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Is your digital strategy optimized for Gen Z young adults?



Is your digital strategy optimized for Gen Z young adults?

When you think of young adults, do you picture a crowd of Millennials whiplashing between FOMO and YOLO? Then it’s time to update that mental image! Today’s young adults are members of Gen Z – the generation coming up behind Millennials. And, as such, they have a different set of behaviors, attitudes and expectations for brands than the YOLO crowd did. Digital marketers must revise their assumptions around today’s young adults if they hope to successfully acquire and retain this important cohort of customers.

Today’s Gen Z young adults differ from Millennials at the same age in three key ways: Gen Z is more diverse; Gen Z’s social media time and attention is distributed across different and more platforms; and Gen Z expects a lot more from brands.

Gen Z is more diverse

It is well known that the U.S. is becoming more racially and ethnically diverse. What is less well understood is how much more diverse Gen Z young adults are compared to Millennial young adults (see below). Gen Z is more diverse in three ways: 

  1. First and most obviously, they are less likely to identify as white. Only a plurality, and not a majority, of Gen Z do so. 
  2. Fifteen percent of Gen Z – nearly twice as many as older generations – use more than one racial or ethnic category to describe themselves. So, at the individual level, they are more likely to embody diversity than previous generations of young people.
  3. Gen Z young adults are more gender-diverse than previous generations. And they are more likely to embrace gender fluidity in their peers. According to Pew Research, more than half of 18-29 year-olds know someone who is transgender (versus only 44 percent of 30 to 49 year-olds). And 56 percent of 18-29 year-olds say that whether someone is a man or a woman can be different from sex assigned at birth (versus only 32 percent of 30 to 49 year-olds).

Diversity Breakout of U.S. Consumers: Gen Z vs. Millennials

Source: Gartner Consumer Values and Lifestyle Survey, October 2021

What this means for digital marketers: Diverse and inclusive imagery and themes are important ways to demonstrate your brand’s core values to a wide audience. But they are even more critical as tools for resonating specifically with today’s young adults who are much more likely to see themselves in such representation.

Gen Z’s attention is distributed across different and more platforms

A decade ago, when Millennials were young adults, 57 percent of 18 to 29 year-olds had accounts on more than one social media network, according to Pew Research. Today, 96% of Millennials are on more than one platform, according to recent Gartner research. That same Gartner study found that most of today’s 18- to 29-year-olds are on five or more platforms. In contrast, most of today’s 30- to 49-year-olds are on four or fewer platforms. 

Facebook was and still is the top social network for Millennials, according to Gartner surveys, but it’s a third-tier platform for Gen Z, garnering about as much participation as Snapchat and TikTok, but nowhere near their participation on YouTube. 

Not only are Gen Z social media patterns different, but they also interact with brands on social differently. Gen Z users on mainstream social platforms are about as likely as Millennial users to follow brands. But Gen Z users are less likely than Millennials users to say they like seeing branded content on those platforms.  

That’s not a surprise when it comes to Facebook, famously seen as “uncool” by young people. But that’s also true for Gen Z users on Instagram and YouTube. In fact, it’s only on newer platforms like TikTok, which forces brands to become fluent in platform-specific functionality, where Gen Z outpaces Millennials in following brands and liking seeing branded content.

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Source: Gartner Consumer Advertising and Content Marketing Survey, April 2021

What this means for digital marketers: Connecting with Gen Z young adults online requires a multi-platform strategy that incorporates not just platform-specific functionality but also platform-specific tone and themes.

Gen Z expects a lot more from brands

Specifically, Gen Z is more likely than older groups to want brands to take stands and talk about issues. And they are more willing to put their money where their ideals are. According to Gartner research, today’s young adults are about as likely as older consumers to think brands engage in activism to sell their products and services. Nonetheless, Gen Z wants brands to do so anyway. And they are more likely than older consumers to want brands to be a part of solving key societal issues today.

Today’s Young Adults are Savvy Conscious Consumers

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Source: Gartner Consumer Values and Lifestyle Survey, October 2021

When it comes to brand activism, Gen Z believes in positive reinforcement. Gartner found that, while US consumers as a whole are about as likely to “buycott” (spend with a brand to support its activism) as they are to boycott (stop spending with a brand to protest its activism). Gen Z is more likely to “buycott” than they are to “boycott.” Nearly a quarter of Gen Z reported buycotting (versus a fifth of all U.S. consumers). But only 15% of Gen Z said they’d boycotted, versus 19% of all U.S. consumers. 

What this means for digital marketers: Social media content should focus on the issues and ideals that matter most to Gen Z. Your brand’s social activism story is a powerful way to engage them. 

