Millennials and Gen Z are shaping their spending habits around technology, sustainability, and personal growth. Their choices reflect deeper values and a desire for meaningful experiences that resonate with their lifestyles.
1. High-tech Gadgets
High-tech gadgets are a priority for Millennials and Gen Z, with a focus on smart home devices, wearables, and VR headsets. Tech influencers on Instagram and TikTok showcase new releases, influencing purchasing decisions.
Streaming services remain essential monthly subscriptions, with platforms like Netflix, Spotify, Disney+, and YouTube Premium being popular choices. Influencers often share their favorite shows and playlists, encouraging followers to subscribe.
Online courses and e-learning subscriptions have gained traction as personal development takes priority. From language learning on Duolingo to joining masterclasses, younger generations are investing in their education .
Fitness subscriptions and equipment spending continues to grow, with Peloton memberships and home gym setups being popular choices. Influencers provide workout tips and product reviews, guiding followers’ wellness investments.
Key spending areas for Millennials and Gen Z:
- Fashion and apparel trends from Instagram and Pinterest
- Gaming and esports
- Travel experiences
- Home decor
- Health and wellness products
- Art and collectibles
- Pet supplies
- Subscription boxes
- Event tickets
- DIY supplies
Social media platforms play a crucial role in discovering and purchasing these items, with Instagram, TikTok, Pinterest, Amazon, and AliExpress being key influencers in online shopping habits.
2. Sustainable Products
Sustainable products have become a significant focus for Millennials and Gen Z, reflecting a shift towards conscious consumerism. This demographic actively seeks eco-friendly options across various categories, from fashion and beauty to home goods.
On platforms like Instagram and Pinterest, eco-conscious boards and accounts dedicated to ethical brands have gained immense popularity. Sustainable fashion, featuring clothing made from organic, recycled, or fair-trade materials, is increasingly embraced. Brands like Patagonia and Reformation are frequently showcased for their commitment to ethical manufacturing processes.
In the beauty sector, there’s a notable shift towards natural, cruelty-free, and zero-waste options. TikTok creators share green beauty routines and product recommendations from brands like Lush and Herbivore Botanicals, explaining the benefits of sustainable products.
For home goods, Pinterest serves as an excellent resource for discovering eco-friendly decor ideas, sustainable cleaning products, and energy-efficient appliances. AliExpress and Amazon have also adapted to this demand, offering a growing selection of affordable, eco-friendly items.
“This dedication to sustainable products represents a powerful movement among younger consumers. It signifies a deeper commitment to making choices that are better for the planet, proving that thoughtful consumerism can coexist with style, convenience, and affordability.”
3. Streaming Services
Streaming services have become an essential expense for Millennials and Gen Z, fundamentally changing how they consume music, movies, and TV shows. Subscription-based platforms like Netflix, Spotify, Amazon Prime Video, and Disney+ offer vast content libraries that have become indispensable in the daily lives of younger users.
Popular streaming platforms and their features:
- Netflix: Extensive library of movies, original series, and documentaries. Ad-free content and offline viewing.
- Spotify: Vast music catalog, personalized playlists, and expanding podcast offerings.
- Amazon Prime Video: Exclusive series, movies, and critically acclaimed originals. Bundled with Prime membership benefits.
- Disney+: Classic films, exclusive rights to popular franchises, and new releases that generate significant social media buzz.
These streaming services represent more than just entertainment; they’re part of the cultural fabric for Millennials and Gen Z. Their content consumption habits are interwoven with social interactions online, offering opportunities for shared experiences and dialogue.
As these platforms continue to evolve, their importance in the digital lives of these generations will likely grow, reflecting an ongoing willingness to invest in high-quality, on-demand entertainment. 1
4. Online Courses and E-learning Subscriptions
Online courses and e-learning subscriptions have become crucial for Millennials and Gen Z, driven by a desire for knowledge and self-improvement. These generations are increasingly turning to digital learning platforms to master new skills, enhance professional capabilities, or explore personal interests.
Popular e-learning platforms:
- Coursera and Udemy: Extensive catalogs of academic and professional courses
- MasterClass: Celebrity-driven approach with classes taught by industry experts
- Duolingo: Gamified language learning app
- TikTok: Unexpected educational resource with short-form content
- Instagram and Pinterest: Hubs for discovering educational content and promoting learning journeys
The investment in online education reflects a broader trend of prioritizing personal growth and adaptability. Millennials and Gen Z recognize that the future landscape of work and life demands constant upskilling and flexibility. The ability to learn at one’s own pace, coupled with the convenience of online access, makes e-learning a practical and attractive solution.
Online learning communities foster a collaborative spirit, with learners sharing progress, challenges, and successes. This sense of community keeps learners motivated and engaged, enhancing the overall educational experience.
This shift towards online courses and e-learning subscriptions signifies a profound change in how education and personal development are perceived and pursued. For Millennials and Gen Z, these platforms offer not just a means to an end, but an integral part of a lifelong learning journey that seamlessly blends into their digital-savvy lifestyles. 2
5. Fitness Subscriptions and Equipment
Millennials and Gen Z are investing more in fitness subscriptions and equipment, driven by a focus on health and wellness. This trend blends convenience with innovation to meet their fitness goals.
