? And if you can't afford or find an original Murano, why not buy a lamp dupe that superficially resembles the original?

Having grown up in an extravagant online shopping ecosystem, younger furniture buyers are unfazed by the prevalence of affordable dupes-the catch-all term that's used to refer to counterfeit products, knockoffs, replicas, fakes of all kinds. As a result, dupe culture has proliferated, and furniture dupe hunters take pride in sourcing and sharing aesthetic dupes they find online. On various Reddit forums related to interior decorating, some savvy users have created "dupe finders" to simplify the search process for others. "This started as a personal problem-I wanted nice-looking furniture without paying a crap ton of money," one user wrote, explaining why they opted for furniture dupes. "Not to mention I still have $50k tuition debt to pay (thanks college). I spent a lot of time looking at expensive furniture and finding cheaper alternatives that would give [my space] a similar look."

Perhaps what powers dupe culture-and dupe buyers-is instant gratification, coupled with the underlying desire to superficially emulate an original style that is out of one's immediate reach. Interior designers like Lalé and Alex spend weeks, if not months, sourcing key items for their clients. "A good piece of furniture that is well-sourced could take a lot of time, but it gives me a crazy heartbeat feeling when I finally get it," Lalé says. "In my design principle, I believe in stories, not trends. A vintage piece has its own story and when you buy it from the previous owner, you add your own story on top of it."

With dupes, there is no story-just the end of a direct-to-consumer pipeline. They're not often built to last, though major retailers have contributed to furniture dupes going mainstream. "I've had clients approach me with a $12,000 couch that they like but can't afford," says Alex. "With that couch's style in mind, I will do my best to find contemporary and vintage solutions for you to get that similar look at a more affordable price point, rather than resorting to dupes."

Many young buyers don't have the time or the resources to spend their days scouring secondhand marketplaces or auction houses. It's much easier to resort to a dupe, or a dupe of a dupe, with the understanding that you can always sell it to another secondhand dupe hunter on Facebook Marketplace. Aesthetics have taken precedence over authenticity on social media, and the authenticity of a piece of furniture, after all, is almost impossible to determine online.

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Designing Gen Z: Why Aesthetics Outrank Authenticity in the Homes of Zoomers

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For younger buyers, replicating a social media aesthetic is the ultimate replacement for the real deal within the online shopping ecosystem

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Interior Design - Millennials consumer trend

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Interior Design - Millennials consumer trend

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Millennials lean towards minimalism and functionality in their interior design choices, favoring clean, organized spaces with neutral colors and multifunctional furniture.

They integrate smart home technology for convenience and efficiency, while also valuing sustainability and eco-friendly materials in their decor.

Millennials’s minimalist, functional, and eco-friendly are driven by practicality and environmental consciousness.

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Not all generations are created equal. The preferences and styles of different generations play a crucial role in shaping trends. The contrast between Millennials (those born between 1981 and 1996) and Generation Z (born between 1997 and 2012) in home design is particularly striking. While Millennials, well into adulthood, have been influencing home decor trends for years with their unique tastes, Gen Z is emerging with fresh ideas and perspectives.

The home decor trends of Millennials and Gen Z reflect broader cultural and social shifts. Millennials tend to focus on minimalism, functionality, and sustainability, while Gen Z brings boldness, personal expression, and creative upcycling to their home decor.

Here are the key differences between these two generations in terms of their home decor preferences.

Embracing Minimalism vs. Bold Expression

Millennials: The Millennial aesthetic leans towards minimalism and functionality. Preferring a clean, organized look, they often choose neutral colors and less clutter. Their decor includes multifunctional furniture and sustainable materials, reflecting their concern for the environment and craving for practicality.

Gen Z: In contrast, Gen Z embraces boldness and self-expression in their decor choices. They are not afraid to use vibrant colors, eclectic patterns, and unique pieces that make a statement. This generation views their living spaces as an extension of their personality, often incorporating DIY elements and thrifted items for a more personalized touch.

Technology Integration vs. Digital Detox

Millennials: Having witnessed the rapid evolution of technology, Millennials tend to integrate smart home devices and tech-friendly spaces in their homes. They appreciate the convenience and efficiency that technology brings to their living spaces.

Gen Z: While Gen Z is undoubtedly tech-savvy, there's a growing trend among them to create spaces that allow for a digital detox. This generation values areas in their homes dedicated to relaxation and disconnection from the digital world, like reading nooks or plant-filled corners.

Sustainability vs. Upcycling

Millennials: Sustainability is an important factor to Millennials. They prefer eco-friendly materials and brands that align with their environmental values. This generation is willing to invest in higher-quality, sustainable pieces that have a lower environmental impact.

Gen Z: Gen Z takes sustainability a step further with a focus on upcycling and repurposing. They are more likely to shop second-hand, customize old furniture, and find creative ways to reuse items, giving their decor a unique touch.

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Here are 3 Core Differences Between Millennial and Gen Z Design Styles

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While Millennials have been influencing home decor trends for years, Gen Z is emerging with fresh ideas and perspectives.

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Automobile Industry- Consumer buying trend

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Automobile Industry- Consumer buying trend

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Millennials- 88% start their car-buying journeys online. UGC plays a bigger role

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Treasure Data Blog - Enterprise Customer Data Platform

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How Millennials and Customer Data Are Changing the Car-Buying Experience

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Customer Data and CDPs are uncovering interesting car-buying trends among millennials and other important consumer segments. Here’s how these insights are changing the car-buying experience.

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Generational Influence shaping the beverage market

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Generational Influence shaping the beverage market

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The drive towards natural prodcuts have accelerated after the Covid-19 Pandemic.

Despite the health trend, Boomers consume more alcoholic beverages. Classic and familiar flavours are also preferred apart from the above.

Gen X are willing to pay more for getting the Premium experience and have great affinity towards brands.

Millennials are driven by flavour and price. Craft beer became very popular among them contrasting to baby boomers and Gen Z.

Generation Z shares an interest in health-oriented beverages, with a renewed interest in natural flavourings as well as plant-based, low sugar and low-fat alternatives. For the majority of those Gen Z’ers who do drink alcohol, premiumisation rules supreme.

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Our recent Natural Extracts report highlighted the generational trends that have influenced the evolving beverages and flavourings market. We explore the similarities and priorities between the cohorts and why health and wellbeing continues to be a key driver.
A market shaped by the wants and needs of beverage consumers across the generations

The global beverage market is constantly changing, and is an industry driven by the evolving tastes and lifestyles of consumers of all ages. Understanding what different demographic groups prioritise and expect from the beverages they consume - from varying flavourings to how they're marketed and sold - can provide valuable insights for businesses looking to develop new products and take them to market.

In a multibillion-dollar industry, it's important not to lose sight of the more significant trends that penetrate more widely rather than solely through generational influences. For example, our Natural Extracts report highlighted that 81% of consumer respondents cited that 'natural' was an essential or nice-to-have feature when choosing a beverage. This drive towards natural products has accelerated since the COVID-19 pandemic, where consumers of all ages have continued to become more health conscious. However, digging a little deeper uncovers the nuances of each demographic and how their demands and attitudes shift between the generations.

Baby Boomers - valuing health and traditional flavours

Baby Boomers, born in the years following the Second World War up to the mid-1960s are often associated with post-war economic prosperity having lived through a generation of cultural change. Boomers currently make up the second-biggest demographic group in Europe and the US (although less significant globally due to the relative youth of the world's population) and hold a huge amount of purchasing power relative to their numbers.

When it comes to their tastes in beverages, Boomers tend to value classic and familiar flavours, with many opting for trusted and familiar brands they have valued for many years. A recent report by Innova found that these beverage consumers particularly value 'naturalness', even above flavour, and are likely to be the most health conscious compared with their younger counterparts. Tea, long held as the epitome of a good health drink in many parts of the world, reigns supreme with Boomers, with growing interest in varieties such as green, jasmine, oolong and herbal teas.

Interestingly, despite this health trend, Boomers consume more alcoholic beverages, more so in the UK, Australia and across Europe, with wine making up the single most popular alcoholic beverage amongst this demographic. While many Boomers have adopted digitisation with a presence on social media ( more than 80% in the US and predominantly on Facebook), unlike other generations, they are far less likely to be influenced to make a purchase by social media, with this figure sitting at just 9% in 2022. Boomers continue to be effectively engaged through more traditional forms of advertising, such as TV, radio, print media and by word-of-mouth recommendations from friends and family.

Generation X - powering up the premiumisation trend

Generation X, born between 1965 and 1980, grew up in a time of rapid technological change. Gen X'ers are the biggest demographic group in the US and Europe, and like their Boomer counterparts, have largely achieved financial freedom and security, and many will have young or maturing families. Gen X'ers have wide and varied tastes in beverages, having grown up during the boom in the availability and variety of different products, and are willing to pay more for a premium experience, especially for brands they have an affinity for. This 'premiumisation' trend has seen the advent of an entire premium drinks market to cater for this growing segment.

Gin, which has seen a renaissance during the 2010s, with this market expected to grow by over 30% globally by 2027, is one example where the demands of Generation X are driving premiumisation. A drive for flavourings such as botanicals, seen as a more natural or healthy ingredient, has seen increasing numbers of flavoured gin labels marketed as sophisticated, premium beverages with premium prices to match. Many of these trends can be directly attributed to social media, with these beverage consumers the first to be significantly influenced by social media marketing through apps such as Instagram, Facebook and, increasingly, TikTok.

Millennials - tech savvy, diverse and socially conscious

Born between 1981 and 1996, Millennials grew up during the technological revolution and make up the biggest single demographic group globally. In many countries, Millennials were hit hard by the 2008-09 Great Recession and later by the global response to the COVID-19 pandemic. These factors have seen Millennials in particular experience a squeeze on their living standards, and in some countries, are destined to the first generation of modern times to be poorer than the preceding generation. Millennials are also the first generation to be fully socially conscious and so the first to respond to businesses based on their social and environmental credentials. As the key target market for beverage manufacturers, their tastes often drive innovation and trends within the industry, amplified through social media platforms such as TikTok and Instagram.

As a diverse generation, Millennials embrace trying new flavours and often seek unique and tailored experiences. Though they consume less alcohol than their Boomer or Gen X counterparts, craft beer is one area that has exploded in popularity with Millennials over the last decade. This market is dominated by a range of manufacturers - from microbreweries to big established players - and by an ever-growing range of beers that are complimented with natural flavourings.

Moreover, our Natural Extracts report identified the same generational trend in the low and no alcohol market, with this market predicted to grow by 7.6% annually until 2027. Hard seltzers, with their low alcohol content and punchy, fruity flavours, are just one of several beverages that have benefited hugely from this trend and are already big business in the US. Along with trendy craft beers, canned cocktails have also seen a big surge in popularity with Millennials, fuelled by social media and influencer content showcasing these beverages as classy and sophisticated and with a wide range of flavours and strengths; some of these products also fit into the low and no alcohol category, thus further widening their appeal.

While flavour and price play an important role for these beverage consumers, so do the way in which these are marketed - particularly on social media. Millennials value storytelling and authenticity and in many cases, are buying in as much to the organisation itself as well as the beverage.

Generation Z - a generation of true digital natives

Generation Z, born between 1997 and the mid-2010s, represents the newest and emerging cohort of generational influencers. As the first generation to grow up entirely within the new technological age, they are true digital natives harnessing and utilising the internet, social media and connectivity more regularly and effectively than any preceding generation. Gen Z strongly values individuality and is more socially and environmentally conscious than the Millennials before them. As the youngest generation, they have the least overall spending power of any cohort, but without the responsibilities of their Millennial counterparts, they are often less price-sensitive.

Beverage choices by Gen Z are likely to be much more emotionally driven and often influenced by what content they have engaged with on social media. Prime Energy, a sports drink launched by YouTube and social media stars KSI and Logan Paul, has seen huge popularity after being promoted on TikTok and saw stocks running out within days. This form of influencer marketing is key to engaging many Gen Z'ers, who put huge value in seeing and engaging authentic content before purchasing.

Generation Z also shares an interest in health-oriented beverages, with a renewed interest in natural flavourings as well as plant-based, low sugar and low-fat alternatives. Like their Gen X and Millennial counterparts, for the majority of those Gen Z'ers who do drink alcohol, premiumisation rules supreme. The trend towards craft beers and canned cocktails, marketed as premium products, is also significant amongst this demographic too and should not be overlooked by beverage developers across the globe.

Interested in our TrendBites?

We're constantly scanning the market to provide insight into the latest trends and beverage innovations. Keep up to date with our TrendBites and market reports by signing up for our newsletter - button can be found to the left of the screen.

Sources
Innova Market Insights - Top Trends 2023 Beverages Report
Globaldata - 2023 Consumer Survey

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TrendBite: How generational influences are shaping the beverage market | TREATT

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We highlight the generational trends that have influenced the evolving beverages and flavourings market, exploring the similarities and priorities between the cohorts and why health and wellbeing continues to be a key driver

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Gen-X & Millennials interior preferences

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Gen-X & Millennials interior preferences

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The older two generations (i.e. Millennials & Gen-X) are most likely to pay for design services, “especially in the luxury market,” says Vicky Serany, Founder and Principal of Southern Studio Interior Design.

“This group (Gen-X) is typically established in their careers and has the ability to afford the luxury service,”

“The Gen X people, grew up with parents who always did what they could do and wouldn’t pay someone else to do what they were capable of.

So Gen-Xers have gone the other direction. They like to hire people to do things that they don’t have time for because of their careers and because they have more resources to hire professionals.”

WHAT's OLD IS NEW

Millennials, who are more in tune with social media, see how accessible the DIY lifestyle is, and are more likely to take on projects on their own.

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Designers Outline Trends Across Generations

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From Millennials to Baby Boomers, designers explain how lifestyle needs and spending habits drive trends among generations.

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Automobile Industry- Consumer buying trend Gen X

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Automobile Industry- Consumer buying trend Gen X

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Brand loyal- 70%

Implementing referral, loyalty, and customer retention programs is highly attractive for Gen X.

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The generations differ in the way they go about the car buying experience. You probably knew that. Do you know exactly how? Or what each difference means for your marketing and advertising efforts? We've laid out the details on these experiences, what it means for your generation-specific car dealership marketing, and the universal aspect of car buying that you can use to reach all generations.

Let's get started:

Gen Z

AKA: The iGeneration, Post-Millennials, Plurals

Generation Years: 1995 - 2015(ish - consensus on ending years hasn't been reached)

Age Range: 3-23

Defining Characteristics of Gen Z:

Up and Coming:

Generation Z is still a largely untapped market. Though most haven't reached independent car-buying age yet, this doesn't mean they should be ignored until they grow up - in fact, that would likely be disastrous. Gen Z might not be buying cars for themselves yet, but they have influence.

Natives of the Digital World:

Gen Z is growing up steeped in tech. It defines their present and will rule their future. They know that. They like it that way. If your dealership isn't aligned with their technological expectations when it comes time to buy a car, they probably won't pay attention.

Short Attention Span (Impatience for Disinterest):

Though their short attention span has gotten them raked over the coals for being less attentive than a goldfish, it's more a product of the technology and availability of information that they grew up with. They can Google almost anything and get the answer (or something close enough) in about a second, so they don't really see the point in spending more time than they have to (or want to) on any given task. The takeaway: speed matters.

Gen Z has been found to have an average attention span of

The Best Automotive Marketing Channels and Strategies for Gen Z:
UGC - User Generated Content
This generation gathers much of their purchasing information by crowdsourcing experience.

In addition to relying on content created by their peers, Gen Z also likes being the creators - for example, are interested in contributing ideas to products and designs for their favorite brands. While you probably don't have a following of teenage fans, this is still an important insight. Reach Gen Z by offering meaningful interactions and the opportunity to take a more participatory role in your marketing. Give them every opportunity to create user-generated content, and they will.

Go Nuts With Video Content

Youtube influences 32% of Gen Z when they make purchases. Video content is far and away how they prefer to receive and consume information. This takeaway isn't too hidden: maximize video content (and streamline the means of producing it) to begin gearing your dealership for a Gen Z customer.
Be Selective With Social Media
These young people might have the reputation of being glued to their devices and consuming social information in every imaginable format, but they're actually rather selective. A shotgun approach to social media isn't going to appeal to them. The right messaging will, however

After all, more than 80% of Gen Z are influenced by social media in the course of their shopping, and they are a full 2-3x more likely to be influenced by social media than sales or discounts - making them the only generation that cares more about social media than price. The most influential social media platforms for Gen Z were Instagram, Snapchat, and Youtube. Effective automotive marketing will bring engaging marketing content to them on these platforms. Instagram alone influenced 44% of Gen Z during a purchase.
Mobile is a Must
If your dealership isn't mobile-first by now, you might have a problem, but once Gen Z gains even more economic power, it'll be the end. Generation Z's greatest tool are their mobile devices, and they use them constantly. Losing their phone is one of their greatest stresses, as being disconnected from it means unplugging from their whole digital world. Your dealership website should function flawlessly on mobile, and your marketing should begin to lean more heavily upon mobile channels into the future.

AKA: Generation Y, Generation Why

Generation Years: 1980 - 1994

Age Range: 38-24

Defining Characteristics of Millennials:

The First Tech Generation

Millennials were the first generation to grow up in the Internet age. They might not be the digital natives that Gen Z are (at least maybe not older Millennials), but they're dependent on their technology, and learned to use it to their advantage early. They are truly multi-device and can juggle their experiences between devices without any trouble - often switching between them multiple times in the course of a task.

48% of mobile-first auto consumers are Millennials.

Millennials switch between an average of three screens a day.

Late Start, Now Dominating

Millennials have been disrupting industries right and left, and after a bit of a late start to car buying, the auto industry is no exception. Not only that, but they have recently overtaken Baby Boomers as the most populous generation. It's the turning point in a generational shift. This makes Millennials a particularly important segment of the population to focus your automotive marketing on.

Despite Uber and other disruptive ride-sharing services, Millennials drive 72% more than Baby Boomers and 18% more than Gen X.

29% of new vehicles are bought by Millennials.

By 2020, Millennials are expected to be responsible for 40% of new car sales.

Consumers, ages 21 through 34, are taking out new auto loans at a 21 percent higher rate than Gen X borrowers did when they were that age, according to a study released Wednesday by TransUnion.

Creatures of Convenience

Millennials When it comes to car shopping, you can be absolutely certain the millennial preference for convenience is incredibly powerful.They've grown up with sites like Amazon and companies like Apple defining their user experiences, both online and off. In fact, this trait is powering some of the greatest dissatisfactions that Millennials have about car buying - particularly when it comes to the time it takes to accomplish tasks (many of which could be done faster or better online).

The Best Automotive Marketing Channels and Strategies for Millennials:

Trust, Transparency, Authenticity

84% of Millennials do not trust traditional advertising methods. They are searching for information during their buying decisions and meaning from the companies they do business with. Use your automotive marketing as an opportunity to stand out by delivering that. Your advertising to Millennials should be clever and worth their time, and your marketing should directly support their car-shopping goals, which you can do by offering them tools, information, and assistance. Some millennial-beloved platforms that support authenticity:

Indulge Their Information Obsession

Millennials are experts in online research, and they'd rather take their time learning about their vehicles. Your successful automotive marketing depends on not just allowing them to do that, but facilitating that information-gathering.

According to research from Autotrader, Millennials spend over 17 hours researching their vehicle before purchase. Their hunger for information spurs this impressively lengthy research phase. Millennials are distinctive for their desire to get all the details before they make a decision. of Millennials say they need to be aware of all possible vehicle choices - more than Gen Xers or Baby Boomers.

Orient your website towards helping customers do their research. Deliver all the details and information you possibly can on the vehicle. Other than how it feels when they drive it and the new car smell, someone visiting your site should be able to learn as much about the car as if they were there in person checking it out. The key: Deliver this information well. Shoppers are used to product specifications and details laid out in highly-intuitive and professional design.

Perfect Your Online and In-Store Experiences

Millennials are called entitled, but the reality is that they just came of age in an era with higher standards for customer experiences. They move effortlessly online between devices and channels, and then expect that experience to translate to their in-store or real-life experience. Much of the time, their most common online spaces are designed that way. Millennials are won over by online experiences that show dedication to their priorities, not the dealerships, and when they enter your establishment, they'll expect that to carry over. When it comes to on-the-lot experience, pay particular attention to the areas they've expressed frustration with:

Test drives (don't make them wait)

F&I (don't take hours on paperwork)

Sales Staff (curate, don't push)

Extra Millennial Marketing Tip:
Take a little extra care when marketing to Millennials. The oldest Millennials are now rapidly approaching 40, but the youngest are still in their early 20s. This is an age-range that typically has an immense variation in experience and lifestyle. Some have just left college and started their careers and may have more in common with Gen Z, while others have been married for years with full families, jobs, homes, and all the responsibilities and concerns that come with these. This generation is the first that expects personalized marketing - if you target a young millennial and older one with the same growing-family themed marketing, you win one over, but you'll likely turn off the other.

Gen X

AKA: Post-Boomers, Baby Busters, MTV Generation, Latch-key Kids

Generation Years: 1965 - 1979

Age Range: 39-53

Defining Characteristics of Gen X:

Neglected, but Powerful

Smaller than Baby Boomers, Millennials, and Gen Z, this generation has been somewhat ignored by marketing. After all, the Baby Boomers are an economic powerhouse, and Millennials are disruption champions. But this small generation is mighty, and may be some of the best car buyers you have in the future. Investing in this audience is a great idea.

Skeptical and Tech Savvy

Gen X may not be as intense about new technology as Millennials, but they still recognize it as something that sets their generation apart. They're a generation given to natural skepticism and criticism of authority, and they leverage technology to do their own evaluating.

Committed to Good Experiences

Though they grew up daydreaming about Breakfast Club-style rebellion and saw the emergence of punk and grunge, Gen Xers aren't commitment-averse. In fact, they're the most loyal when it comes to brand. They develop tastes, know what they like, and stick to it more than other generations - but only if that brand is delivering the experience they want, and acknowledging them for their dedication.

The Best Automotive Marketing Channels and Strategies for Gen X:

Blend Nostalgia with New Media

Want to make Gen X pay attention? Nostalgia is a great tool for this generation, and from their hours watching Saturday morning cartoons (and all the requisite commercials) as children, they already have a lot of sentimentalities connected with brands and products.

That being said, they don't want to just wallow in the past - automotive marketing that pays tribute to their childhood while still presented on the channels and in the mediums they most enjoy can be incredibly effective. Youtube is exceptionally effective for this - in fact, on Youtube nostalgic videos are the #1 type of content consumed by Gen X.

Source: Think With Google

Remember, in the next 12 years, as Gen X ages into new lifestyles and roles, their control over wealth is projected to double - their prime nostalgia-marketing years coinciding perfectly with their fattening wallets.

Loyalty Programs and Customer Appreciation Pay Off

Gen X is the most brand-loyal generation - reward them for it. This generation may be small but it is powerful, and they will be phenomenal long-term customers if your dealership can manage to both win them over and retain them once you do.

Implement referral, loyalty, and customer retention programs to show Gen X car shoppers how much they are appreciated. You can also appeal to their desire for a better experience and try to win over their loyalty from a competitor. Gen X might be loyal, but they're also pragmatic. They'll shift their loyalties if you make a good case, particularly when what you're offering also has financial benefits (over of Gen Xers day discounts or coupons are the most important benefit of a loyalty program).

Tried and True Channels

Gen X is loyal, and that applies to the channels they prefer. Facebook is one of these. For Gen X, Facebook was originally a great way to reconnect with old friends. Now, it's their favorite social media platform, and connects them not only to their friends and relatives, but also to their favorite brands and personalities. When considering your Facebook marketing, take into account the fact that the life situations and stages of this small but powerful generation.

Gen X also enjoy their emails. When writing emails to Gen X, keep your messages short and to the point. They like their copy brief, , and if possible, .

Keep in mind this doesn't mean Gen X are inflexible. Gen X didn't grow up with Facebook, but they adopted it quickly. They didn't come of age in the era of the smartphone, but they became some of the first to jump on board. Their loyalty is entirely none of it is given freely, and they aren't tethered to old mediums - don't let that happen to your dealership marketing.

Baby Boomers

AKA: Boomers (or one of many subsets within this huge generation)

Generation Years: 1946 - 1964

Age Range: 54-74

Defining Characteristics of Baby Boomers:

Still Buying Strong

Someday Baby Boomers will no longer be a reliable source of profit for car dealers - but today is not that day. Peaking in 1999, Baby Boomers were the world's largest living adult population. They are buying longer than the generation before them, and their impressive economic power is making that very easy.

Put Emphasis on Values, Respect, Straightforwardness

Baby Boomers are the most traditional of the generations you likely do business with on a daily basis. Though this certainly means Boomers lean conservative in their values, the much more important aspect to their traditional outlook is the kind of interaction they expect from who they do business with. They want business dealings to be respectful and uncomplicated.

Looking for Mobility Solutions in the Future

Dealers know how to sell to Baby Boomers now, but that may be shifting, and quickly. Baby Boomers face challenges to their independence as they get older. Technological and medical advances mean that this generation will be able to stay active, engaged, independent, and mobile for significantly longer than their parents. Their car purchasing will continue for a long while, but what they need and how they get it will change.

The Best Automotive Marketing Channels and Strategies for Baby Boomers:

What's Been Working So Far - With a Twit

Your dealership likely has a solid understanding of these customers and have been selling to them for years. Baby Boomers are still and incredibly lucrative market, and they won't be fading from the car-buying map as quickly as the generation before them. Use the same channels and methods you've always

Refocus on this excellent customer base and show them the true convenience and ease of a modern car shopping experience. You want them to experience you automotive marketing and think "Wow. This is awesome. It wasn't like this last time I bought a car."

Traditional Media Plays Well

Baby Boomers like their traditional media. They still enjoy getting information from newspapers and the radio. They even still pay attention to direct mail marketing campaigns. Television remains one of their favorite pastimes, and they spend about as much time watching TV as they do online.

This traditional take to things extends online. They are particularly likely to check their email and pay attention to the content they are sent - though they are wary of spam. Email marketing to Baby Boomers that builds on your dealership reputation and forms a connection with the customer can be incredibly effective.

This being said, the alternatives to these traditional mediums (like podcasts) become more popular among this older generation, consider shifting your marketing over.

Search is Significant

Among top activities for Baby Boomer online, search is a surprisingly fantastic marketing channel. In fact, the report that search engines drive most of their online activities - meaning that search links these across their various touch points - an excellent opportunity for automotive search engine marketing.

Source: Infusionsoft

If your rival dealerships seem to be out-competing you on traditional media for the Baby Boomer market, concentrating on this Baby Boomer affinity for search engines may be a great avenue to explore. To make use of this for your automotive marketing, identify the types of vehicles and the syntax of searches that Baby Boomers use, and tailor some of your SEO and PPC to this generation.

The Universal Car-Marketing Strategy: Customer Experience

Gen Z can't imagine engaging in a shopping experience that isn't also pleasant and fun.

Millennials expect an exceptional customer experience from every business they do business with.

Gen X are won over from their usual skepticism with an engaging and trustworthy customer experience.

Baby Boomers appreciate the forthright commitment to customers and respect a business that delivers it.

A standout customer experience makes an impact regardless of generation. It's not a revolutionary statement - or at least, it shouldn't be. That's something you have probably experienced for yourself as you've sold car after car to young and old alike. Prioritize CX in all things online and offline. Look for hangups, roadblocks, or frustrations in your shopping process and remove them.

How do customers experience your dealership, from the moment they find you online to when they drive off the lot? What is the full map of their experience of you? Go through it yourself, answer that question, and you should have a small list of places to start.
Final Tip:
There are car buyers in every generation - but that might not mean they are incredibly productive in your area. Remember to tailor these insights and recommendations to your own region and local situation.

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Boomers, X, Why, and the iGen: Your Guide to Multi-Generational Automotive Marketing - Jazel Auto

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The generations differ in the way they go about the car buying experience. You probably knew that. Do you know exactly how? Or what each difference means for your marketing and advertising efforts? We've laid out the details on these experiences, what it means for your generation-specific car dealership marketing, and the universal aspect of [...]

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Gen-Xers move towards a homestyle trend that caters to their busy lifestyles, with a preference for eclectic and bold design styles reminiscent of their upbringing in the 70s and 80s.

They prioritize durability and versatility in their furnishings, opting for sturdy yet comfortable pieces that can withstand the rigors of family life.

Gen-X’s eclectic and bold aesthetic preferences are shaped by their busy lifestyles and upbringing in the 70s and 80s.

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Home is where the heart is, and for each of these distinct generations, home - and flooring options - may look a little bit different. Needs, tastes, and even location for where a millennial may live, vs. where a boomer would, are a combination of personal preference as well as generationally shifting trends. Each generation develops its own identity based on the events and cultural influences around them. If you were ever of the mindset that a coffee order can be a foray into someone's personality, how about wandering into someone's house and taking a good look around?

There's a reason why grandma's house makes you feel one way and your best friend's house makes you feel another.

While personal taste accounts for much of what a home can look like, both inside and out, you're certain to find common trends within each generational group, and maybe some overlap too.

Baby Boomers
Most - if not all - Baby boomers (1945-1964) are empty nesters, and as such, are reclaiming their home as a space of tranquility and for adult gatherings - unless, of course, the grandkids are visiting. Older and presumably more well off, boomers are focused on quality and durability and are therefore more likely to make larger investments in things like sturdy furniture pieces and quality flooring. More likely to shed possessions rather than accumulate more, boomers gravitate to a style that is classic, sophisticated, and uncluttered.

And what says peace and tranquility more than muted, natural colors? Neutral earth tones are not only a more sophisticated throwback to boomers' childhood homes (hello, muddy, murky carpets and furniture), but they also inspire a sense of relaxation at home.

Big on traditional space to entertain both friends and visiting family, boomers will often remain in the homes that they raised their family in, and simply redecorate spaces, upgrade flooring, or repurpose rooms to better fit the new stage in their life.

Gen X
Not quite retired yet and still in the throes of their careers, Gen Xers (1965-1980) are typically drawn to a homestyle trend that fits their busy lifestyle. Being a child of the 70s, they still gravitate towards bolder, eclectic, or generally more contemporary looks. With kids or teenagers at home, the colors - both on furniture, in flooring designs, and on the walls - will most likely lean towards brightness; the style more likely to exude comfort that suits both kids and pets, with specific concentration on quality and flooring with protective coating.

Similar to their boomer counterparts? The need for durability, but for different reasons. While boomers may want the classic furniture and sturdy floors to exude sophistication and personal taste, Gen Xers are opting for endurance to hold up against the rigors of an active family.

Millennials
The joke has always been that millennials (1981-1996) can't afford homes due to avocado toast. Well, the joke's on the two older generations because millennials are well into their careers, starting families, and very much buying homes. Raised in a time of globalization and inter-connectedness, millennials' mindsets are socially minded and environmentally conscious.

How does that translate into home trends?

The old has become new again. Minimalistic decors, reclaimed wood, and industrial accents are immensely popular, not just among restaurants and bars, but at home too. Mid-century modern with its clean lines and more compact sized furnishings fit perfectly in smaller homes and apartments, particularly those living in urban settings.

Whether bold or subdued; urban or suburban, one thing is sure across the board for all three generations: well-suited floors can elevate your house so that it feels like home. If you're ready to explore which flooring options might be the best fit for you, affordable flooring options in Michigan and Ohio, and how our professionals install vinyl plank flooring, contact us today.

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Interior Design Trends: Boomers vs. Millennials vs. Gen X - Refloor

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Discover the latest interior design trends and how they differ among Boomers, Millennials, and Gen X. Explore the unique preferences, styles, and influences of each generation in creating their ideal living spaces. Stay up-to-date with the evolving trends in home decor and find inspiration for your own interior design projects.

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Gen X and Millennials are losing their car ownership over bankruptcy repossessions etc.- In America Post COVID

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Millennials are increasingly seeing their cars face repossession, with calls to attorneys regarding the topic reaching levels not seen since the pandemic.

Amid economic pressures from sticky inflation, increasing layoff announcements, and escalating living costs, the Millennial demographic is particularly vulnerable. Financial distress signals are loud and clear as individuals struggle to navigate the challenges posed by an economy that's squeezing their wallets and threatening their mobility, according to LegalShield's January Consumer Stress Legal Index issued Tuesday.

Consumer finance inquiries generally decreased over the month, but there has been an increase in calls regarding car repossessions and billing disputes, particularly among Gen X and Millennials.

The number of calls received by LegalShield provider attorneys regarding repossessions reached its highest mark since 2021, when most of the U.S. was still under COVID lockdown, with Gen Xers and Millennials making more than double the number of calls than they did in January of the previous year.

Billing disputes surged year-on-year among Gen X and Millennials, LegalShield said, who have experienced a 96 percent increase in billing inquiries. Calls are up across the board as well, with a 53 percent increase among all LegalShield members, indicating a broader rise in billing-related issues.

John Saltarelli, a LegalShield provider attorney from Texas, identified three primary factors contributing to the surge in inquiries regarding bankruptcies, repossessions, and billing disputes.

Credit card defaults, intensified collection efforts, and the impact of inflation.

"Consumers we talk to only have enough money to cover some of their bills, so they prioritize a roof over their head ahead over other expenses, racking up high-interest credit cards," Saltarelli said in a statement. "Collectors are turning up the heat after the pandemic, and increasing inflation makes what money people do have, worth less."

Beyond individual mismanagement, the growing number of individuals seeking legal advice on repossession and bankruptcy signifies a broader economic distress, according to LegalShield CEO Warren Schlichting.

"Our data bucks prevailing wisdom: While we saw the expected seasonal easing of consumer stress felt by our members, we just posted a post-pandemic record for bankruptcy inquiries," Schlichting said in a statement, adding, "despite the headlines, our data implies we're not out of the woods yet."

The rise in calls to LegalShield about car repossessions among Gen X and Millennials is mirrored by the broader trends affecting car affordability in the U.S.

Pandemic-induced supply chain disruptions, coupled with a surge in demand, have driven car prices to unprecedented heights, making car ownership a distant dream for many. While new car prices are roughly 3.5 percent lower than they were at the beginning of 2023, according to Kelly Blue Book, data from the AI car shopping app CoPilot reveals a sharp 30 percent rise in new car prices and a 38 percent increase in used car prices since 2020.

Today, a scant 10 percent of new car listings are priced below $30,000, placing them out of reach for the majority of American households, Newsweek previously reported.

High car prices and the burgeoning affordability crisis extends into the realm of bankruptcies, which have seen an uptick. Last year, personal bankruptcies grew by 16 percent, marking a departure from the declining trend observed over the past decade.

Last year saw 434,064 non-business bankruptcy filings, an increase of 59,824 from the previous year, according to U.S. Court data. The rise in bankruptcies, coupled with the economic pressures of inflation and the cessation of pandemic relief measures, points to the financial challenges facing Americans today.

"The calls to LegalShield provider attorneys for bankruptcy advice continue to increase, sustaining a trend we've seen since late 2022," Matt Layton, LegalShield's SVP of Consumer Analytics said in a statement. "Despite several positive macroeconomic signs, people are feeling pinched to the point of calling a lawyer in seek of relief."

The narrative of financial hardship and the looming threat of repossession and bankruptcy is not new but has been exacerbated by the current economic conditions. High interest rates, high living costs, and the end of student loan payment deferrals have all played a part in creating a perfect storm of financial distress for many.