Though Gen Z young adults are unique in many ways, they are still young adults. The life stage, whenever it is experienced, is marked by milestones and firsts – first job, first apartment, first serious romantic partner. Like their age peers 10, 20 or even 30 years ago, Gen Z young adults are making the transition into independence from having been under the care (and control) of parents and other adults. But they are not yet responsible for people other than themselves (i.e. they’re not yet parents). On these experiences, Gen Z is not unique.

Yet the cultural, societal and technological conditions of today are significantly different than those of even a few years ago. That means digital marketers will have to update their assumptions about young adults if they hope to stay relevant.

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About The Author

Kate Muhl is a VP Analyst in the Gartner Marketing practice, specializing in Cultural and Consumer Insights. She has been researching and advising on the consumer and U.S. culture for more than a decade.

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Drive Conversions and Generate Engagement With Instacart Promotions



Drive Conversions and Generate Engagement With Instacart Promotions

Through deals and coupons, Instacart has saved consumers more than $700 million in 2022. As we dive into 2023, the leading grocery technology company in North America has big plans to help consumers save even more while also helping CPGs generate sales. Instacart recently announced an advertising solution that helps both sellers and consumers called Instacart Promotions. This exciting feature is designed to help drive conversions, boost sales, and generate overall engagement on the app.

Interested in this feature and how it can help your business on Instacart? Read on as we dive into everything you need to know about this ad solution including benefits, how to get started, and more.


What are Instacart Promotions?


Instacart Promotions is an advertising feature that’s now available to all brand partners, including emerging brands, within their open beta program. Promotions give CPGs the opportunity to offer new deal structures, promotions, and incentives with Instacart Ad campaigns. With this feature in place, consumers will have access to more promotions, coupons, and deals that are tailored to them within the Instacart Marketplace.

“With the launch of our new Instacart Promotions, all of our brand partners now have the ability to set up coupons and promotions that can drive meaningful business results while also passing on more savings opportunities to consumers. We’re proud to continue expanding our portfolio with additional self-service capabilities, ad formats that drive results, and measurement that brands need to understand the true impact of their campaigns on Instacart.”


– Ali Miller, VP of Ads Product at Instacart


Source: Instacart


How Do Instacart Promotions Work?


Promotions, now available in Ads Manager, gives consumers the ability to discover more promotions and savings opportunities within the Instacart app. These promotions now show up directly on product item cards before checkout for easy accessibility. Promotions allow advertisers to customize their campaigns to sync with their goals and objectives whether that be driving sales, building baskets, or boosting trials.

Instacart shared a recent example of a brand successfully utilizing Promotions… 

Athletic Brewing, General Mills, Sola Company, and Wells Enterprises (maker of Halo Top) are strengthening campaign performance by pairing Instacart Promotions with ad formats such as Sponsored Product and Display. Instacart Promotions include two new flexible and customizable structures: Coupons (“buy X units, save $Y”) and Stock Up & Save (“Spend $X, Save $Y”). 

According to Instacart, in the coming months, the company “will work to further enhance the new offering with new deal structures such as Free Gifts and Buy One, Get One (“BOGO”). The new deal structures will help brand partners run “Free Sample” programs that can win new customers and serve personalized discounts for different customer segments, such as “new to brand” and “new to category.”  


Example of Instacart Promotions

Source: Instacart


Instacart Promotions Benefits


Deliver Value and Savings to Consumers


With Instacart Promotions, you have the opportunity to deliver value and savings that will have consumers coming back for more. With this savings feature, your brand can stand out among the competition and offer a variety of deals to shoppers ie: “Buy X units, Save $Y”.


Hot tip: Ensure you are selecting products for your promotion that are well-stocked and widely available.  


Tailor Your Campaigns to Specific Objectives


With a variety of savings options available, your brand can structure deals to fit specific business goals and objectives. 


Hot tip: If you’re looking to drive visibility and awareness, try pairing promotions with Sponsored Product campaigns. 


Access Real-Time Performance Insights 


The Promotions beta program is live and can be accessed within Instacart Ads Manager. Within Ads Manager, advertisers can access real-time insights to maximize performance and adjust campaigns as needed.


Hot tip: Make sure your budget matches your discount and objectives.


“As an advertiser, Instacart’s unique offering to self-manage promotions is so exciting! Historically, making adjustments to offer values and other promotion parameters was a more manual process, but now we’ll be able to easily make optimizations in real-time based on redemption performance.”

Emily Choate

Emily Choate, Senior Specialist, Marketplace Search at Tinuiti


Interested in Instacart Promotions?


With Instacart Promotions, you have the opportunity to reach new customers, build bigger baskets, and drive sales. Interested in testing out the beta program or looking to get started with advertising on the app? Drop us a line – we’d love to help elevate your CPG brand on Instacart.


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(Re)Introducing your favorite Optimizely products!



(Re)Introducing your favorite Optimizely products!

