<br><div><head><title>Gen Z Broke the Marketing Funnel Part II: What Now? | Vogue</title><meta charset="utf-8"/><meta content="IE=edge" http-equiv="X-UA-Compatible"/><meta name="msapplication-tap-highlight" content="no"/><meta name="viewport" content="width=device-width, initial-scale=1"/><meta name="author" content="Lucy Maguire"/><meta name="copyright" content="Copyright (c) Condé Nast 2025"/><meta name="description" content="Shopping via social media has made the purchasing journey seamless, but has removed much of its soul. 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\\u003cp class=\\\"text-body3\\\"\\u003eBy centring shopping experiences around social media and prioritising convenience, brands and retailers have favoured scale over substance, while stripping shopping of its emotional depth. Amid the current tumultuous socio\\u0026#8209;political and economic climate, Gen Z has become more discerning than ever about what they buy and where they buy it.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003eThey’re craving more \\u003cmark class=\\\"mark-pink\\\"\\u003econnection\\u003c\u002Fmark\\u003e and \\u003cmark class=\\\"mark-green\\\"\\u003eemotion\\u003c\u002Fmark\\u003e at the same time that much of the magic, discovery and meaning — the things that make brand interactions memorable — have been engineered out. It raises the question: how can we make shopping more mindful, meaningful, personal and, most importantly, \\u003cmark class=\\\"mark-blue\\\"\\u003emore human?\\u003c\u002Fmark\\u003e\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eLast year, \\u003ci\\u003eVogue Business\\u003c\u002Fi\\u003e uncovered that \\u003ca href=\\\"https:\u002F\u002Fwww.vogue.com\u002Farticle\u002Fgen-z-broke-the-marketing-funnel\\\" target=\\\"_blank\\\"\\u003eGen Z broke the marketing funnel\\u003c\u002Fa\\u003e. Now, we’ve teamed up once again with US\\u0026#8209;based youth culture agency \\u003ca href=\\\"https:\u002F\u002Farchrival.com\\\" target=\\\"_blank\\\"\\u003eArchrival\\u003c\u002Fa\\u003e to understand what they built instead. Archrival conducted a qualitative and quantitative research study with 750 Gen Zs (16\\u0026#8209;28) and 250 of their millennial (29\\u0026#8209;44) counterparts in the US. Both Archrival and \\u003ci\\u003eVogue Business\\u003c\u002Fi\\u003e also conducted qualitative focus groups and interviews with dozens of Gen Zs.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003eThe verdict? Gen Z is on a quest to find shopping experiences ripe with meaning and excitement, and they’re finding it \\u003cmark class=\\\"mark-green\\\"\\u003eoutside of traditional\\u003c\u002Fmark\\u003e retail and social media.\\u003c\u002Fp\\u003e\\n \"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"16:T8aa,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\n \\u003cp class=\\\"text-body3\\\"\\u003eGen Z may have an expected spending power of $12 trillion by 2030, according to a 2025 \\u003ca href=\\\"https:\u002F\u002Finstitute.bankofamerica.com\u002Fcontent\u002Fdam\u002Feconomic-insights\u002Fgenz-new-economic-force.pdf\\\" target=\\\"_blank\\\"\\u003ereport\\u003c\u002Fa\\u003e from Bank of America. But many have pulled back spending on categories like luxury, fashion and beauty over the last two years. The aspirational shopper who earns between $40,000 and $100,000 annually pulled back their luxury spending by 20 per cent year-on-year in 2024, per McKinsey. And while economics is the factor everyone likes to cite, new research shows that it goes far beyond the price tag. We’ve made shopping too easy — and it’s making Gen Z reassess its purchase behaviour.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003e“Shopping has always been about more than buying stuff; it’s how we explore who we are, find our people, and rep our culture,” says Ben Harms, chief growth officer at Archrival. “But social commerce has flattened that experience. When every brand and every look is just a swipe away, it’s harder than ever for someone to carve out a lane that actually feels their own.”