"People are asking us to help assess options such as payment plans, or even file for bankruptcy," Saltarelli said in the statement. "Most of these folks want to pay their bills and meet their obligations, but they're reaching a breaking point."

Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.

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Rising car repossessions and financial distress among Millennials spotlight economic challenges.

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Gen-X & Millennials interior preferences

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Gen-X & Millennials interior preferences

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Millennials also appreciate artisanal objects and emphasize sustainability, which can be introduced into the home with exposed beams, vintage or found items, and unique pieces such as a door repurposed as a headboard.

Gen-Xers who are 40 to 55 and financially secure tend to be interested in luxury and high-end materials.

“They’re also redefining the home office into a more relaxed setting where they can comfortably work on a laptop. About 70 % of Gen-Xers work remotely at least one day a week, so this is an important space in the home.”

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Real Estate News
Young, single millennials have different priorities than families, Gen-Xers are more likely to be upsizing, while baby boomers are more likely to downsize.

Nearly all homeowners want an open floor plan and plenty of natural light. Some other commonalities include the desire for extra storage space and flexible rooms that can be used for a variety of purposes at one time or at different life stages.

Once you get past these essential elements of interior design, you'll start to see some variations in what people want in their homes based on their age, budget, and lifestyle. Young, single millennials naturally have different priorities than families, Gen-Xers are more likely to be upsizing or upgrading their homes, while baby boomers are more likely to downsize.

Millennials emphasize sustainability and flexibility

"Millennials often live in smaller homes and focus on flexible, multiuse spaces and furnishings," said Jill Mastrostefano, creative director of , an interior design and marketing firm in Alexandria, Va., during a panel discussion by interior design experts at the International Builders Show in January.

For example, an island in the kitchen with a pull-out section for work or dining can be a great option in place of a dining table, said Mastrostefano. A narrow table for working at home with books or art above works well in a hallway to maximize space and personalize the home, she said.

"If we're looking at a small but open kitchen, a built-in banquette can make a statement and, since it's pushed against the wall, make the space feel even more open," said Mastrostefano.

Millennials also appreciate artisanal objects and emphasize sustainability, which can be introduced into the home with exposed beams, vintage or found items, and unique pieces such as a door repurposed as a headboard, said Mastrostefano.

A window seat serves as banquette seating, a space saver, in this small kitchen. - Adobe Stock

Families of all ages and sizes

"Today's families are more likely to be smaller than in the past and include single parents, older parents, and ethnically mixed families," said Doris Pearlman, president of Possibilities for Design in Denver, speaking at the panel discussion. "Their priorities are indoor-outdoor living, energy-efficiency, smart home features, and flex spaces such as a great room where everyone can work, play, and do homework or a hobby room for all kinds of activities."

New families typically need more space than millennials, but are also budget-conscious, so Pearlman said they're more likely to choose luxury vinyl plank flooring instead of carpet, shiplap walls that are both inexpensive and authentic looking, and subway tile backsplashes.

"A flexible-use home office, not one with a big executive desk, is important for families because they want a contained space for work, homework, and hobbies with comfortable seating," said Mastrostefano. "Another option is a second-floor loft with tables and seats for the same purpose."

Subway tile backspashes are highly sought after. - Adobe Stock

Gen-Xers looking for customization

Gen-Xers who are 40 to 55 and financially secure tend to be interested in luxury and high-end materials, said Kate Pourhassanian, chief operating officer of in Denver, speaking at the panel discussion.

"For example, they want a showcase kitchen with an even bigger island, high quality appliances, and sometimes two islands," said Pourhassanian. They're more likely to have a catering kitchen in addition to the showcase kitchen and to display their wine collection like art in a dining room or great room."

The master bathroom is another opportunity for a statement space, with a freestanding tub or a "wet room" that incorporates a freestanding tub and multiple showerheads in a glass-enclosed area.

"Gen-Xers often want to express themselves with a highly personalized space such as an app-focused relaxation space or a room for a Peloton exercise bike," said Pourhassanian. "They're also redefining the home office into a more relaxed setting where they can comfortably work on a laptop. About 70 percent of Gen-Xers work remotely at least one day a week, so this is an important space in the home."

One feature of a showcase kitchen could be two islands. - Adobe Stock

Boomers ready to party informally

While many baby boomers are ready to downsize their space, they prioritize casual entertaining indoors and outside, said Pearlman.

"The prime goal is an informal home with the kitchen, dining area, and outdoor space connected for easy gatherings," said Pearlman. "A popular option is a big island in the kitchen with lots of storage and a lower table attached to the island. They want comfortable seating in the kitchen rather than traditional bar stools."

The formal living room is more likely to become a casual happy hour space or a study with comfortable chairs and a table for multiple purposes.

"Even if they've in a downsized, this age group wants some luxury, so you're likely to see a 'marble everything' bathroom even if it's small," said Pearlman.
Michele Lerner can be reached at Subscribe to the Globe's free real estate newsletter - our weekly digest on buying, selling, and design - at [email protected]. pages.email.bostonglobe.com/AddressSignUp . Follow us on Facebook and Twitter @globehomes.
While some of these trends are more aspirational than achievable for many homeowners, they demonstrate the changing priorities at different life stages.

Casual spaces connected with outdoor spaces appeal to baby boomers. - Adobe Stock

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Michele Lerner -- Boston.com correspondent

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Baby boomer? Gen-X? The design trends each generation wants

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Young, single millennials have different priorities than families, Gen-Xers are more likely to be upsizing, while baby boomers are more likely to downsize.

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1. Gen Z's homeownership ambitions have dwindled from 83% planning to own homes in 2018 to only 29% currently owning. Nearly a quarter live with friends, and 14% share homes across generations.
2. Gen X homeownership: 78%, Millennials: 64%, Gen Z: 29%. Affordability is a key issue, with 53% of non-owners finding housing market accessibility challenging. Millennials living with family are most affected (59%), while Gen Z non-owners are more optimistic (53%) due to entering higher-income jobs.
3. Millennials' preference for city living decreased, favoring suburbs due to single-family homes. Single-family homes are the top choice across generations. Gen Zers are keen on condos, while Gen Xers and Millennials value space, especially for remote work

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While Millennials lead interest in nearly all flavors, Gen Z prefer flavors that blur with line between food and beverages.

46% of millennials like flavours/ingredients that add colour to their alcoholic drink.

Gen zers mostly prefer adding their own flavours to their alcoholic beverages.

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Automobile Industry- Consumer buying trend

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Automobile Industry- Consumer buying trend

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66% of Gen X use various digital tools, such as price calculators and vehicle configurators, to help with their purchasing decisions.

They are also neither reluctant nor enthusiastic about the EV.

They prefer (Family freindly) spacious vehicles.

Gen X is also willing to switch to digital purchases.

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Time to re-EValuate the car buying journey in 2023 | Automotive World

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Randy Miller explores the findings of the latest EY retail research and the Mobility Consumer Index

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Automobile Industry- Consumer trend- Gen X

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Automobile Industry- Consumer trend- Gen X

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Gen X is showing a lot of increase in interest in collecting cars/automobiles.

This is because they are at the peak of their career.

They have surpassed baby boomers and also Gen Z, and millennials combined.

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Baby Boomers and American car culture came of age together. The generation played an outsized role in building the modern collector car world as we know it-from shaping what cars are most popular to defining the ways we buy, sell, and enjoy our cars. Boomers remain the dominant generational force in our hobby by the sheer quantity of cars owned (and a 52 percent share of Hagerty policies by car count). This year, however, marks a crucial turning point: Boomers have ceded their top spot in a key metric to the up-and-comers: Gen X.

Times, they are a-changin'.

The reason we think so? Hagerty insurance policy quote demographics reached an important milestone in 2023. Gen X (born 1965-1981) enthusiasts have long been approaching Boomers (born 1946-1964) as the largest source of our quotes for enthusiast vehicles, and this year they finally took the lead.

While Gen X is smaller in number compared to the Boomers, the group is now at or approaching peak earnings in their careers. Consequently, they play an outsized role in the market. The quote share for Gen Xers is now at 35 percent, compared to 32 percent for Boomers. Also, the youngest enthusiasts (Millennials and Gen Z) are not far behind with a 30 percent combined share.

What does this mean? On the one hand, it's merely a point on a continuum. Nothing dramatic happened in the market when this trend played out. On the other, it's a rare moment that speaks to the ongoing evolution of the market's demographics, and it punctuates Gen X's growing influence as a trend-maker.

We've examined Gen X's car preferences before and noted the breadth of their interest. The most popular vehicles among Gen Xers-Corvettes, muscle cars, pony cars, and '60s pickups-are popular across all age groups. If anyone asked if the kids were going to be alright 40 years ago, they need not have worried.

Gen X does have a preference for specific vehicle segments that far outstrips their older or younger peers, however. Generally, these vehicles can be grouped into vintage SUVs, modern superbikes, homologation cars, and modern supercars.

The SUV-as-collector-vehicle concept gained steam as Gen X enthusiasts began to enter the collector market, and it's only healthier with their growing presence. Among those vintage SUVs, vehicles like the 1983-1990 Land Rover Defender, first-generations of the Ford Bronco (1966-1977), Chevrolet C/K Blazer (1969-1972) and GMC Jimmy (1970-1972), 1972-1980 IHC Scout II, 1976-1986 Jeep CJ-7 and CJ-8 (1981-1986), and 1968-1983 Toyota Land Cruiser FJ40 all seem to be on the shortlist for many Gen Xers.

At the other extreme of the performance spectrum are modern supercars. Vehicles such as the new Ferrari 296, 2020+ Ferrari SF90, 2020-2023 Ferrari F8, 2011-2022 Lamborghini Aventador, and 2001-2010 Lamborghini Murcielago are often most popular with Gen X. Despite being older, the supercar that perhaps resonates most with Gen X is the 1974-1989 Lamborghini Countach.

Two-wheeled rides with supercar performance are similarly popular, with many superbikes near the top of the Gen X rankings. Motorcycles such as the 1985-1992 Suzuki GSX-R750, 1994-1998 Ducati 916, 1997-2005 Honda CBR 1100XX Black Bird, 1999-2007 Suzuki GSX1300R Hayabusa, and 1990-2001 Kawasaki ZX-11 Ninja are all favorites of this group.

Somewhere between the excitement of those superbikes and the performance of those supercars are the handful of homologation cars that Gen X adores. The set of the 1982-1984 Lancia Rally 037, 1985-1986 Lancia S4, and 1987-1994 Lancia Delta HF Integrale are high up in their favorites. So is one of Lancia's competitors from that era, the 1985-1986 Audi Sport Quattro. Not quite a homologation car, but the 1990-1992 Jaguar XJR-15 is also up in the Gen X popularity ranking.

What's next for the market as Gen X takes the lead as the biggest group of buyers? Simply put, their position will likely represent an additive effect, which is to say, don't expect any universal favorite cars to drop off a value cliff. We have noted, however, that when quotes surge from Gen X for a particular vehicle, strengthened value trends for those rides are often not far behind. As a result, it's likely that the segments Gen X prefers will continue their rise in popularity, and niche markets like homologation cars may see values rise further as demand will likely continue to exceed limited supply.

***
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The collector car world is in the midst of a generational transition - Hagerty Media

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For the first time, Gen X has overtaken the Baby Boomer generation in one key collector car metric. Here's why that matters.

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Automobile Industry- Consumer buying power

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Automobile Industry- Consumer buying power

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Gen Z are most likely to pay cash to own a car. They have an aversion towards credits.

Whereas millennials and Gen X take the credit financing route even though Gen X has more purchasing power

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Generational differences in patterns of physical activities over time in the Canadian population: an age-period-cohort analysis

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Involvement in physical activity among millennials and Gen X

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Involvement in physical activity among millennials and Gen X

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This study compares the health behaviors of Millennials and Gen X, finding that recent generations are more physically active in leisure and commuting but also more sedentary. Millennials show increased participation in physical activities over time but are more likely to be obese. Women, those with higher socioeconomic status, and non-obese individuals are more likely to engage in physical activities.

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Abstract

Background

Using longitudinal panel data, the aim of this study was to examine the contribution of age, period, and cohort effects on changes in physical activity over time in a population-based sample of Canadians. We focused on three domains of physical activities: leisure time, commuting (i.e. walking and cycling), and daily activities (i.e. sedentary behavior). We also examined whether changes in sedentary behavior related to changes in participation in leisure time and commuting activities.

Methods

We used data from the Longitudinal National Population Health Survey (1994-2011): 10050 participants born between 1935 and 1984 grouped in five 10-years birth cohorts. We examined three outcomes: moderate-to-vigorous leisure time physical activity, active commuting, and sedentary behavior. We also included education, income, and body mass index as covariates. We used hierarchical age-period-cohort analysis to examine the contribution of age, period, and cohort effects to changes over time for each outcome.

Results

We found that recent cohorts were more likely to report sedentary behavior and greater participation in leisure time physical activities and active commuting. We also found a significant trend of increasing participation in active leisure time physical activity and active commuting among Canadians from 1994/95 to 2010/11 and, at the same time, an increase in sedentary behavior. The greater participation in leisure time physical activities and active commuting in each succeeding recent cohort was partially related to the secular trend of increasing participation in physical activities over time in the population. Furthermore, those with sedentary behavior were less likely to report participation in physical activities. Overall, obese individuals were less likely to be physically active and more likely to be sedentary, while the effect of socio-economic status varied by outcome.

Conclusions

The greater participation in physical activities (leisure time and commuting) in recent cohorts is encouraging and was substantially explained by period effects, which reflect broad social and environmental factors affecting the whole population. The large cohort effect of increasing sedentary behavior and the inverse relationship between sedentary behavior and physical activity is concerning, and identifies a target group for future interventions.

Electronic supplementary material

The online version of this article (10.1186/s12889-018-5189-z) contains supplementary material, which is available to authorized users.

Keywords: Leisure time physical activity, Active commuting, Sedentary behavior, Birth cohort, Period effect

Background

There is compelling evidence of the positive effects of physical activity on health [ 1, 2]. However, it has been reported that a large proportion of the population do not achieve recommended physical activity levels [ 3, 4], even when active commuting (i.e. walking and cycling), an important contributor to overall physical activity levels among young and middle-aged adults [ 5], is taken into account. There is also emerging evidence that time spent in sedentary activities is a risk factor for chronic conditions, such as diabetes and cardiovascular diseases [ 6, 7] and premature mortality [ 8, 9], irrespective of the overall physical activity levels. Sedentary activities are those with low energy expenditure, such as prolong sitting time at work or at home, sleeping, lying down, and watching television [ 10].

Previous studies examining changes in physical activity over time have mainly focused on time trends in leisure time physical activities (LTPA) such as exercise, sports, and gardening [ 11- 20] and less attention have been given to time trends in active commuting and sedentary daily activities [ 16, 17, 19, 21, 22]. US data suggest that participation in LTPA has declined or remained stable over time [ 15]. In contrast, studies from Canada, Denmark, and Finland suggest that participation in LTPA have increased in more recent years [ 17- 20]. Few studies have examined changes in active commuting also showing variable results [ 17, 19, 22]. A study found that participation in active commuting among adults in Finland declined from the 1970s to the early 2000s [ 17]. In contrast, in the same period of time, active commuting increased among Canadian adults [ 19]. A US study comparing data from 2001 to 2009 found that the overall prevalence of active commuting was low and that there were modest increases in walking while cycling levels were stable [ 22]. The studies that have examined changes in sedentary daily activities have reported an increase in sedentary time spent at work or at home in recent years across all jurisdictions [ 15, 17, 19, 23].

Variations in physical activity over time may be related to the effects of aging, to the different life experiences of generations of people born at different times (cohort effects), or these variations could also be the result of societal and environmental changes which affect the population as a whole (period effects). Only few studies have examined age, period, and cohort effects in LTPA [ 16, 17, 24- 26], active commuting [ 17], and daily activity [ 17, 26]. Given this gap in the literature, the goals of this paper are: 1) to examine age, period, and cohort effects in physical activity across three domains: leisure time, commuting, and sedentary behavior (sedentary time spent at work or at home) over 16 years in a representative sample of Canadians, 2) to examine whether age, period, and cohort effects are explained by changes in education, income, and body mass index (BMI), and 3) to examine whether changes in sedentary behavior over time influence the trajectories of participation in LTPA and active commuting.

Methods

Data source

This study used data from 1994/95 to 2010/11 of the longitudinal component of the National Population Health Survey (NPHS), a representative sample of the Canadian population. The target population of the survey included household residents in the ten Canadian provinces in 1994/1995 (cycle 1) excluding persons living on Indian Reserves and Crown Lands, residents of health institutions, full-time members of the Canadian Forces Bases and some remote areas in Ontario and Quebec. The longitudinal NPHS retained individuals who moved to long-term care institutions and those who died over the course of the survey. The death of a respondent was confirmed against the Canadian Vital Statistics Database, and the cause and date of death were captured. More detailed descriptions of the NPHS design and interview procedures are available from Statistics Canada [ 27]. The NPHS longitudinal sample included 17,276 participants from all ages in 1994/1995 and these same participants were interviewed every 2 years. The present study included 12,016 participants who were born between 1935 and 1984 (aged 10-59 years in 1994/95). We excluded 1966 participants who provided data in 1 or 2 cycles only ( n = 1234) and those with incomplete data on the physical activity variables at baseline ( n  = 732). This resulted in a sample of 10,050 participants for analysis. We compared baseline characteristics (age, sex, education, income, BMI, and physical activity variables) between those included and excluded. We found that those excluded were more likely to be older, with lower income, and had lower BMI. In addition, no significant differences related to the physical activity variables were seen.

Outcomes

Active LTPA

Participants answered a series of questions about their participation in various LTPA such as walking for exercise, running, and gardening. Participants reported how many times they performed each activity over the past 3 months and the average duration of each session. Daily energy expenditure was calculated for each activity using the general methodology described by Katzmarzyk and Tremblay [ 28]. Participants were categorized as having active LTPA (≥1.5 kcal/ kg/day) versus inactive (no physical activity to less than 1.5 kcal/ kg/ day) based on their total energy expenditure. This categorization is equivalent to walking at least 30 min every day [ 28].

Active commuting

Participants were asked "In a typical week, how much time did you usually spend walking (bicycling) to work or to school or while doing errands?" Response options were: "None", "< 1 h", "1-5 h", "6-10 h", "11-20 h", "> 20 h". Those reporting 6 h or more were considered to participate in active commuting.

Sedentary behavior

Participants were asked "Thinking back over the past 3 months, which of the following best describes your usual daily activities or work habits?" Response options were: "Usually sit during the day and don't walk around very much", "Stand or walk quite a lot during the day but don't have to carry or lift things very often", "Usually lift or carry light loads, or have to climb stairs or hills often", and "Do heavy work or carry very heavy loads." Respondents who answered "usually sit during the day and don't walk around very much" were considered having a sedentary behavior.

Covariates

Age, period, and cohort

We allocated participants into five cohorts according to their birth date: 1940s cohort (born: 1935-1944), 1950s (born: 1945-1954), 1960s (born: 1955-1964), 1970s (born: 1965-1974), and 1980s (born: 1975-1984). At each cycle, the age (in years) was calculated and survey year was used as indicator of period.

Individual variables

In addition to the three time-related variables -age, period, and cohort- we also included sex, education, income, and body mass index (BMI). The number of years of schooling was used as a measure of educational attainment and grouped as: less than 12 years, 12-15 years, and 16 years or above. Household income was grouped in quartiles of the overall distribution and we kept non-response in a separate category for analysis. BMI was calculated from self-reported weight and height and grouped into five categories: underweight (< 18.5), normal weight (18.5-24.9), overweight (25-29.9), moderately obese (30.0-34.9), and severe obese (≥35.0). These variables, with the exception of sex, were collected at each interview.

Statistical analysis

The analytical framework for this study is the same we used in our previous work: a hierarchical age-period-cohort (HAPC) modeling strategy to understand the contribution of age, period, and cohort to time changes in the outcomes [ 29, 30]. In the conceptualization of the model, observations are nested within individuals and individuals nested within time periods [ 31]. In the HAPC model, age and cohort were estimated as fixed effects while period was estimated as a random effect. For each outcome we started with a two-level growth model, with observations nested within individuals, and built complexity by adding period in the random part and the explanatory variables in the fixed part. The first model was a two-level growth model with fixed effects for age and cohort (Model 1). We examined linear and quadratic age terms and retained the best transformation. Then, we extended this two-level model to three levels to examine variation in the outcomes by period (Model 2). By comparing Model 2 to Model 1 we can examine whether any age and cohort effects are affected by period effects. We then added education, income, and BMI groups to examine the contribution of these explanatory variables to the age, period, and cohort effects (Model 3). For our third objective, sedentary behavior was added to the models for active LTPA and active commuting. In addition to examining the main effect for sedentary behavior we tested for interactions between sedentary behavior and age and sedentary behavior and birth cohort, in order to determine if the trajectories of active LTPA and active commuting differed for those with and without sedentary behavior (Model 4). In all models age was centered at 35 years (the median of the distribution for the five cohorts at baseline (1994/95)). Models were fit using the GLIMMIX procedure from SAS/STAT software including incomplete cases up to the point at which they drop-out or died and maximum likelihood estimators were used that adjust for non-response assuming the data are missing at random [ 32].

Results

Descriptive

There were 10,050 participants (aged 10 to 59 years) who met the inclusion criteria in 1994/95 with an average of 12 years of follow-up (maximum follow-up was 16 years): 1526 in the 1940s cohort, 2118 in the 1950s, 2997 in the 1960s, 2135 in the 1970s, and 1574 in the 1980s. The characteristics of the cohorts at baseline (1994/95) and at the end of the study (2010/11) are presented in Table 1 . By 2010/11, about 35% of participants died or dropped-out. The main reasons for attrition were dropping-out the study and mortality particularly in the 1940s cohort. Active LTPA, active commuting, and sedentary behavior increased in all cohorts over the study period. However, physical activity levels were still low, in particular for active commuting. Also important to note is that more than half of those with active commuting were also active during leisure time (Data not shown).

Table 1

1940s(1935-1944)

1950s(1945-1954)

1960s(1955-1964)

1970s(1965-1974)

1980s(1975-1984)

Cycle 1
1994/95

Cycle 9 2010/11

Cycle 1
1994/95

Cycle 9 2010/11

Cycle 1
1994/95

Cycle 9 2010/11

Cycle 1
1994/95

Cycle 9 2010/11

Cycle 1
1994/95

Cycle 9 2010/11

Mean household income a

53.7

55.1

57.3

75.5

51.7

87.4

46.9

89.5

54.0

84.7

Attrition b

Age-period-cohort effects

Results for modeling age-period-cohort effects are presented graphically with details of the full models presented in Additional files 1, 2, and 3 for active LTPA, active commuting, and sedentary behavior, respectively.

Fig. 1a shows the estimated age trajectory for participation in active LTPA for each cohort obtained from the model with age and cohort effects (Additional file 1, Model 1), unadjusted by period. There was a marked cohort effect with each succeeding recent birth cohort being more likely to report participating in active LTPA. In other words, comparing people at the same age indicate that those in more recent cohorts were more likely to report participating in active LTPA. There was an increasing age-trajectory of active LTPA indicating that people were more likely to report participating in active LTPA as they age in contrast to accepted understanding of a decline with age [ 33]. Fig. shows the effect of period: the proportion reporting participating in LTPA increased steadily over the 16 years of the study. When the age-cohort model was adjusted for period (Fig. , Model 2 in Additional file 1), cohort differences were no longer significant and the age-related increases in active LTPA were no longer seen. The proportion reporting active LTPA was now shown to decrease with age. Thus, comparing the findings from Model 2 with those from Model 1 tells us that the apparent increase with age and the greater participation in active LTPA seen in recent cohorts were largely due to a period effect of an overall increase in reporting active LTPA over time. Findings for active commuting are also presented in Fig. 1d, e, and f . Overall the findings were similar to those for active LTPA, although less marked. Recent cohorts were more likely to report active commuting (Fig. ), and there is likewise an increase in active commuting over time (Fig. ). When period was added to the age-cohort model, cohort differences were no longer significant (Fig. ).

The age-cohort model for sedentary behavior showed a similar pattern to that for active LTPA: There was a marked cohort effect with more recent cohorts being more likely to be sedentary and sedentary behavior peaked at middle age (Fig. 2a , Model 1 in Additional file 1). There was also indication of a significant period effect of an increase in sedentary behavior over time (Fig. ). After taking into account this period effect, the cohort differences were reduced but remained significant: at corresponding ages, those who were born in the 1960s and 1970s were less likely to be sedentary than those born in the 1980s, 1950s or 1940s (Fig. ).

Sex, education, income, and BMI

The inclusion of individual level variables into the models did not alter the estimates of the age, period, and cohort effects (Model 3 Additional files 1, 2, and 3). Nevertheless, these variables were independently related to the physical activity outcome variables. Women were less likely to participate in active LTPA (OR = 0.75, 95% CI: 0.70; 0.81) and in active commuting (OR = 0.84, 95% CI: 0.80; 0.89). Likewise, obese individuals were less likely to participate in active LTPA (OR = 0.42, 95% CI: 0.37; 0.47) and in active commuting (OR = 0.82, 95% CI: 0.74; 0.90). In contrast, those with higher education and/or income were more likely to participate in active LTPA and less likely to participate in active commuting (Model 3 in Additional files 1 and 2, respectively). Predictors of sedentary behavior were being female (OR = 1.17, 95% CI: 1.06; 1.29), having higher education (OR = 2.08, 95% CI: 1.67; 2.59) and higher income (OR = 1.45, 95% CI: 1.33; 1.58), and being obese (OR = 1.85, 95% CI: 1.58; 2.17) (Additional file 3, Model 3).

Relationship between sedentary behavior and physical activity

The inclusion of sedentary behavior into the active LTPA and active commuting models (Additional file 4) showed that overall those with sedentary behavior were less likely to participate in active LTPA or commuting. Further examinations indicated that there was a significant interaction between sedentary behavior and birth cohort in both, the active LTPA and active commuting models. Differences in active LTPA by sedentary behavior were only significant for those in the 1940s and 1950s cohorts (Fig. 3a ), while differences in active commuting by sedentary behavior were seen in all cohorts (Fig. ).

Sensitivity analyses

We made several assumptions while categorizing LTPA and commuting activities. We conducted a series of sensitivity analyses to examine the impact of these choices to the results. The NPHS uses energy expenditure to categorized participants according to their level of LTPA. In the main analyses we have defined active LTPA as those with at least moderate LTPA (≥1.5 kcal/kg/day). For the sensitivity analyses we categorized participants as being active if they engaged in vigorous LTPA (≥3.0 kcal/kg/day). In addition, physical activity guidelines recommend that adults should accumulate at least 150 min of moderate-to-vigorous (in bouts of 10 min) physical activity per week. It has been shown that the definition of active LTPA that we used in this study is somewhat equivalent to the recommended guidelines [ 28]. However, to test whether our findings were affected by the physical activity definition chosen, for each participant we calculated the total minutes spent in moderate-to-vigorous activities (> 15 min per occasion) per week. We then deemed participants to engage in active LTPA if they achieve the recommended levels of physical activity. We then re-estimated the models for energy expenditure (as a continuous variable), for vigorous LTPA and for meeting physical activity recommendations. Furthermore, in our main analysis we used a cut-off point of 6 or more hours/week of commuting to classify participants as engaging in active commuting. This cut-off point is well above the recommended ≥150 min/week of physical activity; hence we re-estimated the models defining active commuting as reporting 1or more hours per week of biking or walking for transportation. Although the results of these analyses produced different prevalence estimates for active LTPA and active commuting, the patterns by age, period and cohort as well as the effect of sex, education, income, and BMI on the physical activity outcomes did not change our main conclusions.

Given the longitudinal nature of the NPHS, by the end of the study, 29.4% and 4.0% of the baseline sample dropped-out and died, respectively. Participants who died during the course of the study were more likely to be older, men, have lower income and/or education, and to have sedentary behavior, while participants who dropped-out the study were more likely to be younger, men, and have lower income and/or education. No significant differences were seen by BMI and physical activity. As these differences have the potential to bias the findings, we conducted sensitivity analyses to examine the effect of attrition on the results. These analyses were: a) included indicator variables to identify participants who dropped-out or died before the end of the study in all models, and b) fit the models in a restricted sample of individuals with complete data in the nine cycles. The results from these sensitivity analyses did not change the conclusions derived from the main analyses.

The NPHS used a complex sample design, and as such, Statistics Canada recommends that analyses of data coming from this survey use weights to adjust for the unequal probability of sample selection. Unfortunately the methodology used to disentangle age-period-and cohort effects, the HAPC model, cannot incorporate sampling weights. We did, however, fit the two-level models (Model 1) using the sampling weights and findings were not appreciable different to those from the un-weighted analyses.

Discussion

The major findings from this study are two-fold. First, there is a strong cohort effect in active LTPA, active commuting, and sedentary behavior, such that recent generations are more likely to report being physically active in leisure time and commuting, and at the same time to be more sedentary. Second, underlying these cohort effects is a substantial period effect to both increased participation in physical activity (active LTPA and active commuting) and increased sedentary behavior over time from 1994/95 to 2010/11. The higher participation in active LTPA and active commuting in more recent cohorts was related to this period effect (secular trend) of increasing physical activity over time. Another key finding is that, generally, those with sedentary behavior were less likely to engage in physical activities, particularly in active commuting.

Previous studies have examined changes over time in physical activities [ 11- 16, 23], but the examination of the contribution of age, period, and cohort to changes over time in physical activities across different domains has been more limited [ 17, 20, 24- 26]. The findings of higher participation in active LTPA are in line with some studies [ 17, 20, 25] but not others [ 24]. Two studies found that when compared at the same age more recent cohorts were more likely to exercise regularly or to be physically active in leisure time [ 17, 25]. Whereas another study found that the volume and duration of leisure time physical activity was lower in more recent cohorts of Australians [ 24]. Our finding of greater participation in active commuting among recent cohorts is in contrast to a study comparing active commuting by birth cohort in the Finish population [ 17]. One possibility for the discrepancies between our findings for active LTPA and commuting with those in the literature is that our study used longitudinal panel data in which the same individuals were followed over time, while those studies are based on combined data from multiple cross-sectional surveys [ 17, 24]. Also the Australian study [ 24] examined average energy expenditure, whereas in our study we examined a binary variable identifying individuals who met recommended activity levels. The greater sedentary behavior in more recent cohorts is in line with the few studies that have compared sedentary behavior by birth cohort [ 17, 26]. The Finish study used a similar measured as ours and found that sedentary behavior was greater in more recent cohorts [17]. In addition, a longitudinal study examining energy expenditure at work or at home among Chinese adults, found that more recent cohorts have lower levels of physical activity at work or at home [ 26].

That sedentary behavior has increased over time is in keeping with previous research [ 15, 17, 19, 23], while there is less agreement about trends over time in LTPA and active commuting. Likewise, the trend of increasing LTPA in more recent years in Canada is in line with studies from Canada [ 19], Denmark [ 20], and Finland [ 17], and in contrast to two studies from Australia [ 24] and Norway [ 23]. Likewise, the higher participation in commuting activities is in accord with some studies [ 19, 22], but not others [ 17]. The increasing trend in participation in physical activities over time contrasts the increasing trend in obesity in the population. This paradoxical result may be explained by that leisure time and commuting-related activities only account for a small portion of the overall daily energy expenditure by adults, with physical activity at work accounting for most of the energy expenditure [ 28]. It could also be that the levels of these types of activities are not enough to curb the obesity epidemic and overcome the effects of changes in eating patterns [ 34, 35]. In addition to individual factors, the influence of physical and social environment on health behaviors is widely recognized [ 36, 37]. Therefore, it is reasonable to hypothesize that changes in participation in physical activities is influenced by societal changes, such as social norms and/or policies with regards to physical activity over time. It is possible that health promotion efforts and increase awareness of the importance of exercise in the population over time has increased participation in physical activities. Unfortunately, we did not have data on this to test the hypothesis.

As has been found more generally, women were less likely to report participating in physical activities and more likely to be sedentary [ 38- 40]. We also found that those with higher SES (as shown by higher income and education) were more likely to report participating in active LTPA, but not in active commuting. As expected those who were obese were more likely to be sedentary and were also less likely to engage in active LTPA and commuting [ 41, 42].

The inverse relationship between sedentary behavior and participation in physical activity concurs with a study combining cross-sectional data from 20 countries [ 43]. However, a further study from Australia suggested the reverse: that sedentary activity was partially compensated by physical activity [ 44]. The negative impact of modern changes in transportation, occupations and domestic activities on total energy expenditure along with increasing sedentary behavior has been noted [ 15]. Recent findings also suggest that leisure time, in the context of sedentary lifestyles, is unlikely to be sufficient to prevent increasing population levels of overweight, obesity and chronic disease [ 34]. In contrast, a recent meta-analysis found that high levels of physical activity attenuated the increased mortality risks associated with sedentary behavior [ 45]. Furthermore, a prospective population-based study in the UK found that active commuting reduced the risks of cardiovascular diseases, cancer and all-cause mortality [ 46]. Therefore, it is crucial to adopt a broader approach to understanding and influencing sedentary behavior in addition to increasing physical activity. One possibility is promoting walking or biking for transportation as a way to increase the overall physical activity levels in the population, and particularly for those in more sedentary occupations; and, at a more macro level, the importance of considering city planning, safety and the creation of appealing environments for walking and biking [ 47, 48]. Perhaps another alternative is to examine the impact of breaking-up prolonged sitting time and how this might relate to increasing light and moderate-to-vigorous intensity physical activities. Studies suggest that there may be metabolic benefits to regularly breaking-up prolonged sitting time in addition to reducing overall sedentary time [ 49, 50].This is particularly relevant at the workplace, where employers could develop and implement initiatives to improve and maintain the well-being of their workforce.

Limitations and strengths

An important limitation of this study is that our analyses are based on self-reported data. Studies have shown that self-reported measures are subjected to recall and measurement bias. We do not expect that the patterns seen over time to be affected by recall or measurement bias, as these biases are unlikely to vary over time. In addition, it has been suggested that self-reported physical activity measures may also be affected by social desirability bias [ 51]. However, a systematic review of the literature comparing objective and self-reported measures for assessing physical activity indicated that studies show inconsistent findings: self-reported measures both over- and under-estimated accelerometer data [ 52]. Combined data from the Canadian Health Measures Survey (CHMS) from 2007 to 2010 show that estimated minutes/day from the accelerometer and LTPA questionnaire were similar among those 12-59 years, while those 60 years or older over-reported their participation in LTPA [ 53]. The study also showed overall weak correlations between self-reported and accelerometer LTPA. A comparison with American data showed discrepancies similar to those observed in CHMS [ 54]. Furthermore, one study found that overweight or obese individuals overestimated energy expenditure from self-reported physical activity questionnaires [ 55]. Another study comparing self-reported physical activity to accelerometer data found that the accuracy of self-reports was higher for men and for those with a lower BMI [ 56]. We have somewhat accounted for the potential inconsistencies in self-reported physical activity by BMI and sex, as we have controlled for these variables in the models. Although cross-sectional studies have collected data with accelerometer [ 52- 54], we are not aware of longitudinal panel studies or studies examining age-period-cohort effects with synthetic cohorts (i.e. combining repeated cross-sectional surveys). Given the limited information on changes over time in more objective measures of physical activity, it is difficult to ascertain to what extent changes in self-reported measures reflect real changes in physical activity or if these changes are driven by reporting biases associated with awareness of the importance of physical activity for health. This is an area that merits further research.

