Support, purpose, equality and access are critical brand differentiators for Gen Z, creating winning significance for brand-backed communities, movements or ‘scenes’. Key strategies for future teen favourites will include helping the underserved, taking a beyond-transaction stance, promoting 21st-century self-care, student support, and new-wave retailtainment bringing critical ‘IRL’ connections back into digital lives.
Making Scenes: Purpose, Protection & Connection
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