\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eAs social media and e-commerce increasingly circulate trends \\u003ca href=\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Fstory\u002Ffashion\u002Fpersonal-style-is-trapped-in-the-algorithms-echo-chamber\\\" target=\\\"_blank\\\"\\u003ebased on algorithmic echo chambers\\u003c\u002Fa\\u003e, fashion and beauty brands become beholden to the micro-trend cycle and focus too heavily on data-led curation. Suddenly, everyone starts to look the same.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eIsabelle Inthisone, a 21-year-old student from Chicago, says that last summer, she was influenced by TikTok videos to purchase a blue Longchamp bag. “On the first day of school, literally hundreds of other girls had the exact same bag. It was really weird because it’s a specific brand in a specific colour. It almost looked dystopian.” After a few days, she no longer wore the bag.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eShe’s not the only one. Gen Zs say they’re learning not to trust the excitement they feel when they discover a product online, knowing the algorithm has likely fed it to many others.\\u003c\u002Fp\\u003e\\n \"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"a:[[\\\"$\\\",\\\"$L14\\\",\\\"0\\\",{\\\"id\\\":\\\"ComponentSectionHero\\\",\\\"data\\\":{\\\"description1\\\":\\\"\\u003cp class=\\\\\\\"text-body1\\\\\\\"\\u003eShopping via social media has made the purchasing journey \\u003cmark class=\\\\\\\"mark-blue\\\\\\\"\\u003eseamless\\u003c\u002Fmark\\u003e, but has removed much of its \\u003cmark class=\\\\\\\"mark-pink\\\\\\\"\\u003esoul\\u003c\u002Fmark\\u003e. 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Now, new research from \\u003ci\\u003eVogue Business\\u003c\u002Fi\\u003e and youth culture agency Archrival shows how Gen Z is gravitating toward shopping experiences that offer \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003esomething deeper\\u003c\u002Fmark\\u003e: discovery, serendipity, connection and emotional payoff.\\u003c\u002Fp\\u003e\\\"},\\\"className\\\":\\\"wysiwyg\\\"}],\\\"$L20\\\"]}]}],\\\"$L21\\\"]}],\\\"$L22\\\"]}]]}],\\\"$L23\\\"]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"18:[\\\"$\\\",\\\"$L14\\\",\\\"1\\\",{\\\"id\\\":\\\"ComponentSectionShoppingNotFun\\\",\\\"data\\\":{\\\"description1\\\":\\\"\\u003cp class=\\\\\\\"text-body2\\\\\\\"\\u003eFor Gen Z, \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003esocial media is essential\\u003c\u002Fmark\\u003e to shopping: 66 per cent of Gen Zs surveyed by Archrival \\u003cmark class=\\\\\\\"mark-blue\\\\\\\"\\u003eresearch and learn\\u003c\u002Fmark\\u003e about brands on social media, versus 48 per cent of millennials. Nearly half of Gen Zs surveyed by Archrival have \\u003cmark class=\\\\\\\"mark-blue\\\\\\\"\\u003epurchased directly\\u003c\u002Fmark\\u003e in a social media app or platform in the last year versus just 38 per cent of millennials.\\u003c\u002Fp\\u003e\\\",\\\"description2\\\":\\\"\\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003eThere are clear benefits to shopping on social media. More than a third of Gen Zs say that, because of social media, their personal shopping experience has become easier (39 per cent) and more convenient (38 per cent). Gen Zs are also more likely than millennials to say that, because of social media, their shopping experience has become more personalised, relevant and curated. But that’s not the full story.\\u003c\u002Fp\\u003e\\\",\\\"quote\\\":{\\\"text\\\":\\\"\\u003cp class=\\\\\\\"text-body2\\\\\\\"\\u003e“The way technology has shifted these past few years has obviously impacted how I shop. Even just thinking about all the time I spend on Instagram; swiping through stories, there’s always marketing and ads that are opening my eyes.”\\u003c\u002Fp\\u003e\\\",\\\"author\\\":{\\\"name\\\":\\\"Akeem Muller\\\",\\\"link\\\":\\\"https:\u002F\u002Fwww.instagram.com\u002Fakeemmjr\u002F?hl=en\\\",\\\"title\\\":\\\"23, New York City \\\",\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fakeem.png\\\",\\\"width\\\":45,\\\"height\\\":55}}},\\\"chart\\\":{\\\"title\\\":\\\"How likely are you to use each of the following to find or discover new products?