In order to examine physical activity trajectories, participants were included if they provided information on at least three cycles of data collection and responded to the physical activity questions at baseline. We found differences related to age, income and BMI between participants included for analysis and those who were excluded. As such, the generalizability of our results may be limited by these differences. Another limitation of the study is the attrition due to drop-outs and mortality, particularly in the older cohort. We re-estimated the models by including indicators variables identifying those who died and those who dropped-out. We also re-estimated the models using the sample of participants with data in the nine cycles. Findings from these analyses did not change our conclusions.

The major strength of this study was the use of data from a large and representative survey of the Canadian population spanning 16 years, which allowed the examination of changes over time independently from the effects of aging and birth cohort. Another strength of the study is that the NPHS collected information on physical activities in three domains: leisure time, commuting, and daily activities, which allowed us to comprehensively examine the patterns of physical activities over the time period.

Conclusion

This longitudinal study of the population showed increased physical activity levels from 1994 to 2011 in Canada and that this increase was associated with birth cohort differences in participation in physical activity. From a public health perspective monitoring changes over time in physical activity across all domains is important to identify and target groups in the population when developing interventions. In our study, we observed that recent generations reported greater participation in LTPA and in active commuting than their predecessors and that these differences were partially related to broad social and environmental factors that have impacted all ages. Since physical activity and sedentary behavior are risk factors of numerous chronic conditions, interventions to improve and maintain participation in physical activities and reduce sedentary behavior can be targeted to the population as a whole and need not single out particular birth cohorts. In addition, given the increase in sedentary behavior over time and its inverse relationship with participation in physical activity, it is important to develop strategies to balance physical activities and sedentary behavior particularly for those born between 1975 and 1984.

Acknowledgments

We thank all the participants of Statistics Canada's National Population Health Survey.

Funding

This study was supported by a Canadian Institutes for Health Research (CIHR) Operating Grant-Secondary Analysis of Databases (SEC 117113).

Availability of data and materials

The survey is not publicly available and authorization from Statistics Canada is required to access the data. Therefore, there are no additional data available.

Abbreviations

BMI

Body mass index

CHMS

Canadian health measures survey

HAPC

Hierarchical age-period-cohort

LTPA

Leisure time physical activity

NPHS

National population health survey

Authors' contributions

MC contributed with study design, statistical analysis, and drafting of the manuscript. EMB contributed to the design of the study, interpretation of results, and was a major contributor in writing the manuscript. Both authors read and approved the final manuscript.

Notes

Author's information

Not applicable.

Ethics approval and consent to participate

Participant consent was not necessary as this study is based on secondary analyses of previously published and de-identified data collected by Statistics Canada. We access the data through the Statistics Canada Research Data Centres (RDC) Program. RDCs are operated under the provisions of the Statistics Act in accordance with all the confidentiality rules and are accessible only to researchers with approved projects. The University of Toronto Ethics Committee granted ethics approval for the study.

Consent for publication

Not applicable.

Competing interests

The authors declare that they have no competing interests. The authors declare that they have no financial disclosures.

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Footnotes

Electronic supplementary material
The online version of this article (10.1186/s12889-018-5189-z) contains supplementary material, which is available to authorized users.

Contributor Information

Mayilee Canizares, Email: ac.hcraesernhu@serazinac.eeliyam.

Elizabeth M. Badley, Email: ac.otnorotu@yeldab.e.

References

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Generational differences in patterns of physical activities over time in the Canadian population: an age-period-cohort analysis

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Using longitudinal panel data, the aim of this study was to examine the contribution of age, period, and cohort effects on changes in physical activity over time in a population-based sample of Canadians. We focused on three domains of physical activities: ...

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Gen X is more into owning a luxury car with their big savings. They prefer Porsche. They also select the car immediately without much dilemma.

Whereas Millennials prefer Tesla. But most of them want to spend their money on restaurants, clothing, groceries, hobbies, gas, and electronics.

Link https://www.digitalinformationworld.com/2022/06/new-study-reveals-45-of-gen-z-find.html

Gen Z's are buying more luxury cars yet they are frustrated by the choices and 81% of them explore all options.

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BLOG HOME > Who are In-Market Luxury Car Buyers? February 27, 2020 The luxury car market is expected to continue to grow significantly. To increase

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Differences in Health Outcomes Between Millennials and Generation X in the USA: Evidence from the National Health Interview Survey - Population Research and Policy Review

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Health and wellness between Gen x and Millennials 

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Health and wellness between Gen x and Millennials 

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This study compared the health of Millennials (born between 1981 and 1996) and Gen X (born between 1965 and 1980) when they were between 20 and 35 years old. The study found that Millennials were more likely to be educated but also more likely to live in poverty and be obese compared to Gen X. While Millennials smoked less and had better health insurance, they reported worse overall health, more chronic conditions, and more psychological distress compared to Gen X at the same age.

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Abstract

Millennials (born 1981-1996) are the largest portion of the US workforce, but very little research has examined and compared their health behaviors and health outcomes to previous generations. The purpose of this study was to compare health outcomes for Millennials (born 1981-1996) and Generation X-ers (born 1965-1980) at the same age. Data on 9602 Generation X-ers and 7786 Millennials aged 20-35 years were analyzed from the 2000 and 2016 National Health Interview Survey. Mental, physical, and functional health outcomes were compared across the two groups using prevalence estimates and multivariable logistic regression models controlling for sociodemographic characteristics and risk factors. Compared to Generation X-ers who were 20-35 years of age in 2000, Millennials aged 20-35 in 2016 were more educated than Generation X-ers, but Millennials were more likely to live in poverty than Generation X-ers. Millennials were less likely to smoke than Generation X-ers at the same age and had improved health insurance coverage, but they were more likely to be obese. After controlling for sociodemographic variables, Millennials were more likely to report poor/fair self-rated health, chronic conditions, needing assistance with activities of daily living, and moderate-to-severe psychological distress compared to Generation X-ers of the same age. More research and innovative public health initiatives should focus on improving the health of the 73 million Millennials in the United States.

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Authors and Affiliations

1. Office of Medical Student Research, Vanderbilt University School of Medicine, 416 Eskind Biomedical Library, 2209 Garland Avenue, Nashville, TN, 37232, USA

Rebekka DePew

2. Department of Health Policy, Vanderbilt University School of Medicine, 2525 West End Avenue, Suite 1275, Nashville, TN, 37203, USA

Gilbert Gonzales

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Correspondence to Rebekka DePew.

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DePew, R., Gonzales, G. Differences in Health Outcomes Between Millennials and Generation X in the USA: Evidence from the National Health Interview Survey. Popul Res Policy Rev 39, 605-616 (2020). https://doi.org/10.1007/s11113-019-09563-w
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# data[].attributes.attachment_link.title
Differences in Health Outcomes Between Millennials and Generation X in the USA: Evidence from the National Health Interview Survey - Population Research and Policy Review

# data[].attributes.attachment_link.description
Millennials (born 1981-1996) are the largest portion of the US workforce, but very little research has examined and compared their health behaviors and health outcomes to previous generations. The purpose of this study was to compare health outcomes for Millennials (born 1981-1996) and Generation X-ers (born 1965-1980) at the same age.

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Generational Differences in Perceptions of Food Health/Risk and Attitudes toward Organic Food and Game Meat: The Case of the COVID-19 Crisis in China

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Attitudes toward organic food exhibit significant variations across different generational cohorts. Baby Boomers and Gen X individuals, representing older generations, tend to place a higher value on organic food compared to Millennials and Gen Z. This inclination among older generations towards organic food often stems from health considerations and a desire for healthier dietary choices. Conversely, younger individuals, particularly those belonging to Gen Z and the younger segment of the Millennial cohort, demonstrate a higher frequency of consuming organic food.

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Abstract

In December 2019, a novel laboratory-confirmed coronavirus (2019-nCoV) infection, which has caused clusters of severe illnesses, was first reported in Wuhan, the capital of Hubei province, China. This foodborne illness, which reportedly most likely originated in a seafood market where wild animals are sold illegally, has transmitted among humans through close contact, across the world. The aim of this study is to explore health/risk perceptions of and attitudes toward healthy/risky food in the immediate context of food crisis. More specifically, by using the data collected from 1008 respondents in January 2020, the time when China was hit hard by the "Corona Virus Disease 2019" (COVID-19), this study investigates the overall and different generational respondents' health/risk perceptions of and attitudes toward organic food and game meat. The results reveal that, firstly, based on their food health and risk perceptions of healthy and risky food, the respondents' general attitudes are positive toward organic food but relatively negative toward game meat. Secondly, older generations have a more positive attitude and are more committed to organic food. Younger generations' attitude toward game meat is more negative whereas older generations attach more importance to it because of its nutritional and medicinal values. In addition, this research also indicates that the COVID-19 crisis influences the respondents' perceptions of and attitudes toward organic food and game meat consumption. However, the likelihood of its impact on older generations' future change in diets is smaller, which implies that older generations' food beliefs are more stable.

Keywords: health/risk perception, attitude, organic food, game meat, food safety crisis, China

1. Introduction

Food choice and consumption are dynamic, situational, and complex, having resulted from the (non-)sensory characteristics of food and influenced by cultural and socio-affective factors as well as reliable information available about the food [ 1]. It is a daily activity that can result in both good and bad consequences for our bodies. Game consumption is complicated, interrelated with growth, prosperity, and consumption habits in economic, cultural, and social aspects. For example, with a growing market, game meat consumption has become a social status and fashionable lifestyle. The symbolic role of wildlife is obvious in China's developed cities. It has become a symbol of elite status and fashionable lifestyle for some people to buy and eat wildlife animals. Despite being perceived as healthy based on its natural and nutritional characteristics, game meat consumption is also risky because of the potential microbiological contaminant. In December 2019, a foodborne illness, which was caused by a novel coronavirus (2019-nCoV) and reportedly most likely originated from the wild animal pangolin, was first identified in Wuhan, the capital of Hubei province, China [ 2, 3]. It has spread rapidly through human-to-human contact in the whole of China and hit the society hard, across the world. The COVID-19 crisis has caused a food anxiety about game meat. Given the possible microbiological contaminants in game meat, strategies have been conducted in response to the emergence of the COVID-19 crisis to discourage the consumption of game meat. The Chinese government has temporarily banned the trade in wild animals, including domestic transport and sales in markets, restaurants, and through online platforms [ 4].

When the coronavirus crisis hit China's farms and food supply chain, the public moved to a high-value organic food for its safer characteristics such as lower microbiological risks and chemical contaminants. As research has demonstrated, food anxiety and health scares caused by food safety crises can change consumers' sensitivity and beliefs about food health, turn them to diets perceived as more natural, and make organic food more popular [ 5]. However, owing to variegated ways of defining and standardizing organic food, the boundary between organic food and game meat is not clear. The "natural," "nutritional," and "tasty" attributes of game meat lead to a common cognition that game meat is organic. Recent studies have revealed that game meat has high protein, low fat, and low calorie [ 6, 7]. It can add a healthy alternative to the menus of meat lovers [ 1]. However, being the origin of foodborne crisis, game meat is also regarded as a risky food with microbiological hazards. It constitutes one of the unique sources of foodborne illness in humans [ 8]. Considering the microbiological safety issues, handling, and/or consumption of game meat might expose humans to diverse microorganisms and result in novel diseases [ 9, 10].

Organic food and game meat consumption are complicated issues interrelated with different consumption habits. Generational differences in food consumption do exist as age can influence the individual's attitudes and behavior and drive certain wants and needs [ 11]. Identifying a "generational effect" in organic food and game meat consumption is important because sharing historical and social life experiences of a generational cohort impacts the way people of that generation behave and distinguishes them from other generations [ 12]. As it comes of age, each generation experiences a fresh interaction with traditional values and principles [ 11] and is likely to develop distinct preferences, which distinguish their attitudes toward food. For example, the millennials, also known as Generation Y and mainly defined as the 1980s and 1990s generations, who grew up at a time of rapid economic and technological development [ 13], differ from previous generations in various ways. For example, they are characterized as being highly diverse, educated, and technology-natives, holding distinctive values and disparate views on food consumption [ 14]. As Turow argues [ 15], the younger generations are integrating food into their lives actively and purposefully, attaching more daily importance and value to it than any older generations. In addition, because of China's dramatic and rapid transformations in economy, politics, and culture, the gaps between the new and older generations are arguably larger than in Western countries [ 16]. These arguments enlighten us to explore whether differences in organic food and game meat consumption are linked to generational differences.

This research aims to gain a general understanding of health/risk perceptions and attitudes toward healthy/risky food in the immediate context of food crisis as well as to understand the impact of generational difference on perceptions and attitudes. It provides an empirical survey to investigate the overall and different generational respondents' health/risk perceptions and attitudes toward organic food and game meat during the outbreak of the COVID-19 crisis in China, utilizing data collected from 1008 respondents in January 2020, when the crisis hit the whole society.

2. Literature Review

2.1. Food Safety Studies

Food safety is one of the key areas of focus in public health. Food safety incorporates hazardous factors such as animal disease-related safety issues and microbiological safety, and represents consumers' health concern regarding residues in food production, processing, and distribution. Triggered by nutritional hazards in food crises, food safety issues have received increasing attention in nutritional studies [ 17, 18]. In this regard, it is considered a priority to implement food safety assurance at the farm level [ 19, 20]. Organic food, generally believed to have higher nutritional content than conventionally grown food, such as higher vitamin C, higher dry matter, and lower nitrate content [ 21, 22, 23], is of growing interest due to food safety concerns.

Food safety is one of the main reasons for organic food purchasing [ 24]. Nowadays, the public is more concerned about food safety because of the extensive food scandals and intensively publicized debates on genetically modified organisms, which have led to increasing awareness and pursuit of safer alternatives [ 25, 26]. Scared of food hazards, many consumers choose organic food to avoid risks. Consequently, further attention has been paid to the safety, nutrition, and health aspects of organic food [ 23].

The definitions and standards of organic food, however, vary according to diverse situations and contexts. Although food labeled as organic is commonly perceived to be healthier, tasty, and natural, without additional risk of food poisoning and free from contamination [ 27], the criteria are negotiated in the light of experience, practicalities, and moral considerations [ 28, 29]. It is also claimed that the term "organic" refers to the situated production process instead of the product itself-the label is just a guarantee of a particular process [ 30, 31, 32]. For example, in addition to their nutritional qualities, African wildlife meats are considered organic for they are reared as free-range and meet the general criteria of organic production [ 33].

2.2. Game Consumption

Game consumption is a complicated issue interrelated with growth, prosperity, and consumption habits in economic, cultural, and social aspects. In keeping with population growth, increasing buyer power, and globalization, game trade, including skins, medicinal ingredients, and food has become a burgeoning business around the world [ 34, 35]. It provides an income for some poor people and considerable revenue for the nation [ 35]. In Hainan, China, for instance, with the improvement in the town-dwellers' standard of living, people have become more interested and able to add wildlife to their daily menu, which offers the local villagers a commercial way to increase their income [ 36].

In addition, with a growing market, game meat consumption has become a social status and fashionable lifestyle [ 39]. In Vietnam, for example, the majority of wild animals are now embedded in commercial networks to serve the growing urban middle class in provincial towns and cities [ 41]. The symbolic role of wildlife is also obvious in China's developed cities, especially large cities in south China. It has become a symbol of elite status and fashionable lifestyle for some people to buy wildlife animals as crafts and souvenirs, eat game meats, and dress in animal furs [ 42].

2.3. Food Risk: Perception and Attitude

Risk is "the probability that the potential of a hazard will be realized" and "a combination of the probability with the harm itself" [ 43, 44]. Before taking action to control, reduce, or eliminate risks, decisions must be made to estimate which risks are important and which can safely be ignored [ 44, 45].

Food health and risk perception are two vital factors concerning the acceptance of food, and the two are inversely and causally related [ 46]. Risk associated with food can be presented in various forms ranging from microbiological risks, nutritional deficiencies, physical and chemical contaminants to processing, handling, and eating risks [ 44, 47]. Contaminated food is risky since it poses threats to consumers' health and might cause illness and even death [ 48, 49].

Empirical research on food risk originated from debates on the genetic modification of food and considerable food scares in the 1990s, especially the mad cow disease (BSE) [ 50]. With the development of the psychometric paradigm, scholarly attention has been paid to the perception of food risk [ 50]. Owing to several cases of food safety issues, food safety risk perception, which is a perception of the potential risk in food safety, has gained substantial attention in recent years [ 49]. Miles and Frewer [ 51], for example, argue that food risk perception is multifaceted and results from risks associated with health, environment, economy, animals, and future generations. In terms of the socio-demographic characteristics, Nardi et al. [ 49] highlight that age can positively drive safety risk perception because it encourages consumers to think about life threats.

Food risk perception plays a significant role in attitudes [ 49]. Attitude is a psychological tendency that is expressed by evaluating things, the self, and others, involving the positive and negative aspects of being favorable or unfavorable, likable or unlikable, and good or bad [ 52, 53]. It is "the predisposition toward a particular object, reflecting behavioral, normative, and control beliefs that are directly related to the consumer's intention and, consequently, his or her behavior" [ 49]. Attitudes can be judgments, memories, or both and stable or temporary, having resulted from relatively long-term processes such as socialization as well as short-term exposure to information [ 52].

In terms of feeling, Clore & Schnall [ 58] argue that "decision-relevant feelings might come from vividly imagined consequences of a decision." Affect is also associated with risk perception [ 59]. Sensory inputs can generate visceral reactions, which can automatically induce avoidance [ 52]. Emotions such as fear, guilt, and empathy are the strongest affective responses and fear, which is driven by uncertainty, appears more salient in food crises [ 60, 61, 62, 63].

3. Methods

3.1. Data Collection and Analysis

This research is part of a bigger research project aimed to investigate mutual relations between organic food consumption, game meat consumption, and foodborne illness. The survey was conducted with a random sampling approach in January 2020. WeChat (the most used social media application in China) was employed to recruit questionnaire participants. The questionnaire was posted through a web-based link on WeChat. This link was generated through a free Chinese professional survey website Wenjuanwang ( https://www.wenjuan.com/, a website like SurveyMonkey), which designed the online questionnaire (in Chinese). Wenjuanwang also enables researchers to establish, distribute, collect, and manage their questionnaires online.

Potential respondents could fill in the questionnaires through WeChat on their mobile phones, which accelerated the data collection during the outbreak of the COVID-19 crisis. A total of 1008 usable responses were collected for data analysis. Table 1 shows the socio-demographic profiles of the respondents. In China, the generation is always described as "the post-80s generation", "the post-90s generation", etc. To investigate age differences, the respondents were divided into four age groups: aged below 20, 20-29, 30-39, and 40 and above. Data analysis was carried out with the statistic software SPSS, computed as means, standard deviations, and F-tests of differences.

3.2. Questionnaire and Measurements

3.2.1. Questionnaire

A structured four-section questionnaire was formulated based on a literature review involving perception, attitude, behavior, and intention of organic food and game meat consumption [ 1, 7, 8, 10, 64, 65, 66, 67], as well as other projects conducted by the authors associated with research in organic food production and consumption. It included questions on the relation between game meat consumption and foodborne illness, perceptions of and attitudes toward organic food and game meat, and demographic profiles of the respondents. Only part of the questionnaire that is related to this research is presented here.

3.3.2. Measurements

Health/risk perception of and attitudes toward organic food and game meat were measured by means of the items of four measurements: "organic" consciousness and attitudes toward organic food, health/risk perception and attitudes toward game meat, perceived change in future diet: stability of attitudes toward organic food, and perceived change in future diet: stability of attitudes toward game meat. The statements were rated on a five-point Likert scale.

"Organic" consciousness and attitudes toward organic food. The respondents' attitudes toward organic food was measured by their "organic" consciousness with questions about how they perceive organic food, in terms of both individual and societal cognitions. Items 1 to 4 (see Table 2 ) were used to measure consumers' attitudes toward organic food associated with personal considerations, with questions about how they rate the overall liking, importance of organic food in a daily diet, necessity of shifting from traditional food to organic food, and how wise they think it is to buy organic food. The societal considerations of organic food were reified with items of environmental and animal ethics.

Health/Risk perceptions and attitudes toward game meat. The respondents' health/risk perception and attitudes toward game meat, including the healthy and risky attributes of game meat, were assessed on a five-point scale. The assessment ranged from the overall liking, importance of game meat in daily diet, and food safety risk to health benefits (see Table 3 ).

Perceived change in future diet: stability of attitudes toward organic food. To measure the stability of attitudes toward organic food, respondents were asked to estimate their frequency of daily organic eating, future possibility of increasing organic food eating frequency, and extent of influence of the COVID-19 crisis on future organic food eating (see Table 4 ).

Perceived change in future diet: stability of attitudes toward game meat. Questions about the frequency of daily game meat-eating, future possibility of increasing game meat-eating frequency, and extent of influence of the COVID-19 crisis on future game meat-eating were employed to measure the respondents' stability of attitudes toward game meat (see Table 5 ).

4. Results: Effect of Age on Health/Risk Perceptions and Attitudes toward Organic Food and Game Meat

4.1. "Organic" Consciousness and Attitudes toward Organic Food

As Table 2 reveals, the respondents' attitudes toward organic food as health belief differs significantly among the four groups aged below 20, 20-29, 30-39, and 40 and above. However, the items of the environmental and animal ethics of organic food are not statistically significant across age. All the mean scores are above 3, which means the respondents have positive consciousness about organic food. The respondents aged 40 and above scored the highest among all four groups on "the extent of organic food favor," "the importance of organic food in a daily diet," and "the necessity of changing traditional food to organic food," while the respondents aged 20-29 scored the lowest on "the extent of organic food favor," "the importance of organic food in daily diet," and "buying organic food is wise." In general, the respondents aged 40 and above have significantly more positive attitudes toward organic food than other age groups, while the 20-29 group shows the lowest perceptions.

4.2. Health/Risk Perceptions and Attitudes toward Game Meat

As shown in Table 3 , the respondents' attitudes toward game meat are significantly different among the four disparate generations. It indicates that the respondents have a relatively negative attitude toward game meat. However, the respondents aged 40 and above showed a comparatively more positive attitude toward game meat than the other three age groups which expressed similar levels of concern about game meat hazards. The 40 and above age group had the lowest perceptions of the food risk of game meat, which was reflected in items 3 to 5. They had a more positive attitude toward game meat because of its nutritious and medicinal values. The 20-29 age group had the lowest perception of the nutritional and medicinal values of game meats. In general, the younger generations' attitudes toward game meat were more negative than that of the older ones.

4.3. Perceived Change in Future Diet: Stability of Attitudes toward Organic Food

As shown in Table 4 , the respondents' eating frequencies of organic food are significantly different among the four disparate generations. Respondents under the age of 20 had the highest frequency of eating organic food in daily life-above the midpoint of 3-while the 30-39 group showed the lowest frequency. Although the 40 and above age group respondents also ate less organic food in their current daily life, they showed the highest willingness to increase their organic food eating in the future. In general, the COVID-19 crisis has had a positive influence on future increase in organic food eating. However, its influence on the older generations is lesser than on the younger generations.

4.4. Perceived Change in Future Diet: Stability of Attitudes toward Game Meat

As shown in Table 5 , the respondents' eating frequency of game meat is relatively low in their daily diet, and they show a very negative attitude on the future increase in game meat consumption. However, the factor "the future possibility of increasing GM eating frequency" is not statistically significant across age groups. As for the influencing extent of the COVID-19 crisis to the future eating of game meat, Table 5 indicates that the crisis has an extremely significant impact. The younger generations, particularly the group aged 20 below, are significantly more likely to decrease the amount of game meat in their future diets than the older respondents. Thus, the COVID-19 crisis has a considerable negative influence on the future eating of game meat. However, its impact on the older generations is smaller than the younger ones.

5. Discussion

5.1. Perceptions of and Attitudes toward Organic Food

Attitudes toward organic food show that generally, respondents aged 40 and above attached more importance on organic food than the other age groups, while the 20-29 age group respondents showed the lowest perceptions. This result is both consistent and contrary to some previous research. From the perspective of the influence of age on organic food consumption, research has been conducted within diverse situated contexts with different results. Rimal, Moon, & Balasubramanian [ 68], for example, observed that older respondents are less likely to buy organic food than younger ones. On the contrary, Geen and Firth [ 69] concluded that committed consumers of organic food tend to be older than the average population in the UK [ 67].

However, despite the older respondents attaching more importance on organic food, the younger generations have a higher frequency of daily eating, especially the respondents aged under 20. This interesting result might be explained by the fact that in China, organic food consumption is still in the infant stage. Although the amount of organic food consumption is increasing, the total quantity and frequency of organic food eating is still at a low level across the whole of China [ 70]. Parents who consider their children's health constitute the main consumers of organic food, and because of the previous "one-child" policy introduced in 1980, most of them have only one child. However, as the authors were told in another research project by an organic farmer, because of economical consideration, some parents purchase organic food just for their children and seldom eat it themselves.

Therefore, the behaviors of "eating" and "buying," which both mean "consumption," might be different when the intention of "consumption" is considered. This might also be, at least in part, the reason why the 40 and above age group generally attached more importance on organic food, while the respondents who ate more organic food tended to be younger, especially under 20. Further research needs to verify this and investigate other possible explanations with more empirical examinations. This also implies that organic food perceptions of the older generations are based more on health characteristics. This implication is consistent with some previous research [ 71, 72, 73]. Healthfulness is a perceived short-term benefit of organic food [ 64]. The elders' egoistic motives (health considerations) seem to come first rather than altruistic motives (ethical considerations).

In the future, the older generations might become more committed to organic food. They appeared more willing to increase the proportion of organic food in their future diets. Except for the considerations of their children's health, and, in this research, the impact of the COVID-19 crisis, another explanation might lie in their own bodily needs. As noted by Yiridoe, Bonti-Ankomah, & Martin [ 74], consumers' preference for organic food is largely influenced by their concerns for health and safety, which is in line with their perceived deterioration in human health over time; therefore, it motivates them to purchase organic food as insurance and/or investment in health. As Cullere & Dalle Zotte [ 75] put it, health acts as a strong motivation for consumers to change eating habits. However, situated in a particular context, a previous research on the willingness to pay for the organic/green food in China shows a contrary result. It found that younger people are more willing to pay more as the older people are not willing to change their eating habits and pay a premium price for organic food [ 76].

5.2. Perceptions of and Attitudes toward Game Meat

Attitudes toward game meat indicate that the respondents have a relatively negative attitude toward game meat consumption, which signifies game meat as risky food. Their negative attitudes are caused by perceptions of its food safety risk, as reflected in their high scores-a mean score of above 4.3-on the statement "eating game meat is of health hazard" (see Table 3 ). Their negative attitudes might also be enhanced by their anxiety during the severe outbreak of the COVID-19 crisis. As research in the UK and European countries reveals, food panics generally spur initial disruption of attitudes and behavior but are also "followed by a gradual return to the previous consumption equilibrium" [ 77]. This implies that the food crisis has an immediate effect on consumers. When situated in the particular context of the food crisis, humans' food anxiety is enhanced.

Although being negative, the older respondents seem to have a significantly higher perception of game meat than the younger generations, which might be based more on its "health" benefits-being nutritious and medicinal-and they practice more "risky" behaviors. In game meat consumption, the eating frequency trend related to age is consistent with the trend of perceived risks. The older respondents eat more and have a lower risk perception of game meat than the younger respondents. This is partly consistent with previous research indicating that age has an impact on how respondents perceive health and food safety risks, but older respondents are more likely to have a higher perception of health and food safety issues as risks than younger respondents [ 81].

The reason might be that when balancing the benefit and risk of game meat, the older respondents in this research attached more importance to the "medicinal" attributes of game meat, which could also be reflected in their higher scores on game meat's medicinal values. In China, except for its nutritional value, game meat is also perceived to have high medicinal value-as Li et al. (2020) note [ 82], some consumers hold the belief that game meat has certain therapeutic effects. In addition, another belief rooted in the game meat consumers' mind might derive from the philosophy of medicine food homology, which is misunderstood as that "one is made of the supplements they eat" [ 82]. Considering the age difference, these cognitions are engrained more in the elders' minds.

5.3. The Impact of the COVID-19 Crisis

In addition, the perceived extent of influence of the COVID-19 crisis on future change in organic food and game meat-eating shows that the older generations' food belief is more stable. As this research reveals, the influences of the COVID-19 crisis on future change in diets, both organic food and game meat, is smaller on the older than on the younger generations. The older generations have a more fixed view on food health and risk.

6. Conclusions

This research aims to explore health/risk perceptions and attitudes toward healthy/risky food in the immediate context of food crisis, as well as to understand different generations' attitudes toward it. Our findings reveal that a statistically significant "generational effect" is found in healthy and risky food consumption. The older generations have a more positive attitude toward organic food, and they have a higher willingness to increase their future eating frequency, which means they would be more committed to eating organic food than would the younger generations. The younger respondents have a more negative attitude toward game meat. The older generations attach more importance on game meat because of its healthy values of being nutritious and medicinal. As people become more affluent, they are able to choose organic food since it has more beneficial nutrients. Thus, eating organic food is moving up more and more consumers' agenda. Promoting production and trading opportunities for the certified organic food to meet sustainability goals should be a top priority of local government in the developing countries. This research maps a positive future for the organic food market, which might encourage more farmers to involve in organic agriculture.

The COVID-19 crisis has a positive impact on the respondents' attitude toward organic food and negative impact on their attitude toward game meat, which implies that food anxiety and health scares caused by food safety crises can change consumers' sensitivity and belief about food health and risk. The impact of the food crisis on the older generations' future change in diets is smaller, which means that the older generations' food belief is more stable. Based on food health, they have a more solid belief on food than do the younger respondents. However, the COVID-19 epidemic has created some opportunities for positive change in China. For example, the government prepares a ban on trade of wildlife to improve public awareness on the health risks of the consumption of non-aquatic wild animals for food. On the supply-side, incentives can be created to encourage more investment on building a healthier food system. In addition, this research also shows a positive future for organic food consumption, which might encourage more farmers to engage in organic food production.

7. Limitations and Future Research Suggestions

This study has a few limitations. Firstly, the items used to measure the constructs in this study may not be the best representation for assessing the construct of interest. Secondly, the use of internet to aid research practice has become more popular. However, depending on the sampling method, the information collection may not be more accurate compared to offline surveys. Thirdly, future research might consider empirically testing other factors that explain why the 40 and above age group generally attached more importance on organic food.

Author Contributions

Formal analysis, L.H.; Funding acquisition, H.Z.; Writing-original draft, X.X.; Writing-review & editing, J.J.L. All authors have read and agreed to the published version of the manuscript.

Funding

This research was funded by National Natural Science Foundation of China (Grants 41971184, 41671146, and 41630635), and the Joint Research Fund for Overseas Chinese, Hong Kong and Macao Young Scientists of the National Natural Science Foundation of China (Grant No: 41829101).

Conflicts of Interest

The authors declare no conflict of interest.

References

33. Hoffman L.C., Bigalke R.C. Utilising wild ungulates from southern Africa for meat production: Potential research requirements for the new millennium; Proceedings of the 37th Congress of the Wildlife Management Association of South Africa; Pretoria, South Africa. 17-18 January 1999. [ Google Scholar]

69. Geen N., Firth C. The committed organic consumer; Proceedings of the Joint Organic Congress; Odense, Denmark. 30-31 May 2006. [ Google Scholar]

82. Li J., Li J., Xie X., Cai X., Huang J., Tian X., Zhu H. Game consumption and the 2019 novel coronavirus. Lancet Infect. Dis. 2020 doi: 10.1016/S1473-3099(20)30063-3. [[ PMC free article] [ PubMed] [ CrossRef] Google Scholar]

Articles from International Journal of Environmental Research and Public Health are provided here courtesy of Multidisciplinary Digital Publishing Institute (MDPI)

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Generational Differences in Perceptions of Food Health/Risk and Attitudes toward Organic Food and Game Meat: The Case of the COVID-19 Crisis in China

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In December 2019, a novel laboratory-confirmed coronavirus (2019-nCoV) infection, which has caused clusters of severe illnesses, was first reported in Wuhan, the capital of Hubei province, China. This foodborne illness, which reportedly most likely originated ...

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Alcohol is less appealing to Gen Z consumers.

For Gen Z consumers, drinking is about socializing

Gen Z consumers also seek out go-to brands that promise added wellness benefits such as a boost of energy and nutritional value or one that helps them connect with others.

More interested in the experiential and social benefits and are more likely to connect with brands through social media.

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sustainability attitudes and intentions across generations and Gender

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sustainability attitudes and intentions across generations and Gender

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Baby Boomers have less favorable attitudes towards sustainability and place lower importance on sustainability when making purchase decisions compared to the younger generations.

Millennials are more like other generations when it comes to sustainability attitudes, intentions, and behaviors related to food consumptions.

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Generational Pet ownership and preferences

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Generational Pet ownership and preferences

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Gen Z and Millennial pet owners are more likely to see their pets as “their children” compared to other generations.

56% of the Baby Boomer pet owners consider their pets as “their beloved family members”.

Gen Z pet owners believe it strengthens their mental health by making them feel safer and gain a greater sense of responsibility.

The Millennial, Gen X, and Baby Boomer pet owners claimed they enjoy getting more exercise and improving their health with pets by their side.

Baby Boomers gets companionship especially for those living alone.

44% Gen Zers and 33% of Millennial pet owners consider purchasing pet-tech products for entertaining their pets or keeping their wellness in check.

Gen Z pet owners are more likely to be active followers of “Charity/pet adoption” and “Inspiring animal rescue stories” content than the other cohorts.

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Sustainability Goals- Baby Boomers to Gen Z

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Sustainability Goals- Baby Boomers to Gen Z

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Baby boomers waste less food, water, and energy and avoid plastic bags to reduce waste. Additionally, 49% are foregoing air travel for the environment. They are relativey more brand conscious.

Gen X considers the environmental impact of products and prefers brands that communicate their sustainability goals. Quality is a significant factor, and they may be willing to pay more for products that meet their needs.

Gen Y values flexibility and self-actualisation. Diversity and inclusion are essential values, and they often support social justice causes.

Gen Z is concerned about environmental issues like climate change and pollution. They prefer environmentally friendly packaging with minimalist designs, and tend to support brands that are committed to sustainability.

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Which Generation Is Leading the Way in Sustainability?

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Which Generation Is Leading the Way in Sustainability?

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Environmental Movements were Initiated by Baby Boomers.

Gen X’s- exhibit more trust in technology and foster sustainable innovations such as renewable energy and smart appliances.

Gen X visualizes and adopts sustainable projects at individual and organizational levels.

Millennial will be willing to pay extra to support a company sharing their commitment to sustainability.

Millennials- Ethical fashion,Clothing made from organic cotton, raw materials from ethical supply chains, sustainable packaging, and campaigns for animal welfare, human rights, and environmental sustainability.

Gen Z are technology driven and looks into deeply about environmental protection more than any other Cohorts

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ESG generation gap- Sustainable Consumptions

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ESG generation gap- Sustainable Consumptions

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Approximately two-thirds of millennial and Gen Z investors said they were very concerned about environmental and social issues like carbon emissions and income inequality.

Investor in their twenties or thirties was willing to lose between 6% and 10% of their investments to see companies improve their environmental practices,

The average Baby Boomer was unwilling to lose anything and 58 years old and older said they were only somewhat or not at all concerned.

