Emplifi Report: Over Half of Gen Z and Millennials Made Social Media Purchases in Past Three Months

Emplifi, a leading unified customer engagement solution, recently published findings from its report titled "Marketing Across Generations: How Gen Z, Millennials, Gen X, and Baby Boomers Engage with Brands Differently." The report surveyed nearly 1,000 U.S. consumers across four generations—Gen Z, Millennials, Gen X, and Baby Boomers—shedding light on consumer behavior and generational preferences in brand engagement and social commerce. According to the report, more than half of Gen Z (53%) and Millennials (56%) have made a purchase through a social media platform in the past three months. This highlights a significant shift in social commerce trends, particularly among younger generations. Last year, EMARKETER reported that Gen Z adults spent more than double the amount of time on social platforms compared to the general population, supporting Emplifi’s findings. Younger generations, especially Gen Z, show a strong preference for interactive and engaging content. Nearly half of Gen Z respondents (46%) say that interactivity makes a brand video stand out, while only 15% of Baby Boomers agree. Baby Boomers, however, prioritize informativeness in videos, with 84% valuing clear and detailed content. These differences underscore the need for brands to understand and cater to the distinct content preferences of each generation. Visual appeal and humor are powerful motivators for purchases among younger consumers. Specifically, 42% of Gen Z and 38% of Millennials are influenced by the appearance of a post when deciding to buy, whereas only 29% of Baby Boomers find this factor compelling. Humor also plays a significant role, with 31% of Gen Z consumers saying they are more likely to purchase if a brand adopts a humorous approach. In contrast, only 16% of Baby Boomers are swayed by humor in marketing. When it comes to customer care, there is a clear divide across generations. Eighty-one percent of Baby Boomers and 80% of Gen X expect a human response to their customer service inquiries rather than an automated bot. About 54% of Baby Boomers still prefer traditional phone calls for customer service, while 30% of Gen Z and Millennials are more inclined to engage with brands via direct messages on social media. Gen Z and Millennials are also driving the trend in social commerce. While 53% of Gen Z and 56% of Millennials have bought products through social media in the last three months, only 39% of Gen X and 29% of Baby Boomers report similar behavior. This indicates that to remain competitive, brands must prioritize social commerce strategies that resonate with younger audiences. Susan Ganeshan, Chief Marketing Officer at Emplifi, emphasized the importance of understanding these generational differences: "Younger consumers are increasingly drawn to dynamic, interactive content that fosters engagement and reflects their cultural pulse, while Baby Boomers prioritize clear, concise, and informative content. To stay ahead, brands must move beyond one-size-fits-all strategies and deeply understand the unique expectations of each generation. Leveraging AI can help scale personalized content, enhancing engagement and building stronger customer relationships." For Gen Z, the content must be fast-moving and culturally relevant, often leveraging user-generated content and authentic storytelling. Millennials appreciate a blend of inspiration and practical information, favoring polished visuals and user-generated content that aligns with their lifestyles. Gen X values authenticity and real customer stories, while Baby Boomers expect straightforward, informative messaging. The report stresses the significance of real-time, multi-channel support on social media. Consumers expect quick responses, and brands that fail to meet this requirement risk damaging their reputation and customer loyalty. While AI and automation can handle routine tasks efficiently, the human touch remains essential for resolving complex issues and maintaining a personal connection. In conclusion, the shift towards social commerce among younger generations is not just a passing trend but a fundamental change in consumer behavior. Brands that adapt their social media strategies to meet the specific preferences and expectations of each generation will not only stay relevant but will also lead the way in shaping the future of commerce. Industry insiders commend Emplifi's report for providing actionable insights that can help businesses fine-tune their marketing and customer engagement strategies. Emplifi itself is recognized as a leader in customer engagement solutions, offering data-driven insights and AI-powered tools to optimize social media performance and deliver meaningful customer experiences. The company's focus on understanding and meeting the diverse needs of consumers across generations positions it as a valuable resource for businesses looking to thrive in the evolving digital landscape.