According to a recent LinkedIn post from Kard, the company is drawing attention to shifting U.S. digital buying trends, particularly the growing influence of Gen Z consumers. The post cites projections that by 2028, nearly 90% of 14.7 million new digital buyers in the U.S. will come from this cohort, which it characterizes as less receptive to traditional digital advertising formats.
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The post highlights research suggesting Gen Z has developed resistance to common ad types, including display ads, pre-roll video, and sponsored content. Instead, the LinkedIn commentary emphasizes a preference for tangible value, framed as concrete rewards rather than aspirational brand messaging about lifestyle, appearance, or experience.
Kard’s LinkedIn content points readers to a blog discussion on how cash-back offers may be used to attract and retain Gen Z customers. For investors, this focus implies that Kard is positioning its solutions around performance-based incentives and measurable value propositions, which could align with advertisers’ demand for higher return on marketing spend.
If Kard can effectively capitalize on a structural shift toward reward-driven engagement among younger consumers, it may strengthen its role within the digital marketing and loyalty ecosystem. Such positioning could enhance the company’s relevance to brands seeking more efficient customer acquisition strategies, potentially supporting revenue growth as Gen Z’s share of online spending expands.