\\\",\\\"data\\\":[{\\\"genz\\\":92,\\\"millennials\\\":85,\\\"source\\\":\\\"TikTok\\\"},{\\\"genz\\\":88,\\\"millennials\\\":88,\\\"source\\\":\\\"YouTube\\\"},{\\\"genz\\\":87,\\\"millennials\\\":84,\\\"source\\\":\\\"Instagram\\\"},{\\\"genz\\\":85,\\\"millennials\\\":86,\\\"source\\\":\\\"Pinterest\\\"},{\\\"genz\\\":75,\\\"millennials\\\":81,\\\"source\\\":\\\"Facebook\\\"},{\\\"genz\\\":65,\\\"millennials\\\":74,\\\"source\\\":\\\"Reddit\\\"},{\\\"genz\\\":60,\\\"millennials\\\":60,\\\"source\\\":\\\"X\\\"},{\\\"genz\\\":59,\\\"millennials\\\":50,\\\"source\\\":\\\"Substack\\\"},{\\\"genz\\\":56,\\\"millennials\\\":62,\\\"source\\\":\\\"Snapchat\\\"},{\\\"genz\\\":51,\\\"millennials\\\":42,\\\"source\\\":\\\"Patreon\\\"},{\\\"genz\\\":45,\\\"millennials\\\":55,\\\"source\\\":\\\"Discord\\\"},{\\\"genz\\\":42,\\\"millennials\\\":58,\\\"source\\\":\\\"Whatsapp\\\"}]}},\\\"serverComponent\\\":[\\\"$\\\",\\\"section\\\",null,{\\\"id\\\":\\\"article-2\\\",\\\"ref\\\":\\\"$undefined\\\",\\\"className\\\":\\\"site-section site-section--shopping-not-fun \\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"md:aspect-[1440\u002F720] h-[35em] md:h-auto text-center relative text-brand-white py-12 flex items-center justify-center fluid-block\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"glitchy-image absolute inset-0\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"ornament-notfun-left absolute left-0 bottom-0 translate-x-[-50%] translate-y-[25%] w-[12em] lg:w-[24em] aspect-[38\u002F48]\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"ornament-notfun-right absolute right-0 top-0 translate-x-[25%] translate-y-[-25%] w-[10em] lg:w-[20em] aspect-square\\\"}]]}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"overflow-clip text-center text-brand-white py-12 flex items-end justify-center relative w-full\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"container relative w-full\\\",\\\"children\\\":[[\\\"$\\\",\\\"h2\\\",null,{\\\"className\\\":\\\"sr-only\\\",\\\"children\\\":\\\"Shopping isn’t fun anymore\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"mb-0 not-italic\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"block text-left pl-5 md:text-center md:pl-0\\\",\\\"children\\\":[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"inline-block align-bottom relative pr-5\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"font-normal uppercase h3 mb-4 inline-block align-bottom title1\\\",\\\"children\\\":\\\"Shopping\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"message-blob py-2 pb-1 px-4 fluid-text-xs font-vogue -tracking-[0.02em] rounded-md leading-[1.35] absolute left-full -top-3 tail-left bg-brand-sea text-white\\\",\\\"children\\\":[\\\"Meh~\\\",[\\\"$\\\",\\\"svg\\\",null,{\\\"width\\\":\\\"17\\\",\\\"height\\\":\\\"21\\\",\\\"viewBox\\\":\\\"0 0 17 21\\\",\\\"fill\\\":\\\"none\\\",\\\"xmlns\\\":\\\"http:\u002F\u002Fwww.w3.org\u002F2000\u002Fsvg\\\",\\\"className\\\":\\\"message-blob__tail absolute -left-[3px] bottom-0 text-brand-sea\\\",\\\"children\\\":\\\"$L24\\\"}]]}]]}]}],\\\"$L25\\\",\\\"$L26\\\"]}]]}]}]]}],\\\"$L27\\\",\\\"$L28\\\",\\\"$L29\\\"]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"2a:T5f5,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\n \\u003cp class=\\\"text-body2\\\"\\u003eShopping, once a leisure activity, has become an infinite pastime that \\u003cmark class=\\\"mark-blue\\\"\\u003eno longer excites or delights.\\u003c\u002Fmark\\u003e\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eSocial shopping, e\\u0026#8209;commerce and traditional retail don’t create the thrill of the chase that older consumers used to feel when digging around in the mall.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eTwenty\\u0026#8209;seven per cent of Gen Zs say that, because of social media, their personal shopping experience has become \\u003cmark class=\\\"mark-green\\\"\\u003emore “mindless”\\u003c\u002Fmark\\u003e (compared with 18 per cent of millennials). Gen Zs are twice more likely than millennials to feel that, because of social media, their personal shopping experience has become \\u003cmark class=\\\"mark-pink\\\"\\u003e“less of an event”\\u003c\u002Fmark\\u003e (23 per cent of Gen Zs vs 10 per cent of millennials).