Social networks are more saturated than ever. Consumers continue to demand authentic, original content and quality in the businesses they buy from. The right influencer marketing strategy (and content) can help a brand break through the noise, engage audiences at scale and stand out from competitors.

We surveyed over 2,000 consumers, 650 marketers and 300 influencers to get their take on what makes influencer marketing successful, and predict how the landscape will evolve in the future. Download these five reports to create influencer marketing content that resonates, and dive into the evolving expectations of consumers and influencers themselves.

Nearly two-thirds (64%) of Gen Z are focused on reducing expenses. Despite occasional splurging, the majority of Gen Z consumers are taking steps to improve their finances. That’s according to a new report from Bank of America, which found that over the last 12 months, 72% of those between the ages of 18 and 28 took steps to improve their financial health, such as putting money toward savings (51%) or paying down debt (24%). Nearly two-thirds (64%) are focused on reducing expenses, with the most common practices being cutting back on dining out (41%) and shopping at  more affordable grocery stores (23%).

A new survey by GoDaddy found the latest quirky shopping habits Gen Z and Millennials have adopted are changing the landscape of commerce — with some possibly unintended consequences. In the latest GoDaddy Consumer Pulse* survey of 1,500 U.S. consumers, half of Gen Z (54%) and Millennials (50%) polled in March prefer shopping methods that allow them to avoid other people, like Buy Online, Pick Up In-Store, self-checkout or online shopping, over shopping methods that let them interact with others. Fewer than 1 in 3 (29%) Gen X and Boomers feel the same way.

Generation Z refers to people born between 1996 and 2010. They’re the second-youngest generation, between millennials and Generation Alpha. Gen Z identity has been shaped by the digital age, climate anxiety, a shifting financial landscape, and COVID-19. They’re known as ‘digital natives’—the first generation to grow up with the internet.

Gen Z is currently the second-youngest generation, with millennials coming before them and Generation Alpha after. Like every generation, Gen Z’s behaviors are shaped by how they grew up. Young people today have come of age in the shadow of climate doom, pandemic lockdowns, and fears of economic collapse. The earliest Gen Zers were born when the internet had just achieved widespread use. They’re called “ digital natives”—the first generation to grow up with the internet as a part of daily life. The generation spans a wide range: the oldest Gen Zers have jobs and mortgages, while the youngest are still preteens. Globally, Gen Z is growing fast: Gen Zers will make up a quarter of the population of the Asia–Pacific region by 2025. Read on to understand what makes Gen Z tick.

Zoomers are 40% likely to buy a trending product on social media. Much more likely, in fact, compared to boomers (23%) Gen X (33%), but just slightly more likely than millennials (39%). If you’re targeting zoomers and millennials, and you’re not on socials… you’re not even in the conversation. But which social platforms are we talking about?

So… 66% of Gen Z is likely to buy directly from TikTok, making it the top social commerce platform for the generation.

Gen Z is ready to spend. Are you ready to capitalise? Black Friday used to be pretty straightforward. Add discounts at the front of your store and let the people fight over the products for a day. But for Gen Z, Black Friday isn’t just a sale day now; it’s practically a whole season. They go hunting across the depths of the internet (the way around which they know better than you) for the best deals and offers.

Retailers are confronting significant challenges. Markets shift rapidly, inflation squeezes profit margins, and tariffs change costs. Consumer behavior is equally unpredictable, with viral trends causing sudden demand spikes. Meanwhile, competitors frequently adjust prices and launch promotions to capture shoppers’ attention. 

Against this backdrop, real-time data is the cornerstone for successful pricing and promotional strategies. Without it, retailers risk playing constant catch-up, powerless to act against competitors and market forces. 

A survey of 2,000 shoppers on behalf of retail logistics company Advanced Supply Chain, found that 53% of online shoppers would not spend again with a retailer if they were slow to refund their money after returning a product.

The new data shows shoppers expect their refund within 2-3 days of sending an item back, with a quarter (25%) believing that waiting up to one week for a refund is too long. A further 27% thought 10 days was too long for a refund, while 23% think waiting two weeks for their money back is unacceptable.