Gen Z’s spending and shopping patterns
Over the next few years, Gen Z, also known as Zoomers, will reach their peak earning and purchasing potential, therefore brands will need to properly attract to them.
Gen Z’s spending and shopping patterns
Updated for 2024, this is an in-depth analysis of data and trends related to Gen Z’s spending and shopping patterns. Over the next few years, Gen Z, also known as Zoomers, will reach their peak earning and purchasing potential, therefore brands will need to properly attract to them.
But does Generation Z’s spending behavior differ much from that of previous generations? We’ll discuss the who, what, how, and where of Gen Z spending in this post.
Important Gen Z Purchasing and Spending Data (Editor’s Picks)
- The $450 billion worldwide purchasing power of Generation Z. Source: Snapchat
Gen Z is more likely to buy products from businesses that have a social media presence, according to 29% of them. - 41% of Gen Z prefers to use short-form videos on social media to learn new topics.
- Of Generation Z, 55.1% use buy now, pay later (BNPL) shopping.
- 64% of Generation Z is willing to spend more for products from brands they trust, and 58% of them bought something after seeing it on social media.
- 74% of Gen Z favors using phones for shopping over other gadgets.
Data on Gen Z’s Spending Power
According to Snapchat, Gen Z has $450 billion in spending power.
Even if Gen Z hasn’t yet realized its full economic potential, they nonetheless command a sizable market. The BBC reports that Gen Z has $360 billion in spending power in the US alone.
40% of consumers worldwide are Gen Z (Snapchat)
Even though Gen Z comprises only 30% of the population and roughly 25% of the employment, they account for an excessive amount of global consumer spending.
Online buyers from Generation Z will surpass those from Generation X by 2025 (eMarketer).
In absolute numbers, Gen Z may already exceed Gen X, but when it comes to digital spending, their older, wealthier relatives are still in the lead. But that will all change in the new year.
5% of retail spending worldwide is made up of Gen Z (Afterpay).
Global spending is still dominated by older generations, but Gen Z is growing. By 2030, Gen Z will account for 17% of all retail spending worldwide (afterpay) Gen Z’s portion of global retail spending will rise as they get older and have more earning capacity. Gen Z and millennials combined may account for 48% of retail spending by 2030.
According to Bloomberg, Gen Z has $360 billion in disposable income.
Of that $360 billion, $57 billion comes from allowances, with the remaining amount coming from work. The annual salaries earned by Generation Z are $229 billion (Gen Z Planet). The great majority of those who make $193.6 billion are Zoomers who are older than 20. $35.1 billion in salaries are earned annually by those between the ages of 16 and 19.
According to Oliver Wyman, Gen Z will make up 31% of the US workforce by 2031.
Gen Z made up only 15% of the US labor force in 2022. They will surpass Boomers and Gen X over the course of the next ten years, but they will still make up a smaller portion of the US workforce than millennials.
Data Supporting Gen Z’s Socially Motivated Expenditure
In the past year, 36% of Gen Z has boycotted a certain brand (Survey Monkey).
Gen Z is the least likely generation to have boycotted a brand because of its social or political beliefs, despite the perception that they are more politically and socially engaged than previous generations. By contrast, in the past year, 40% of millennials, 42% of Gen X, and 50% of boomers had boycotted a brand.
Half of Generation Z thinks businesses ought to speak out on social concerns. (HubSpot)
With only 26% disagreeing, Gen Z was much more likely to want brands to openly state their positions on social issues. By contrast, only 25% of Boomers, 35% of Gen X, and 41% of Millennials concurred that brands ought to address social issues. For marketers, the disparity in viewpoints is a challenging balancing act.
According to HubSpot, 69% of Gen Z wants businesses to adopt a stand on racial fairness. Racial fairness was voted as the most important subject on which Gen Z wants to see businesses take a position. Next on the list are climate change at 42%, gender inequality at 46%, and LGBTQ+ rights at 50%.
Eco-friendly shoppers (CGS) make up 68% of Gen Z.
Consumers of all ages are growing more concerned about sustainability. More than two-thirds of Gen Z consumers made eco-friendly purchases in 2019, putting them in the lead.
Compared to previous generations, Gen Z is more likely to spend 50% or 100% more on sustainable items (CGS).