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Gen Z and Millennials’ Food Sustainability and ethical aspects

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Gen Z and Millennials’ Food Sustainability and ethical aspects

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Younger generations such as Gen Z and millennials are more likely to feel ashamed about living in a way that is not environmentally friendly.

Food packaging is one of the priorities for these cohorts, with tinned soup being consumed less given that three-quarters of millennials prefer their soup in cartons because it can be more easily recycled.

Organic food is increasingly popular amongst millennials, as 52% of organic consumer are of this cohort.

ESG is environmental, social, and governance and important to Gen Z because they are increasingly working to tackle environmental, social, and economic issues. Prefers Higher ESG performers.

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Gen Z and what are their preferences for skincare and beauty

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Gen Z and what are their preferences for skincare and beauty

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K-Beauty played a major role in the skin care and beauty industry.

Are more concerned towards glassy and dewy looking skin. Inclined towards healthy looking skin concept.

Are into clean and sustainable beauty more.

They are prioritizing eco-friendly brands, willingly spending more for sustainability in products and packaging.

Gen Z defies beauty norms, embraces gender fluidity, and fuels gender-neutral beauty brands.

Skinimalism- Minimalism meets skincare. More inclined towards tinted make up products than towards the heavy make up looks, i.e., going towards clean and natural make up looks more.

Are also using multi-functional products such as: Primer and moisturizer plus or lip and cheek tints plus, etc.

Also expressing themselves from bold make up looks, basically to show their individuality. (influence also coming from popular series like Euphoria)

This generation has shown more liking towards the homegrown brands for skin care and even make up products. Like Ayurveda, etc.

Brands embrace Indian culture with bakuchiol, turmeric, and sandalwood, meeting Gen Z's craving for authentic beauty.

Gen Z revives retro trends with contemporary flair. (examples can be y2k trend or barbiecore).

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The author is Director of Beauty, Personal Care & Luxury Beauty at Amazon India.

The beauty industry continues to thrive as an unstoppable force. As it constantly evolves and pushes boundaries, it becomes essential to stay ahead of the game and keep up with the latest trends. In India and across the globe, Gen Z is leading the charge in reshaping the beauty landscape, embracing trends that reflect their desire for self-expression and elevated self-care. From the influence of K-Pop and counterculture movements like 'Barbiecore' to the growing interest in Indian-inspired products and the revival of nostalgic styles from the '80s, '90s, and '00s, the dominant beauty trends in 2023 are driven by the preferences and demands of this dynamic consumer segment.

With Gen Z accounting for 26% of the global population and projected to represent a significant portion of the Asia-Pacific region by 2025, it is clear that understanding and catering to this generation is crucial for the future of businesses. This digitally savvy cohort has distinct preferences and a strong interest in the fashion and beauty industry. Their purchasing decisions are driven by their values, and they are well-informed about their investments. For Gen Z, beauty is not just about appearance; it is a form of self-expression and a platform for exploration. According to a report , 16% of Gen Z expressed their desire to experiment with vibrant makeup looks in 2022.

The beauty industry is in a constant state of evolution, and the emergence of Generation Z has brought about a seismic shift in prevailing trends. This influential demographic in India is redefining beauty norms and embracing trends that are both empowering and individualistic. From staying up-to-date with global beauty trends to seeking inspiration from celebrities and showing a growing interest in clean beauty, Gen Z strives to stay ahead of the curve and ensure their purchases are worthwhile. However, their approach to beauty is holistic. It encompasses daily skincare rituals, gut-friendly diets, and well-rounded workout routines. Gen Z understands that feeling good is just as crucial as looking good. They value inclusivity, authenticity, and self-expression as fundamental principles that shape their beauty choices.

The latest beauty trends seem to agree with Generation Z's sensibilities. From Korean-inspired methods to Ayurvedic ingredients and nostalgic looks to bold, avant-garde makeup, there's a lot that's keeping beauty brands on their toes and this segment engaged at the moment.
K-Beauty
With its focus on achieving a dewy, glass-like complexion with innovative products, the K Beauty trend resonates strongly with Gen Z's desire for natural, healthy-looking skin and has become an integral part of their beauty routines. The influence of social media and the community aspect surrounding K-Beauty have played a significant role in its popularity among this generation. Gen Z's are drawn to the Korean skincare philosophy, which places great importance on preventive skincare, hydration, and a multi-step regimen. They are embracing Korean beauty products such as sheet masks, essence toners, serums, and ampoules, which are known for their gentle yet effective formulations. Gen Z is particularly intrigued by the unique ingredients used in K Beauty, such as snail mucin, rice water, and green tea extracts, which are believed to offer various skincare benefits. Thereby, brands are engaging with this influential consumer segment by tapping into the transformative power of K-Beauty.
Clean and sustainable beauty
In recent years, brands and consumers have become more mindful about the impact of the beauty industry on the environment. Consumers now seek eco-friendly options that are sustainably sourced and produced. They seek clean, organic, and cruelty-free products that align with their values. According to a , nearly 60% of Gen Z only buy eco-friendly brands, spent more because the product was sustainable or had sustainable packaging. The desire for cleaner makeup and skincare products has continued to surge among the Gen Z demographic. From skincare to makeup, Gen Z's are actively opting for brands that prioritize environmentally friendly practices and transparent sourcing. This trend has led to the rise of homegrown brands that emphasize natural and sustainable ingredients, catering to the growing demand for eco-conscious beauty products. Recyclable and/or biodegradable packaging, products made with minimal carbon footprint, and planet-friendly organic ingredients are some of the factors that contribute to this trend.
Gender-inclusive beauty
Gen Z's are pushing boundaries and breaking traditional beauty norms. They are embracing and celebrating gender fluidity, promoting inclusivity across the beauty spectrum. Gen Z individuals are unapologetically experimenting with makeup, skincare, and hair products, regardless of gender stereotypes. This trend has given rise to gender-neutral beauty brands that offer products designed to cater to all identities. According to a 2023 global consumer survey , nearly 40 percent of Gen-Z consumers prefer gender-neutral beauty products. Gen Z, for sure, is redefining what it means to be beautiful, embracing individuality and diversity in the process.
Skinimalism
Minimalism meets skincare in the trend known as "skinimalism". Gen Z's are veering away from heavy makeup looks and embracing a more natural and effortless approach. The focus is on healthy, glowing skin rather than heavy coverage. This has led to a surge in demand for lightweight, multitasking products such as tinted moisturizers, BB creams, and serums. They are more inclined to buy makeup products enriched with nourishing ingredients such as hyaluronic acid, vitamin C, actives such as AHAs/BHAs. Gen Z's emphasis on skincare has also sparked an interest in innovative skincare tools and techniques, including facial rollers, gua sha, and facial massagers.
Multi-functional products
Busy lifestyles have led to a demand for hassle-free, multi-functional beauty products that can save time and simplify beauty routines. For example, many new products are designed to work as both a primer and a moisturizer, a sunscreen and a foundation, or a lipstick and a cheek tint. These work wonderfully well for people who're always on the move.
Bold makeup looks
The Gen Z consumer is all for experimentation and adapting new ideas that accentuate their individuality. This explains the rise in demand for coloured eyeliners, metallic eyeshadows, nail extensions, face paints, vibrant lipsticks and such. This segment does not shy away from big, bold beauty looks.
Homegrown skincare
While previous generations were more fascinated by foreign brands, Gen Z consumers have shown a deep interest in beauty that stems from our Indian roots. Traditional ingredients and practices are making a strong comeback in the beauty industry. Ayurvedic skincare, ancient beauty rituals, and indigenous ingredients are being incorporated into modern formulations, allowing Gen Z to connect with their roots while enjoying the benefits of age-old wisdom. Brands are paying homage to Indian culture by infusing their products with ingredients like bakuchiol, passion fruit, turmeric, neem, and sandalwood, appealing to Gen Z's desire for authentic, culturally rich beauty experiences.
Nostalgic looks
Gen Z's fascination with nostalgia is evident in their adoption of trends from previous decades. By embracing nostalgic elements, Gen Z connects with cultural touchstones from earlier eras and often infuses them with their own modern twist, creating a unique form of self-expression. Counterculture trends rooted in '80s, '90s, and '00s including goth, grunge, and pop-punk and global movements such as 'Barbiecore' influence this segment in a big way.

The beauty industry is experiencing a remarkable transformation, with Gen Z taking the lead and igniting change while fostering innovation. The trends embraced by this influential generation in India resonate with their core values of sustainability, inclusivity, and self-expression. Gen Z is actively reshaping beauty norms, and it is imperative for the industry to continually evolve in order to cater to their ever-changing needs.

Disclaimer

Views expressed above are the author's own.

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Revolutionizing beauty: Gen Z's redefining India's beauty industry

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The beauty industry continues to thrive as an unstoppable force. As it constantly evolves and pushes boundaries, it becomes essential to stay ahead of the game and keep up with the latest trends. In India...

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Gen X preference for Skin Care and Beauty

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Gen X preference for Skin Care and Beauty

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Prioritize maintaining a youthful appearance

Open to medical interventions for age prevention

Prefer specialty stores for beauty shopping

Active on social media platforms

Balance loyalty and experimentation with brands

Overlap in beauty concerns with Millennials

Desire affordable yet innovative skincare

Less influenced by traditional beauty magazines

Value personal expression in beauty choices

Celebrate individuality and diversity in beauty

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Gen Y preference for Skin Care and Beauty

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Gen Y preference for Skin Care and Beauty

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Millennials seek tailored skincare solutions for their individual skin concerns.

Prioritizing sunscreen and protective measures to prevent premature aging and damage.

Researching and preferring natural, non-toxic ingredients in skincare products.

Favoring brands that are transparent about ingredients and production processes.

Focus on scalp health for improved hair quality.

Subtle contouring pre-foundation for natural definition.

Opting for cooler tones like gunmetal for eye makeup.

Millennials prioritize clear, eco-friendly skincare products with transparent manufacturing processes.

Opting for botulinum toxin injections to delay signs of aging and maintain a youthful appearance.

Embracing affordable laser hair removal for a smooth, Instagram-ready look.

Choosing minimally invasive microneedling to stimulate collagen and address skin concerns.

Seeking natural enhancements with hyaluronic acid fillers for facial contouring and rejuvenation.

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How do millennials approach skincare?

Millennials are going to our prime customers for decades to come. So it is a priory to understand their thought process behind skincare.

They tend to approach skincare in a few different ways:

1. They prioritize personalization : Many millennials believe that one-size-fits-all skincare solutions are ineffective, and they are more likely to seek out personalized skincare products and routines tailored to their specific skin type and concerns.

2. They indulge in preventive care : Millennials are more likely to focus on preventative skin care measures, such as using sunscreen and other protective products, to prevent damage and aging before it occurs.

3. They are more educated about ingredients : Millennials are more likely to research and understand the ingredients in skin care products and to seek out natural, non-toxic ingredients.

4. Millennials are interested in technology : Millennials are the first generation to grow up with technology constantly in their lives. They are more likely to be interested in skincare products incorporating technology, such as AI-based skincare routines.

5. They are interested in sustainability : Many millennials are looking for skincare products that are good for their skin and the environment. They are more likely to choose products that are eco-friendly, cruelty-free, and have sustainable packaging.

6. They are interested in transparency : Many millennials are looking for brands that are transparent about ingredients and production processes. They want to know what they are putting on their skin and how it was made.

7. They are interested in the digital world : Millennials are more likely to research, shop, and share their skincare experiences online. They are also more likely to follow skincare influencers on social media to learn about new products, tips, and trends.

By understanding these trends, we can better target and connect with millennial customers in the skincare market.

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How do millennials approach skincare? Millennials are going to our prime customers for decades to come. So it is a priory to understand their thought process behind skincare.

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Gen X, Gen Y and Gen Z Beauty and Skincare Shopping Pattern

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Gen X, Gen Y and Gen Z Beauty and Skincare Shopping Pattern

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All three generations allocate significant budgets for beauty products, with robust monthly spending both online and in-store.

Gen X, Millennials, and Gen Z are all willing to try new beauty products alongside their staple items, showing a readiness for experimentation.

Specialty beauty retailer websites, brand websites, and Amazon are popular platforms for researching and purchasing beauty products across all generations.

Customer ratings and reviews significantly influence purchase decisions for all three generations, emphasizing the importance of peer recommendations.

Gen X, Millennials, and Gen Z heavily rely on UGC, including ratings, reviews, photos, and videos, to inform their beauty purchases, demonstrating the power of social proof.

All generations prioritize values-aligned brands, such as those offering "clean" beauty products, vegan options, and supporting diversity and inclusivity.

Gen Z exhibits a strong preference for online beauty shopping over traditional retail, with a significant portion engaging in e-commerce globally.

Gen Z, known for their extensive use of platforms like TikTok, is highly influenced by online advertisements and influencer marketing, whereas Millennials also heavily rely on social media for beauty trends.

TikTok emerges as a leading platform for beauty purchases among Gen Z, with many seeking inspiration and making purchases through the app's live shopping feature.

While all three generations invest significantly in self-care and beauty products, Gen Z's monthly online expenditure falls in the range of $51 to $100, indicating a moderate but consistent investment.

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Gen X fashion trends are influenced by the music, movies, and television of their youth.

They prefer classic, timeless pieces with a modern touch and tend to invest in quality apparel.

Leather jackets, classic denim, chunky sneakers, plaid flannels, military-inspired coats, neutrals, and basics.

Gen X was the highest spending generation in online fashion shopping in 2021, preferring quality and timeless apparel over flashy trends.

Embraced countercultural movements like punk and grunge, influenced by musicians like Debbie Harry and Kurt Cobain.

Fashion trends featured ripped denim, plaid shirts, combat boots, oversized sweaters, and iconic brands like Gap, Levi’s, and Calvin Klein gained prominence, reflecting a spirit of experimentation, rebellion, and individuality.

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Gen X, Gen Y and Gen Z Beauty and Skin care Trend Analysis

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Gen X, Gen Y and Gen Z Beauty and Skin care Trend Analysis

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Skincare Priorities:

Generation X prioritizes maintaining a youthful appearance and may opt for medical interventions like injectables.

Millennials seek tailored solutions for individual skin concerns and prioritize sunscreen.

Generation Z prefers glassy and dewy-looking skin and embraces minimalist skincare routines.

Shopping Habits:

Generation X favors specialty stores like Ulta and Sephora or local drugstores for beauty shopping.

Millennials engage in both online and in-store beauty shopping, often preferring specialty retailer websites and brand websites.

Generation Z heavily relies on online beauty shopping, with a preference for specialty beauty retailer websites and social media platforms like TikTok.

Influence Sources:

Generation X is active on social media platforms but less influenced by traditional beauty magazines.

Millennials are influenced by user-generated content, customer ratings, reviews, and recommendations from content creators on social media platforms.

Generation Z is highly influenced by online advertisements and influencer marketing, particularly on platforms like TikTok.

Values and Preferences:

Generation X values personal expression, authenticity, and individuality in beauty choices.

Millennials prioritize eco-friendly and transparent skincare products aligned with their values.

Generation Z seeks inclusivity, gender fluidity, and cultural representation in beauty brands, preferring clean and sustainable beauty options.

Tech Adoption:

Generation X is active on social media platforms but still values print media.

Millennials are digitally fluent and engage extensively in online beauty shopping and social media platforms.

Generation Z is highly tech-savvy and heavily influenced by digital platforms like TikTok for beauty trends and purchases.

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Millennials embrace bold colors and statement pieces that express their individuality.

They take risks with fashion, love standing out, and are known for their confidence in embracing trends.

Bold prints, fluorescent colors, graphic prints, bright colors, comfortable fabrics, and personality-packed accessories.

Millennials are socially conscious and environmentally aware, advocating for causes through social media while enjoying a wide range of fashion choices.

Gen Y, influenced by pop culture icons like Britney Spears and 'NSYNC, embraced trends such as baggy denim, crop tops, platform shoes, and frosted lip gloss.

With the rise of the internet and social media, Gen Y experienced rapid trend dissemination, leading to a tech-savvy, trend-driven fashion culture. Additionally, they displayed an increased focus on sustainability and ethical production in fashion.

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Gen Zers are trendsetters who love expressing themselves through their style.

They mix and match, embracing trendy pieces and creating their own fashion statements.

Oversized hoodies, joggers, athleisure sets, crop tops, high-waisted jeans, trendy mix-and-match outfits.

Influenced heavily by social media, Gen Zers seek self-expression through their fashion choices and are highly adaptive to changing trends.

Gen Z is characterized by individualism, diversity, and authenticity, shaping their fashion choices.

They embrace sustainable practices and upcycling, driven by social media platforms like TikTok and Instagram, reshaping industry norms.

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Gen X, Gen Y and Gen Z Apparel Shopping Pattern

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Gen X, Gen Y and Gen Z Apparel Shopping Pattern

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All three generations exhibit varying degrees of resilience in apparel spending, despite economic uncertainties.

They rely on user-generated content, such as ratings, reviews, and photos, to inform their purchasing decisions.

Apparel returns are common among all generations, highlighting the need for improved sizing accuracy and product descriptions.

There is a growing interest in sustainability across the board, with preferences for sustainably made and vegan options.

Each generation has its unique preferences and priorities; Gen Y prioritizes fashionable items, while Gen Z focuses on finding bargains and investing in quality products.

Internet research and social media reviews play significant roles in guiding purchasing decisions for all three generations.

While online shopping is preferred, physical stores still hold relevance, particularly for high-ticket clothing purchases.

Loyalty programs are increasingly influential, especially for Gen Z when booking trips or vacations.

Comfort with AI technology is notable across all generations, with a willingness to use it for tasks like price comparison.

Sports fandom influences apparel choices, particularly among Gen Z, who are increasingly engaged in sports leagues and events.

Transparency and fact-checking in media sources related to global news and social activism are valued by all generations, impacting their purchasing decisions.

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Gen X, Gen Y and Gen Z Apparel Trend Analysis

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Gen X, Gen Y and Gen Z Apparel Trend Analysis

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Fashion Influence and Preferred Style:

Gen X individuals, influenced by the music, movies, and television of their youth, prefer classic and timeless pieces with a modern twist, such as leather jackets and classic denim, reflecting their nostalgia and appreciation for quality.

Gen Y, shaped by pop culture icons like Britney Spears and 'NSYNC, embraces bold colors, statement pieces, and trend-conscious fashion choices like baggy denim and crop tops, showcasing their confidence and desire to stand out.

Gen Z, heavily influenced by social media and individualism, gravitates towards trendy mix-and-match outfits, demonstrating their adaptability to changing trends and preference for self-expression through fashion.

Shopping Behavior:

Across all generations, there is a notable resilience in apparel spending despite economic uncertainties, indicating a commitment to personal style and self-presentation.

User-generated content significantly impacts purchasing decisions for all cohorts, highlighting the importance of online reviews and ratings in shaping consumer choices.

Apparel returns are common among all generations, underscoring the need for improved sizing accuracy and product descriptions to enhance the shopping experience and reduce dissatisfaction.

Unique Preferences and Priorities:

Gen X individuals prioritize classic and timeless styles, with an increasing interest in sustainability, reflecting their desire for enduring and environmentally conscious fashion choices.

Gen Y places emphasis on bold and trend-conscious fashion choices, relying on online research and reviews to stay updated on the latest trends and make informed purchasing decisions.

Gen Z demonstrates an adaptability to changing trends and a strong focus on sustainability, seeking bargains and quality products while embracing technology for convenience and efficiency.

Technology Adoption and Social Consciousness:

All generations display a comfort with AI technology, utilizing online research and reviews to inform their shopping decisions, showcasing a tech-savvy approach to fashion consumption.

Social and environmental awareness influences purchasing decisions across all cohorts, with a growing demand for transparency and ethical practices in the fashion industry, reflecting a collective commitment to social responsibility.

Shopping Experience:

Gen X prefers a seamless blend of online and offline shopping experiences, seeking convenience and accessibility in their fashion purchases.

Gen Y individuals seek a balanced shopping experience that combines online research with in-person shopping, emphasizing the importance of tactile experiences and personalized customer service.

Gen Z exhibits a preference for online shopping and digital interactions, valuing convenience and efficiency in their shopping journey, while also seeking authenticity and transparency from brands.

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Gen X, Gen Y, Gen Z shopping Pattern 2023

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Gen X, Gen Y, Gen Z shopping Pattern 2023

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Discovery-:

Gen X: Mainly in retail stores

Gen Y: Through online retailers like Amazon and directly from company websites

Gen Z: Primarily through social media and YouTube ads

Purchase-:

Gen X: In-person buying

Gen Y: Predominantly through online retailers and company websites

Gen Z: Mostly through social media and company mobile apps

Factors Influencing Purchase-:

Gen X: Price, quality, and product reviews

Gen Y: Price, quality, and product reviews

Gen Z: Price, quality, product reviews, and charitable contributions

Preference-:

Gen X: In-store purchases, relying on traditional retail channels

Gen Y: Online purchases, focusing on established online platforms and company websites

Gen Z: Online purchases, particularly through social media and mobile apps

In summary, Gen Z and Millennials exhibit a strong preference for online shopping, with Gen Z more inclined towards social media and mobile apps, while Millennials favor established online retailers and company websites. Gen X, on the other hand, still prefers in-person shopping and discovery through retail stores. However, all generations share common factors influencing their purchase decisions, such as price, quality, and product reviews.

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With new marketing channels and trends constantly popping up, it can be difficult to know where your target audience actually is.

Not only do you need to know where they spend their time, but also how they like to shop -- and that largely depends on their age group.

To help you determine where to meet audiences where they are, we surveyed thousands of US consumers of all generations across to learn about their shopping habits, media consumption, and the latest trends they're following.

While you'll find even more data in our State of Consumer Trends Report, we wanted to give our readers a deep dive into each generation and the unique themes that make them different.

So let's take a look at where and how each generation likes to shop -- and what really impacts their purchasing decisions.

We'll get started with a quick breakdown of the shopping habits of each generation and call out the biggest differences and similarities between them, then dive deeper into each age group.

For those in a rush, we've put a quick generation-by-generation overview below with links to the deep dive of each age group. To jump to a broader side-by-side look at how all generations handle each stage of product discovery and purchases differently. click here to jump to our comparison section.

Shopping Habits Overview

Gen Z Overview (ages 18-24)
Jump to our Gen Z deep dive >>
Millennials Overview (ages 25-35)
Jump to our Millennial deep dive >>
Gen X Overview (ages 35-54)
Jump to our Gen X deep dive >>
Boomer Overview (ages 55+)

TV ads, internet search, and retail stores are the top ways Boomers discover new products

Social media falls flat for boomers - just 17% have discovered a product on it in the past three months, and only 4% have purchased a product on a social app in that time

About half of boomers say companies should not take a stance on social issues. When it comes to influencing their purchase decisions, social issues simply have no impact on a majority of Boomers.

Jump to our Baby Boomer deep dive >>
A Generational Comparison of Today's Shopping Trends [Side-by-Side Data]

Where Do Consumers Discover Products?

Social media, internet search, and Youtube ads are key for reaching Gen Z and Millennials, while TV, search, and retail are favored by Gen X and Boomers.

As far as social media, Boomers, Millennials, and Gen X all use Facebook more than any other app.

Meanwhile, Gen Z is all about YouTube, Instagram, and TikTok. Not only is Gen Z communicating with friends and being entertained, but they're also discovering (and buying) products on social more than any other generation.

What Drives Consumers to Buy Products?

When it comes to making purchase decisions, all generations are highly influenced by price, quality, and product reviews. Gen Z, Millennials, and Gen X also value brands that have active communities around them and a social media presence. Additionally, whether a percentage of the proceeds from their purchase will be donated to charity is highly important to Gen Z.

Where Do Consumers Like to Buy Products?

All generations favor buying products in-person at a store over any other channel, but this preference decreases significantly with age. Buying through online retailers like Amazon and directly from a company's website is also popular. Gen Z, Millennials, and Gen X are most interested in buying through social media and from a company's mobile app.

If you're ready for more of the insights you need to reach your target audience, let's take a deep dive into the shopping habits of today's consumers, as well as how each generation compares, based on data from our 2022 Consumer Trends Survey of over 1,000 consumers in the U.S.

Shopping Trends by Generation (A Detailed, Data-Driven Breakdown)

Gen Z Shopping Habits 2022 (ages 18-24)

So where is Gen Z discovering new products? Let's start with the digital elephant in the room - social media.

Social Media Drives Gen Z Product Discovery

Our most recent survey shows that 57% of Gen Z has discovered new products on social media in the past three months, and 71% of them say it's where they discover products most often.

Social media is also the #1 way Gen Z prefers to discover new products, according to 38% of those age 18-24.

All of this really isn't surprising considering 93% of Gen Z use social media, for an average of 4 hours and 20 minutes per day.

You may also be wondering which platforms they're using, so let's take a glance:

YouTube, Instagram, and TikTok have reigned as the top three platforms by usage in the past six months. Over half of Gen Z have used Snapchat and Facebook in the past three months, and 48% have used Twitter.

When it comes to the social media apps Gen Z uses most, TikTok, IG, and YouTube come out on top again, but in a different order.

TikTok is used most, likely due to its focus on short-form videos and powerful algorithms, making it hard to put down.

But TikTok and Instagram are only the most used social media apps among Gen Z women, while men spend much more time on YouTube.

Lastly, we asked Gen Z which social media app is their favorite.

While TikTok is used most, Instagram is the favorite social media app among Gen Z as a whole.

But there are so many ways to interact with Gen Z on social media that it's more important than ever to use a format that captures their attention and makes your brand stand out.

We asked how Gen Z consumers prefer to discover new products, and here's what we found:

Our research from earlier this year shows that short-form video and influencer marketing are the top marketing trends of 2022, so the fact that Gen Z is fully embracing these channels to discover products isn't surprising.

41% of Gen Z say they prefer to discover new products on social media through short-form videos, and 1 in 4 prefer to find out about products from influencers.

On top of that, 33% of Gen Z have made a purchase based on an influencer's recommendation in the past three months, the highest of any age group.

The signs to invest in these channels couldn't be clearer. Did I mention that they also have the highest of any marketing trend? Another powerful trend we identified in our Social Media Trends 2022 is selling directly on social media.

Considering 28% of Gen Z has bought a product on social media directly on the app in the past three months and 29% prefer to discover new products through social media shops, there's never been a better time to get started.

Our recent Instagram Marketing Report explains why the app presents such an incredible opportunity for social selling, and we even published a data-backed on the top tools and strategies for selling on Instagram.

YouTube Ads Trump Social Media For Reaching Gen Z Men

46% of Gen Z has found new products through YouTube Ads in the past three months, and 56% say it's where they discover products most often.

On top of that, 34% of Gen Zers say YouTube ads are their preferred way to discover new products.

Overall, YouTube Ads follow social media as the 2nd best way to reach Gen Z. If you can't leverage both, here's an insight to help you decide which to use:

Gen Z women prefer to discover new products on social media, while discovering products through YouTube Ads is strongly preferred by young men.

SEO Still Matters For Gen Z

42% of Gen Z has found new products by searching the web in the past few months, and 50% say it's where they find products most often.

26% of Gen Z say searching the internet is their preferred way of discovering new products, but how exactly is Gen Z searching online? A whopping 74% of Gen Z use their mobile phones most often when shopping online, while just 15% use a computer.

Additionally, 72% of Gen Z use their phones most often when looking up a question on a search engine.

This means you should be optimizing your website to be mobile-first to offer the best experience to your users. To learn more about the top SEO strategies, check out our Web Traffic & Analytics Report .

Retail Discovery is Less Frequent, But Still Relevant For Gen Z

While 36% of Gen Z has discovered new products in retail stores in the past three months, when we asked where they discover new products most often, it came in at #8.

So Gen Z is still visiting retail stores, but they're discovering products through online sources much more often.

Does that mean hope is lost for retail? Not quite. 19% of Gen Z still say it's their preferred way to discover new products, behind social media, YouTube ads, and searching the web.

Ads on Streaming Services Beat Cable TV for Gen Z

23% of Gen Z has discovered new products on film/TV show streaming services in the past three months, and 33% of them say they discover new products through streaming most often.

19% of Gen Z have also discovered new products on music streaming services like Spotify, with 55% of them saying that music streaming is where they discover new products most often.

Does that mean cable TV ads are lost on Gen Z? Considering less than 1 in 5 have discovered a new product through their television in the past three months, it isn't the best channel to reach those age 18-24 (though still very relevant for older age groups).

1 in 2 Gen Zers Say Companies Should Take a Stance On Social Issues

Gen Z is known to be vocal about the causes they believe in, but does that tenacity for the environment and social justice translate to their purchase decisions? Let's take a look.

We asked whether companies should take a stance on social issues, and 50% of Gen Z say they should, the highest of any generation.

We then asked those who want companies to take a stance on social issues which issues are most important to them. Racial justice was by far the top issue for Gen Z (69%), followed by LGBTQ+ rights (50%), gender inequality (46%), and climate change (42%).

The burning question is whether these sentiments translate to purchase decisions, and we found that they have a significant influence on Gen Z, dwindling slowly with each generation.

Not only that, but brands taking a stance on these issues also makes a significant portion of Gen Zs more likely to purchase. We asked all the Gen Zs in our survey how the following attributes impact their purchase decisions, if at all, using a 5-point scale from much less likely to much more likely. Here's what they said:

Below are just a few of the factors that impact Gen Z purchase decisions, aside from the product itself:

Corporate Trust: 84% of Gen Z say they're more likely to buy from a company that treats its employees well, while 83% say they're more likely to buy from a company that they can trust with their data

Economic and/or Environmental Impact: 60% of Gen Z say they're more likely to buy from a brand actively trying to reduce its environmental impact, while 46% are more likely to purchase products from small businesses.

High DI&B Standards: 53% of Gen Z say they're more likely to purchase based on a brand's commitment to diversity/inclusion, while 51% say a brand advocating for racial justice makes them more likely to become a customer. Additionally, 39% of Gen Z say they're more likely to buy products from brands owned by a person of color.

Gender and LGBTQ+ Advocacy: 42% of Gen Z say brands that advocate for gender equality are more likely to get their purchases, while 37% of Gen Z are more likely to buy from brands that advocate for LGTBTQ+ rights.

While Gen Z is strongly influenced by Environmental, Social, and Governance (or ESG) initiatives, there are other factors in their purchase decisions that are even more important - let's take a look.

What Drives Gen Z Purchase Decisions?

The top factors in Gen Z's purchase decisions are unsurprising, with price, quality, and look/feel taking the lead.

But when we ask Gen Z to choose the three most important factors in their purchase decision, we find some interesting insights. Take a look at the top 8 most important factors when Gen Z is forced to choose just three of those they consider:

While price and quality still lead, we see that donations to charity, an active community, recommendations from influencers, and how brands treat their employees rise to the top.

Granted, these are nowhere near the top factors in this group's purchase decisions, but for those who consider them, they are critical.

One other thing to note is that recommendations from influencers drive Gen Z purchase decisions even more than recommendations from their friends and family (55% vs. 24%, respectively) - yet another to leverage influencer marketing.

How Does Gen Z Prefer to Purchase Products?

When it comes to making purchases, 55% of Gen Zers still prefer to buy things in-store (the lowest of any generation), but online channels are close behind.

One in two Gen Zers prefers to make purchases through online retailers like Amazon, while 37% like to go directly to a company's website.

23% of Gen Z prefer to buy through social media apps, while 22% favor going through a company's mobile app.

How Does Gen Z Like To Pay?

47% of Gen Z has purchased a subscription for a physical product in the past three months, the highest of any generation.

But when we asked which payment model they prefer, Gen Z still largely favors buying a product for full price as needed.

And that wraps it up for Gen Z! Now we can talk about their slightly older, yet noticeably different counterparts, Millennials.

Millennial Shopping Habits (ages 25-34)

Social Media Drives Millennial Product Discovery

50% of Millennials have discovered new products on social media in the past three months, and 59% of them say it's where they discover new products most often.

Social media is also the primary way Millennials prefer to discover new products, according to 33% of those 25-34.

Similar to Gen Z, 90% of Millennials use social media, for an average of 4 hours per day, slightly lower than that of Gen Z.

As far as the platforms they use, Facebook, YouTube, and Instagram are the top platforms by usage in the past three months. Over half of Millennials have used TikTok in the past three months, and 44% have used Snapchat.

When it comes to the social media apps Millennials use most, Facebook, YouTube, and Instagram lead the way.

But just like with Gen Z, the app used most differs sharply by gender. Millennial women use Facebook the most, followed by Instagram, YouTube, and TikTok. Meanwhile, Millennial men use YouTube the most, followed by Facebook, Instagram, and TikTok fourth.

We also asked Millennials which social media platform is their favorite.

When it comes to Millennials' favorite social media app, Facebook stays at #1, but Instagram pulls ahead of YouTube.

Now that you know which platforms Millennials prefer to find new products on, here are the formats they want to see on social media, among those who use it.

Millennials favor feed posts, ads, and social media marketplaces when looking to discover new products.

They also turn to influencers and social media shops to discover and buy things:

Since Millennials tend to favor Facebook and Instagram, building a presence on these platforms is key. Setting up an online shop on both platforms and leveraging influencer marketing are among the highest ROI strategies you can use to get your products seen and bought.

Millennials Discover Products Through Search Slightly Less Than On Social

Discovering new products through searching the internet comes second to finding them on social media, but just by a hair.

For starters, search and social are tied at 50% for the top channel Millennials have discovered new products on in the past three months. And 58% of Millennials say they discover new products most often by searching the internet, just 1% behind social media.

When we asked what Millennials' preferred channel for discovering new products is, 32% said searching the internet, also lagging behind social media by 1%.

So search is a leading channel for product discovery for Millennials, but how are they searching? 74% use their mobile phones most often, compared to just 16% who use a computer, highlighting the importance of optimizing your site to be mobile-first.

When it comes to online shopping, 68% of Millennials use their phones most often, while 22% use a computer.

YouTube Ads Is the Third-Best Way To Reach Millennials, Especially Men

44% of Millennials have found new products on YouTube in the past three months and 54% say they discover new products on YouTube the most.

On top of that, 23% of Millennials say YouTube is their preferred channel for discovering new products.

Overall, YouTube ads are the #3 best way to reach Millennials, but just like for Gen Z, when it comes to targeting Millennial men, YouTube rises to the top.

Retail Discovery is Less Frequent, But Still Relevant For Millennials

While 43% of Millennials have discovered new products in retail stores in the past three months, when we asked where they discover new products most often, retail comes in at number six.

Like Gen Z, Millennials are still going to retail stores, but they're finding products online more often. 22% of them say they prefer finding new products in retail stores, behind social media, searching the internet, YouTube Ads, and word of mouth.

Cable TV is Slightly Better for Reaching Millennials than Streaming Services

36% of Millennials have discovered new products through TV/film streaming services in the past three months, and 34% of them say that's where they discover new products most often. Additionally, 13% of Millennials say video streaming is how they prefer to discover new products.

When it comes to cable TV, 34% of millennials have discovered new products through their television in the past three months, and 47% of them say that's where they discover new products most often, comfortably ahead of streaming services.

Additionally, 18% of Millennials say cable TV is where they prefer to discover new products, beating video streaming services by 5%.

Advertising on music streaming services is also a great way to reach Millennials - 21% of them have discovered new products through music streaming services in the past three months. Of that group, 29% say that's where they discover new products most often. Overall, 11% of Millennials say music streaming is how they prefer to discover new products.

