Still, digital platforms unquestionably influence consumers’ purchase journeys. Across markets, we see an increase in social media use for product research (32 percent, on average, compared with 27 percent in 2023). In emerging markets, the figure is especially high: Roughly half of surveyed consumers in India research products on social media before they make a purchase. 10 Meanwhile, 29 percent of surveyed consumers in Germany, the United Kingdom, and the United States say that they have purchased a brand that they learned about through social media. 11 Social media use is no longer reserved for younger generations, either: 33 percent of Gen Xers surveyed across Europe and the United States state that they’re on TikTok, while 35 percent of baby boomers in those regions report that they’re on Instagram. 12 In China, an average of nearly 90 percent of surveyed consumers across age groups say that they’re on Douyin and WeChat. The challenge for brands is to own their messaging—that is, to maintain authentic yet personalized messaging across platforms. Companies must consider multiple sources, including social media, influential voices, product reviews, and ratings, to shape their messaging. 3. Gen Z grows up and spends Understanding Gen Z consumers and their spending behavior presents one of the single greatest opportunities for consumer brands and retailers. Gen Zers (born between 1996 and 2010) are projected to make up not only the largest generation but also the wealthiest in history. The average 25-year-old Gen Z consumer in the United States has a household income of $40,000, 50 percent higher than the average baby boomer’s at the same age (accounting for government transfers, inflation, and taxes). Gen Z spending, which is growing twice as fast as previous generations’ spending did at the same age, is on pace to eclipse baby boomers’ spending globally by 2029. By 2035, Gen Zers will add an additional $8.9 trillion to the global economy. 13 For brands, understanding what drives Gen Zers is critical for long-term growth. They’re the first members of a generation to grow up in a digital world, and they reached adolescence and young adulthood during the COVID-19 pandemic. These experiences have shaped their feelings around traditional markers of adulthood. According to our survey, Gen Zers across markets are less likely than members of older generations to define themselves based on life stage milestones, such as getting married and having children. They’re much more likely, however, to define themselves based on achievements related to financial security, such as career success and creating wealth (73 percent and 36 percent more likely than members of older generations, respectively). 14 This may be due in part to the pressures that they face regarding high living costs and student debt. 10 Survey question: Where specifically have you researched [category]? “Research” refers to browsing products, making comparisons, researching for more product information or specifications, et cetera. Based on a sample of 991 consumers in India. 11 Survey question: In the past three months, have you purchased a product after seeing it on social media but completed the purchase elsewhere? McKinsey State of Consumer Market Survey of 2,838 consumers from China, Germany, the United Kingdom, and the United States, April 23 to May 6, 2025 (date range covers differing survey dates in the four regions). 12 Survey question: Which of the following social media platforms do you use? McKinsey State of Consumer Market Survey of 2,838 consumers from China, Germany, the United Kingdom, and the United States, April 23 to May 6, 2025 (date range covers differing survey dates in the four regions). 13 Spend Z , a joint report from GfK, NielsenIQ, and World Data Lab, 2024. 14 Survey question: How important are the following life goals for you? McKinsey State of Consumer Market Survey of 2,838 consumers from China, Germany, the United Kingdom, and the United States, April 23 to May 6, 2025 (date range covers differing survey dates in the four regions). 6 State of the Consumer 2025: When disruption becomes permanent