Fitness subscriptions have transformed workout accessibility. Platforms like Peloton, Apple Fitness+, and ClassPass offer flexibility and variety, allowing users to customize routines to fit busy lifestyles. Peloton’s live and on-demand classes have created a community dedicated to fitness milestones. Users often share progress on social media, fostering a sense of collective achievement.
Apple Fitness+ integrates with Apple Watch, providing curated workouts and real-time feedback. This data-driven approach appeals to tech-savvy users who value analytics to refine their routines.
ClassPass offers access to various fitness studios and classes with a single membership. This flexibility appeals to those craving variety and novel experiences. Virtual classes have become popular, allowing users to maintain fitness regimes from home.
Popular Home Workout Equipment:
- Resistance bands
- Kettlebells
- Adjustable dumbbells
- Smart fitness devices (e.g., Lululemon Mirror)
Wearable fitness tech is another growing market. Devices like Apple Watch, Fitbit, and WHOOP provide comprehensive health insights, promoting a holistic approach to wellness.
Social media plays a crucial role in this fitness revolution. Platforms like Instagram and TikTok feature fitness influencers sharing workout tips and equipment reviews. Pinterest serves as a repository for exercise routines and home gym inspiration.
The intersection of digital innovation and health-conscious lifestyles has reshaped how fitness is experienced and shared in today’s interconnected world.
6. Fashion and Apparel
Fashion and apparel continue to be significant spending categories for Millennials and Gen Z, heavily influenced by social media platforms like Instagram, Pinterest, and TikTok.
Social Media’s Impact on Fashion:
- Instagram: Virtual runway for influencers and brands
- Pinterest: Archive of style inspiration and personal styling
- TikTok: Showcase for emerging trends and unique styles
E-commerce platforms like AliExpress and Amazon cater to budget-conscious consumers, offering affordable alternatives to high-street brands. Amazon’s logistics ensure fast shipping and easy returns, making it convenient for wardrobe updates.
“Sustainability has become a key consideration in fashion spending.”
Brands like Everlane, Reformation, and ThredUp have gained popularity for their transparent manufacturing processes and commitment to eco-friendly practices. Social media plays a crucial role in promoting “slow fashion” through educational content.
The intersection of social media and fashion creates a dynamic landscape where visual platforms inspire and drive purchasing decisions. Millennials and Gen Z are redefining shopping habits, blending style with substance and curating wardrobes that reflect personal identity and broader social trends.
7. Gaming and Esports
Gaming and esports represent a significant financial commitment for Millennials and Gen Z, reflecting their passion for interactive entertainment and digital communities.
The release of new gaming consoles like the PlayStation 5 and Xbox Series X generates considerable excitement. These devices serve as multimedia hubs, integrating seamlessly into modern lifestyles. Social media amplifies the anticipation surrounding their releases, with influencers and tech reviewers showcasing their capabilities.
PC gaming continues to grow, with increased spending on gaming rigs, components, and peripherals. Custom-built PCs appeal to tech-savvy gamers who value performance and aesthetics. Social media platforms often feature impressive gaming setups, inspiring others to invest in similar equipment.
Popular Free-to-Play Games with In-Game Purchases:
- Fortnite
- Call of Duty: Warzone
- Apex Legends
Esports has elevated gaming to a spectator sport with massive audiences. Tournaments for games like Dota 2, League of Legends, and Fortnite draw significant viewership, often surpassing traditional sports events. This popularity extends to esports merchandise, team jerseys, and event tickets.
Gaming subscriptions like Xbox Game Pass, PlayStation Plus, and EA Play provide access to game libraries, exclusive discounts, and online multiplayer functionality. These services offer value to avid gamers and are promoted heavily on social media.
Virtual reality gaming is gaining traction, with devices like the Oculus Quest 2 offering immersive experiences. VR content creators on social media platforms showcase their adventures, stimulating interest in this emerging gaming frontier.
The engagement with gaming and esports by Millennials and Gen Z spans hardware, software, and gaming-related products. These platforms serve as gateways to expansive game worlds and anchor vibrant communities, illustrating how digital interaction and community building converge in modern gaming culture.
8. Travel and Experiences
Travel and experiences are highly valued by Millennials and Gen Z, who often prioritize spending on enriching adventures over material possessions. This preference spans from weekend getaways to immersive cultural tours, each offering unique stories that enhance personal and social lives.
The desire for authentic, impactful experiences drives this spending trend. Social media platforms like Instagram and Pinterest serve as sources of travel inspiration, filled with captivating images of destinations and itineraries curated by influencers and enthusiasts. These visuals spark wanderlust and provide practical tips for followers.
Popular Travel Trends
- Weekend Getaways: Young travelers excel at finding charming Airbnb locations and boutique hotels, often using Pinterest to plan their short escapes.