ESG Matters To Millennials

41% of Millennials say companies should take a stance on social issues, down from 50% for Gen Z.

We also asked Millennials who want to see companies engaging in advocacy which social issues they want to see companies that a stance on most.

Among Millennials who want companies to advocate for social issues, 60% want to see brands take a stance on racial justice, followed by income inequality (52%), climate change (39%), affordable healthcare (37%), and LGBTQ+ rights (36%).

While racial justice is top of mind for both Gen Z and Millennials, Millennials put less of a priority on other identity-based issues like gender and sexual orientation. Instead, they prefer to see companies tackle issues like income inequality, climate change, and affordable healthcare.

This might be because Millennials are older and more likely to be part of the workforce than Gen Z, making them more conscious of wealth inequality and the cost of healthcare.

While a sizable group of Millennials wants to see companies taking a stand, do these sentiments actually affect their purchase decisions? Just like with Gen Z, the answer is yes.

On a 5-point scale from much less likely to much more likely, we asked all Millennials in our survey how the following attributes impact their purchase decisions, if at all. Here's what we found:

Corporate Trust: 82% of Millennials are more likely to buy from a company that treats its employees well, and the same amount are more likely to buy from a company that they can trust with their data.

Economic and/or Environmental Impact: 51% of Millennials are more likely to buy a product made by a small business, while 48% are more likely to buy from a company that actively tries to reduce its environmental impact

High DI&B Standards: 47% of Millennials are more likely to purchase from a brand committed to diversity/inclusion, while 43% say a brand advocating for racial justice makes them more likely to become a customer. Additionally, 42% of Millennials say they're more likely to buy products from brands owned by a person of color.

Gender and LGBTQ+ Advocacy: 46% of Millennials say brands that advocate for gender equality are more likely to get their purchases, while 36% of Millennials are more likely to buy from brands that advocate for LGTBTQ+ rights.

While ESG strongly matters to Millennials, let's see how these issues stack up against other factors in their purchase decisions.

What Drives Millennial Purchase Decisions?

Just as they do for all generations, price and quality are the top factors when it comes to Millennial purchase decisions.

Now let's see which of these are most important to Millennials by forcing them to choose just three of the factors they consider.

Unsurprisingly, price, quality, reviews, and features remain in the lead. But a brand's social media presence, whether a brand has an active community around it, whether the brand donates to charity, and recommendations from influencers rise.

While these aren't even in the top 8 factors in Millennials' purchase decisions, among those who consider them, they are highly important.

How Do Millennials Prefer to Purchase Products?

65% of Millennials prefer to buy products in-store, while 55% favor going through online retailers like Amazon. About 1 in 3 like to purchase directly from a company's website.

When it comes to mobile apps, 21% of Millennials prefer purchasing through social media, and 1 in 5 like to go through a company's mobile app.

How Do Millennials Like To Pay?

44% of Millennials have purchased a subscription for a physical product in the past three months, slightly below Gen Z, but comfortably higher than Gen X and far ahead of Boomers.

But when it comes to the payment model they prefer, 51% of Millennials say they favor buying products at full price when they need them.

On the other hand, Millennials are the most likely of any generation to prefer purchasing a product in payment installments (28%) and on a subscription basis (21%).

Now that we've covered Millennial purchase habits, let's take a look at how Gen X likes to shop, which differs significantly from what we've seen so far from the younger age groups.

Gen X Shopping Habits (ages 35-54)

Gen X Prefers to Discover Products Through Online Search, With Other Channels Close Behind

One in three Gen X's say they prefer to discover new products by searching the internet, and 58% say that search is how they discover new products most often - tying with social media as the channel they discover new products on most frequently.

Additionally, 40% of Gen X have discovered new products through online search in the past three months, placing it among the top discovery channels.

So we know Gen X is all about searching online, but which devices are they using most when shopping on the web?

Two thirds of Gen Xers say they use their mobile phones most for online shopping, while 21% are on a computer and 9% use a table most frequently. This is similar to what we saw with Gen Z and Millennials.

But unlike those younger age groups, where social media is the clear favorite channel for product discovery, Gen X likes to find items through a much wider range of channels, so let's take a look at the others that have a meaningful impact on those age 35-54.

Television Ads Are Highly Relevant For Gen X

41% of Gen X have discovered new products through TV ads in the past three months, and 55% of them say that TV ads are where they discover products most often, slightly behind social media and searching the web.

Additionally, 30% of Gen X say they prefer to discover new products through TV ads, tying with retail stores for the second most popular channel.

Retail Has the Widest Reach For Gen X, But Digital Channels Are Seen Much More Frequently

Retail is the top channel Gen X has discovered new products in the past three months. But while 43% of Gen X found a new product in a brick and mortar store in that period, when it comes to the channels Gen X discovers new products on most often, retail is behind digital mediums like social media, internet search, TV ads, YouTube ads, and streaming ads.

Does that mean that retail is being forgotten by Gen X? Not exactly, because 30% of Gen X still prefer to discover new products in retail stores, tied at #2 with TV ads.

But it does signal that Gen X is shopping online more often than they visit retail stores, even if they prefer the latter. While this could be about convenience, a symptom of the pandemic, or a reflection of our increasingly digital world, it is important to reach Gen X virtually while keeping in mind their affinity for a real-life shopping experience.

Gen X Discovers Products On Social Most Often, Though It Isn't Preferred

While Gen Z and Millennials discover products most often on social - and prefer it that way - Gen X is a bit more conflicted.

Social media is the number one channel Gen X discovers new products on the most, according to 58% of those 35-54. But at the same time, just 1 in 4 Gen Xers say they prefer to discover new products on social media, coming in at #5 on the list of their favored channels.

This can be explained by the fact that 90% of Gen X use social media. While 14% spend under an hour on it every day, the rest average 3 hours and 25 minutes of daily use. So Gen X is using a lot of social media and seeing ads on it more than anywhere else, but it isn't the way they prefer to discover products.

Regardless, 42% of Gen X have discovered a product on social media in the past three months. On top of that, 18% of Gen X have bought a product directly in a social media app in that same period. So let's take a look at which social media apps Gen X is using.

So Gen X is definitely on Facebook and YouTube, while a little over half are on Instagram, and 38% visited TikTok and Twitter in the past three months. Now let's take a look at which social media platforms Gen X uses most:

Facebook and YouTube stay in the lead, a trend that continues when we look at Gen X's favorite social media apps.

Now that we know which platforms are most popular among Gen X, here's a look at how the age group prefers do discover new products on social media, among those who use it.

While the current trend for advertising to Gen Z and Millennials is "make content, not ads," Gen X isn't bothered by being advertised to more directly, preferring to see ads on social media.

But since the trend is to make ads as enjoyable and un-intrusive as possible, you should still try to make your Gen X ad campaigns feel authentic, fun, and relatable, making for a better experience regardless of generation.

Coming in second, 39% of Gen X also favor discovering new products through social media marketplaces where purchases happen outside of the app. This reinforces the previous insight we uncovered about Gen X preferring real-life shopping experiences, even if they're discovering products on social media.

Still, 35% of Gen X prefer to discover new products through in-app shops, the highest of any generation, but keep in mind this is only among consumers.

In the past three months, 18% of Gen X consumers have bought a product directly on a social media app, and the same amount made a purchase based on an influencer's recommendation.

The impact of influencers is another major point of difference between Gen X and younger generations - just 14% of Gen X prefer discovering new products through influencers, compared to 25% and 28% for Gen Z and Millennials, respectively. But all three of these generations still look to influencers more than Boomers.

1 in 3 Gen Xers Say Companies Should Take a Stance On Social Issues

35% of those in Gen X say companies should take a stance on social issues, while 38% say they shouldn't, and 26% aren't sure.

We also asked those who want to see companies take a stance which social issues are most important for businesses to champion, here's what they said:

Unlike Gen Z and Millennials, for whom racial justice topped the list by a large margin, Gen X is spread more evenly among their top issues. While Gen X wants to see companies take a stance on climate change more than any other issue, affordable healthcare, racial justice, and income inequality are all equally important to them.

Now let's take a look at whether these ideals actually impact Gen X's purchase decisions. Among all Gen Xers in our survey:

While these numbers are lower than what we're seeing with Gen Z and Millennials, social factors are present factors in Gen X's purchase decisions. We also asked all Gen Xers in our survey how the following attributes impact their purchase decisions if at all, using a 5-point scale from much less likely to much more likely.

Corporate Trust: 82% of Gen X are more likely to buy from a company that they can trust with their data, while 81% are more likely to purchase from brands that treat their employees well.

Economic and/or Environmental Impact: 43% of Gen X are more likely to buy a product made by a small business, and the same amount are more likely to buy from a business that actively tries to reduce its environmental impact

Moderate DI&B Standards: 36% of Gen X are more likely to purchase from a brand committed to diversity/inclusion, and 36% say a brand advocating for racial justice makes them more likely to become a customer. Additionally, 32% of Gen X say they're more likely to buy products from brands owned by a person of color.

Gender and LGBTQ+ Advocacy: 36% of Gen X say brands that advocate for gender equality are more likely to get their purchases, while 31% of them are more likely to buy from brands that advocate for LGTBTQ+ rights.

We know that social issues are part of Gen X's purchase decisions, but which other factors do they consider, and which are most important? Let's take a look.

What Drives Gen X's Purchase Decisions?

Unsurprisingly, price and quality are the top factors when it comes to Gen X purchase decisions.

But let's take a look at which factors Gen X find most important when forced to choose just three of those they consider in their purchase decisions.

Whether a brand has an active community around it, a brand's commitment to diversity and inclusion, and whether a brand donates a portion of its profits to charity all rise to the top. While these are nowhere near the top factors in Gen X's purchase decisions, for those who consider them, they are highly important.

How Does Gen X Prefer to Purchase Products?

73% of Gen Xers prefer to purchase products in-store. 53% favor online retailers like Amazon, while about 1 in 4 like to go directly through a company's website, and just 13% prefer to purchase products through social media apps.

How Does Gen X Like to Pay?

63% of Gen Xers prefer to purchase a product for full price as needed, while 27% favor payment installments, and just 10% like to use a subscription plan.

But at the same time, 37% of Gen X has purchased a subscription plan for a physical product in the past three months.

Now that you know all about Gen X purchase habits in 2022, let's end with a deep dive into the shopping habits of Baby Boomers.

Baby Boomer Shopping Habits in 2022 (ages 55+)

Cable TV Drives Boomer Product Discovery

Boomers' shopping habits stand out the most of any generation. While Gen X shares some similarities with Gen Z and Millennials in terms of frequently shopping on social media, Boomers are discovering products in their own way - through cable TV ads.

Over half of Boomers have discovered new products through television advertisements in the past three months, and 62% of them say their TV set is where they discover products most often. On top of that, 45% of Boomers say they prefer to discover new products through TV, the highest of any channel and far above any other generation.

Leveraging Online Search Is Second-Best For Reaching Boomers

Boomers fall back in line with younger generations when it comes to searching the internet, with 45% of them having discovered a new product through online search in the past three months.

59% of those who discover new products through online search say it's the channel they find things on most often, coming in 2nd after TV ads. It is also the 2nd most preferred channel for product discovery among Boomers, with 40% of them saying they like to find items through online search more than anywhere else.

So which devices are Boomers using most often when shopping online?

Unlike all other generations, over half of Boomers use their computers most often for online shopping, while 1 in 4 use their phones more frequently.

Boomers Prefer Retail Shopping More Than Any Other Generation

44% of Boomers have discovered new products in retail stores in the past three months, and 38% of them say that's where they find new items most often. Additionally, 37% of Boomers prefer discovering new products in online stores over any other channel.

Social Media Falls Flat For Boomer Product Discovery

When we ask Boomers about their preferred way to discover new products, just 10% say through social media, and it ranks behind all the channels we just mentioned, as well as word of mouth and direct mail (snail mail).

On top of that, just 17% of Boomers have discovered a product on social media in the past three months, and only 4% have purchased a product on a social app.

Regardless, two in three Boomers use social media. While about a third of them spend less than an hour on social media a day, the other 65% are spending over an hour on it daily.

But which apps are they using?

91% of Boomers who use social media are on Facebook, higher than any other generation. Over half use YouTube, and about one quarter are on Instagram, Pinterest, and Twitter. 63% of Boomers who use Facebook also say it's the app they use the most, with YouTube coming in second at 21%.

We see the same picture when looking at the social media apps Boomers consider their favorite, with 58% of them choosing Facebook, followed by YouTube at 20%.

So you know where to find Boomers on social media, but what kind of content do they want to see when discovering new products?

Similar to Gen X, Boomers are perfectly content with being advertised to more directly, though the current trend of "making content, not ads" popular with Gen Z and Millennials is sure to improve their experience.

Boomers also favor buying through social media marketplaces where purchases happen outside of the app, showcasing their preference for real-life shopping experiences.

Unsurprisingly, Boomers are the least interested of any generation in discovering new products through in-app shops or through influencers, with 13% saying they prefer to find products this way

Almost Half of Boomers Say Companies Shouldn't Take a Stance on Social Issues

Boomers are often considered the polar opposite of Gen Z, and in the case of whether companies should take a stance on social issues, the two groups are completely at odds. While 1 in 2 Gen Zers think companies should engage in advocacy, about half of Boomers say they shouldn't.

Still, one in four Boomers want to see companies taking a stance on social issues, so let's take a look at which ones they want to see businesses speak on the most.

The social issues Boomers want to see companies advocating for most are climate change, affordable healthcare, racial justice, and income inequality. This is right in line with the issues we saw were important to Gen X, though climate change is significantly more important to Boomers than any other generation.

Keep in mind the above is only among Boomers who want to see companies take a stance on social issues, which is just 25% of them. For the rest, social issues are either irrelevant or simply aren't something they want to hear about when interacting with brands.

While one in five Boomers have chosen a product based on the brand being a small business in the past three months, identity-based issues are clearly not resonating with Boomers.

But is that due to Boomers being averse to companies taking a stance on social issues, or is it because they simply don't consider them in their purchase decisions?

To find out, we asked all Boomers in our survey how the following attributes impact their purchase decisions, if at all, using a 5-point scale from much less likely to much more likely.

When looking at issues related to identity, from the middle to the right side of the graph above, Boomers are overwhelmingly likely to say they have no impact on their purchase decision. A small percentage of Boomers say they are more likely to purchase when it comes to identity-related issues, while an even smaller group say they're less likely to buy.

So it's much less about whether they're for or against a certain social cause - these issues are simply just not part of their purchase decisions, with a few exceptions.

It turns out Boomers are overwhelmingly more likely to buy from companies they trust with their data and those that treat their employees well. Boomers are also more likely to buy from companies that donate a portion of their profits, try to reduce their environmental impact, and are small businesses, though many also say these actions have no impact on their purchase decisions.

Since Boomers generally aren't impacted by ESG initiatives, let's dive into the factors they do consider in their purchase decisions and find out which are most important.

What Drives Boomers' Purchase Decisions?

Price and quality are the most considered factors in Boomers' purchase decisions, far above any other generation.

But which are the most important? Let's take a look at what Boomers prioritize when forced to choose just three of the factors they consider when making purchases:

Here we see a similar picture as before, with the addition of the way a brand treats its employees and whether a product is a necessity or a luxury. While the latter is part of 29% of Boomers' purchase decisions, just 6% of them take how a brand treats its employees into consideration, though it is highly important for those who do.

How Do Boomers Prefer to Purchase Products?

81% of boomers prefer to purchase products in-store. 53% favor online retailers like Amazon, and another 36% like to shop directly from a company's website. Boomers also prefer using a company's mobile app over ordering by phone or through social media.

How Do Boomers Like to Pay?

Boomers overwhelmingly prefer buying products at full price whenever they need them, according to 86% of those over age 55. 10% of Boomers prefer paying in installments, and just 4% favor a subscription model.

Still, 13% of Boomers have purchased a subscription plan for a physical product in the past three months:

Meeting Your Targets Where They Are

Now you have all the data you need to find and engage your target audience!

While this guide has what you need to know right now, consumer shopping habits change rapidly - that's why we'll be running this same survey every few months and reporting back on any trends you need to be aware of.

For an overall look at how general audiences are shopping, you can also check out this post on overall shopping trends from the same survey we note above.

And for even more data on the key consumer trends that could impact your marketing strategy in the next six months, check out our State of Consumer Trends Report and downloadable PDF.

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How Each Generation Shops in 2023 [New Data from Our State of Consumer Trends Report]

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Discover data from thousands of consumers that highlights the how, where, and why of each age group's purchasing decisions.

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Gen X, Gen Y, Gen Z Lifestyle Trend Pattern Analysis

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Gen X, Gen Y, Gen Z Lifestyle Trend Pattern Analysis

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Work-Life Balance:

Gen X prioritizes work-life balance, Millennials value it alongside experiences, and Gen Z integrates work and personal life through digital connectivity.

Digital Dependency and Technological

Adaptability:

Gen X adapted to technology, Millennials are the first digitally savvy generation, and Gen Z heavily relies on digital technology for various aspects of life.

Financial Habits and Consumer Behavior:

Gen X exhibits financial pragmatism, Millennials possess significant buying power prioritizing experiences, while Gen Z shows a preference for convenience and sustainability in their purchasing decisions.

Social Engagement and Activism:

Gen X may engage in social activism with skepticism, Millennials prioritize inclusion and diversity, and Gen Z is highly active on social media advocating for social progress.

Cultural Influence and Expression:

Gen X contributed culturally to music, film, and television, Millennials continue to influence digital media consumption, and Gen Z shapes trends on platforms like TikTok and YouTube.

Future Orientation and Career Aspirations:

Gen X prioritizes stability and financial security, Millennials seek career fulfillment and work-life balance, while Gen Z exhibits a forward-thinking mindset, prioritizing education and career prospects.

Communication Preferences and Media Consumption:

Gen X adapted to digital communication, Millennials prefer fast and convenient channels like social media, and Gen Z is highly engaged with digital platforms for daily interactions.

Political Ideologies and Social Values:

Gen X is politically pragmatic and independent, Millennials lean liberal on social issues, and Gen Z is socially progressive advocating for environmental sustainability and diversity.

Health and Wellness Priorities:

Gen X may prioritize maintaining health, Millennials prioritize mental health and wellness, and Gen Z is highly health-conscious, embracing technology for health tracking and management.

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Health & Wellness trend- Consumer behaviour

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Health & Wellness trend- Consumer behaviour

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Millennials and Gen Z are spending more on this sector than older generations.

Bio Monitoring and wearables on rise.

Personalization’s gen AI boost- like customized workouts and wellness products.

A shift toward preventive medicine, the growth of health technology (such as telemedicine and digital-health monitoring), and advances in research on antiaging products.

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The trends defining the $1.8 trillion global wellness market in 2024

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McKinsey’s latest Future of Wellness research examines the top trends shaping the health and consumer wellness industry in 2024 and beyond.

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Preventive healthcare has picked up the pace with the help of technology.

40% of the respondents(out of 1000) were highly inclined toward preventive health.

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Medical advisor and chief radiologist at City Xray & Scan Clinic Pvt. Ltd

Preventive care has increased in importance across India, especially after the Covid-19 pandemic, which showed that the country's health system is in tatters. As opposed to preventive care, India has traditionally focused on curative care. However, the 2020 health crisis changed this equation forever, and for good. According to reports, a recent survey of over 1,000 individuals reveals that at least 40 percent of the respondents were highly inclined toward preventive health.

With technology disruption and New Age technologies like Artificial Intelligence (AI), Machine Learning (ML), and the Internet of Things (IoT), preventive care has seen a revolution in terms of more accuracy and speed, especially after the pandemic.

Here are some growing trends in preventive healthcare in India that are making a difference:
Early diagnosis and treatment for better results
The importance of quality diagnostics can be gauged from the fact that they can help save millions of lives. The value of diagnostic services to the advancement of medical research is immeasurable. With the emergence of novel techniques and modern technology, diagnostic tests are the only method to intervene at the appropriate time with the availability and accessibility of a wide range of different tests. In fact, diagnostic services help medical professionals in selecting the best course of treatment for patients and take timely action.

Huge leaps in radiology and pathology along with state-of-the-art lab equipment have led to accurate diagnosis of diseases today. For instance, the simple X-Ray and scan equipment have been replaced with more advanced versions and they play a crucial role in the early diagnosis of diseases, thereby leading to timely treatment and better results.
E-health & digital clinic
We are living in an era of digital revolution and almost everything in our life is now dominated by digital technology. As most people today are glued to their mobile phones and apps, monitoring their health through apps has become a rather easier way. An app helps both the patient and the doctor keep records and maintain them. Smart apps and wearable devices are today telling people about the right diet, calories burnt, exercise regime, and specific prohibitions. In this way, digital technology will tell the patient or let them know when it is the right time to go for a checkup, depending on the readings and indications. In this way, preventive healthcare has picked up the pace with the help of technology.
Increasing awareness in Tier-II and III cities
The latest trends in preventive care are marked by an increasing level of awareness in Tier-II and III cities. Apart from the pandemic effect, the growing penetration of the internet, increasing use of mobile phones, and the 5G rollout in India most recently, have put the spotlight on smaller towns and cities. Preventive care has made early detection of diseases like cancer, cardiovascular diseases, diabetes, and hypertension possible.
Preventive healthcare in India: The importance
There is no doubt that health problems get discovered well in time due to preventive care and it helps save lives as well. It also prolongs lifespan, reduces the risk of complications at the time of treatment, reduces medical expenses, and helps in the prevention of key health issues. In the case of India, fast-paced lifestyles have led to an increase in ailments like heart disease, diabetes, and hypertension. This has made preventive healthcare important for the country, more than ever.

A huge number of people die preventable deaths every year due to man-aided environmental factors, genetic susceptibility, and poor lifestyle choices. Preventive healthcare holds tremendous potential to save precious lives in time. A recent report suggests that India's preventive healthcare sector is projected to reach USD 197 billion by 2025, growing at a CAGR of 22 percent. The country's preventive healthcare sector comprises early diagnostics, food and supplements, fitness, wellness, and health tracking. The Indian consumer is also expected to benefit from the shift from curative to preventive, with the delivery of better health outcomes and lower healthcare costs.

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Growing trends in preventive healthcare & how they are helping saving lives

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Preventive care has increased in importance across India, especially after the Covid-19 pandemic, which showed that the country's health system is in tatters. As opposed to preventive care, India has traditionally focused on curative care....

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People are giving more importance to preventive care and personalized care.

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The convergence of powerful trends is transforming the traditional US health care market creating opportunities for innovation in four major areas.

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People preferring DTC brands offering

Moving towards Personalized wellness experiences

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Top 8 Health and Wellness Trends in 2023

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In 2022, the health and wellness market soared. Know the top trends, stats, and insights for 2023 to make your brand stand out.

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Expanding Use Of Health Wearables

Millennials Prioritize Self-Care

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Top 7 Health & Wellness Trends (2024 & 2025)

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This is a list of emerging health trends over the next few years, including: robotics, fasting, meditation apps and more.

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Health and Wellness Purchasing Behaviors

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Health and Wellness Purchasing Behaviors

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Consumers want detailed product information.

Consumers prioritize health despite cost challenges.

Trust and expertise take center stage

Social media drives research and action—on and off platform

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Today's consumers are more connected and resourceful than ever. Directed by macro factors like rising costs, inflation and emerging channels, consumer motivations and behaviors are shifting drastically. To stay in step with these changes, brands need to understand not only what consumers want, but how and where they shop in the health and wellness space.

Using proprietary research and analyzing how consumers interact with our own websites, we identified five trends shaping the future of health and wellness purchasing. Learn how you can build your brand marketing and advertising to meet people where they are and deliver what they want.

1. Consumers want detailed product information

No matter where they are in their purchasing journey, today's research-minded consumers are motivated to go beyond the surface. Research conducted on Healthline shows that among consumers interested in purchasing health and wellness products, many will conduct deep dives, researching not just what the product is, but its compatibility with their needs, how it stacks up against similar products, and more.

2. Consumers prioritize health despite cost challenges

Whilefactors such as inflation and an increased cost of living have prompted consumers to become more cost-conscious, and 34% stated they're struggling to keep up with the cost of living, they're still motivated to find ways to maintain their health and wellness.
Past Shifts Future Priorities
3. Trust and expertise take center stage

With the rise of misinformation and an abundance of health and wellness products available on the market, today's consumers who are interested in purchasing health and wellness products want a trusted guide to lead them through their purchasing journey. They value expert insights and in-depth research that can help them make confident choices regarding their well-being, no matter the platform.

56% of consumers say recommendations from health experts matter most to consumers when choosing health and wellness products based on online product information

74% are motivated to make purchases through social media based on recommendations they trust, whether from brands, influencers, or people in health communities

4. Influencers impact awareness and action

Influencer marketing is more than just a buzzword, consumers are turning to influencers for authentic recommendations, in-depth reviews, and genuine interactions. They value the personal touch and reliability that these social influencers bring to traditional advertising methods.

53% of consumers chose to follow health and wellness influencers because they're trustworthy

44% follow influencers to get reviews or recommendations on health and wellness products and services

39% of people made a purchase through social media because it was recommended by an influencer they trust

5. Social media drives research and action-on and off platform

Curious consumers are driven to learn more about what they see on their social feeds. For many, social media is an important channel through which they gather information, seek recommendations, and engage with brands.

Embrace Today's Trends with Healthline Media

Purchasing decisions, like other elements of a health and wellness journey, are not linear. Being able to understand-and track-audience mindsets and intentions is critical to driving efficient and effective advertising. With insight into these emerging trends and partnering with leaders like Healthline Media that offer solutions that drive well-being, you can ensure your brand is meeting consumers with the right message at the right time to drive action. Get shopping on a range of actionable solutions you can activate today based on your brand goals:

Product inclusion: Actionable tips and product recommendations that are tested and hand-selected by our editors and staffers. With the seamless content-to-cart experience, users can shop as they read, making the buying process quick and easy.

Shoppable media: Capture interest from users who are actively researching health and wellness products across display media, newsletters, and social, enabling them to shop and check out with ease.

Data targeting: Reach ready-to-act wellness audiences in the shopper mindset who are actively seeking products and poised to make decisions, powered by our first-party wellness segments.

To get more detail on these solutions that can help you reach consumers and make the most of these purchasing trends, email Healthline Media or contact your sales representative today.

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5 Trends Shaping Health & Wellness Purchasing Behaviors

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As the #1 health media property in the US, Healthline Media reaches 90MM unique visitors each month (Comscore, May 2020). We provide credible health information with a compassionate approach.

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Despite being conservative with their money, Gen Z is willing to pay a premium for wellness products and healthy foods.

72% of Gen Zers say managing stress and mental health is their most important health and wellness concern.

They do not trust a brand easily.

87% of Gen Z reported exercising three or more times per week.

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"Compared to any generation [Gen Zers] are less trusting of brands... They have the strongest bullshit filter because they've grown up in an era where information was available at all times." - Emerson Spartz, CEO of Dose

"Compared to any generation [Gen Zers] are less trusting of brands... They have the strongest bullshit filter because they've grown up in an era where information was available at all times." - Emerson Spartz, CEO of Dose

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Original Source: Joe Vennare: Fitt Insider For years, millennials have left marketers and brands feeling perplexed. What do they want? How do they think? And, more importantly, where are they spending money? While brands like Nike and Apple are said to have the highest appeal among millennials, entire industries-from alcohol to department stores and milk to soda-are blaming 23-38-year-olds for slumping sales.

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1. Millennials and Gen Z – dubbed ‘Generation Active’ – now represent 80% of all gymgoers

2. 85% of all gym members also now do workouts at home, highlighting the need for digital solutions

3. Generation Active accounts for 89% of total users of online or app-based workouts

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60-second summary

1. Millennials and Gen Z - dubbed 'Generation Active' - now represent 80% of all gymgoers

2. 85% of all gym members also now do workouts at home, highlighting the need for digital solutions

3. Generation Active accounts for 89% of total users of online or app-based workouts

4. Substance over style is their preference for Instructors - with 'intelligent coach' being the most desired trait for Generation Active.

For every generation, there are defining social movements, iconic music and enduring memories which help to define their cultural legacy. As fitness has edged its way into the mainstream, recent generations have even had workouts that have helped to define their era - whether it's been Jazzercise, Jane Fonda or Johnny G Spinning.

So what does the future hold for today's youngsters? Which types of workout will come to define the Millennial generation? Or the Gen Z demographic hot on their heels?

Far from being the next cab off the rank for clubs, Millennials and Gen Z are already the overwhelming majority in the fitness market, representing 80% of all gymgoers.

This is one of the standout findings from the 2019 Les Mills Global Consumer Fitness Survey, which reveals the generational shift in the fitness market is happening far faster than most people realise. The study - the largest ever of its kind - asked more than 12,000 people in 22 countries how and where they like to workout.

With Millennials and Gen Z shown to be today's key battleground for clubs, the report sheds fresh insight on their fitness preferences. It highlights how an industry which grew rapidly in conjunction with Baby Boomers and Gen X with a business model designed to meet their needs must continue to evolve to keep pace with the growing expectations of today's consumer.

Here are 6 of the key research insights on how Millennials and Gen Z are changing the game and how fitness facilities can play to win:

1) Tech it or leave it

It goes without saying that Generation Active expect technology as standard to enhance their workout experience, but which types of technology do they actually value?

The research reveals that Generation Active demand a seamless, connected fitness experience which suits their lifestyle and enables them to workout on their terms.

From a group workout perspective, this means a fully-integrated Live, Virtual, and at-Home solution that can truly take your club's reach beyond the four walls and into every aspect of a member's fitness journey.

The numbers show that Generation Active account for over 65% of Virtual FItness participants, while 85% of all gym members also now do workouts at home, illustrating the importance of being able to cater for all types of fitness experiences if your club is to inspire loyalty among today's generation.

Consider also, how tech-enabled automation can help your team deliver a slicker service, or free them up from mundane tasks and enables that more personal level of service that adds to social experience Generation Active value so highly.

2) Content brings cut-through

However well clubs can harness tech solutions to deliver broader fitness experiences, this matters little unless the quality of content matches up to today's consumers' ever-expanding expectations.

The research found almost a quarter of regular exercisers participate in online or app workouts, with Generation Active making up 89% of this total audience.

With usage of studio and fitness content apps surging 330% between 2014 and 2017, the opportunities here are undoubted, but the quality of content remains wildly inconsistent.

The gyms that win will be those that can form the right partnerships to ensure their extended reach beyond the four walls brings members top quality content that stands out from the crowd.

By offering fitness at members' fingertips, clubs can support members to stay in the fitness groove and maintain motivation whether they're stuck at home, or at work or are travelling - a powerful weapon in the war on retention.

They'll keep current members engaged and will open up a route to reach the 68 per cent of adults who aren't currently members of a gym. Helping these audiences to dip their toe into the world of fitness, supporting them in graduating from home workouts into the club space can serve as a rich source of new members for clubs that can whet appetite through great digital content and follow up with their live in-club offering.

3) They go hard

One of the standout findings from the research was that populations in general are working out far more frequently than the 1.9 times a week in the club that we typically give them credit for. It found that 84% of regular exercisers are working out a minimum of three times per week, with younger generations leading the way.

Gen Z are the most active, with 87% of this demographic exercising three or more times per week, with Millennials trailing just behind them.

This reflects one of the standout characteristics of Millennials and Gen Z - collectively dubbed Generation Active due to their fondness for fitness - that they have a completely different take on exercise to those which have gone before them. They prefer to sweat pints rather than sink them and see exercise as a social experience rather than a punishment.

Clubs that can tap into this holistic view of healthy living and socialising, while providing high-quality experiences that match Generation Active's hunger for thrice-weekly workouts and keep them coming back will be well-placed to capitalise.

4) They love company

As we've seen from the meteoric rise of boutiques - visits to boutique studios have grown by 121% over the past five years in the US alone - today's young people place significant value on the social aspects of exercise.

Generation Active make up 81% of all fitness class participants - and the numbers show that the younger members of the cohort (Gen Z) value social interaction in a workout experience even higher than Millennials.

As well as appealing to the huge number of young people already coming to the gym, group workouts are a strong play for bringing even more of Generation Active through your doors.

The research shows that among Generation Active members who don't currently do group workouts, 60% of the barriers stopping them from doing so are within your control and can be easily rectified through scheduling tweaks and better onboarding of new joiners.

5) Rockstars rule the roost

In an age when everyone seems geared towards technology, innovation and futurism, it's actually the oldest asset in the gym which is becoming ever more important: the people.

Given the heightened value Generation Active place on the social experience when choosing where to train, the calibre of your staff and their ability to inspire and motivate are a major dealbreaker.

The quality of the Instructor is the biggest single influence on how Generation Active choose where to do group workouts with 37% listing this as their top reason for attending a class.

Highly-trained rockstars are like a tractor beam for Generation Active - it's the reason many will happily drop $35 on a class at Barry's without even blinking.

But they don't just want flash. Substance over style is their preference for Instructors - with the most important quality (listed by 40% of respondents) being someone who coaches intelligently.

6) They love to do your marketing for you

Build it, and they will come - and take a selfie in front of it. Generation Active love chic decor and great design, so creating a photogenic club space is a great way to get them plugging your business on social media.

And with social media users making up 98% of all digital consumers, it's vital that you invest in platform-specific content to tell your brand's story and drive sales opportunities. With the average digital consumer boasting no less than 8 social media accounts, mixing up your content and channels offers a great opportunity to reach a broad audience and keep your messaging fresh.

Consider who are the rockstar personalities in your facility that you can shine the spotlight on to create engaging content. From GMs, to your star Instructors, these are the people that can bring authenticity to your content and serve as influencers. Putting the spotlight on your members can also be a great source of content by highlighting the powerful and personal stories that can build trust among Generation Active.

4 tips for marketing to Millennials and Gen Z

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Generation Active: The 80% Your Club Can't Ignore

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What clubs need to do to attract and retain Millennials and Gen-Z - known as Generation Active

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Gen Zedders who want community engagement.

They have short attention span.

Gyms are now less expensive and more flexible. And being open 24-hours.

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But it is more than lower prices and extended hours drawing Gen Zedders to the gym. The catalyst is social media, specifically TikTok, according 21-year-old Beaconsfield flight attendant Georgia.

"People going to gyms now get more exposure. They post videos of themselves on TikTok to show how great they look and what they've done to achieve it. It's definitely having a huge influence," she says.

While 21-year-old Fremantle nurse Harriet loves the physical gains she's made since starting lifting weights, the mental health benefits are for her just as important. Gyms are now places to meet and bond, she says.

"It's a real culture. If everyone gets on the same schedule you get to meet up with friends. We have a chat while we work out," she says.

This new generation of gym junkies are more self-directed than previous generations because they are so used to learning online. But it has to brief, hence the popularity of TikTok over other platforms such as YouTube.

"My generation has a short attention span," Harriet says. "We want it all in a 30-second burst of information."

Women are now moving into spaces in gyms that were normally dominated by men.

Jarvis believes that the body positivity movement is also another reason why gyms across the Perth metropolitan area are experiencing a wave of younger members.

"We are more embracing and accepting of a range of body types than older generations," Jarvis says.

"In the past people have been reluctant to join gyms because they felt they didn't look good enough. Younger people are not as judgemental. We believe how you feel about yourself is more important than what you look like."