\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eIt chimes with American economics author Kyla Scanlon’s theory on friction, in which she explains that we’ve created a frictionless digital world whereby, at the click of a button, you can Doordash food, buy clothes and even date. “To date outside, go to the grocery store, or shop in\\u0026#8209;person, there’s much more friction, you have to talk to people,” she says. “We’ve really made the digital world a non\\u0026#8209;stop scroll. And so it does create that mindless sensation for people, whereas the physical world is becoming more and more complex because we’ve allocated more resources and invested in the digital versus the physical.”\\u003c\u002Fp\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"19:[\\\"$\\\",\\\"$L14\\\",\\\"2\\\",{\\\"id\\\":\\\"ComponentSectionShoppingMindless\\\",\\\"data\\\":{\\\"description1\\\":\\\"$2a\\\",\\\"description2\\\":\\\"\\u003cp class=\\\\\\\"text-body2\\\\\\\"\\u003eGen Zs even report feeling like they enter almost a \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003edissociative state\\u003c\u002Fmark\\u003e, where scrolling and shopping happens without their conscious attention. \\u003c\u002Fp\\u003e\\\\n \\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003e“Online shopping is a little bit eerie,” according to Kanika Raman, 21, in New Brunswick, New Jersey. “When I start scrolling, I can’t stop. I’ll doomscroll for hours on TikTok. I have no self\\u0026#8209;control, so I’m always shopping.” \\u003c\u002Fp\\u003e\\\",\\\"chart\\\":{\\\"title\\\":\\\"Because of \\u003cmark class=\\\\\\\"mark-pink\\\\\\\"\\u003esocial media\\u003c\u002Fmark\\u003e, my personal shopping experience has become more...\\\",\\\"data\\\":[{\\\"genz\\\":39,\\\"millennials\\\":37,\\\"label\\\":\\\"Easy\\\",\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg.png\\\",\\\"width\\\":80,\\\"height\\\":80}},{\\\"genz\\\":38,\\\"millennials\\\":32,\\\"label\\\":\\\"Convenient\\\",\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg-1.png\\\",\\\"width\\\":80,\\\"height\\\":80}},{\\\"genz\\\":30,\\\"millennials\\\":26,\\\"label\\\":\\\"Entertaining\\\",\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg-2.png\\\",\\\"width\\\":80,\\\"height\\\":80}},{\\\"genz\\\":30,\\\"millennials\\\":21,\\\"label\\\":\\\"Personalised and relevant to me\\\",\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg-3.png\\\",\\\"width\\\":80,\\\"height\\\":80}},{\\\"genz\\\":27,\\\"millennials\\\":18,\\\"label\\\":\\\"Mindless\\\",\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg-4.png\\\",\\\"width\\\":80,\\\"height\\\":80}},{\\\"genz\\\":23,\\\"millennials\\\":18,\\\"label\\\":\\\"Passive\\\",\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg-5.png\\\",\\\"width\\\":80,\\\"height\\\":80}},{\\\"genz\\\":23,\\\"millennials\\\":10,\\\"label\\\":\\\"Less of an event\\\",\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg-6.png\\\",\\\"width\\\":80,\\\"height\\\":80}},{\\\"genz\\\":23,\\\"millennials\\\":16,\\\"label\\\":\\\"Less social\\\",\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg-7.png\\\",\\\"width\\\":80,\\\"height\\\":80}},{\\\"genz\\\":23,\\\"millennials\\\":14,\\\"label\\\":\\\"Curated\\\",\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg-8.png\\\",\\\"width\\\":80,\\\"height\\\":80}},{\\\"genz\\\":22,\\\"millennials\\\":15,\\\"label\\\":\\\"Like everyone else\\\",\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg-9.png\\\",\\\"width\\\":80,\\\"height\\\":80}},{\\\"genz\\\":21,\\\"millennials\\\":16,\\\"label\\\":\\\"Always-on\\\",\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg-10.png\\\",\\\"width\\\":80,\\\"height\\\":80}}]},\\\"experience\\\":{\\\"title\\\":\\\"\\u003cp class=\\\\\\\"text-body1\\\\\\\"\\u003eBelow is a list of ways that social media has changed the shopping \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003eexperience\\u003c\u002Fmark\\u003e. How much do you agree with the following statements?\\u003c\u002Fp\\u003e\\\",\\\"data\\\":[{\\\"percent\\\":79,\\\"label\\\":\\\"of Gen Zs agree\\\",\\\"description\\\":\\\"I am constantly discovering new brands and products as I scroll. \\\"},{\\\"percent\\\":76,\\\"label\\\":\\\"of Gen Zs agree\\\",\\\"description\\\":\\\"I’m discovering more independent or emerging brands and products.