- Adventure Travel: Activities like hiking, kayaking, and zip-lining have become mainstream pursuits.
- Cultural Tours: Immersive experiences offering explorations into history, art, and local customs.
- Solo Travel: Increasingly embraced by young adventurers seeking personal growth and independence.
Sustainability is becoming central to travel choices among these generations. Conscious travel, focusing on eco-friendly accommodations, supporting local economies, and minimizing carbon footprints, is gaining traction. Travel influencers often highlight eco-friendly destinations and responsible travel companies, encouraging followers to make ethically sound choices.
“The investment in travel and experiences underscores a broader value system that prioritizes personal growth, cultural awareness, and shared memories.”
Millennials and Gen Z seek deeper connections with the world and their place within it, driven by the dynamic content and communities on social media.
9. Home Decor and Furniture
As Millennials and Gen Zers establish their own living spaces, their spending on home decor and furniture has increased significantly. Digital platforms like Pinterest and Instagram serve as both sources of inspiration and marketplaces, reflecting the evolving tastes and lifestyle aspirations of younger consumers.
Social Media’s Impact on Home Decor
- Pinterest: A go-to hub for creating mood boards and pinning ideas, making decorating feel manageable and enjoyable.
- Instagram: Influencers and interior designers showcase projects with shoppable tags for easy purchasing.
Sustainable and multifunctional furniture is gaining traction, partly due to rising environmental awareness and the need for efficient use of space in smaller urban living areas. Etsy, with its array of handcrafted and custom items, attracts value-conscious shoppers, as do larger retailers promoting eco-friendly practices.
The do-it-yourself (DIY) culture has flourished, driven by Pinterest’s tutorials and hacks. From creating custom shelving units to refurbishing thrifted furniture, the desire to personalize spaces on a budget has spurred creativity.
E-commerce Platforms and Tools
- Amazon and AliExpress: Offer convenience and variety at competitive prices.
- Wayfair and Overstock: Feature extensive catalogs and attractive deals.
- Virtual Reality (VR) and Augmented Reality (AR) tools: Allow users to visualize furniture in their space before purchasing.
The surge in home decor and furniture spending among Millennials and Gen Zers highlights their intent to craft living spaces that are visually appealing, personally significant, and environmentally considerate. The synergy between social media inspiration and e-commerce accessibility empowers these generations to express their individuality and creativity within their homes.
10. Health and Wellness Products
Millennials and Gen Z are prioritizing their well-being, channeling substantial spending into health and wellness products. This category includes skincare, organic foods, vitamins, and nutritional supplements, representing a concerted effort to lead healthier, more balanced lives.
Skincare Revolution
Skincare routines have evolved into ritualistic practices, driven by trends and recommendations on platforms like Instagram and TikTok. Influencers and beauty experts share detailed routines, featuring products that promise to combat acne, reduce signs of aging, and enhance natural glow. Brands like The Ordinary , Fenty Skin , and Drunk Elephant have gained popularity for their effective, science-backed formulations. 1
Organic Food and Clean Eating
Social media influencers advocate for plant-based diets, organic meal prep, and exotic superfoods. Instagram’s food-centric content provides inspiration and information, empowering users to make better dietary choices. On TikTok, food influencers share quick recipes and meal planning tips, often featuring nutrient-dense ingredients.
Vitamins and Supplements
Millennials and Gen Z recognize the importance of nutritional support, often supplementing their diets with vitamins, probiotics, and supplements aimed at improving mental clarity and physical performance. Today’s consumers are critical of product quality and efficacy, turning to trusted online reviews and expert endorsements before making purchases. 2
Wellness Technology
The integration of wellness-focused wearable technology aids in tracking and enhancing personal health. Devices like Fitbit and Apple Watch provide insights on sleep patterns, physical activity, and mindfulness, encouraging users to stay committed to their health goals.
“The growing expenditure on health and wellness products by Millennials and Gen Z underscores a profound commitment to self-care and holistic well-being.”
The influence of social media inspiration, community support, and accessible e-commerce platforms empowers these generations to make informed, healthier choices, weaving wellness into their lifestyles.
11. Art and Collectibles
Pinterest is just the mood board that turns into a “BUY NOW” page.
Millennials and Gen Z are increasingly investing in Art and Collectibles, a trend amplified by Pinterest and Instagram.
These digital spaces allow users to discover, showcase, and purchase unique pieces that personalize their living spaces, with millennials making up the largest share of high-spending collectors—14% have spent over $1 million on art compared to just 5% of Boomers.
Around 71% of Gen Z discover products through social media, and 47% of them even use it to research before buying.
Instagram and Pinterest are essential for artists to connect with buyers, with 92% of high-net-worth millennial collectors buying art online.
Instagram basically works as an art gallery now, where artists can DM you with a link to purchase their work.
Interestingly, women are also stepping up as significant players, with a larger proportion of female collectors spending over $1 million compared to men. This generational and gender shift shows a rise in personal investment not just in art, but in supporting artists and social causes