Gen Z consumers were the most prepared to shell out a substantial amount of money to ensure they were environmentally conscious, even though 35% of all consumers stated they would be willing to pay 25% more than the initial price for a sustainable product. Customers viewed a brand’s use of sustainable resources as the primary indicator of its sustainability, with ethical behaviors coming in second.
Products created by small enterprises are chosen by 60% of Generation Z (HubSpot).
Support for small enterprises is significantly more common among younger consumers. Just 42% of Gen X and 20% of Boomers claimed they made their product choices based on the fact that the products are created by small businesses, but 59% of Millennials agreed.
Of Generation Z, 55% have rented clothes (MDPI) that are ill-defined.
Services that let users rent clothes are becoming more and more popular as people become less reliant on rapid fashion and excessive consumerism. Users can rent clothes by the piece or subscribe to a monthly service. As per IMARC Group, the online garment rental market is expected to reach a value of $2.2 billion by 2023.
80% of Gen Z purchases items used on eBay.
Gen Z is largely responsible for “recommerce’s” rising popularity. A survey by the consignment company Thredup predicts that by 2030, the market for used apparel will be valued at $84 billion, more than twice as much as the $40 billion market for fast fashion.
Because they care about ecology and sustainability, 36% of Gen Z buyers purchase used goods (eBay).
In addition to being more likely than previous generations to purchase secondhand for financial reasons, Gen Zers were also more likely to do so environmentally.
Gen Z’s Perceptions of Brands
61% of Generation Z uses social media to follow brands (Survey Monkey).
By contrast, only 34 percent of elderly consumers use social media to follow brands they enjoy. Of the silent generation, only 10% do so!
Brands with a social media presence are more likely to be purchased by 29% of Gen Z (Survey Monkey).
The sentiment among millennials was essentially the same, with 30% saying that a brand’s social media presence would increase their likelihood of making a purchase. Just 19% of Gen Xers, 11% of Boomers, and 6% of the Silent Generation, in contrast, stated they would take this action.
Compared to 24% of all shoppers, 34% of Gen Z value brand authenticity (Survey Monkey).
Additionally, Gen Z customers place a higher value on brand openness than do earlier generations; of all buyers, 16% think that brand transparency is crucial when making decisions, compared to 25% of Gen Z consumers.
Products chosen by 49% of Gen Z are those whose brand is owned by a person of color (HubSpot).
There is still a glaring lack of representation of people of color among business owners. According to a Brookings study, black Americans make up just 2.4% of employer-firowners,rs despite making up 14.2% of the population. Hispanic Americans, too, are underrepresented. But between 2019 and 2020, businesses run by black or Hispanic Americans expanded, partly as a result of Gen Z’s resolve to support them when they could.
84% of Gen Z says they are more inclined to make a purchase from a business that values its employees (HubSpot).
Generation Z was most inclined to use money to financially incentivize exemplary treatment of employees. Only sixteen percent indicated that the way a firm treats its employees would have no influence on their selections. With Millennials, Gen X, and Boomers, that percentage jumps to 18%, 19%, and 28%, respectively. However, a sizable majority of consumers—78%—agreed that they would be more inclined to make purchases from companies that treat their staff members well.
Gen Z consumers are more inclined to purchase from companies they trust with their personal information (83%; HubSpot).
Personal data is ranked somewhat lower on the list of Gen Z concerns than employee treatment. It is hardly surprising that Gen Z, who are tech-savvy, are particularly cautious about how brands handle their data, given that big companies are often in the news for improperly managing customer data.
Gen Z consumers desire brands to promote mental wellness at 53% (ICSC).
The growth in mental illness among Gen Z—often derided as the “snowflake generation”—has inevitably caused them to view mental health as a critical advocacy issue. The majority of Gen Z shoppers seek mental health support from the brands they purchase.
According to Afterpay, 20% of Generation Z will discontinue purchasing from a brand in 2023 because of its ethical and sustainable reputation.
A sizable segment of Gen Z consumers are prepared to back their words when it comes to ethics and sustainability. Brands that fall short of consumer expectations risk damaging their financial position and negating any cost advantages by compromising on ecological or ethical issues.
How Generation Z Chooses What to Buy
47% of Gen Z shoppers get ideas for their purchases from social media (Survey Monkey).
