HOW TODAY'S CONSUMERS ARE SPENDING THEIR TIME AND MONEY

Summary from the TLDR Marketing newsletter

Consumers are paradoxically frugal and indulgent. They downsize purchases to afford lifestyle splurges, a behavior led by Gen Z. This group values experience-rich products and uses AI tools but distrusts influencer-driven content. Brands should deliver value in smaller formats and support self-expression. Rising mistrust in digital sources pushes companies to rethink social spend and invest in physical presence and trusted media. Targeting Gen Z requires focusing on micro-moments, personalized wellness, and functional splurges that outperform legacy signals like “organic” or “natural.”