Gen Z prioritizes dining out over shopping, report finds

A recent report highlights how Gen Z's spending habits have shifted since the COVID-19 pandemic. They now prioritize dining out, with 36% of their income going to restaurants, compared to 30% on shopping and 24% on entertainment. To understand Gen Z's preferences, the research firm dcdx analyzed user-generated content on TikTok. They found that young consumers are more influenced by peer opinions than by traditional influencer marketing. Some brands, like Chick-fil-A, gain attention without a strong social media presence. The top 10 most talked-about restaurants on TikTok include McDonald's, Wingstop, and Starbucks. The report notes that brands must connect authentically with their audience to avoid negative reactions, as seen with failed campaigns like Papa John's garlic bath bomb.