This shift in perception of what the ideal body looks like is why women have stepped off the treadmills and are now fighting with the men for space in the free weights zones of gyms.

"When I was younger very thin women were idealised. Now beauty standard has changed. We love curvy women like Kim Kardashian. And muscular women. And they only way to achieve that is to eat more and train more," Georgia says.

The most compelling measure of the young new gym culture flourishing in a city more famous for its outdoor sports is the spectacular success of Revo Fitness.

The 24-hour gym with flexible, low-cost membership began in 2012 with a single gym in Shenton Park. There are now 31 Revo gyms across the country and another 15 about to be opened.

Revo Fitness founder and managing director Andrew Holder believes that the reason for his company's company's extraordinary growth in the past two years is a post-COVID craving for community, especially within the younger demographic.

A booming business: Revo Fitness founder and manager director Andrew Holder.

"It was during this time that we all became more aware of health issues, both physical and mental, and the importance of community," Holder says.

"So when we came out of COVID people surged back to gyms seeking community engagement at the same time as working on their physical and mental wellbeing.

"We are a young start-up business and our core demographic is 18 to 40. And leading the way are the Gen Zedders who want community engagement.

"So being able to go to a gym that is affordable and hang with their friends while doing things that is great for their health is what is driving them to places like Revo.

"They are also the technology generation.

"They access all the information they need online and love to share that information through platforms like TikTok."

While there has been a bump in older people going to gym, Holder says, Gen Zedders and younger Millennials are engaging with gyms and fitness differently.

"The older generation had a much more sporadic approach to fitness," he says. "Younger people are incorporating it more deeply into their lives. It's an important part of their lifestyle. It's how they perceive themselves and how they want to approach their everyday life."

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Gen gym: Why the young are leading the fitness revolution

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Gen Zedders are not the snowflakes depicted by the media. They're taking over Perth gyms, they're pumped and not shy about showing off their muscles.

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Health and Wellness- GEn Z consumer trend

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Health and Wellness- GEn Z consumer trend

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66% of Gen Z, compared with 40% of other generations, use digital tools such as wellness apps and fitness trackers to monitor their health.

Mental health is a major priority.

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The global healthcare industry has been very slowly evolving its business model from one centered on caring for the sick to one that fully embraces wellness. Generation Z is about to kick that transformation into high gear.

Born between 1997 and 2012, Gen Zers make up about 20% of the US and 25% of the global population, but so far they account for just 3.3% of total healthcare spending. That's partly because they are younger and healthier than most. But they also aren't getting the kinds of healthcare offerings they want, need, and would seek out if offered.

Gen Z takes a much more holistic view of health than older generations, essentially viewing healthcare as self-care, according to more than two years of global demographic survey data and research compiled by the Oliver Wyman Forum, the think tank of management consultancy Oliver Wyman, where I head up the global health and life sciences practice.

For instance, 66% of Gen Z, compared with 40% of other generations, use digital tools such as wellness apps and fitness trackers to monitor their health, our research shows. They are also twice as likely as other generations to share their health information with providers outside of their primary care doctor, including a health insurer, retail clinic, or a third-party app or vendor. Gen Zers are 20% more likely than others to talk about their mental health in the workplace, and 4 in 10 said they have experimented with at least one form of alternative treatment.

In short, Gen Zers are motivated and open-minded consumers who want their healthcare to be holistic, convenient and nurturing.

These shifting generational preferences challenge today's healthcare model, which is based on treating specific maladies as they arise. The model of tomorrow will centre on wellness, with a focus on prevention, outcomes and overall health.

Companies that embrace these changes now will be better positioned to attract Gen Z patients looking for a broader spectrum of holistic care than they're getting today. The demand is already there. The first steps for healthcare organizations are to offer better and more ubiquitous data, beef up mental health capabilities, and turn social media from a liability to an advantage.

Data is the key to Gen Z's heart

Gen Z's love of all things digital presents healthcare companies with an opportunity to paint a much more detailed picture of a person's overall health. For instance, 24% of Gen Z survey respondents said they wear a fitness or sleep tracker, 18% use digitally guided workouts, and 17% use an app to record their diet. Nearly twice as many Gen Z respondents as non-Gen Z respondents reported using an app to monitor their overall health.

Critically for healthcare companies, 44% of Gen Z respondents said they would share personal health information in exchange for a more detailed view of their health. While other generations are more comfortable sharing data with their doctor or hospital, Gen Zers are willing to divulge personal health information to insurers, retail clinics and third-party apps, especially for discounts.

Gen Z's appetite for data is a wakeup call to healthcare organizations around the world. It's time to break down the barriers that have hindered data sharing for decades. Healthcare also needs to develop more efficient ways of merging patient-generated data with the official medical record to create a comprehensive view of a person's health.

Mental health is a major priority

Gen Zers believe "it's okay to not be okay" and see less stigma in seeking help than older cohorts do. Globally, the prevalence of anxiety and depression among all age groups spiked 25% during the pandemic. Gen Z was particularly vulnerable; compared with other generations, they were 83% more likely than other groups to report feelings of anxiety and 86% more likely to suffer bouts of depression, according to our research.

But Gen Z opened the floodgates and made it acceptable to talk openly about mental health at work, with their friends, and on social media. They are active in addressing mental health, with 39% of survey respondents saying they have used in-person or online therapy regularly during the past two years.

The movement to destigmatize mental health must be met with an effort to create a more integrated and holistic approach to care delivery. Some health systems are already embedding mental health professionals in primary care settings. But with some nations facing a shortage of clinicians, it's also important to use digital tools intelligently, including telemedicine to increase access, as well as apps and chatbots to help serve lower-acuity conditions.

Companies can influence the influencers

Social media is an essential part of the Gen Z lifestyle; roughly 60% of Gen Z respondents said they get their news there. At issue for healthcare: 42% of Gen Z respondents said they rely on social media to get medical information, compared with 20% of non-Gen Z respondents.

That raises the odds of misinformation being consumed and spread. The problem got so bad during the pandemic that US Surgeon General Vivek Murthy was compelled to issue a public health advisory in which he spotlighted social media and the capability for people to spread misinformation with "unprecedented speed and scale."

Partnering with Gen Z influencers can be a powerful tool in fighting misinformation and building trust with consumers. Healthcare organizations should look internally for nurses, doctors, researchers, and others who can connect with audiences on social media. It requires a different mindset from traditional marketing but that's vital if healthcare organizations want to help consumers feel empowered to make informed decisions.

Changes like these might seem jarring now but they will soon be commonplace, as the industry increasingly caters to the preferences of Gen Z. Young people won't be the only beneficiaries, however. Older generations will appreciate many of these improvements, too.

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How Gen Zers Are Reshaping The Healthcare Industry

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Their embrace of digital health tools and shared data can help the industry pivot to a business model of promoting wellness

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Health and wellness- Gen z consumer trend

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Health and wellness- Gen z consumer trend

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Wellbeing is cited as a top priority for Gen Z employees, with 83 per cent saying it’s on a par with salary.

77 per cent of Gen Z employees would consider quitting if their company didn’t focus on employee wellbeing.

‘quiet quitting’ and the ‘Great Resignation’ are because of them prioritizing wellbeing.

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83 per cent of Gen Z employees see wellness options as being on a par with salary / photo: gabin-vallet / unsplash

With millennials and Gen Z making up a huge chunk of health club memberships, operators must evolve to keep pace with their expectations

When you think about today's youngest workers, you could be forgiven for jumping to stereotypes about entitled young people rejecting the idea of hard work. After all, members of the so-called "Snowflake" generation - which encompasses anyone who became an adult after the 2010s - have been routinely criticised in the media for their lack of resilience, unwarranted entitlement and willingness to abandon traditional jobs.

However, a new report from corporate wellbeing platform Gympass has found that despite Gen Z's reputation for shirking hard work, they're actually happier and more engaged than many of their older workmates.

The State of Work-Life Wellness '22 report is based on a survey of 9,000 employees across nine countries, including the US, UK and Brazil, and uncovers insights regarding how employees feel about workplace happiness, burnout, productivity and employee engagement. The report outlines findings, as well as trend predictions for 2023 and offers recommendations for business leaders to integrate into their work policies.

Key findings
The report found that in the UK, 75 per cent of Gen Z workers are happy at work, compared to just 60 per cent of the over-50s. What's more, Gen Z are three times more likely to rank wellbeing at work as important when compared to the older workforce.

The early fitness industry grew parallel with the coming of age of Baby Boomers and Gen X (those born from the mid-1960s to 1980) and the model was designed to meet their needs as a result, but today, with millennials and Gen Z making up a huge chunk of many health club memberships, it's important operators continue to evolve to keep pace with the growing expectations of today's youngest consumers. When done right, it presents an opportunity for operators to get a larger slice of the corporate market.

Data from the State of Work-Life Wellness '22 report showed Gen Zers have their own perspectives on careers and how to define success, both in life and work. Wellbeing is cited as a top priority for Gen Z employees, with 83 per cent saying it's on a par with salary. This is a major shift in mindset and one to which both companies and wellness operators should pay attention.

According to the research, people of this generation are 20 per cent more likely to engage with employee benefits packages than older colleagues. They're also three times more likely to rank wellbeing at work as critically important when compared to colleagues aged 50+.

"The pandemic changed people's approach to wellbeing but it appears this has been felt most with the youngest workers," said Gympass's Luke Bullen. "They're reassessing their relationship with work in a way older generations never did, prioritising their own wellbeing and taking stock of what they want out of their employment.

"Today, young people are simply not content with jobs they deem unsatisfying or potentially harmful to their health and they're not shy about sharing these expectations with their employers."

Marketing messages
It's important to note health and wellness mean something different to this generation. Health isn't just about regular visits to the GP or going to a class at the gym, for Gen Z, health is holistic and they instinctively integrate health and wellness into their everyday lives.
They're also happy to leverage technology to support their health, easily adopting things such as connected fitness and wearables.

When it comes to marketing to this generation, operators should take note. Focusing exclusively on fitness gains will fall flat - marketing should focus on overall wellness, including things such as anxiety, stress management and mindfulness.

Gen Z was raised during times of political and economic turmoil, and this has had a knock-on effect on how they view work and health. Data from the report showed that 77 per cent of Gen Z employees would consider quitting if their company didn't focus on employee wellbeing. This number provides context alongside recent news of trends such as 'quiet quitting' and the 'Great Resignation'.

"On the surface, it may look as though young workers are quitting their jobs when things get tough," says Bullen. "But our data shows that the reality is actually more nuanced. More young people are ranking health and wellbeing as a number one priority and they want employers who take this seriously. Corporate wellbeing packages need to cater to these changing needs."

Improved wellbeing in 2022
Encouragingly, the report showed that Gen Z employees cited an improvement in their wellbeing in 2022, unlike employees over 50 years of age. As Gen Z comes of age amidst a global pandemic, this might come as a surprise, but while this generation reports greater instances of stress, they're also more likely to talk about it, take action and prioritise their own health and wellbeing.

"Hustle culture is on the decline," says Bullen. "Burnout and grinding to exhaustion is no longer attractive to the next generation of workers. This opens doors for employers to offer a package of health resources and services that actively encourages employees to invest time in their wellbeing. When this is done well, employee loyalty will undoubtedly increase."

Adapting fitness for Gen Z
Gen Z will soon surpass millennials as the most populous generation, with more than a third of the world's population among its number. But for many businesses, the habits of this generation remain mystifying.

"Businesses need new employee engagement tactics in light of this changing demographic," says Bullen, "So it's important to question the current narrative. Young people are not simply rejecting hard work and indulging in leisure. They're actually just prioritising their own wellbeing and speaking more publicly about the role of work in their lives.

"There's an undeniable mind-body connection that makes fitness a critical tool in mental health and overall wellbeing," he says. "Gen Zers often choose fitness as a way to build mental fortitude, resilience and a healthier mindset. That's why fitness options and marketing that focus on mental health will often dominate the Gen Z market.

"Gen Z is changing the fitness industry in a very big way", says Bullen. "While change can be intimidating, it also presents an opportunity for business leaders to capitalise on Gen Z trends, needs and aspirations. People inherently test and optimise until they find what works for them in fitness and employers should look to support their employees in this process."

More: www.hcmmag.com/StateofWLW

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Gen Z's attitude to wellness is a game changer | HCM wellness

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Gen Z's attitude to fitness is changing the game when it comes to engagement with exercise, as Miranda Markham reports

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Health & wEllness - Millennials consumer trend

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Health & wEllness - Millennials consumer trend

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35%of millennials believe they will prioritize health more in the coming years, compared with 29 percent for other generations, on average.

Personalization of products and services continues to gain importance among m.

The importance of influencers and celebrities for product discovery continues to rise, particularly for millennials.

General point- Wellness-related employee benefits are becoming more mainstream

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As evidenced by fitness classes, wearable technology, and mindfulness apps, wellness continues to be a major priority for consumers, increasingly becoming a part of their everyday lives. We estimate the spend on wellness products and services to be more than $450 billion in the United States and growing at more than 5 percent annually.

The wellness market has seen strong innovation and become increasingly crowded in recent years, particularly in areas such as personalized nutrition, vitamins, and beauty. However, the products and services currently available are not sufficiently meeting many consumers' wellness needs. This is especially true of millennial consumers (who today represent the largest generational pool of potential spend) and Black consumers. Companies have an exciting opportunity to better serve these and other demographic groups.

Consumers are eager to find solutions that work. The companies that thrive will be those that can identify and target unmet needs through offerings that are thoughtful, differentiated, tailored, and-increasingly-that target multiple dimensions of wellness.

Consumers increasingly value and seek out products and services that can address needs across several wellness dimensions (such as mindfulness and fitness or nutrition and appearance).

Wellness is a growing priority for consumers and investors, but unmet need remains

The wellness market is growing quickly. Overall, around 50 percent of US consumers now report wellness as a top priority in their day-to-day lives, a significant rise from 42 percent in 2020. Against the backdrop of COVID-19's evolution from a global pandemic into an endemic disease, this increasing consumer focus on wellness looks set to continue.

1. Health: over-the-counter medicine, vitamins, and personal hygiene

2. Fitness: fitness clubs, studios, at-home fitness equipment, and fitness wearables

3. Nutrition: diet programs, subscription food services, nutrition apps, and juice cleanses

4. Appearance: skin care, dermo-cosmetics, hair care, and salon services

5. Mindfulness: counseling or therapy, meditation studios, and mindfulness apps

6. Sleep: sleep supplements, app-enabled sleep trackers, and other sleep-enhancing products

Our latest research suggests that the lines between wellness dimensions are becoming less distinct. Consumers increasingly value and seek out products and services that can address needs across several wellness dimensions (such as mindfulness and fitness or nutrition and appearance). For example, Alo, a yoga apparel brand, has expanded to provide yoga, fitness, and meditation classes through its Alo Moves mobile app. Similarly, Hum Nutrition blurs the line between nutrition, health, and appearance by offering a range of vitamins and supplements designed to improve mood, skin, hair, and other physical characteristics.

Nevertheless, consumers still feel that the available products and services are not adequately meeting their needs. Around 37 percent of surveyed consumers expressed a desire for additional products and services in both the sleep and mindfulness segments, with almost a third of customers wanting more across the remaining four wellness dimensions, as well (Exhibit 2). This is especially true among millennials and Gen Z, who desire more wellness products and services at a rate that is six to seven percentage points higher than that of the average consumer.

Many recent trends are continuing-and even accelerating

Several key consumer trends we highlighted in our previous research continue to be relevant today, and some have even accelerated in the past two years:

Personalization of products and services continues to gain importance. This phenomenon is particularly strong among millennials and Gen Z, of whom 49 percent and 37 percent, respectively, expressed a strong preference for products, services, or apps that leverage personal data to personalize the consumer experience (Exhibit 3). Across wellness dimensions, companies have found success with a range of approaches. For example, Care/of, a personalized vitamin brand, uses a form of simple, quiz-based personalization that recommends one of several product options based on how consumers respond to questions about themselves. ZOE, a personalized-nutrition company, uses more complex personalization that offers tailored products and services based on an individual's unique health markers (such as microbiomes or blood lipids). ZOE also offers continuous glucose monitoring to deliver immediate and personalized feedback on how different foods affect glucose levels.

The importance of influencers and celebrities for product discovery continues to rise, particularly for millennials. Over the past two years, the share of consumers who said influencers or celebrities were important to brand discovery rose by nearly 20 percent to around 60 percent (Exhibit 4). The growth in celebrity importance materially outmatched that of influencer importance over this period. This is likely due, in part, to the recent successes of celebrity beauty brands such as Kora Organics by Miranda Kerr, Kylie Cosmetics and Kylie Skin by Kylie Jenner, and JLo Beauty by Jennifer Lopez.

Products continue to attract the lion's share of spend, but services and apps continue to gain ground and now represent around 30 percent of spend. Services and apps also look set to capture a materially higher share of future spend: around 45 percent of consumers intend to spend more on services or app-based services over the next year, while around 25 percent intend to spend more on products.

E-commerce continues to gain momentum, with the reported share of spend from e-commerce channels increasing across almost all wellness products and services over the past two years. This is due, in part, to widening product availability online, as well as lingering concerns about in-person safety in some areas. We expect the increased e-commerce penetration to be sticky over the medium term, with research suggesting that digital engagement with wellness has become a daily routine. For example, 64 percent of consumers say wellness apps are now part of their daily routine, and almost 70 percent say the same for online training and fitness services.

New wellness trends

Our latest survey was able to identify several new wellness trends, and it also highlights some shifts in consumer preferences since 2020.

Trend one: 'Natural' and 'clean' have their limits

Our 2020 research highlighted a growing consumer preference for natural, clean products, with consumers in many cases valuing these attributes even more than product efficacy. For example, around 30 percent of respondents said they would prefer natural and clean over effective when it came to dietary supplements, compared with 24 percent who asserted the contrary.

Today, our research reveals the slowing of this trend, with consumers expressing a modest preference for efficacy across many product categories. The share of consumers who would prefer clean and natural over effective remains high in many areas-28 percent for dietary supplements and 28 percent for skin care, for example-but overall, the pendulum has started to swing back toward efficacy.

This shift is likely due, in part, to two factors. First, the protracted impact of COVID-19 has given additional credibility to health and wellness products that can show clear results. Second, there may be a degree of consumer overexposure to claims of natural or clean ingredients-or a perception that such claims are a form of greenwashing.

Potential strategy for companies. Companies need to be strategic about where and how to position their products. Labeling a product with "clean" or "natural" will not automatically entice consumers, who are discerning about these claims and who may, in fact, be more interested in the product's efficacy. Companies should evaluate consumer preferences for the items within their portfolio to identify where messaging related to products being clean or natural would resonate most strongly. They should then seek to differentiate themselves from the messaging of peers while remaining true to their core value proposition.

By leveraging transparent capsules and product packaging alongside the tagline "the future of health is clear," Ritual, for example, effectively differentiated itself from other vitamin brands that tout clean ingredients.

Trend two: Consumer preferences for established or private-label brands tend to increase for more mature product categories

Our survey revealed that consumers have different brand preferences for different types of products (Exhibit 5). Overall, products fall into three broad categories:

1. Private-label brands at advantage. In areas such as pain or cold relief, ingredients-often well-known active ingredients such as ibuprofen-can matter more to some consumers than brands. Private-label offerings may therefore be at an advantage due to their lower price point.

Potential strategy for companies. To break through, companies competing in these categories should move beyond the active-ingredient list, which has become table stakes, and seek ways to differentiate themselves-as Ritual did with its transparent capsules and product packaging.

2. Nascent and developing challengers. In newer categories (such as juice cleanses) or where the science is just starting to gain widespread understanding (such as gut health), emerging brands are at the forefront of product and business model innovation, which consumers recognize and value.

Potential strategy for companies. The pace of innovation within these categories presents a range of opportunities for companies looking to enter. M&A, for example, can be a promising market entry strategy. Many strong brands remain subscale, creating opportunities for strategic investors and financial sponsors alike to assess likely winners and help them scale. Recent examples include Kroger's acquisition of meal subscription service Home Chef and Bayer's acquisition of Care/of.

3. Established brands at advantage. Large established brands have an advantage in areas where the active ingredients are less well known or where consumers place higher value on other attributes, such as product design or the impact the product has on appearance. In this category, large brands can leverage the trust they have built with consumers over an extended period of time.

Potential strategy for companies. Companies competing in these categories should invest in understanding the core product attributes that consumers value most. For example, Neutrogena has enlisted celebrities to endorse and market its existing products. For investors, it will be crucial to understand brand strength and degree of consumer trust; brands that have registered poor performance recently but that are trusted and well known may be positioned for a turnaround.

Trend three: Increasing focus on sleep

Better sleep is the next-highest priority for consumers after better health, with 45 percent and 47 percent of respondents, respectively, naming these dimensions as a "very high priority." The emphasis on sleep will continue, with more than a quarter of respondents sharing that they will "definitely place a higher priority on sleep in the next two to three years," which aligns with broader trends in the sleep industry.

As sleep science has gained momentum and attention-funding for sleep technology grew 66 percent from 2019 to 2020, for example-so has innovation. The number of sleep device patents has increased by about 12 percent per year for the past decade. The range of products on the market has also increased. Consumers can now track their sleep using wearables such as WHOOP or apps such as Sleep Cycle, and they can improve the quality of that sleep through innovative sleep supplements or "smart" mattresses, such as those offered by Eight Sleep. Eight Sleep's mattresses and mattress covers incorporate AI to monitor and improve sleep through temperature control, data analysis that feeds into optional private sleep coaching, and daily alarms.

Despite all this innovation, however, our research suggests that sleep is the area with the greatest unmet consumer need. There is still a considerable opportunity for companies competing in-or hoping to enter-this space.

Potential strategy for companies. Innovation continues apace within the sleep category, which creates an opportunity for established players to invest in emerging brands to help them scale. Successful brands in this space have tied their products to tangible, measurable improvements in sleep-including, as mentioned above, Eight Sleep.

Trend four: Millennials lead the way in wellness purchasing

Across dimensions, millennials prioritize health and wellness more than other generations, followed by Gen X and Gen Z (Exhibit 6). This trend looks set to continue, with millennials more likely than other generations to value wellness highly in two to three years. For example, 35 percent of millennials believe they will prioritize health more in the coming years, compared with 29 percent for other generations, on average.

Millennials also purchase wellness products and services more frequently than other generations, with the highest average purchase rate over the past six months of any generation. Our survey indicates that 46 percent of millennials purchased fitness products and services, for example, and 42 percent purchased nutrition products and services. In comparison, these figures were 28 percent and 24 percent, respectively, for all survey respondents.

Potential strategy for companies. Companies should invest in marketing that is carefully tailored to appeal to the millennial segment (for example, by incorporating influencers or celebrities into marketing campaigns or by investing in channels, such as Instagram or TikTok, that appeal to millennials and Gen Z). Successful examples of this include Nike, which enlisted celebrities to lead workouts on its fitness app, and Equinox, which contracted leading artists to create exclusive playlists for its fitness centers.

Trend five: Black consumers currently exhibit the greatest unmet need

While many consumers find current wellness products and services insufficient to meet their needs, particularly around sleep and mindfulness, our survey suggests that these unmet needs are most pronounced among Black consumers. For example, 47 to 55 percent of Black consumers said they needed more wellness products and services to meet their needs. In comparison, 35 to 39 percent of Asian consumers and 30 to 35 percent of White consumers said the same.

Moreover, demand from Black consumers is likely to increase at a higher rate than that of many other demographics: roughly 60 percent of Black consumers prioritized their wellness more this year than they did last year, compared with 49 percent in the overall population.

Potential strategy for companies. Companies should allocate a portion of their R&D budgets to understanding what types of products can satisfy the unmet needs of consumers in this segment.

Trend six: Wellness-related employee benefits are becoming more mainstream

As interest in health and wellness swells and the post-COVID-19 war for talent heats up, there has been an acceleration in wellness-related employee benefits (Exhibit 7). For example, our survey indicates that 22 percent of employers now offer flexible scheduling to their employees. Wellness perks and enhanced healthcare services are also becoming mainstream. Around 18 percent of employers offer healthy food and snacks on-site, for example, and 18 percent now offer telehealth services. And employees take advantage of these offerings: 60 to 90 percent of respondents who had access to each benefit said they used them "extensively or regularly."

Potential strategy for companies. Companies should also look to explore corporate partnerships that will enable them to offer their products and services as part of wellness programs for employees. Many firms offer discounts on gym memberships or subscriptions to mental-wellness apps (such as Headspace and Calm), which became especially popular during the pandemic as employees reported high levels of mental distress. Companies should remain cognizant of what types of wellness perks their employees want and what they are actually using, whether that is through data analytics (for larger companies) or forums and listening sessions.

The US wellness market is growing quickly and is likely to continue to do so. Despite the growing number of players in the market, however, our latest survey reveals that consumers' needs are still not being fully served in many areas. There are whole consumer segments that are not satisfied with existing offerings, and there is a growing number of wellness categories that are currently underserved. Companies that understand emerging trends and are quick to react to them will be well positioned to thrive in the growing and increasingly holistic wellness ecosystem.

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Still feeling good: The US wellness market continues to boom

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Our research shows continued growth of consumer interest in health and wellness, with persistent gaps in certain areas presenting exciting opportunities for companies to serve unmet consumer needs.

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In India, 30% of females are demanding high value active products.

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The pandemic, rising awareness about health and wellness, and greater accessibility due to the e-commerce boom are some of the factors said to be stimulating development of the sports and active nutrition category in Asia-Pacific (APAC).

According to Tim Hill, Key Accounts Director (South East Asia) at GlobalData, APAC's sports and active nutrition sector was valued at USD4.2 billion in 2022, and is projected to grow at a CAGR of 7.6% to reach USD6.1bn in 2027.

Speaking at the recent Growth Asia Summit, Hill highlighted key trends, shifts in consumption patterns, as well as challenges and growth potential of the industry.

Based on GlobalData's 2022 Q4 consumer survey, consumers in Asia, especially China and Middle East, were most keen to pay more for "unique products that offer something new or different".

"More than 57% of Chinese consumers and over 20% of Saudi Arabian consumers were willing to trade up to higher-value sports and active nutrition products. Among them, Gen Y consumers are driving the demand, particularly female millennials in China and Vietnam. ​

"In India, though Gen Y females (39%) are escalating demand for higher-value products, boomer-aged males (29%) have also expressed interest for such offerings." ​

Furthermore, D2C online sales channels were found to be most popular with younger consumers aged between 18 and 24 years, whereas more than two-thirds of consumers aged 65 years and above preferred purchasing from physical stores.

"In APAC, 59% of consumers buy from supermarkets, 46% from online D2C, 36% via e-commerce, 22% from pharmacies, and 20% from gyms. Therefore, brands need to target a range of ages in store, but can stick to a younger demographic for their online sales." ​

In addition, the results showed that Indian consumers buy from the largest range of channels and are most likely to purchase from an e-commerce site (51%), while Chinese consumers are most inclined to buy online directly from the brand (61%).

New vs existing consumers​

Exercise was identified as the biggest motivator for consumers to increase their spending on sports and active nutrition products.

However, the drivers for consumers who just started exercising more frequently are markedly different from those of existing consumers.

"45% of new consumers are more likely to buy sports and active nutrition products, compared to 35% of existing consumers, who have a wider variety of needs. For example, they are more interested in improving their performance. ​

"This means that brands looking to reach new consumers need to market in places where consumers are embarking on new workout regimes, such as beginners' clubs or during the January gym rush. On the flip side, brands who wish to attract existing consumers should emphasise product functions, such as performance-lifting energy bars," ​Hill shared.

Additionally, new consumers have a propensity for buying online, before gravitating towards physical stores.

"The share of long-term consumers who buy online directly from brands is 11% lower than new consumers. Online research by prospective consumers more readily translates into sales, while existing consumers may find better value-for-money options in supermarkets. ​

"This is crucial for e-retailers as the market saturates and the share of new customers shrinks. Brands that rely on online sales must find ways to make their products and the shopping experience superior." ​

Moreover, older consumers tend to use active nutrition for a boost of energy.

In fact, 37% of respondents aged 65 and above said that they bought sports and active nutrition products "because they are a more convenient source of energy".

"This points to an untapped market of older consumers who may not relate to overly sporty packaging and youthful branding. If products suitable for this demographic were presented differently, there could be significant growth in this consumer group." ​

Challenges and opportunities ​

One of the biggest challenges for the sports and active nutrition sector is ensuring product safety and quality.

"With more manufacturers and suppliers entering the market, there is a need for strict regulation and oversight to prevent the sale of contaminated or unsafe products. The use of banned or prohibited substances in sports supplements is a concern, as these can have serious health consequences for athletes and fitness enthusiasts." ​

Although industry organisations and regulatory bodies have developed guidelines and standards for the manufacturing, labelling and distribution of sports supplements, Hill believes there is still a need for consumer education on the risks associated with untested or unregulated products.

"Industry players must continue to prioritise safety and quality control to maintain the trust of and avert harm to consumers, regardless of their income level or location." ​

Accessibility and affordability is another area that needs to be addressed through "greater innovation and collaboration" across the sector.

"Some companies are exploring new distribution channels and pricing strategies, such as subscription services or bulk discounts, to lower the cost of their products, while others are partnering with retailers and distributors to reach a wider audience." ​

As consumers are increasingly conscious of ingredients and labels, the demand for products with claims such as vegan, plant-based, gluten-free and low-sugar is expected to persist.

At the same time, sustainability remains a major topic of consideration, especially when it comes to packaging.

"Consumers are looking for eco-friendly packaging to reduce waste. As a result, brands are investing in sustainable packaging options to entice consumers. Small and convenient packaging is also popular, as it allows for consumption on the go. ​

"New packaging formats and designs, along with value-added packaging features that improve the user experience, will continue to be a focus area for manufacturers." ​

Beyond performance-boosting functions, there has also been heightening awareness of the importance of the gut microbiome in supporting immunity and many other aspects of health.

This has led to a spike in demand for ingredients such as prebiotics and botanicals.

"Brands have started incorporating pre- and probiotics in gummy supplements, nutrition bars, hydration beverages, and stick packs etc. More companies will likely be launching new variants of sports and active nutrition products in the future," ​Hill concluded.

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Demand driver: Satisfying Gen Y's appetite for premium sports and active nutrition products key to sector growth - Growth Asia Summit

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Asian millennial consumers' demand for novel and higher-value sports and active nutrition products could play instrumental role in accelerating growth of the sector, insights from GlobalData reveal.

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More than 40% use treatments like herbal medicines, nature therapy, or traditional medicine.

Health & Wellbeing is their top importance.

According to the Organic Goods Trade Association, 52% of their customers are Gen Y, and the vegetable shopping rate is even higher than that of any other generation.

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Gen Y are referred to as "The Wellness Generation" but with a workload that almost engulfs their lives, how will Gen Y take care of themselves? Let's find out.

"Eat for wellness and be healthy"

A survey found that Gen Y are more concerned with healthy eating than other generations. According to the Organic Goods Trade Association, 52% of their customers are Gen Y, and the vegetable shopping rate is even higher than that of any other generation.

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They not only care about quality raw materials but they also realize that eating out makes it difficult to check health aspects such as the use of fat, sugar, or excess flavoring. So most of them choose to become home cooks. In addition to staying healthy they have fun trying out or inventing recipes. They also enjoy persuading their friends or family to cook and eat together at home more rather than at restaurants.

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"Let nature heal your health"

Although many see Gen Y as a modern, progressive generation a survey found that they are more accepting of alternative medicine. More than 40% use treatments like herbal medicines, nature therapy, or traditional medicine.

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Popular trends include treating office syndrome with acupuncture, cupping, or bone alignment. This is a new alternative treatment approach that has recently gained popularity. Meditation therapy exercises can treat mental problems from stress, depression, or anxiety.

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Supplements are also an option that this generation has been using to get good nutrition. It was also reported that 68% also use supplements for weight loss.

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"Work hard with almost no time to see a doctor"

And as mentioned already, Gen Y have quite chaotic lifestyles and spend most of their time at work, with over 73% spending more than 40 hours per week working.

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Over 26% of Gen Y worldwide work two or more jobs to earn more to enable their lifestyle and achieve financial stability. They spend their day at work or commuting and have little time for their personal lives. It is rare to see this generation going straight to the doctor when they have a medical problem.

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But advanced technology has come to their aid. Many hospitals and medical institutions have started to offer Telehealth services or online consultations, responding to the behavior of busy Gen Y people.

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"Little time, but more healthcare"

No matter how busy and hectic their days are, Gen Y never neglect healthcare. We can therefore see that there are currently healthcare apps to measure heart rate or blood oxygen, calculate menstrual cycle or even give reminders to drink water, stand up, or take a walk to avoid sitting for too long. These functions are almost becoming a basic element of the smartphone or smart watch everyone uses in their daily life.

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What's your view on staying well? Please leave a comment.

Information from: Hotel and Hospitality Industry -New Travelers / Shift in Consumers Values & Behaviors: Oct 2021,FutureTales Lab by MQDC, ResearchGate, Forbes, Economic Times, Accenture, WHO, Health Tech, https://bit.ly/3r1LVFz, https://bit.ly/36Tmjnx, https://bit.ly/3iYVrF6

Want to know more about us, click www.futuretaleslab.com and https://www.blockdit.com/pages/6184ec3b07f0660cad381cf9

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FutureTales LAB - Gen Y, the healthcare generation

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How will Gen Y take care of themselves? Let's find out.

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78.6% of Gen Xers believe exercise is important for mental health.

Walking ranked second (29.8%) as a favorite hobby. It is also their preferred form of exercise by a significant margin (72.8%) followed by weightlifting (23.7%), running, and bicycling.

Gen X consumers are placing a strong emphasis on overall wellness, encompassing physical, mental, and emotional well-being.

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What's up with Gen X? While this resilient consumer set isn't as sizeable as their cohorts, their spending power is slated to rise in the years to come. Here are the latest stats from Brightfield Group's Consumer Dashboard.

Generational Snapshot

Born between 1965 and 1980, Generation X accounts for approximately one quarter (26.4%) of survey respondents. The majority live in the suburbs (41.8%) and over half are married. Most Gen Xer's either have no children (35.5%) or have children who are now adults.

When it comes to media coverage and marketing, Gen X often receives less consideration than baby boomers and millennials due to the size of the group.

"When Gen X was entering the workforce, baby boomers outnumbered them and had more power and influence-and they never left," Marcus Collins, marketing professor at the Ross School of Business, told The Food Institute. "As Gen X started to rise up the ranks, they were quickly outnumbered by the size of millennials who, generally speaking, played by their own rules thanks in part to the evolution of the media landscape."

Today, Gen X accounts for just 28% of the nation's wealth, while baby boomers hold over half (52%), according to recent data from the Federal Reserve. However, as Investopedia reports, over the next two decades there will be a major transfer of wealth-collectively, around $84 trillion-from baby boomers to younger generations including their Gen X children.

Food & Beverage Favorites

When it comes to eating and drinking, Gen X's preferences reveal a balance of fresh food staples and classic indulgences.

In line with the rest of U.S. consumers, Gen X likes to snack - 81% purchased snacks and bars in the past year. In addition to chips, their leading go-tos include peanut butter (47.2%), popcorn, packaged cookies, and conventional chocolate bars.

Other general foods topping Gen X's grocery list include chicken (53.1%), regular ice cream, frozen fruits and veggies, and red meats, specifically beef and pork.