Gen Z makes significantly more use of social media than previous generations when making shopping decisions. By contrast, 39% of millennials claimed to have gotten inspiration for purchases from social media. Just 6% of the Silent Generation, Boomers, and Gen Xers did so, and only 24% of them did.
However, more than any previous generation, 44% of Gen Z claimed to visit physical businesses to get ideas for their purchases (Survey Monkey).
While Gen Z may be passionate about social media, they still enjoy exploring physical retail sites. High streets, shopping centers, and other physical venues that have been having trouble with decreased traffic in recent years may find this to be excellent news.
Food and drink purchases are more common at physical stores, according to 51% of Gen Z (Attest).
Surprisingly, the ratio is reversed when it comes to fashion: 57% of Gen Z prefers to purchase clothes online.
58% of Generation Z has purchased an item after seeing it on social media (5WPR).
That’s about what 54% of consumers who have done so have done.
According to HubSpot, 41% of Gen Z prefers to find new products on social media through short-form videos.
Gen Z favored watching short-form videos on social media, such as those on TikTok and Instagram Reels, to learn about new items. Ads or sponsored content came next at 36%, followed by feed posts at 32%. If organizations want to target Gen Z, they must invest in organic video marketing instead of depending on influencers or conventional forms of advertising, as evidenced by the growing popularity of short-form videos.
42% of Gen Z uses the internet to look for new items (HubSpot).
Even though there is more video material available, SEO is still very crucial. 50% of Generation Z typically uses mobile search engines to discover new products.
47% of Gen Z looks up things on YouTube before making a purchase (Survey Monkey).
Across all generations, YouTube was the most popular website for product research, but Gen Z users utilized it the most. All generational rankings put Facebook at number two, with the exception of Gen Z, who had a preference for Instagram. 21% of Gen Z utilized Facebook, compared to 29% who used Instagram.
More than any other generation, 17% of Gen Z uses TikTok to investigate products before making a purchase (Survey Monkey).
By contrast, the relatively new app was only utilized by 8% of Millennials, 3% of Gen X, 0% of Boomers, and 1% of the Silent Generation. This distribution demonstrates how appealing TikTok is to younger people.
Social media is where 71% of Gen Z most frequently finds new items (HubSpot).
Among Gen Z, social media was the most often used resource for finding new products. According to 38% of respondents, this is how they like to find new things.
Influencers are seen by 11% of Gen Z as their most reliable source for product recommendations (Survey Monkey).
Among all generations, Gen Z was the most likely to look to influencers for recommendations, but family and friends remain the most popular sources. By contrast, only 7% of Millenials, 3% of Gen X, 2% of Boomers, and 1% of the Silent Generation stated that they trusted influencers the most when it came to advice on what to buy. Gen Z was less likely than Millennials, Gen X, and Boomers to use online forums.
58% of Generation Z has purchased an item on the advice of an influencer (Survey Monkey).
Among Gen Z, content creators seem to have the most influence. By contrast, 38% of Boomers, 46% of Gen X, and 56% of Millenials bought a product after hearing about it from an influencer.
Social media has led 49% of Generation Z to purchase more clothes (Survey Monkey).
Thanks to social media, 55% of Gen Z women purchased more clothes, and 57% purchased more skincare products. By contrast, 38% of Gen Z men purchased more electronics.
What Drives Generation Z to Invest
Of Gen Z shoppers, 20% do so in search of better deals, while 30% do it for convenience (ICSC).
For Generation Z, convenience is paramount. Online shopping is mostly driven by the ability to order almost anything from the comfort of your home, rather than the capacity to search the internet for better offers.
When they shop, 46% of Gen Z prefer a quick and simple checkout process (ICSC).
This was seen by Generation Z as the most significant aspect of the purchasing experience. Having anything available in-store right away came in second at 39%, followed by quick shipment at 45%. Customer service is viewed as crucial by only 27% of Gen Z, although immediacy and ease of use are more significant. This illustrates how buying has changed from being an in-person event to the last stop of a frequently online, lonesome quest.
According to eMarketer, 64% of Gen Z consumers will pay more to purchase from businesses they trust.
The Gen Z generation is most likely to go above and beyond to promote businesses they value. That emphasizes how important it is for firms to appeal to Gen Z, maybe by offering sustainability pledges or support for social causes that matter to them, but that’s by no means a given. Even if they were brand loyal, 71% of Gen Z stated they would still buy from other companies.