It’s important to us that you, our valued customers and partners, can identify with the tools you use daily.  

In that pursuit, Optimizely set out to simplify the way we talk about our product suite. That starts, first and foremost, with the words we use to refer to the technology.  

So, we’ve taken a hard look at everything in our portfolio, and are thrilled to introduce new names we believe are more practical, more consistent, and better representative of the technology we all know and love.  

You may have seen some of these names initially at Opticon 2022 as well as on our website. In the spirit of transparency, the team here at Optimizely wanted to make sure you had full visibility into the complete list of new names, as well as understand the context (and rationale) behind the changes. 

So, without further ado… 

Which names changed?  

Some, but not all. For your ongoing reference, below is a complete list of Optimizely products, with previous terminology you may be familiar with in the first column, and (if applicable) the new name in the second column.  

Used to be… 

Is now (or is still)… 



Optimizely Digital Experience Platform 

A fully-composable solution designed to support the orchestration, monetization, and experimentation of any type of digital experience — all from a single, open and extensible platform. 

Content Cloud 

Optimizely Content Management System 

A best-in-class system for building dynamic websites and helping digital teams deliver rich, secure and personalized experiences. 


Optimizely Content Marketing Platform 

An industry-leading and user-friendly platform helping marketing teams plan campaigns, collaborate on tasks, and author content. 


Optimizely Digital Asset Management 

A modern storage tool helping teams of any size manage, track, and repurpose marketing and brand assets (with support for all file types). 

Content Recs 

Optimizely Content Recommendations 

AI-powered and real-time recommendations to serve the unique interests of each visitor and personalize every experience. 

B2B Commerce 

Optimizely Configured Commerce 

A templatized and easy-to-deploy platform designed to help manufacturers and distributors drive efficiency, increase revenue and create easy buying experiences that retain customers. 

Commerce Cloud 

Optimizely Customized Commerce 

A complete platform for digital commerce and content management to build dynamic experiences that accelerate revenue and keep customers coming back for more. 


Optimizely Product Information Management 

A dedicated tool to help you set up your product inventory and manage catalogs of any size or scale. 

Product Recs 

Optimizely Product Recommendations 

Machine-learning algorithms optimized for commerce to deliver personalized product recommendations in real-time. 


Optimizely Web Experimentation 

An industry-leading experimentation tool allowing you to run A/B and multi-variant tests on any channel or device with an internet connection. 

Full Stack 

Optimizely Feature Experimentation 

A comprehensive experimentation platform allowing you to manage features, deploy safer tests, and roll out new releases – all in one place. 


Optimizely Personalization 

An add-on to core experimentation products, allowing teams to create/segment audiences based on past behavior and deliver more relevant experiences. 

Program Management 

Optimizely Program Management 

An add-on to core experimentation products, allowing teams to manage the end-to-end lifecycle of an experiment. 


Optimizely Data Platform 

A centralized hub to harmonize data across your digital experience tools, providing one-click integrations, AI-assisted guidance for campaigns, and unified customer profiles. 


So, why the change?  

 It boils down to three guiding principles:  

  1. Uniformity: Create a naming convention that can be applied across the board, for all products, to drive consistency 
  2. Simplicity: Use terms that are both practical and concise, ensuring the names are something that everyone can understand and identify with  
  3. Completeness: Develop a framework that showcases the full and complimentary nature of all the products and solutions within the Optimizely suite 

 As the Optimizely portfolio comes together as a complete, unified platform, it’s important that our names reflect this, as well as support our 3 key solutions (i.e. orchestrate amazing content experiences, monetize every digital experience, and experiment across all touchpoints).  

Other questions? We’ve got you covered. 

Q: Why have you made these product name changes? 

    • We wanted to simplify how we talk about our portfolio. The renaming applies a naming convention that is both practical and concise.  


Q: Do the new product name changes affect the products I own? 

    • No, there is no impact to product functionality or capabilities.  


Q: Do the new product name changes affect who is my Customer Success Manager or Account Manager?  

    • No, there are no changes to your Customer Success Manager or Account Manager. 


Q: Do the new product name changes affect the ownership of the company?  

    • No, ownership of the company has not changed. We have only made changes to the Product Names. 


Q: Have any contact details changed that I need to be aware of?  

    • Only contact details for former Welcome customers has changed. These are the new contact details you should be aware of: Optimizely, Inc.| 119 5th Ave | 7th Floor | New York, NY 10003 USA. Phone: +1 603 594 0249 | 


Q: Where can I send any follow up questions I might have?  

    • If you have any questions about the Product Names, please contact your Customer Success Manager or Account Manager.  

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Email Marketing Trends 2023: Predictions by the Industry Stalwarts



Email Marketing Trends 2023: Predictions by the Industry Stalwarts

Every year, we see new trends entering the world of email marketing.

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