Popular drinks range from regular soda (43.4%) to 100% orange juice and bottled natural spring water. After beer, wine is their preferred alcoholic beverage.

"Gen X consumers are demonstrating a growing interest in craft beers, artisanal spirits, and premium coffees," said Nazim Almasi, Muslim food scholar and author, to The Food Institute. "They are seeking unique flavor profiles and experiences, valuing quality over mass-produced beverages."

Wellness Interests & Hobbies

The top need states among Gen Xers are relaxation (54.4%) and digestive health (51.1%). Their favorite hobbies include watching TV and movies (39.8%), listening to music, and reading.
Furthermore, 78.6% of Gen Xers believe exercise is important for mental health.
Walking ranked second (29.8%) as a favorite hobby. It is also their preferred form of exercise by a significant margin (72.8%) followed by weightlifting (23.7%), running, and bicycling.

Health and Dietary Preferences

Most survey respondents (50.3%) claimed they do not conform to one particular diet. However, low sugar received top mention (24.2%) followed by low carb.

Sugar content also played a key role in what these shoppers look for in foods and beverages. Among ingredient preferences, no added sugar (43.6%) took the lead, with no artificial sweeteners and no high-fructose corn syrup also ranking in the top five.

Low sugar was also the top label claim these shoppers look for, followed by high protein and low sodium. Gen Xers also seek foods that are made with real (41.9%) or all-natural ingredients. They gravitate toward health claims related to hydration (36.9%), gut health, and boosting energy.

"Gen X consumers are placing a strong emphasis on overall wellness, encompassing physical, mental, and emotional well-being. They are seeking products and services that promote stress reduction, improved sleep, and enhanced energy levels," said Almasi. "Holistic wellness approaches, including mindfulness practices and complementary therapies, are [also] gaining traction among this demographic."

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Consumer Pulse: Shining a Light on Gen X - The Food Institute

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The spending power of Gen X will rise in the years to come. Here are the latest stats from Brightfield Group's Consumer Dashboard.

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7 Top Entertainment Trends (2024 & 2025)

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7 Top Entertainment Trends (2024 & 2025)

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1. Social Video Takes Off - Facebook is doing everything it can to beat YouTube meanwhile TikTok is a rocket ship.

2. More Streaming Services Come Out

3. Cloud Gaming Goes Mainstream

4. Podcasting Becomes A Mainstream Medium

5. New(Ish) Sports Sprout Up - bikepacking & axe throwing

6. The Korean Wave Goes Worldwide

7. Fans Support Creators Directly - financially by Crowdfunding sites like Patreon

entertainment industry is quickly moving from the living room to our pockets.

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by Kyle Byers - November 11, 2021
You may also like:
Here are the 7 biggest entertainment trends for 2021, 2022, and 2023.

And specific examples of what's pushing each trend forward.

Whether you're in the entertainment industry or just interested in the space, these are the top trends to watch.

1. Social Video Takes Off
Searches for "TikTok" are up 9,500% over five years.
With Facebook Watch, Facebook is doing everything it can to steal the social media video throne.

(The one YouTube has been sitting on for years.)

And with 1.25 billion monthly viewers, it may be working.

But while Facebook has impressive numbers, it's far from trendy.

TikTok, on the other hand, is a rocket ship.

At the time of writing, the biggest new video-based social network has over 1 billion monthly active users.

Lockdowns helped drive TikTok's rapid user growth.
Searches for "TikTok lights" have increased by 2,200% since 2017.
And those users aren't afraid to invest in getting more followers.

One tell-tale sign: TikTok-related products and services that have started to surface, like TikTok editor and TikTok lights.

Meanwhile, Facebook's social video push is extending on to its other platforms.

IGTV is now an integrated part of the Instagram platform.
IGTV, launched by Instagram in 2018, is now integrated into the main app.

While it has not exploded in the same manner as their Stories feature, there are some signs of promise.
Online searches for "Amazon Prime Video" have increased by 139% since 2017.
A mini-series created by soccer stars Trent Alexander-Arnold and Andrew Robertson was hosted exclusively on IGTV.

And some individual episodes attracted upwards of a million views.

But no matter which platform ends up on top, one thing is for sure: social video is a huge trend.

As 5G network coverage expands through 2021 and beyond, video streaming and download speeds will rise.

And we think social video usage will, too.

2. More Streaming Services Come Out

Video streaming (SVoD) revenue is expected to total over $108 billion per year by 2025.

So it's no surprise that lots of media companies want a slice of the pie.

Paid over-the-top ("OTT") streaming platforms have been popping up left and right to compete with incumbents like Netflix, Hulu and Amazon Prime Video.
"Cloud gaming" searches are up 192% over five years. Several related acquisitions and product announcements caused a splash in 2018. From 2020 onwards the search term has really gathered pace.
Quibi crashed and burned with its short-form offering.

But the idea of a clearly-defined niche has been working elsewhere in the streaming world.

Crunchyroll, a dedicated anime service, has seen really strong search growth during the pandemic. And now has over 4 million paying subscribers.

Crunchyroll is one of many niche streaming services seeing significant user and revenue growth.
But the most important gaming trend of 2021-2023 may be cloud gaming.
At the same time, Disney is using its deep back catalog to attract subscribers to its service, Disney+. And it has plenty of new programming too, like their flagship show, The Mandalorian.

Disney+ first launched in November 2019. And just 5 months later, it had already surpassed 50 million subscribers. That number has since risen to 118 million.

3. Cloud Gaming Goes Mainstream

There are lots of important entertainment trends in the gaming industry happening right now.

Playstation Now is Sony's flagship cloud gaming platform.
The Xbox Series X and PlayStation 5 were both released in November 2020.

Virtual reality and augmented reality gaming tech is making strides.
Online search interest in the podcast network Wondery has grown by 980% in five years.
Esports are gaining steam.

And mobile gaming is more popular than ever.
By 2023, that number is estimated to grow to 164 million listeners.
There are about 3.2 billion gamers in the world. And very few of them have the hardware required to play the latest, most demanding games.

Cloud gaming solves this problem by streaming video game content from remote servers to your device.

That way, your computer (or phone, or smart TV) isn't the one doing the heavy lifting.

Major offerings include Nvidia's GeForce Now, Google's Stadia, Sony's PlayStation Now and Xbox's Project xCloud (now integrated into Game Pass).

There may be a bumpy road ahead for cloud gaming.

Which is true for any new technology.

But it looks like in the future, anyone with a good Internet connection will be able to play the best games.
Wondery's top podcast series.
4. Podcasting Becomes a Mainstream Medium

In 2022, it's expected that 140 million people will listen to podcasts at least once per month.

And that's in the U.S. alone.

Amateur podcasts are springing up every day. In fact, there are now over 2 million active podcasts.

But the industry is also getting a lot more professional. And turning podcasting from a hobby to a legit business model.
Online searches for "bikepacking" have increased by 1.3x over the last 5 years.

Branded podcasts prove the format can work as marketing just as well as it does as entertainment.

(Don't believe us? Check out what Microsoft, Basecamp, and even Gucci are doing with theirs.)

And podcast networks are aggressively buying and developing new series.
Axe throwing lanes at Bad Axe Throwing.
Some include tie-ins to current events and popular TV shows.

Wondery in particular has been on a tear lately.

These podcast networks have attracted plenty of attention from investors with deep pockets.

Wondery has backing from 20th Century Fox as well as VC firms like Greycroft and Lerer Hippeau Ventures.
Searches for the term "mukbang" are up 300% since 2017.
While the podcast and entertainment network The Ringer was acquired by Spotify in 2020 for $196 million.

That followed their $337 million purchases of Gimlet Media and Anchor back in 2019.

With so much money at stake, you can bet that the writing, stars, and production quality of the average podcast will keep getting better.

5. New(ish) Sports Sprout Up

Parasite's Oscar win made history.
Fitness is a "meta trend" that's impacting lots of areas of our lives.

Inside, you have garage gyms, Zwift and Peloton.

But outside the house, things are more interesting:

If you don't mind a little danger, axe throwing has been taking off.

Or if you'd enjoy an adventure in the great outdoors, there's also bikepacking.

(Yes, that's backpacking on a bike.)

And who isn't up for a friendly game of pickleball?

These activities may not be 100% new, but they've been getting more popular each year. And they're starting to go mainstream in 2021.

6. The Korean Wave Goes Worldwide

The Korean Wave (or Hallyu) refers to the way South Korean culture is gaining international popularity.

It's been happening in Asia since the '90s, but has recently picked up more steam in the West.

Here are a few examples.

In February 2020, Korean-language Parasite became the first foreign-language film to win Best Picture at the Oscars.

An example of a Patreon creator page.
Next, the Korean eating "sport" mukbang is reaching new heights in 2021.

Videos and streams of people eating on YouTube and Twitch are attracting large Western audiences, pulling in up to tens of millions of views each.

Finally, K-pop is finding a bigger international audience as well.

Many K-pop groups had planned tours across North America in 2020, before the coronavirus thwarted those ambitions.

And the supergroup BTS made a big splash in April with their live #HomeFest performance on the Late Late Show with James Corden.

7. Fans support creators directly

Searches have increased by 240% since 2017 for the term "Patreon", a crowdsourced funding site for creators of all types.

Why has direct fan support has become one of the biggest trends in entertainment over the last few years?

According to emarketer.com, approximately 48.3m American households have "cut the cord" (removed or rejected traditional cable TV).

While many folks turn to streaming services to fill the gap, others find themselves consuming content directly from individual creators on YouTube.

The problem is: many creators have a difficult time making a living off of YouTube ad revenue.

Especially those that cover a niche topic, like knitting or a specific movie genre.

Crowdfunding sites like Patreon have exploded to help fans support creators directly.

Unlike Kickstarter, Patreon supporters voluntarily pay a monthly fee that goes directly to the creator.

In exchange, supporters usually get some sort of bonus content, like live Q&A sessions.

While most creators use Patreon to supplement their income, others are making a killing from this model.

For example, artist Amanda Palmer brings in an estimated $25k/month from her Patreon supporters.

And the True Crime Obsessed podcast is thought to bring in over $190,000 in monthly revenue via ongoing, crowdfunded support.

Wrapping Up

Those are the 7 most important entertainment industry trends for 2021 and beyond.

The entertainment industry is quickly moving from the living room to our pockets.

And the companies that adapt to this shift in where and how consumers are entertained are poised to become media mainstays.

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The 7 Biggest Entertainment Trends (2021-2023)

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by Kyle Byers - November 11, 2021 You may also like: Here are the 7 biggest entertainment trends for 2021, 2022, and 2023. And specific examples of what's pushing each trend forward. Whether you're in the entertainment industry or just interested in the space, these are the top trends to watch.

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The media and entertainment landscape is becoming more personalized, interactive and user created.

Top social media services are leaning into User generated content.

D2C - direct to consumer video streaming is going to be another big thing.

Gen-Z consider the cost of living, climate change and mental health to be among their top concerns and they are also making efforts to reduce their impact on the environment.

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Health & Wellness- Gen X consumer trends

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Health & Wellness- Gen X consumer trends

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Gen X-ers spend significantly more on today’s do-gooder brands. Thus, making organic, ethically produced, and sustainable products a viable marketplace for everyone.

Gen X-ers put a premium on quality or value for their money.

https://medium.com/@PrimalStreamMedia/as-generation-x-ages-a-plea-for-self-care-f7861426049a

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For Wellness & Better-for-you Brands, Gen X Spends the Most - Retail Voodoo Food and Beverage Branding

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Here's your comprehensive guide to Gen X as a marketing segment: what they like, what they dislike, what motivates them, and more.

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Rise in group fitness gyms as people prefer shared experiences.

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In recent times, the fitness landscape has witnessed a proliferation of group fitness options, with establishments ranging from large franchises like BFT, F45, and FitStop to smaller boutique studios dotting our streets. Even traditional big box gyms have joined the trend, offering a diverse array of group exercise classes. The surge in popularity of group fitness gyms signifies a notable shift in the way individuals approach their health and wellness journeys, emphasising not only physical fitness but also the development of a community-driven atmosphere.

The Social Aspect of Human Nature

At the core of this shift is an understanding of human nature. Humans are inherently social beings, thriving on interaction with others in both small and large groups. Numerous studies in biology and neuroscience, as discussed in the Wellness Living blog [1], emphasise the importance of social connectedness for overall well-being. This need for connection became strikingly evident during the isolation periods of the 2020 pandemic when social distancing measures and lockdowns took a toll on mental health globally.

Despite the challenges posed by the pandemic, group fitness remained one of the top three fitness trends of 2020, as revealed by the ACSM annual survey [1]. This resilience underscores the enduring appeal of group fitness even in times of crisis, highlighting its significance in fostering a sense of community and combating the negative impact of isolation.

Motivational Power of Shared Experiences

Beyond the desire for human connection, group fitness taps into the motivational power of shared experiences. When individuals come together to pursue their fitness goals, a sense of camaraderie develops [2]. The collective energy and motivation within a group setting can propel participants to push their limits and achieve more than they might in a solo workout. This shared commitment to health creates a positive and supportive environment, fostering a sense of accountability and encouragement among members.

The diverse range of group fitness options, catering to different interests and preferences, contributes to its overall appeal. Whether it's high-intensity interval training, yoga, or dance-based workouts, the variety of classes makes group fitness accessible and enjoyable for a wide demographic.

Holistic Concept of Health

In addition to the physical benefits of exercise, the community-driven atmosphere of group fitness gyms addresses the holistic concept of health. Modern fitness enthusiasts recognise that well-being extends beyond the physical, encompassing mental, emotional, and social dimensions. Group fitness classes often incorporate elements of mindfulness, stress reduction, and positive reinforcement, offering a comprehensive approach to health and wellness [3].

The impact of community on health transcends the confines of the fitness studio, influencing lifestyle choices, dietary habits, and overall well-being. The connections formed within a fitness community often extend beyond the gym, creating a network of support and encouragement that positively impacts individuals' lives outside of their workout sessions. This ripple effect contributes to a broader culture of health consciousness and community engagement.

Extending the Community Beyond the Gym

The sense of community formed within the gym doesn't stop at its doors; it extends into daily life. Individuals who share a fitness community often find themselves making better decisions in social settings, actively seeking events that promote and engage more active lifestyles. The support created within the class extends beyond the social setting of life, allowing for more accountability and enjoyment in the common goal of enhancing the quality of life.

Furthermore, the sense of belonging and mutual support within a fitness community serves as a powerful motivator for long-term adherence to a healthy lifestyle. The accountability fostered in a group setting encourages individuals to stay committed to their fitness routines, creating lasting habits that contribute to sustained health and well-being. This stands in stark contrast to the often solitary nature of individual fitness pursuits, where motivation can wane without the external support found in group settings.

Witnessing this phenomenon firsthand in my group classes, I observe how participants not only miss the physical exercise but also the sense of connection when absent from a class. Those who have established connections within and outside the class often reach out to each other, holding themselves accountable and reigniting their passion for the fitness journey.

The Impact of Group Fitness Beyond Physical Health

Additionally, the benefits of group fitness extend far beyond the realms of physical health, delving into the intricate facets of mental and emotional well-being. As individuals engage in shared workouts, the group dynamic becomes a catalyst for mental resilience and emotional balance. Group fitness classes often incorporate mindfulness and stress reduction techniques, providing participants with valuable tools to navigate the challenges of daily life.

The shared experience of overcoming physical challenges in a group setting fosters a sense of accomplishment and boosts participants' self-esteem. This positive reinforcement, coupled with the supportive atmosphere of the community, creates a holistic approach to health that goes beyond the superficial aspects of physical fitness.

Moreover, the communal nature of group fitness serves as a powerful stress reliever. In the fast-paced, demanding world we live in, the opportunity to engage in a collective effort towards better health provides a mental reprieve. The camaraderie built within these classes acts as a buffer against the stresses of daily life, offering participants a sanctuary where they can unwind, connect with others, and invest in their mental health.

The Role of Group Fitness in Lifestyle Choices

The influence of the fitness community permeates into the choices individuals make in their daily lives. Beyond the workout sessions, participants often find themselves gravitating towards a healthier lifestyle. The sense of accountability established within the fitness community motivates individuals to make conscious decisions about their diet, sleep, and overall self-care.

This ripple effect is particularly evident in social settings where choices that align with an active and healthy lifestyle become the norm. Encouraged by the bonds formed in the fitness class, individuals are more likely to opt for social gatherings that promote physical activity, whether it's hiking, cycling, or engaging in other group activities. This shift in social dynamics contributes to a broader cultural change towards prioritising health and well-being.

Long-Term Adherence and the Power of Community Support

The sense of belonging and mutual support within a fitness community isn't just a fleeting motivator; it becomes a driving force for long-term adherence to a healthy lifestyle. In contrast to solo fitness pursuits, where motivation might dwindle without external support, the community dynamics of group fitness classes create a sustainable framework for lasting habits.

Participants, buoyed by the support of their fitness community, find the strength to persevere through challenges and plateaus. The shared goals and aspirations within the group provide a constant source of inspiration, turning fitness from a solitary endeavour into a collective journey. This sense of shared achievement strengthens the resolve of individuals, ensuring they stay committed to their fitness routines even in the face of obstacles.

In my experience as a fitness professional, I have witnessed the profound impact of community support on long-term adherence. Participants who have established connections within the group often become not just workout buddies but genuine friends who share a common goal of embracing a healthier lifestyle.

Conclusion

In conclusion, the rise of group fitness gyms represents a paradigm shift in how individuals approach their health and wellness. Beyond the physical benefits of exercise, the emphasis on community and shared experiences addresses fundamental human needs for connection and belonging. As society grapples with the complexities of the modern world, the role of group fitness in promoting both individual and collective health becomes increasingly significant.

Whether found in a large franchise or a boutique studio, the community-driven approach to fitness is not merely a trend but a transformative force shaping the future of well-being. As we celebrate the diversity of group fitness offerings on every street corner, we also celebrate the vibrant communities they create, fostering health in one shared space.

REFERENCES

1. Group Fitness Trends: Why Group Fitness Is More Important Than Ever. (n.d.). WellnessLiving. Retrieved December 1, 2023, from https://www.wellnessliving.com/blog/group-fitness-trends-why-group-fitness-more-important-than-ever/

2. Graupensperger, S., Gottschall, J. S., Benson, A. J., Eys, M., Hastings, B., & Evans, M. B. (2019). Perceptions of groupness during fitness classes positively predict recalled perceptions of exertion, enjoyment, and affective valence: An intensive longitudinal investigation. Sport, exercise, and performance psychology, 8(3), 290-304. https://doi.org/10.1037/spy0000157

3. Steinhilber, B. (2017, November 1). The health benefits of working out with a crowd. NBC News. Retrieved December 1, 2023, from https://www.nbcnews.com/better/health/why-you-should-work-out-crowd-ncna798936

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The Rise of Group Fitness Gyms: Community and Health in One Place | Australian Institute of Fitness

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In recent times, the fitness landscape has witnessed a proliferation of group fitness options, with establishments ranging from large franchises [...]

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Digital consumption behaviour of Gen-X are matching with their younger counterparts.

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Digital consumption behaviour of Gen-X are matching with their younger counterparts.

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Gen-X, who grew up with music videos and early smartphones, now spends a lot of time watching TV shows and movies on their phones.

They've also gotten into streaming services and playing video games on their phones which is a good news for entertainment companies because Gen-X has both money to spend and knows how to use digital technology.

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Disruption is not new to Gen Xers. They were the first generation to experience the emergence of music videos and the advent of 24-hour music television. ² They also were relatively early in their careers when smartphones entered the workplace. As smartphones got smarter and both business and personal applications multiplied, those devices were already in their hands.

It took Gen X some time to come to terms with small-screen viewing, particularly mobile video. However, Gen X has steadily increased its consumption of long-form content (TV shows and movies) on mobile phones (see chart). Deloitte's " Digital Media Trends Survey, 13th Edition" found that the average time US Gen Xers spend watching TV content on their smartphones grew fivefold from 2013 to 2018. ³ Gen X's increased consumption of long-form mobile content contrasts sharply with the mobile video viewing behavior of boomers and matures. ⁴ In fact, the mobile video consumption gap between Gen X and the older generations has widened over the last five years ⁵ (see chart).

The digitally savvy behavior of Gen Xers is evident in other entertainment segments such as streaming and gaming. In 2017, 64 percent of Gen X households had a streaming subscription; that number grew to 77 percent in 2018. Each week, about 60 percent of Gen Xers stream movies. ⁶ Gen X also shows dramatically increased consumption behavior in gaming, particularly on smartphones. Close to half of Gen X respondents report that they play video games at least once a week, and a third subscribe to a gaming subscription. ⁷

Generation X's emergence as avid consumers of mobile video presents new-age media and entertainment companies with an attractive opportunity. According to a recent Deloitte report, net wealth in the United States will grow to $120 trillion by 2030. Compared with other age groups, Generation X will experience the greatest increase in share of national wealth through this period. ⁸ This means Gen X now blends digital savviness with relatively high levels of disposable income-a dream scenario for providers of media and entertainment solutions.

This charticle authored by Shashank Srivastava on July 17, 2019.

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Generation X Ups its Media Consumption Game

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Trends show Gen X's digital media behaviors mirror those of Gen Z and millennials.

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D2C Video Streaming

AR and VR - Snapchat’s AR filters are a popular example of AR in social media.

eSports Broadcasting : Gaming content services will also provide a space for recent augmented reality and virtual reality tech solutions.

Music Streaming Services

Content Personalization - Spotify’s use of AI for music recommendations is a prime example of content personalization

OTT Content Advertisements

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Web And Mobile Apps Development, UI/UX Design | OpenGeeksLab

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2021 has been pivotal for many businesses, but it's time to have a look at how the latest trends in the media and entertainment industry will change in 2022. The global pandemic is still impacting buyer behavior. As tech keeps on advancing, industries have to adapt, modify, and innovate to meet new consumer expectations. Many are wondering whether 2022 will bring new seismic shifts and whether media and entertainment consumption will grow.

The M&E industry is making a serious headway regarding representation on-screen because of a rapid media and entertainment digital transformation. OpenGeeksLab would like to share our most prominent forecasts on digital media trends with you, from video sharing mobile apps, on-demand streaming TV, OTT content marketing to artificial intelligence solutions.

Media and Entertainment Trends: Brief Market Outlook

According to MarketWatch Report, by 2030, the entertainment and media sector is predicted to achieve roughly $6709.4 billion, with a CAGR of 10.40 percent. This industry has the largest share and popularity in the United States.

At 717 billion dollars, the US media and entertainment market represents a third of a global M&E industry. This field contains radio, book publications, games, ads, TV shows, movies, music, ancillary goods and services. In general, despite the consequences of COVID-19, this industry is showing a rapid return to growth. Thus, trends in the media and entertainment industry are changing.

This graph above proves that M&E is rehabilitating pretty well.

Other data shows the shift to personalized experience in a dynamically shaping industry. As stated by FIFA, for instance, 1.12 billion people watched the World Cup match between France and Croatia in 2018. However, now, one of the prevailing digital media consumption trends is for consumers to come up with their media menus, consuming media at their own pace.

More people start putting on their headphones everywhere, wearing some kind of a hermetically sealed bubble. They can access any type of content hassle-free, should it be from a mobile phone or tablet. Thus, it stimulates the growth of mobile video consumption.

Top Technology Trends in the Media and Entertainment Industry for You to Consider

Our team examines 16 media and entertainment trends, defining a path to post-pandemic recovery in the media and entertainment industry. Check these entertainment industry trends along with the most vivid examples for each category.

1. Current Trends in Digital Media: D2C Video Streaming

One of the latest trends in the media industry has been witnessing a rise since the initial introduction of global lockdown. During that period, users found it necessary to access diverse video content of premium quality. This need has triggered a drop in pay-per-view TV subscriptions in the United States, but raised overall digital video consumption.

Over-the-top stepped in to offer a variety of choices. OTT platforms include Hulu, Netflix, Amazon Prime, and more. They all offer cross-platform compatibility necessary for most modern consumers. After all, an audience today prefers multiple platforms and devices for watching videos. Another outcome is streaming warfare.

D2C alone stands for direct-to-consumer marketing, and this strategy implies that a company promotes and sells goods and/or services right to its customers. It allows getting back control over the manufacturer's marketing efforts and sales strategies. When it comes to future trends in the media and entertainment industry, here is how D2C video streaming works.

Consider the example of Disney. This company was a pioneer in D2C video streaming after it decided to retract content from Netflix and offer it in D2C channel via one of its major business projects, Disney+. That is when leading media houses started to recede content and hit third-party apps brutally.

The good question is how forthcoming watchers are in subscribing to digital media entertainment. Are they willing to pay for a great variety of streaming applications or not? One of the studies provides an answer. It says that 58 percent of US citizens subscribe to more than one major streaming media and entertainment software solutions (Netflix, Hulu, and Amazon Prime).

Bucking emerging trends would be possible by reorganizing content and providing numerous content formats aggregated on a universal platform. For instance, Roku can come up with pay-as-you-go packages for availing the music/game libraries.

One of OpenGeeksLab's clients has come up with an application for iOS, Android, and Smart TVs that allows consumers to access premium-quality videos, as well as options like content segmentation, personalized tips, and a browser of religious content. They named this app Experience Jesus, and it targets people of faith. Our team has created this video-sharing mobile solution in React Native, using the most efficient streaming protocols.

As of today, our company is also done with Sticks, catching up with all the latest trends. This one is a good solution for gaming gurus. It serves like Twitch with a more consumer-oriented strategy. Sticks is focused more on social aspects. For instance, it allows keeping in touch with broadcasters' communities, arranging contests, and creating posts.

2. Augmented Reality and Virtual Reality as the Top Digital Media Industry Trends

When it comes to current trends in digital media, ignoring augmented reality and virtual reality does not make sense. AR and VR content has conquered all lights in the media and entertainment businesses. They both strengthen relationships between content creators and watchers. Consumers today are catapulted into an environment with blurred borders between digital and physical realms.

These two technologies have been available for years because of the cost ramp down. Celebrities and artists realize that keeping in touch with their fans is essential for their activities. Distributing new releases is still complicated in the age of COVID-19.

Musicians can use VR entertainment content to bridge the gap caused by the pandemic's consequences and their followers with live entertainment events canceled because of social distancing. The connection between artists and their fans has never been more profound than now, thanks to virtual and augmented worlds.

One example of these two trends working together is Pokemon Go. Popular social networks think that augmented reality and virtual reality provide affordability and mobility, whether live streaming or story-based videos. AR and VR entertainment software development boost experience more than ever. It's necessary to optimize VR and AR content so that users of different devices can use them.

3. eSports Broadcasting Trends

Here is one of the new trends in television broadcasting. The global COVID-19 pandemic prevents fans from watching their favorite matches at the stadiums. However, it is not an obstacle any longer. eSports as one of the latest digital media trends is a way out; these industry revenues used to hit more than one billion dollars by 2021-2022. The most significant share is retrieved from media rights and sponsorships.

One more promising area involves legalized sports betting. It is expected to profiteer off the incoming 5G tech. Players have to place bets over telecommunication networks.

Gaming content services will also provide a space for recent augmented reality and virtual reality tech solutions. Such giants as WinZO and Mobile Premier League (MPL) have invested into real-money gaming quite a lot. Media and entertainment app development can be switched to this direction to foster software development. 5G technology is the key to success in this area.

4. Gaming Boost

eSports usually go hand-in-hand with gaming, so it's time to consider gaming boost as one of the latest digital media trends as well. In 2020, the global pandemic forced the masses to cancel most sporting events due to the possible health risks. That is when gaming and eSports saved the situation, offering people worldwide to watch their favorite matches without attending stadiums.

By 2021, this solution has turned into a main driving force for interest in interactive gaming, tech, and boosted user experience. Most probably, gaming will stick to a trajectory and development plan similar to other digital tech innovations. In particular, the gaming industry will completely change how we communicate with each other.

Even such categories as mental health games apps will be developing further. This trend may even heavily impact the entire world wide web, just like mobile applications development, free social media apps, and eCommerce.

Experts share that more digital media industry trends will be introduced inside games. They are betting and live events, for example. Some non-gaming events for gamers could be an example too.

Based on some recent studies, most in-person entertainment events fell under the category of live in-game concerts; 40 percent of users call them more preferable than other in-game activities like virtual simulations of social life or film previews. That is one of the new trends in digital media that can boost the gaming business.

Some examples of game video streaming platforms include Nvidia GeForce Now, PlayStation Now, and Google Stadia.

One of the new trends in the media industry is artificial intelligence, which is impacting TV, VFX, radio, and so on. Entertainment organizations possess a sizable unstructured digital data repository that can be organized and analyzed using AI instruments. Artificial intelligence, machine learning, and natural language processing are equally effective in predicting user engagement with content.

M&E organizations have an extensive repository of user digital data, which is unstructured. Artificial intelligence has added a human-like dimension to mining and filling this digital data.

AI is effective for quickly estimating and retrieving emotional changes - information necessary to understand customer behavior and digital media consumption trends better. Thanks to this accurate data, it's possible to provide customized recommendations on how content can be improved.

Various streaming applications apply AI technologies along with smart machine learning algorithms, offering videos, audio podcasts, and high-quality streaming music that their audience will most probably add to their favorites.

AI tech innovations assist with classifying digital data as per mutual features. This way, a company can predict user engagement, allowing for better monetization opportunities. For instance, Spotify applies different AI solutions when deciding on recommendations for new music that users eventually fall in love with. These recommendations will soon become more specific because of Big Data's fast expansion, as well as the complexity of new algorithms.
Sources: Analytics Insight, Business Insider, Gartner, McKinsey
So, here are several advantages of tailoring content to specific audiences:

Average content consumption through the same platform is growing.

Content relevant to specific groups of consumers is more easily found.

Users feel that you care about their preferences, becoming more loyal.

The result of it all is the significantly increased subscriber retention rate.

AI technologies assist with realizing how entertainment will impact users on an emotional level. It prevents retail media organizations from a PR crisis or embarrassment.

You Name the Idea, We Bring It to Life!

Contact us right away to know how our pros can transform your business with custom software development services.

6. Blockchain

When we speak about new trends in the media business, blockchain is the technology to pop in our minds. Blockchain is related to crypto in the minds of most people. This media and entertainment technology can simplify intricacies associated with intellectual property rights.

Blockchain tech can save and process large portions of digital data. That is how it assists with defining the NFT digital content author. It helps to avoid issues with duplicate content and plagiarism. Digital information kept in the blockchain is rather tough to alter.

Also, ignoring the sudden rise of NFT digital content is impossible. This abbreviation stands for non-fungible tokens. They bring scarcity to digital products. NFT content drives new models of customer loyalty and provides more digital good innovation. Examples of NFTs include William Shatner's memorabilia, Nyan Cat, Jack Dorsey's first Tweet.

7. Music Streaming Services

A wide range of live music streaming apps and services is known. They include Spotify, Amazon, and Apple Music, offering unrestricted access to large music libraries. Streaming tracks over the web or mobile network or downloaded right to a preferred device is definitely a trend. Most of these services require paying a set subscription fee per month.

Another client of OpenGeeksLab, an experienced media and entertainment app development company, has invented Terox, an application for those looking for audio-streaming services. It allows distributing music across main music platforms. Artists can easily check statistics on records, platforms, and revenue.

8. Sport and Mindfulness

More people get rid of bad habits, switching to a healthy way of life. That's why fitness apps are a "meta trend" impacting many aspects of human life. Inside, you have Zwift, Peloton, and garage gyms. Even ax throwing has been taking off. Thus, you can find a fitness application for rather rare purposes.

Bikepacking is another "hot trend." Such sports activities are not new to the business, but they're becoming more popular in 2022. You can check out some fitness video-on-demand platforms like Uscreen Basic, Memberspace, Teachable, and more. As for a gym application or a workout tracker app, users often choose Map My Run, Fitness Buddy, JEFIT Workout Planner App.

Finally, some top mental wellbeing apps include Youper, Sober Time, Letgoh, and Innerhour Self-Help & Therapy. On the whole, there are many categories of software that assist with supporting our health, including mental health diagnosis app, apps that are good for mental health, AI mental health app, mental health monitoring app, and more. They are different by their functionality, but all have a single aim - supporting our health.

By the way, let's introduce Solid Fit, a fitness social network created by OpenGeeksLab. We have developed this solution for those who need home workout apps, tracking tools, and nutrition applications all in one. While working on this business project, our team consulted the best industry experts like pro coaches.

9. Online Dating Services

This industry has benefited from a myriad of tech innovations, as well as shifts in buyer attitudes. Popular dating apps for mobile generate the most revenues in the dating industry.
Source: BusinessofApps
Market players have started catering to the increasing inclination toward digital services and comfort by adding various functionality like GPS, allowing users to find possible partners in their area. Some renowned apps for couples include eHarmony, Tinder, Jdate, Hinge, Bumble, OkCupid.

10. Mental Health Applications

Mental health is just as important as physical health. That is why mental health application development matters. Various tools assist with overcoming depression, anxiety, anger, and so on. Experts forecast that global investment in mental health mobile apps will achieve something around 500 million dollars by 2022.

Mental health tracker app solutions are also popular because of the affordable costs. Accessing mental wellness apps and integrating them into daily life is very easy. Some known examples include MindShift, Just a Thought, IMoodJournal, eMoods, notOK. In many cases, users can communicate with real experts, getting the necessary professional help, or use mental health journal app to keep an eye on their therapy progress.

11. Popular Social Media Apps

In 2022, TikTok will have all chances to become the most robust social network. This social media application has one billion monthly active users (MAU's). Consumers also start spending more money on shopping on social media. In fact, 76% of consumers purchase products seen in social media posts. Finally, businesses will start spending huge ad USD on relatively small networks.

Our company is well-aware of social media's role in 2022, so we have developed The H Hub. For creators, it's an opportunity to obtain support, recognition, and make money. Brands can use it when hiring the best influencers when the best-branded content is needed.

12. Event Apps

The events business will not go back to the way things used to be. Now, placing event tech at the center of your event strategy is critical.

Because of social distancing, virtual platforms took over the event venues. We can see an amazing surge in event applications. The most successful examples are virtual and hybrid event apps that are like venues to host one's events.

Some other tools from this category are focused more on management instruments, video on-demand streaming solutions, sign-up procedures. Some top popular examples of event management apps include Eventmobi, Whova, Super event, Attendify, EventX.

13. In-Person Event Safety Technologies

Once it is fully secure, people will return to in-person entertainment events. They include festivals, gigs, movies, concerts, and so on. Still, event managers should ensure safety for each of these events. Several tech solutions can help with this issue:

Crowd monitoring technologies;

Contactless payment methods;

Contactless admissions;

Devices for temperature assessment;

Distant meal and merchandise ordering.

These tech innovations are a must-have in the event industry as they allow people to return to the good old times, having fun.

14. Digital Data Privacy

Companies should keep on updating their strategies as privacy laws modify and less digital data is available for collection. Introducing privacy protection measures ahead of regulations is necessary.

Increasing focus on user privacy, as well as recommending goods through personalization by leveraging top quality first-party data, is a change on the horizon for many businesses.

Media entertainment companies should consider user digital data privacy rights along with making sure that such info as scripts, geo-location, and sources stay confidential. Users, in their turn, require access to their personal data on-demand to comply with digital data privacy regulations.

15. Content Personalization

Many factors impact consumers' preferences and moods at different day times. Recommendations for users should come in a clean, seamless user interface. The challenge for businesses is to win and retain users' trust, persuading them to obtain unbiased information. Still, their tastes may change dynamically.