According to Business Wire, 75% of Gen Z is more likely to buy something if they can customize it.
In a world where there are more people than ever and influences are everywhere, customization reigns supreme. Personalized products are a must for firms hoping to attract Gen Z customers who are ready to differentiate themselves from the competition.
Sixty percent of Gen Z choose brands based on pricing (Business Insider).
Price was by far the most significant determinant of Gen Z’s purchasing decisions. Friends’ influence at 7%, social media presence at 9%, and shared ideals at 18% all lag behind. A Gen Z researcher told Business Insider, “They are looking for value,” maybe as a result of their experiences during the Great Recession.
Of Generation Z, 47% claim to frequently make impulsive purchases (5 WPR).
As one gets older, the probability of making an impulsive purchase decreases. Out of those over 55, just 28% admitted to doing this, and 53% said they never did.
80% of Generation Z holds off on making a purchase until after a desired item goes on sale (5 WPR).
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76% of Gen Z customers wait for sales before making a purchase, indicating that they are a little more sales-savvy. Given that many of their earliest memories were created amid the devastation of the Great Recession, that may be a reflection of their youth.
Just 8% of Gen Z members always purchase anything they want at first glance (5WPR).
That is, however, a lot higher than the 3% of those over 55 who would buy something they saw right away and found appealing. With 11% of millennials stating that they would buy anything they liked at first sight, they are the generation most ready to spend money right away.
64% of Gen Z purchases used goods on eBay in order to save money.
Compared to earlier generations, Gen Z was more likely to attribute their pre-owned purchases and personal product sales on the resale market to financial strain.
Of Gen Z, only 28.5% think that shopping is a chore (Afterpay).
Comparatively, 31.8% of Gen Xers and older, as well as 30.88% of millennials, said they considered shopping to be a chore.
Generation Z prefers payment methods.
52% of Gen Z prefers to use debit cards while making purchases (Survey Monkey).
Comparatively, just 19% of people would rather use credit to make purchases. Over time, older generations are more likely to favor credit over debit, with a declining preference for debit.
According to Survey Monkey, 12% of Gen Z prefer to use mobile payment services.
Remarkably, despite having grown up with mobile technology, Gen Z was no more likely than previous generations to use mobile payment services like Apple Pay and Venmo.
33% of Gen Z reported using the Cash App or Venmo to make purchases in the previous year (Survey Monkey).
Among Gen Z, Apple Pay and Paypal were similarly well-liked; 31% and 30% of them had used them in the previous year, respectively. With 41% of Millennials, 46% of Gen X, 40% of Boomers, and 35% of the Silent Generation using it to make purchases in the past year, PayPal was by far the most popular among older generations.
74% of Gen Z deem mobile shopping preferable (HubSpot).
Among the more than a thousand people surveyed by HubSpot, 56% said they looked up queries more often on their phones than on any other device. The growing prevalence of mobile devices highlights the significance of mobile optimization for brands.
28% of Gen Z consumers purchase goods straight through social media apps (HubSpot).
That represents the same proportion as Millennials. Boomers and Gen Xers were much less likely—4% and 18%, respectively—to make purchases straight from social media apps.
(eMarketer) 55.1% of Gen Z purchases now and pays later when they shop.
When they shop, Gen Zers are most likely to use alternative payment methods. This is understandable given that BNPL allows younger, credit-insecure consumers to finance specific products.
Gen Z is responsible for 14% of AfterPay expenditures.
An increasing trend among younger generations is the idea of making an immediate purchase and paying for it later. Gen Z is the group of Afterpay consumers that is expanding the fastest, even though Millennials are the largest users of buy now, pay later. With 80% of Gen Z’s Afterpay purchases falling into this category, fashion is by far the most popular category.
What Generation Z Buys With Their Cash
Technology is the item that 52% of Gen Z prioritizes spending money on (5WPR).
Given their high cost, it is not unexpected that across all generations, electronics were the most sought-after option for a luxury buy. Gen Z deviates from previous generations in that it chooses health and wellness products (37%), whereas past generations opted for travel and experiences as their second preferred splurge. While elder generations were more likely to spend money on household goods or eating out, 36% of Gen Z selected personal care items like cosmetics. Travel aversion among Gen Z is probably a result of their youth; as they get older, this might alter.
In 2022, 46% of Gen Z spent more money on fashion than any other category (5 WPR).