\\\"},{\\\"percent\\\":70,\\\"label\\\":\\\"of Gen Zs agree\\\",\\\"description\\\":\\\"Shopping has become a frictionless, easy experience.\\\"}]},\\\"experience2\\\":{\\\"text\\\":\\\"\\u003cp class=\\\\\\\"text-body2\\\\\\\"\\u003eBelow is a list of ways that social media has changed the shopping experience. How much do you agree with the following statements?\\u003c\u002Fp\\u003e\\\",\\\"data\\\":[{\\\"percent\\\":71,\\\"label\\\":\\\"of Gen Zs agree\\\",\\\"description\\\":\\\"Taste has become flat; everyone buys the same brands.\\\"},{\\\"percent\\\":51,\\\"label\\\":\\\"of Gen Zs agree\\\",\\\"description\\\":\\\"I make more in\\u0026#8209;app purchases without ever clicking out of the social media platform.\\\"},{\\\"percent\\\":48,\\\"label\\\":\\\"of Gen Zs agree\\\",\\\"description\\\":\\\"I purchase more products now that I don’t like or use.\\\"}]}},\\\"serverComponent\\\":\\\"$L2b\\\"}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"2c:T4bd,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body3\\\"\\u003eThis \\u003ca href=\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Fstory\u002Ffashion\u002Fhow-should-brands-navigate-gen-z-economic-nihilism\\\" target=\\\"_blank\\\"\\u003eeconomic nihilism\\u003c\u002Fa\\u003e stems from the economic uncertainty of Gen Z’s lives. “They don’t believe in their financial future, because there isn’t a clear path forward for them,” Scanlon says. “The housing crisis [notably in the US and the UK] has just exacerbated the lost hopes and dreams of a lot of young people, and so they live in this short\\u0026#8209;term cycle, where the next big thing is what they buy versus what they invest in.” It’s partly because of student loans, she adds. “Imagine, you’re 18 years old, you’re already $100,000 in debt, and that’s not going away anytime soon, so you might as well just keep spending money. I think that really does a number on the psyche of young people as they are entering their adult life totally saddled with obscene amounts of debt.” \\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body2\\\"\\u003eThis means Gen Zs are more likely than millennials to say they engage in \\u003cmark class=\\\"mark-green\\\"\\u003eshopping ‘vices’\\u003c\u002Fmark\\u003e, which might leave them feeling bad about themselves — and the brands they’re buying.\\u003c\u002Fp\\u003e\\u003cspan\\u003e\\u003c\u002Fspan\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"2d:T4ce,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body3\\\"\\u003eIn fact, Gen Zs that purchase directly from social media platforms index higher in negative feelings associated with shopping than those that don’t shop via social media: 70 per cent say they feel guilty immediately after making a purchase, and that they buy products they don’t need.\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body3\\\"\\u003e“Brands have mastered making the path to purchase as frictionless as possible, so even if you walk away from your cart, they’ll email you a few days later with a discount code. It’s smart marketing, but it can definitely push people into buying things they don’t really need,” adds Joseph Arujo, a 21\\u0026#8209;year\\u0026#8209;old social media creator from Los Angeles. “It gives brands more power over consumer behaviour than most people even realise.”\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body3\\\"\\u003eSome even feel the doom when purchasing IRL. “I do like to go shopping. If I go to the store and don’t buy anything, I feel crappy; but on the other hand, I have huge buyer’s remorse,” says Nick Pugh, a 20\\u0026#8209;year\\u0026#8209;old student from Illinois. “When I make a purchase, I want to feel good about it. I’m not in a place to make frivolous purchases, because I always feel bad about them.” \\u003c\u002Fp\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"2e:T4e5,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body2\\\"\\u003eYoung consumers don’t just feel shopping is mindless, they have become more \\u003cmark class=\\\"mark-green\\\"\\u003esceptical\\u003c\u002Fmark\\u003e than ever of the actual value of the goods they buy. This shifting consumer sentiment is hitting the \\u003cmark class=\\\"mark-blue\\\"\\u003eluxury market\\u003c\u002Fmark\\u003e especially hard.