![]() ![]() ![]() The e-commerce giant is also the first place they go when starting a search for clothing and accessories. Those who discover a new brand on TikTok, Facebook, Instagram, Twitter, Snapchat and Pinterest are mostly likely to buy its products from Amazon, Cowen analyst John Blackledge said. Social media's influence Here are some of the names on Cowen's list. "We see these companies' competitive positions and secular tail winds supporting future returns," Kernan said. Those themes should help offset cyclical headwinds, such as high inflation, growing retail inventory levels and a drop in Americans' savings rate. Other trends include buying directly from brands and sustainability. They also are more likely to make a purchase from a brand they recently discovered on social media, the report said. They are searching for products there, as well as following brands, most notably on Instagram. What millennials and Gen Z buy - and how they do so - is increasingly influenced by social media platforms like TikTok and Instagram, according to Cowen. In the report, Cowen analysts highlighted their top ideas for durable free cash flow and earnings-per-share growth supported by positioning within the secular themes they found among Gen Z and millennial preferences and habits. ![]() "As these cohorts, who have grown up in the digital age, grow older and experience rising income, along with potential for substantial wealth inheritance, consumption patterns of these consumers could lead to profound shifts in the retail, e-commerce, beverages, restaurants, food and payment industries, rendering them a critical demographic for investor focus across consumer and tech verticals," Cowen analyst John Kernan wrote in the firm's report. Of those assets, 37.8% will be going to millennials and 15.8% to Gen Z or younger, the firm said. On top of that, $72.6 trillion in assets are expected to be transferred to heirs through 2045, an analysis by Cerulli Associates found, resulting in increased spending power. That shift is expected to become more pronounced as the generations age, with Gen Z and millennial consumers anticipated to become 70% of the population by 2028, compared to 60% today, according to a new report by Cowen. Millennials and Generation Z have different ideas from their older counterparts when it comes to brands and how they engage with and consume them. ![]()
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