Generation Z was the only one whose primary spending category was apparel and fashion. Compared to previous generations, 30% of Gen Z spent significantly more on personal care and cosmetics than any other category.
According to UKPOS, 75% of Gen Z’s purchases are in the fashion industry.
On the other hand, millennials make 65% of their purchases in the fashion sector.
Compared to previous generations, Gen Z is 2.6 times more likely to purchase apparel each week (Oliver Wyman).
Social media and the pressure to keep up with others may be to blame. Oliver Wyman’s research indicates that Gen Z is also 16% less likely than previous generations to feel content with their bodies and faces.
High-end stores (ICSC) make up only 9% of Generation Z’s best customers.
Gen Z shoppers were less likely to regularly visit retailers like Ralph Lauren. However, this may alter in the coming years as the still-young generation realizes its full earning potential.
36% of Gen Z likes to buy items that reflect their opinions (5WPR).
Gen Z was the most likely group to do this. By contrast, only 12% of adults over 55 report doing so.
The majority of Gen Z shoppers—48% of them—frequent discount or off-price stores (ICSC).
The majority of Gen Z’s purchases were made at bargain stores like Target and T.J. Maxx, which can be an indication of their financial prudence.
Gen Z’s Perception of Influencers
Twenty-six percent of Gen Z identify as influencers, while thirty percent identify as content creators (HubSpot).
Though Gen Z relies heavily on influencer recommendations, Millennials are more likely to consider themselves content creators and influencers than Gen Z. 38% of that generation see themselves as content creators, and 29% see themselves as influencers. That could be due to Gen Z’s immaturity. It’s crucial to remember, too, that 84% of these self-described innovators and influencers have 10,000 or fewer followers. 39% have less than 1,000!
Influencer recommendations are regarded by 55% of Gen Z as being very significant when making purchases (HubSpot).
Only thirty percent of consumers believe this to be a significant influence when making purchases. However, 78% of Boomers think marketing videos should be relevant and authentic rather than extremely polished (a staggering 0% of Boomers take influencers into account when making purchasing decisions).
According to 16% of Gen Z, their favorite purchases were made by or worn by celebrities (5WPR).
That’s more than the total number of customers; only 11% agreed with this. However, 21% of Millennials said that they were more likely to be influenced by celebrities and the wealthy. Does this imply that influencers are losing their actual influence?
Gen Z’s Internet Purchase Behavior
HubSpot reports that 36% of Gen Z members actively engage in online communities.
The most likely demographic to engage with these communities is Gen Z. According to the responses, the three primary benefits of these communities are expanding one’s knowledge, obtaining motivation and ideas, and connecting with like-minded individuals. All of this emphasizes how important internet platforms are becoming for businesses trying to connect with younger consumers.
Online purchasing, according to 77% of Generation Z, allows consumers to purchase goods from small or new companies that aren’t carried in physical stores (5WPR).
Generation Z was most likely to think that buying online offered an opportunity to find goods that are typically out of stock in physical locations. By contrast, this view was agreed upon by 65% of all consumers. With 32% of respondents saying they strongly agreed with this viewpoint, Gen Z was also the group most likely to do so.
11% of Gen Z has made several purchases straight from a brand’s Instagram profile (5WPR).
At least 19% of Instagram users have engaged in this activity.
The investing habits of Gen Z
Investing is done by 56% of Gen Z (CFA Institute).
The large number of young investors could be attributed to the proliferation of internet financial advice.
According to Logica, 34% of Gen Z would probably purchase equities.
Between June 2023 and June 2024, Gen Z respondents were most likely to say they would buy stocks, maybe due to the increase in online finance content makers.
Only 19% of Gen Z investors own NFTs or cryptocurrency (CFA Institute).
The fact that so many members of Generation Z have opted to invest only in cryptocurrencies and NFTs, shunning more conventional and frequently safer investing channels, may be related to the hype cycles that frequently accompany these products. 55% of Gen Z investors choose to invest in cryptocurrencies, making them the most popular option.
According to Motley Fool, 71% of Generation Z trades at least once a month.
A daily trader makes up 12% of Generation Z. 50% of millennials trade at least once a week, so they are marginally more preoccupied with trading.
A median of $4,000 has been invested by Gen Z (CFA Institute).