That's why recommendation systems should try to encourage the discovery of new content, enriching the cultural life of customers. For instance, those looking for an educational video on demand might be interested in various informative content like science, history, or literature.

Some examples of personalized content include gamification, interactive quizzes, surveys, GPS-based map applications, retargeted ads on social media platforms, personalized emails.

16. OTT Content Advertisements

With on-demand streaming services soaring in popularity, over-the-top is the next stage in the television ad evolution. It is one of the major video content trends.

That is because, unlike in the case of linear television, consumers who choose OTT content can watch their favorite shows and movies without being disturbed by an ad break every 10-15 minutes. This way, they are less irritated. This is a premium viewing experience for consumers, still being one of the best features of platforms like Amazon Prime.

Remaining competitive is possible through adopting advertisement-supported content business models. Most leading media and entertainment firms understand that, but some may lack experience or necessary technologies.

YouTube was one of the first content services to launch this type of monetization model. Interestingly, users wait patiently for YouTube ads to watch their favorite shows to the end. On the contrary, linear TV consumers will probably quit watching, or switch the channel, avoiding the annoying commercials. YouTube is not the only successful example.

Netflix, for instance, bounced back in 2021, adding 4.4 million subscribers worldwide. Another popular example of a video-sharing application is HBO Max, with 73.8 million subscribers globally. Nowadays, many households seem to be tuning into on-demand live TV streaming apps like those mentioned before. Traditional TV broadcasting is undergoing a gradual decrease. Other examples of popular video sharing apps are Vimeo, TikTok, Dtube, Facebook Watch, Vevo.

On-demand streaming is there for people who wish to control when they want to quit watching the previous show, starting to watch a new one. Thus, it makes no wonder that OTT's popularity is proliferating.

Over-the-top content is about creating interest in your product or service by solving issues for your target audience or offering entertainment. So, you should consider OTT when developing a TV application for Smart TV. OTT marketing is about pointing consumers in the direction of content they might like, based on such factors as lists of favorite shows and browsing history.

As you can see, media conglomerates or television studios will benefit from penetrating OTT space. It allows for a more extensive viewership of their advertisement slots. In its turn, it means charging more to organizations searching for ways to advertise with these media conglomerates or TV studios. This digital streaming trend will only keep on emerging throughout 2022.

How Can OpenGeeksLab Assist Media and Entertainment Industry Players?

While 2021 was about perseverance, 2022 will probably be about taking bold bets and experimenting with content. We can notice profound shifts in consumer tastes. Media and entertainment industry players should be ready to face new concepts, storylines, faces, and, of course, implement or upgrade technologies covered in this post. Should it be VR, AR, or AI, you should not underestimate the role of every trend offered by experts.

OpenGeeksLab, a digital transformation company, intends to assist media and entertainment market players with staying ahead of their competitors through utilizing all necessary technologies. Our team leverages various digital product engineering opportunities powered by cloud systems, mobile, and analytics. Our team conducts in-depth research to provide solutions towards boosting client experience and enhancing business efficiency.

So, what exactly can our team do for you? First, OpenGeeksLab assisted top entertainment companies with legacy modernization by leveraging different opportunities provided by cloud and mobile technologies. That is how we boost customer experience using cloud transformation.

One more thing that our team can do for your business is custom entertainment app development using the latest tech solutions. We create powerful software systems for your business using Agile development approaches, testing services, and a DevOps strategy.

OpenGeeksLab has been delivering top-quality goods and services to the top media and entertainment companies that feel like they need a helping hand. Your digital journey is about to begin - contact our team now!

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16 Trends In The Media And Entertainment Industry To Watch In 2022 | OpenGeeksLab

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2021 has been pivotal for many businesses, but it's time to have a look at how the latest trends in the media and entertainment industry will change in 2022. The global pandemic is still impacting buyer behavior. As tech keeps on advancing, industries have to adapt, modify, and innovate to meet new consumer expectations.

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Food consumption pattern and generational cohorts

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Food consumption pattern and generational cohorts

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Gen X appreciate comfort food like meatloaf, hamburgers, pizza and soda.

They prefer unique and personalised topping and flavour.

Gen X palette is not as diversed as Gen Y and Gen z's.

Gen Z has the broadest palate with Asian cuisine, Japanese, Thai, Indian, and Chinese being much more popular.

Gen Xers’ top three global cuisines are Mexican, Italian, and Chinese.

Gen X and Boomers’ focus on foods delivering health benefits and Gen Z and Millennials are both interested in healthy, fresh foods, and local foods often with a sustainably component.

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Watching TV and movies at home remains the favourite entertainment activity for consumers across generations, except Gen Zs, which have shifted to gaming.

The main reasons why consumers play video games are that they help them relax (78%), express themselves by personalizing the game characters or avatars (61%), get through difficult times (59%), but also stay connected with other people (53%).

The report shows that 4 in 10 consumers spend more time watching user-generated video content than TV shows and movies on video streaming services, especially among Millennials (60%) and Gen Zs (57%).

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Watching TV and movies at home remains the favourite entertainment activity for consumers across generations, according to the latest edition of Deloitte Digital Media Trends, especially among Baby Boomers (40%) and Gen Xs (27%), followed by Millennials (20%). For younger consumers, the preferences have shifted to gaming, as 24% of Gen Zs representatives, aged 14-25, mention playing video games as their top entertainment activity, compared to 16%, who prefer watching TV and movies at home. The top of the favourite entertainment activities is completed by listening to music (16% of Gen Zs, 10% of Millennials, 9% of Gen X and of Baby Boomers), browsing the internet (12% of Gen Xs, 10% of Millennials and Baby Boomers, 6% of Gen Zs) and going to the movies (10% of Gen Xs, 9% of Millennials, 5% of Gen Zs and 3% of Baby Boomers).

Although gaming is not ranked as the favourite by all the consumers, it is a very widespread form of entertainment across all age groups, the report shows. No less than 96% of the surveyed Gen Zs and an equal share of Millennials play video games regularly, followed by 89% of Gen Xs and 57% of Baby Boomers. Among them, Millennials play an average of 13 hours per week, followed by Gen Zs, with 11 hours, Gen X, with ten hours, and Baby Boomers, with six hours. Consumers use mainly mobile devices for video gaming (55% of smartphone and tablet owners), followed by consoles (47% of the consumers owning such as device) and PCs (35% of owners).

The main reasons why consumers play video games are that they help them relax (78%), express themselves by personalizing the game characters or avatars (61%), get through difficult times (59%), but also stay connected with other people (53%).

The report also highlights that consumers are experiencing choice overload when it comes to streaming video on demand services, which is fuelling the competition among providers and an increasing cost-consciousness among consumers. Among those who decided to cancel the subscription to a streaming video service, 41% invoked cost as the first reason, followed by the lack of new content (30%). This context leads to higher churn rates, as more than a third of consumers (37%) have cancelled or both added and cancelled such a service over the last six months, a trend more visible among the younger generations (51% of Gen Zs).

"Paid video streaming services have been competing for years with user-generated content, which is free of charge and sometimes more dynamic, interactive and captivating, and they seem to lose the battle on certain segments. Providers of video streaming on demand are struggling with customer retention, especially when it comes to younger generations, as these subscribers are increasingly demanding in terms of content and pay more attention to cost, which makes it difficult for a brand in this market segment to gain their loyalty," said Andrei Ionescu, Consulting and Risk Advisory Partner-in-Charge, Deloitte Romania, and leader of the TMT industry.

The report shows that four in ten consumers spend more time watching user-generated video content than TV shows and movies on video streaming services, especially among Millennials (60%) and Gen Zs (57%).

Also, seven out of ten consumers follow an online influencer, especially the younger generations, and one third of them say their buying decisions were influenced by them.

Deloitte Digital Media Trends 2022 has been conducted on over 2,000 consumers from US.

Deloitte provides worldwide audit, consulting, legal, financial advisory, risk advisory, tax and related services to public and private clients spanning multiple industries. Deloitte serves four out of five Fortune Global 500 companies through a globally connected network of member firms in more than 150 countries and territories, bringing world-class capabilities, insights, and high-quality service to address clients' most complex business challenges. Deloitte's goal is to make an impact that matters through its more than 345,000 professionals.

Deloitte Romania is one of the leading professional services organizations in the country providing, in cooperation with Reff & Associates | Deloitte Legal, services in audit, tax, legal, consulting, financial advisory, risk advisory, business processes as well as technology services and other related services, through over 2,600 professionals.

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Deloitte study: watching TV and movies at home remains the favourite entertainment activity for consumers across generations, except Gen Zs, which have shifted to gaming

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Watching TV and movies at home remains the favourite entertainment activity for consumers across generations, according to the latest edition of Deloitte Digital Media Trends, especially among Baby Boomers (40%) and Gen Xs (27%), followed by Millennials (20%).

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1. Gen X's media preferences are influenced by a blend of traditional and digital media, quality, nostalgia, engagement, and selectivity.

2. Gen X values authenticity, diversity, and depth in their media experiences.

3. Despite evolving media trends, Gen X's adaptability and suggest they will continue to influence media consumption patterns.

4. Embracing the shift from analog to streaming is highlighted as Gen X's evolving media habits.

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Generation X, often overlooked in favor of the more populous Baby Boomer and Millennial generations, holds a prominent and influential position in today's media landscape. Born between the mid-1960s and early 1980s, this generation has experienced the dual influence of traditional media and the rise of the digital age. Unlike their predecessors, Gen Xers witnessed the transition from analog to digital, giving them a unique perspective on media consumption. Their adaptability and technological fluency have allowed them to embrace digital innovations while maintaining a fondness for traditional media formats. This duality offers complex and fascinating insights into their media consumption habits.

As both digital natives and traditional media consumers, Gen Xers find themselves at the intersection of media's evolution. This demographic is not made up of passive consumers; they are discerning and selective, actively seeking content that resonates with their values and life experiences. Gen X's media consumption is not simply a matter of preference but also a reflection of their larger cultural role. Their consumption patterns provide valuable insights for advertisers and content creators, illustrating a balance between nostalgia and forward-thinking, between established networks and emerging platforms. Understanding Gen X's media engagement is crucial in recognizing their significant influence in the digital era.

For additional detail, and for a full list of sources, please make sure to download the full report: Gen X Crossroads: Audience Insights Report.

/// Gen X's Media Consumption Overview

Generation X's media consumption patterns exhibit a versatile blend, balancing traditional and digital mediums. Research shows that while they are comfortable with technology, they haven't fully abandoned traditional media like television and radio. As the first generation to embrace media multitasking, Gen X pioneered the trend of engaging with digital devices like smartphones while still maintaining a connection with traditional media such as TV or radio. Their choices in media are often a mix of habit, nostalgia, and a keen interest in current and emerging technologies. This eclectic consumption makes them a unique audience, one that appreciates the reliability of traditional media while exploring the interactivity and convenience of digital platforms.

In comparison to Baby Boomers and Millennials, Gen X's media habits form a distinct middle ground. While Boomers might lean more towards traditional media and Millennials towards digital platforms, Gen X comfortably straddles both realms. This unique position makes them less predictable but more adaptable in their media choices. They are more likely than Millennials to watch live TV, yet more likely than Boomers to stream content online. Their balanced approach to media consumption challenges advertisers to adapt, crafting strategies that effectively blend traditional and digital mediums to engage this diverse demographic.

/// Television and Radio: Traditional Media's Role

Despite the surge in digital media consumption, television and radio continue to be significant components of Generation X's media diet. This generation grew up during the golden age of television and the heyday of radio, creating a lasting affinity for these mediums. Television, in particular, offers a sense of nostalgia and comfort, with Gen Xers often showing preference for cable TV and network programming. Their TV habits include a mix of news, sitcoms, and dramas, reflecting a desire for both entertainment and information. Similarly, radio, especially talk shows and classic music stations, remains a popular medium for Gen X, often serving as a background companion during their commutes or at work.

Gen X's content preferences on these traditional platforms highlight their diverse interests. They are known to favor quality over quantity, often choosing programs that offer depth and substance. This preference stems from their life stage, with many juggling professional and personal responsibilities, seeking content that is both engaging and relevant. Their choices often reflect a blend of escapism, through entertainment programs, and a desire to stay informed, through news and talk shows. These nuanced media consumption patterns offer valuable insights for content creators and advertisers aiming to capture the attention of this discerning demographic.

Related: The Digitally Savvy Generation: How Gen X Embraces Technology

/// The Rise of Social Media and Online Platforms

Generation X has adeptly navigated the rise of social media, carving out a unique presence on these platforms. Contrary to popular belief, they are quite active on social media, though their usage patterns differ markedly from those of Millennials and Gen Z. Gen Xers tend to use social media for staying connected with friends and family, networking, and consuming news and entertainment content. They are particularly inclined towards platforms that offer a blend of personal and professional networking, like Facebook and LinkedIn. Their engagement on these platforms is typically more purpose-driven and less about following trends, reflecting their pragmatic approach to technology.

Online platforms such as news websites and blogs play a significant role in Gen X's digital diet. They rely on these sources for in-depth analysis, opinion pieces, and to stay informed about current affairs and niche interests. Moreover, Gen X is highly active on content sharing and streaming platforms like YouTube, where they can access a wide range of content, from how-to videos to documentaries. This demonstrates their preference for platforms that allow them control over content choices and viewing times, aligning with their desire for flexibility and convenience in media consumption.

/// Online Streaming Services: A New Frontier

Gen X has enthusiastically adopted online streaming services into their diverse media habits. They appreciate the convenience, variety, and control that streaming platforms provide. Services like Netflix, Hulu, and Amazon Prime are extremely popular among Gen Xers, as they offer access to a wide range of content, from the latest series to classic films. Their streaming habits often reflect a desire for quality and nostalgia, with a preference for original series, documentaries, and films that resonate with their experiences or interests. This shift towards streaming also highlights Gen X's willingness to adapt to new technologies and media formats, while still placing value on the content and storytelling that lie at the heart of these platforms.

Gen X's content preferences on streaming platforms reflect their eclectic tastes. They are drawn to genres spanning comedy, drama, action, and documentaries. Their selections often include critically acclaimed series, showcasing their appreciation for well-produced and thought-provoking content. Furthermore, Gen Xers are not just passive viewers; they actively engage with streaming content by participating in online discussions or following related podcasts. This signifies a deeper engagement with the media they consume. This active participation underscores the importance of quality and relevance in content aimed at this generation, as they seek out streaming experiences that are both entertaining and intellectually stimulating.

/// Influences Shaping Gen X Media Consumption

The media consumption habits of Generation X are deeply influenced by their values and life experiences. This generation grew up during a period of significant social and technological shifts and values content that resonates with their diverse experiences. They tend to gravitate towards media that reflects a realistic portrayal of life, with themes of self-sufficiency, resilience, and a blend of cynicism and optimism. This preference is evident in their choice of news sources, TV shows, and online content, which often tackle real-world issues and narratives that they can personally or professionally relate to.

Technology has played a pivotal role in shaping Gen X's media consumption. Unlike preceding or subsequent generations, Gen Xers had to adapt to a rapidly evolving media landscape. This experience has made them tech-savvy and adaptable, comfortable with both analog and digital media. They have witnessed the transition from broadcast to digital, from landlines to smartphones, and from physical media to streaming, making them uniquely positioned to appreciate and critique these changes. Their media habits reflect this journey, showing a blend of traditional and modern preferences influenced by both nostalgia and a keen interest in current technological advancements.

/// Advertising and Marketing to Gen X

When it comes to advertising and marketing to Gen X, understanding their unique media habits is crucial. This generation responds best to authentic, straightforward advertising that resonates with their values and experiences. They appreciate quality and substance over flashy or sensationalist tactics. One effective approach is leading with emotionally resonant TV ads that reflect real-life scenarios, familiar to Gen X's life stage and values. These ads can then direct the audience to personalized online experiences, tailored to their psychographics, further deepening their engagement. Such a strategy capitalizes on Gen X's appreciation for authenticity and their comfort with digital platforms, making it particularly effective for this audience. Additionally, messages that acknowledge their life stage and interests, such as career advancement, family, and health, tend to have a greater impact.

Several brands have successfully engaged Gen X by tailoring their campaigns to align with this generation's preferences. For instance, Levi's capitalized on nostalgia with its '90s throwback styles, blending classic designs with modern fashion trends, appealing to Gen X's sense of nostalgia and contemporary sensibilities. Similarly, Microsoft has leveraged storytelling in its ads, focusing on real-life applications of its technology in professional and personal settings, resonating with Gen X's pragmatic and authentic approach to technology.

Additionally, brands like Nike have engaged Gen X through interactive social media campaigns, offering personalized experiences that align with their active lifestyles and interests. These examples underscore the effectiveness of strategies that combine nostalgia with modernity and authenticity with interactivity, highlighting the need for a deep understanding of Gen X's media consumption in crafting resonant marketing strategies.

/// Conclusion

The media consumption habits of Generation X reveal a complex and influential demographic. Having experienced a unique era of technological and social evolution, Gen X's media preferences are characterized by a blend of traditional and digital, quality and nostalgia, engagement, and selectivity. This collection of habits offers valuable insights for content creators, marketers, and advertisers. The key to understanding the nuances of Gen X's media engagement lies in connecting with a generation that values authenticity, diversity, and depth in their media experiences.

As we look towards the future, the role of Gen X in the media landscape remains significant. Their adaptability and tech-savviness suggest that they will continue to evolve with emerging media trends while retaining their distinctive preferences. For those looking to engage this demographic, success hinges on respecting their intelligence and discernment, offering content and marketing that is as multifaceted as they are. As Gen X continues to navigate the digital landscape, their influence on media consumption patterns will undoubtedly continue to offer rich insights and opportunities for engagement in an ever-evolving media world.

Embrace the shift from analog to streaming with Gen X. Join Media Culture to create strategies that effectively resonate with their evolving media habits.

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From Analog to Streaming: The Evolution of Gen X Media Habits | Media Culture

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Examine Generation X's journey from analog to digital media, showcasing their balanced adoption of traditional and streaming platforms.

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Gen Z’s Engagement with Social Media, Entertainment and Technology

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Gen Z’s Engagement with Social Media, Entertainment and Technology

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1. High Social Media Use: Gen Z's social media use remains very high, and they prefer entertainment-centric content.

2. Video Preferences: Gen Z has different video preferences compared to older generations, with a high monthly usage of platforms like Disney+, Prime Video, and Hulu. They also prefer learning through videos over articles.

3. Early AI Adoption: More than half of Gen Zers have used generative AI tools in the past month, finding them fun, helpful, and easy to use despite initial barriers.

4. Sports Viewership: Gen Z's interest in live sports lags behind older generations.

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Morning Consult Research Intelligence data featured in this report draws from one survey fielded Oct. 16-19, 2023, among a representative sample of 2,207 U.S. adults, with an unweighted margin of error of +/-2 percentage points, and another fielded Oct. 16-29, 2023, among a representative sample of 1,002 Gen Zers between the ages of 13 and 26, with an unweighted margin of error of +/-3 percentage points.

Additional data comes from a survey conducted Nov. 2-8, 2022, among a representative sample of 1,000 Gen Zers between the ages of 13 and 25, with an unweighted margin of error of +/-3 percentage points.

All survey interviews were conducted online, and the data were weighted to approximate a target sample of adults and a target sample of Gen Zers ages 13-26 based on age, race/ethnicity, gender, educational attainment and region.

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Gen Z's Engagement with Social Media, Entertainment, Tech

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Gen Z social media use remains very high, sports viewership is still lagging and over half of the cohort is using generative AI tools.

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Entertainment is all about gaming for Gen-Z’s

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Entertainment is all about gaming for Gen-Z’s

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Gaming is a top entertainment activity for Gen Zs, who view it as a means for socializing and self-expression.

More than 60% of Gen Z gamers say making social connections while gaming was important to them even before COVID-19, suggesting that, for many, this sentiment is not defined wholly by the pandemic.

Gen Z teen males appear to be more engaged with gaming, playing an average of 12 hours per week, compared with Gen Z teen females who play an average of 9 hours weekly.

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Not only are they playing regularly and enjoying this entertainment activity, but many young gamers report that they are reaping social and emotional benefits from gaming, too. For example, 70% of Gen Z teen gamers say playing video games helps them stay connected to others, compared with 58% of Gen Z adult gamers (see figure). These perceived benefits could help allay concerns some parents and social scientists may have about the amount of time teens spend playing video games and the impact it may have on their peer relationships and social skills.

But will the social perks of gaming remain important to this generation (and others) as things return to "normal?"

Undoubtedly, the circumstances of the pandemic may have put a focus on this reliance on video gaming for social connections and interaction. When teens couldn't see or spend time with their friends in person because of social distancing protocols, they gathered in game worlds-and this engaging and interactive activity may have sticking power. More than 60% of Gen Z gamers say making social connections while gaming was important to them even before COVID-19, suggesting that, for many, this sentiment is not defined wholly by the pandemic.

But Gen Z is not a monolith, and there are nuances even within the teen gamer cohort. For instance, Gen Z teen males appear to be more engaged with gaming, playing an average of 12 hours per week, compared with Gen Z teen females who play an average of 9 hours weekly. Our data also suggests that many aspects of socialization and expression are especially important for teen male gamers. For example, nearly 80% of Gen Z male teen gamers say making connections with others while playing video games is important to them, compared with 57% of Gen Z teen female gamers and 48% of gamers overall. Unsurprisingly, data from our previous Digital media trends study suggests that Gen Z males are especially drawn to gaming-focused streaming video and messaging platforms, which combine these key elements of gameplay and socialization.

When it comes to the role of self-expression in these digital gaming environments, 88% of teen male gamers say personalizing their game character helps them to express themselves, compared with 73% of teen female gamers. Some of these differences might be explained by the types of games being played by males and females. More interactive, social, and immersive games are often played on gaming consoles. Our data shows that Gen Z teen males are far more likely to play on these devices compared to Gen Z teen females.

Despite these differences between teen male and female gamers, Gen Z teens overall are engaged with gaming and are devoting several hours of their week to play. How can game creators and gaming platforms support gaming such that it remains the go-to activity for these players as they mature? And how can gaming environments be enhanced to further support more positive interactions and healthy competition between teens with developing minds?

Recommendations for TMT leaders

Game companies might focus on attracting and retaining teen gamers. While this cohort may not have the most spending power right now, they are forming entertainment habits that may carry through to adulthood. Teen gamers may soon evolve into adult gamers, with real money to spend.

Teen gamers value making connections and having positive interactions while playing. Game creators and gaming platforms might put an emphasis on facilitating and encouraging positive play and dialogue, as well as addressing bullying and harassment on these platforms-especially for gamers identifying as female. Gaming companies might also consider how to increase engagement among female gamers, with new titles, novel in-game features, and partnerships.

The immersive and interactive promise of the future metaverses will undoubtedly attract young consumers. What safeguards can metaverse developers implement to help ensure that teens continue to benefit socially and emotionally from their entertainment experiences?

Gen Zs are drawn to gaming for its immersive and social features. What can other media formats learn from the success of gaming? How might they take these engaging elements and use them to improve their own platforms and attract new users?

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Gen Z teens see big benefits from video gaming-from social connections to self-expression

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Gen Z teens, those aged 14 to 19, are especially invested in gaming activity and may be driving many of the overall Gen Z gaming trends.

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Gen Z doesn’t know a time when the internet didn’t exist. More than 95% of Gen Zers own a smartphone, 83% own a laptop, and 78% own an internet-connected gaming console.

The “Xbox Game Pass” offers users a Netflix-like experience for video gaming and its popularity is soaring (475% in 5 years).

They’ve been exposed to tech from a young age, especially when compared to previous generations.

Older Millennials got their first cell phone at an average age of 20. Younger Millennials started at 16. Gen Zers had their own phones by the time they were 12.

Trends show that this generation is becoming more and more centered on tech.

One survey found that more than half of Gen Zers feel more insecure without their smartphone versus without their wallet.

Social media is a huge trend for this generation.

Instagram, Snapchat, and TikTok are the most frequently used platforms.

One-quarter of Gen-Z’s spend five hours or more per day on TikTok.

The average Gen Z individual spends 3.4 hours per day streaming videos.

It also reported that 44% of Gen Zers stream more than 3 hours of Netflix per day.

Only 20% of Gen Zers don’t have their own Netflix subscription.

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by Josh Howarth
July 15, 2022
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Gen Z is the largest generation in American history, currently making up 27% of the population in the US.

Being born between the years of 1997 and 2012, individuals in Gen Z are now between 10 and 25 years old. Many are now entering the full-time workforce and increasing their purchasing power.

How is this generation impacting the world? Here are seven Gen Z trends to watch in 2022 and beyond.

1. Driven by digital

Gen Z doesn't know a time when the internet didn't exist. They are " digital natives " in the truest sense of the term.

The stats prove this. More than 95% of Gen Zers own a smartphone, 83% own a laptop, and 78% own an internet-connected gaming console.
The "Xbox Game Pass" offers users a Netflix-like experience for video gaming and its popularity is soaring (1,116% in 5 years).
In fact, they've been exposed to tech from a young age, especially when compared to previous generations.

Older Millennials got their first cell phone at an average age of 20. Younger Millennials started at 16. Gen Zers had their own phones by the time they were 12.

Trends show that this generation is becoming more and more centered on tech.

One survey found that more than half of Gen Zers feel more insecure without their smartphone versus without their wallet.

Social media is a huge trend for this generation.

One-quarter of Gen Zers spend five hours or more per day on TikTok.

However, as the members of Gen Z get older, experts predict Facebook may surge to be one of the top three social platforms.

It's not just social media that has their attention.

Most Gen Zers also use their smartphones for video streaming, music, and podcasts.

The US Media Consumption Report from 2021 showed that 60% of Gen Zers stream music daily and 37% listen to podcasts weekly.

The average Gen Z individual spends 3.4 hours per day streaming videos.

It also reported that 44% of Gen Zers stream more than 3 hours of Netflix per day.

Only 20% of Gen Zers don't have their own Netflix subscription.

2. Nostalgic for the 2000s

In recent months, Gen Zers have started bringing back trends from the early 2000s.

Marketing experts see this as a mix of old and new: Gen Z wants old products with a new focus on sustainability and social awareness.

Three "y2k" inspired hashtags have more than 1 million posts on Instagram.
Y2K is a popular trend on Instagram. Gen Zers are especially nostalgic for fashion from the 2000s.
In 2021, Juicy Couture brought back their iconic tracksuit from the 2000s.

Low-rise jeans are also making a huge comeback courtesy of Gen Zers.

Even Ugg boots are back - but with a Gen Z twist.

One TikTok user cut off the top of an old pair of Ugg boots and stitched them into ankle boots. The TikTok video has more than 4.5 million views.

Demand for Ugg boots skyrocketed 525% in the last half of 2021.

Depop, a fashion resale app, is incredibly popular among Gen Zers - 90% of its users are younger than 26. "Vintage" items from the 2000s are exploding on the app.

Gen Zers are taking their tech products back in time, too.

The " flip phone " hashtag has more than 430 million views on TikTok.

CASETiFY released iPhone cases that look like Blackberries, flip phones, and the original iPod.

Some are even ditching AirPods for wired headphones.

3. Distrust of government and other organizations

A Pew Research report showed that 70% of Gen Zers believe the government should do more to solve problems.

This trend was only amplified by the pandemic.

A February 2021 study said 66% of Gen Zers disagree that the government has done its best to protect the country.

The same study reported that nearly 60% of this generation agreed that it'd be difficult to trust the government post-pandemic.

One research paper suggests this distrust could continue well into the future.

The Political Scar of Epidemics, published in mid-2020, suggested that individuals who experience an epidemic when they are between the ages of 18 and 25 are likely to have negative attitudes toward the government and elections for a long time after the epidemic is over.

This means individuals in the older segment of Gen Z are less likely to trust elections, less likely to have confidence in the government, and less likely to approve of political leaders.

This trend could have a large impact on the 2024 election.

In 2020, Millennials and Gen Zers made up 37% of the voting eligible population. In 2024, that number will jump to 44% with all the growth coming from members of Gen Z.

The distrust of Gen Zers goes beyond politics.

They are unlikely to trust brands, too. Only 39% of Gen Z internet users trust a brand to keep their data safe.

Consumers in Gen Z trust brands with their data much less than any other generation.
A Deloitte survey found that 24% of Gen Zers don't trust business leaders, 30% don't trust traditional media, and 49% don't trust religious leaders.

This trend may continue as Gen Zers grow into adults, but some experts suggest distrust is just part of being a teenager.

Peter Adams, who leads an organization teaching kids about media literacy, recently said, "Trust in institutions is down across the board, but teens experience even more cynicism about institutions just as a function of their time of life."

4. Embracing diversity and social justice

Gen Z is the most ethnically diverse generation ever.

In the United States, nearly 40% of the Hispanic population belongs to Gen Z.
The Pew Research Center reports that 48% of Gen Zers are from racial or ethnic minorities.

This trend is amplified in certain locations.

For example, in the West, non-Hispanic whites make up only 40% of the Gen Z population. In the South, that number jumps to 46%.

Research shows that this generation is not only ethnically diverse themselves, but they believe in the benefit of increasing diversity in society as a whole.

One report showed 62% of Gen Zers believe that increasing diversity is good for society.

Members of Gen Z have also emphasized inclusion and social justice in recent years.

In one survey, Gen Z Republicans were much more likely than other Republicans to say that Blacks aren't treated as fairly as whites in America today.

A poll run by Yubo, a social networking app, reported that 88% of Gen Zers feel that Blacks don't receive equal treatment.

The Yubo poll also showed that 90% of Gen Zers support the Black Lives Matter movement.

5. Emerging buying power

AdAge reports that Gen Z currently has $143 billion in direct buying power.

A few key financial trends have emerged in this generation.

Buy now, pay later ( BNPL) services are wildly popular with Gen Z.

Predictions say that by the end of 2022, more than 44% of Gen Z digital buyers (over the age of 14) will have used a BNPL service at least once during the year.

During the peak holiday shopping days of 2021, 11% more Gen Zers used BNPL than in 2020.

Individuals in Gen Z report that talking to family and friends is the most common way they find out about new brands, companies, and products. However, YouTube ads are a close second.

The trend of shopping entirely online is not as popular with Gen Zers as it is with their older counterparts, the Millennials. Gen Zers are much more likely to shop in stores.

Gen Zers differ from other generations because they want to stand out, not fit in. Brands are an afterthought for this generation.

A 2021 survey commissioned by Vogue and GQ showed that the pandemic has made 60% of Gen Zers more conscious about the fashion items they buy.

The survey showed that many of them are now shopping for higher-quality items than in the past.

It also reported that Gen Zers are 27% more likely than other generations to shop secondhand.

Individuals in Gen Z are also looking for retailers that value inclusion as much as they do.

In a survey from McKinsey, 48% of Gen Zers say they value brands that don't classify their products as male or female.

6. Influencing the workplace

The oldest members of Gen Z are just now entering the full-time workforce for the first time, but by 2025, they'll make up 27% of the global workforce.

Right now, they're starting to lead the charge for several big changes.

The first is work-life balance.

Research shows that nearly 40% of Gen Zers put a large emphasis on work-life balance when choosing where to work.

Gen Zers are also likely to focus on empowering work culture and potential for growth with the company.

Gen Z is also demanding more workplace benefits. They want flexible hours, fully covered health insurance, free meals, and sizeable salary increases - just to name a few.

They want their employer to encourage a healthy lifestyle. Gym memberships, flexible spending accounts related to healthy activities, and sabbaticals are all trending as benefits now.

Generation Z is one subset of employees that does not put a large emphasis on working remotely.

In one survey, 48% of respondents said they'd prefer a hybrid work environment. Only 30% wanted to work fully remotely.

In one survey, nearly half of Gen Zers said they'd like to own their own business.

Stats from Wonolo, an on-demand staffing platform, show the gig economy is growing among Generation Z. Their share of jobs on the platform grew by 14% between 2019 and 2021.

Lending Tree reports that 46% of Gen Zers over the age of 18 have a side hustle.

Nearly one-quarter of these individuals would not be able to pay their bills if they didn't have that side hustle.

A few of the most popular spots in the gig economy for Gen Z workers are selling custom clothing, selling artistic goods on Etsy, and freelancing on Fiverr.

7. Rising mental health concerns

A 2021 survey from Deloitte found that 46% of Gen Zers feel stressed or anxious most or all of the time.

Reports from McKinsey say Gen Zers have the least positive outlook on life, and individuals in this generation are two to three times more likely than other generations to have thought about or attempted suicide in the past year.

The cause of these mental health concerns varies.

One potential reason is the generation's excessive use of technology - a condition that some mental health experts have termed " iDisorder."

Social media, in particular, has been connected to worsening mental health among young people.

In addition, the CDC has reported that the COVID-19 pandemic and resulting challenges have "considerably elevated adverse mental health conditions" among young people.

Stress in America 2020, a survey conducted by the American Psychological Association, reported that adults in Generation Z were "the most likely generation to say that their mental health has worsened compared with before the pandemic."

Gen Z adults were also much more likely to report feeling isolated and not getting adequate emotional support.

In recent years, up to 75% of Gen Zers have reported being stressed out by the threat of gun violence and mass shootings.

Even with these unfortunate statistics, members of Generation Z seem to be more open to getting help and discussing mental health troubles.

Compared to other generations, they are more likely to receive treatment from a mental health professional.

In some ways, the stigma associated with mental health issues has also diminished in the last few years.

Various celebrities, many of them Gen Zers or Millennials, have talked publicly about their own mental health struggles.

In an effort to boost their mental health, self-care and holistic health have become popular among Gen Zers. They're making healthier food choices, using more skin products, and abstaining from alcohol more often.

Conclusion

Generation Z is unlike any generation that's come before them. They're connected, they're diverse, and they're ready to make their opinions known.

But, with so many Gen Zers being under 18 years old, the future of this generation may change drastically in the coming years.

With their ever-increasing purchasing power and propensity to impact social issues, Generation Z is one we'll all want to watch closely.

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by Josh HowarthJuly 15, 2022 You may also like: Gen Z is the largest generation in American history, currently making up 27% of the population in the US. Being born between the years of 1997 and 2012, individuals in Gen Z are now between 10 and 25 years old.

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Gen Z eating habits are sligntly different from Millennials.

Convenience is a factor when coming to Gen Z food categories.

Gen Z is likely to stick to eating patterns that omit certain foods, such as sugary or highly processed items.

They trust organic content more than paid advertisements and value authenticity.- media preference

Gen Z and Millineals primarily focus on Physical Fitness whereas Gen Z associates "health" with overall wellness, including mental health and nutrition.

They actively seek out restaurants that prioritize sustainability, environmental impact, and utilize locally sourced ingredients.

Plant-based alternatives for animal products and meat are popular with Gen Z. In fact, 19% of Gen Z reported that they embrace plant-based eating habits.

Online ordering is popular and highly trusted by Gen Z.

They prefer authentic global cusine. Authentic is not mearly the food here. It covers the atmosphere and the aesthetic works which gives the 'authentic' experience.

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Average daily hours spent on digital entertainment by generations

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Average daily hours spent on digital entertainment by generations

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Gen Xers fill the entertainment divide between boomers and Gen Z adults

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Results from a recent Kagan US Consumer Insights survey show that the use of digital entertainment among younger Americans (Gen Z adults and millennials) and older Americans (baby boomers and seniors)