Tuesday, July 23

🌟 Today’s Highlights:

• Google pulls the plug on depreciating third-party cookies

• Google’s also pulling the plug on its URL shortener

• BeReal users really don’t like that the app has ads

• 📊 Stat of the Day: Reddit has seen the biggest growth of average time spent per day by U.S. active users. (Source: EMarketer)

• 💡 Today’s Insight: What actually drives Gen Z to purchase

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💡 Today’s Insight 💡

What really drives Gen Z to make a purchase?

🗞 TL;DR - There are a lot of assumptions about how Gen Z and other younger consumers shop – some of them are wild, and some of them are just plain wrong. Berns Communications gathered a network of Gen Z consumers (called the “Z Suite”) to question four main assumptions and see if there’s any truth to them.

💡 Insight - Let’s debunk (or confirm!) the assumptions…

The assumption: Gen Z consumers make a lot of impulse purchases.

The truth: Gen Z shops with intention. Items under $50 are more likely to inspire impulse purchases, but most other things are all about timing. To attract Gen Z impulse buyers, brands should focus on how their products can provide moments of joy, hope, or peace amidst chaos.

The assumption: Gen Z loves TikTok Shop.

The truth: Some of them do, but many find the UX overwhelming. TikTok Shop is just one part of the eCommerce equation, and brands should be evaluating where their audience is in particular.

The assumption: Gen Z is passionate about sustainability.

The truth: Gen Z does care about sustainability, but price limits their buying decisions. 66% of Gen Z lived paycheck to paycheck as of March 2023, and that’s always going to come first over morals. But sustainable brands should still play the long game and wait until Gen Z can afford better options.

The assumption: Gen Z’s loyalty is hard to earn.

The truth: Yes. It’s not just about making repeat purchases, it’s about consumers’ perception of a brand. Just because Gen Z hasn’t purchased your brand yet doesn’t mean they won’t sing your praises and purchase in the future. Make sure to keep nurturing these relationships.

🛠 Things Worth Checking Out 🛠

🌱 GROW BIG - Nike's 'Just Do It' campaign that catapulted their business to massive growth was put together by an amazing agency. Match with your amazing growth agency in 60 seconds here →

🧠 LEARN TRENDS - Subscribe to Marketer Jolt to fuel your strategy with daily updates and analysis from top marketers at some of the largest and fastest-growing companies around. Subscribe for the latest trends and insights here →

🏈 REDDIT - Reddit has struck deals with major sports leagues including the NFL, NBA, and MLB ahead of going public. Great news for sports marketers and fans. Bad news for anyone looking to spend less time on Reddit.

⚡️ Today’s Headlines ⚡️

⛓️‍💥 Google is retiring its URL shortener service in August 2025

✨ You can now add special offers to your Meta Ad Sources

🍪 Google is no longer planning to depreciate third-party cookies

🇪🇺 The EU is threatening to fine Meta for saying Facebook is ‘free’

😡 BeReal’s new owner added ads & users aren’t happy