Compared to women, Gen Z men invest on average $5,000 vs. $3,000 for women. The median investment of white Gen Z members ($5,000) is significantly higher than that of individuals of color ($2,000).
Individual stocks are owned by 37% of Gen Z (Motley Fool).
55% of millennials, in contrast, are individual stock owners.
Fear of missing out drove 47% of Gen Z investors to make their investment decisions (CFA Institute).
One major factor motivating Zoomers to begin investing is FOMO. But among Gen Z investors, it was only the ninth most often mentioned reason. The most popular was being able to begin investing with little capital; according to 67% of Gen Z investors, this was the reason they got involved. Then there was inquisitiveness, getting the funds to invest, and familial influence.
Gen Z’s Practices of Saving
42% of Gen Z are saving more than they did previously (Logica).
A sizable segment of Generation Z is saving more than they did half a year ago, per Logica’s December 2023 Future of Money Report. Compared to previous generations, Gen Z is also more concerned about saving. Out of all consumers, only 26% claimed to be saving more, while 33% stated they were saving less.
An average Gen Z member saves 36% of their income (Logica).
By contrast, the average amount of money saved by all generations was 26 percent.
According to Bankrate, 23% of Gen Z thinks their retirement funds are more than they should be.
In terms of their savings condition, Gen Z was the most confident. However, this optimism may be mistaken, as they were also the most likely to have not saved anything at all (29% of them were not making contributions to their retirement savings at the time of the study, in August 2023).
Unrelated Gen Z Purchase and Spending Data
Employer-sponsored financial plans are vital, according to 89% of Gen Z (Logica).
The majority of Gen Z felt that their employers ought to provide for their financial needs. Employers who respond to this request can help members of Generation Z achieve their financial objectives, which naturally involve making a variety of purchases.
Although most Gen Z users wouldn’t utilize ChatGPT for financial advice, 21% of them have used it (Logica).
Consumer mistrust in AI’s accuracy is evident in the 11% of respondents who stated they would employ an AI tool to handle their money. 54% of respondents indicated they would never seek financial advice from AI tools.
In 2023, 47% of Gen Z purchased a tangible product subscription (HubSpot).
The group most likely to have bought these subscriptions was Gen Z. Nonetheless, 59% of Gen Z said they would rather pay full price for goods than sign up for a recurring service. Although the number of subscriptions may be increasing, consumers still seem to prefer paying for what they need, when they need it.
According to Civic Science, 51% of Gen Z has at least once tried bracketing.
The act of purchasing many copies of a product with the goal of testing them all and returning the ones you don’t want to keep is known as bracketing. With 25% of Gen Z having done so more than twice, they are the group most likely to do this. Considering the negative effects larger profits have on the environment, it’s interesting to note how common this practice is among the otherwise environmentally conscious.
62% of Gen Z is thinking about launching their own company (Business Wire)
Sixty-two percent of respondents who planned to launch or were considering launching a business indicated they would do so online. Such a willingness to spend money on business startup expenses is an intriguing marketing prospect.
Virtual commerce appeals to 28% of Generation Z (Snapchat).
The way we buy is just one of the many ways AI and VR are going to change our lives. It should come as no surprise that Gen Z is the group most inclined to the idea of virtual shopping with friends, given their familiarity with the internet. Of all shoppers, 22% said they were interested in the idea.
88% of Gen Z thinks it’s possible to identify trends (5WPR 2021).
Because of their social media expertise,
According to 67% of Gen Z, social media material is the best example of “word-of-mouth marketing” (5WPR 2023).
Generally, referrals from friends and family are still interpreted by customers as word-of-mouth advertising (71% of them). However, it appears that Gen Z views information shared on social media as word-of-mouth, which is a crucial insight for marketers trying to reach a younger client base.
In summary
Years separate Gen Z from reaching its maximum earning and spending potential. But in order for brands to remain competitive, they already have to deal with this force. That does not imply a complete makeover of marketing. Contrary to popular belief, Gen Z shares a greater number of traits with its forebears. Consider Gen Z’s preference for in-person shopping at physical stores.
However, it will be necessary to acknowledge that the Zoomers blatantly have their own priorities if you want to stay up with them. Gen Z demands social responsibility from brands. It’s ready to honor ethical and sustainable business practices. Zoomers are more interested in short-form video than in tried-and-true marketing strategies, and they pay attention to the opinions of their online communities.
