WHAT THE DATA SAY: 2025 will see rise of iPad kids, personalized search and finding friends

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

2025 PREDICTIONS

Look to hear more about Gen Alpha and personalization and less about “buy now” buttons and QR codes, based on Stagwell’s Assembly 2025 Global Predictions. Among them:

• Research into Gen Alpha, often dubbed “iPad kids,” will accelerate, driving a surge in YouTube content tailored to their interests.
• Searches starting with “do I need” or “should I” are surging 65% to 85% – signaling a shift in how people seek personalized information.
• Statewide elections in New Jersey and Virginia – and major mayoral campaigns in New York, Atlanta and Detroit – will significantly affect the advertising landscape.
• The shopping revolution will accelerate as we move beyond QR codes and static “Buy Now” buttons to fully embedded, seamless commerce.
• Social media will become the go-to search engine for younger consumers.

OUT WITH TRADITIONAL HOLIDAY PARTIES

Gen Z and Millennials are reshaping how employees celebrate the holiday season, according to research by The Harris Poll.

• 48% now host regular in-person holiday events.
• 74% of employees look forward to these celebrations.
• Yet only 37% of Gen Z say they are very likely to attend.
• 42% of Gen Z prefer alcohol to be served in moderation or not at all.
• 71% of employees would opt for additional time off instead of a holiday party.

WILL GEN X BE ABLE TO RETIRE?

Many Gen Xers fear they will not be able to afford retirement, based on our Harris Poll survey with Bloomberg News.

• 43% of Gen X say they can afford to retire at age 65.
• 73% of employed Gen X say they anticipate working longer to afford retirement.
• 38% say they likely will have to work their entire lives.
• For those without a 401(k), 26% say they do not expect to retire at all.
• 76% believe politicians have no idea how to fix Social Security.

HONESTY NOT THE BEST POLICY

Being too honest at work can damage a career, according to our Harris Poll survey with Express Employment Professionals.

• 65% feel being “too honest” at work damages an employee’s professional reputation.
• Hiring managers say employees can be “too honest” when sharing personal information (65%), criticizing colleagues or the company (53%), gossiping or spreading rumors (51%) and venting about colleagues or projects (46%).
• In fact, 67% of hiring managers say talking about personal matters at work hinders productivity.

ICYMI:

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