\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body3\\\"\\u003eFor Gen Zs, luxury feels both aspirational and out of touch: 73 per cent say luxury brands are unattainable because they can’t afford them, while 65 per cent say it’s distasteful or tacky to buy luxury brands “when so many people are in need of basic necessities”, according to Archrival’s research. Only 54 per cent of Gen Zs say luxury brands are “desirable”, and something they buy when they want them. Content around the \\u003ca href=\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Fstory\u002Fconsumers\u002Fluxury-got-caught-up-in-the-china-us-tiktok-crossfire-how-should-brands-respond\\\" target=\\\"_blank\\\"\\u003esize of luxury product margins\\u003c\u002Fa\\u003e following the announcement of the \\u003ca href=\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Ftag\u002Ftariffs\\\" target=\\\"_blank\\\"\\u003eTrump tariffs\\u003c\u002Fa\\u003e has exacerbated Gen Z’s scepticism of luxury’s true value. Less than a third (29 per cent) of Gen Zs say they’d be willing to pay more for a luxury brand.\\u003c\u002Fp\\u003e\\u003cspan\\u003e\\u003c\u002Fspan\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"1a:[\\\"$\\\",\\\"$L14\\\",\\\"3\\\",{\\\"id\\\":\\\"ComponentSectionDoomshopping\\\",\\\"data\\\":{\\\"description1\\\":\\\"\\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003eShopping used to be a positive emotional experience, dubbed ‘retail therapy’ by millennials and Gen Xs. But Gen Zs say shopping now comes with \\u003cmark class=\\\\\\\"mark-pink\\\\\\\"\\u003ecomplex feelings\\u003c\u002Fmark\\u003e, and a level of cognitive dissonance between the ease of buying and the negative feelings it sometimes conjures.\\u003c\u002Fp\\u003e\\u003cp class=\\\\\\\"text-body2\\\\\\\"\\u003eAs Gen Zs pull back their spending, every brand and retailer should be keeping a close eye on the \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003ebubbling negativity\\u003c\u002Fmark\\u003e young consumers feel around social commerce.\\u003c\u002Fp\\u003e\\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003eFor some Gen Zs, their prime source for shopping — social media — can create habits that are financially unhealthy because it’s so easy to shop. Brands that exploit this generation’s tendency to impulse buy, may create negative associations in the long term. \\u003c\u002Fp\\u003e\\\",\\\"description2\\\":\\\"$2c\\\",\\\"description2_2\\\":\\\"$2d\\\",\\\"infograph\\\":[{\\\"value\\\":32,\\\"description\\\":\\\"of Gen Zs say they’re currently living beyond their means.\\\",\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg14.png\\\",\\\"width\\\":106,\\\"height\\\":157},\\\"imageMobile\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg14-m.png\\\",\\\"width\\\":132,\\\"height\\\":134}},{\\\"value\\\":52,\\\"description\\\":\\\"of Gen Zs agree, \\\\\\\"I feel more FOMO around viral or limited-edition products.”\\\",\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg15.png\\\",\\\"width\\\":106,\\\"height\\\":157},\\\"imageMobile\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg15-m.png\\\",\\\"width\\\":132,\\\"height\\\":134}},{\\\"value\\\":66,\\\"description\\\":\\\"of Gen Zs agree, “my generation is more concerned with looking rich than previous generations.”\\\",\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg16.png\\\",\\\"width\\\":106,\\\"height\\\":157},\\\"imageMobile\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg16-m.png\\\",\\\"width\\\":132,\\\"height\\\":134}},{\\\"value\\\":84,\\\"description\\\":\\\"of Gen Zs have used a buy\\u0026#8209;now, pay\\u0026#8209;later service (such as Afterpay or Klarna) when checking out on a retailer’s app or website.\\\",\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg17.png\\\",\\\"width\\\":96,\\\"height\\\":157},\\\"imageMobile\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg17-m.png\\\",\\\"width\\\":132,\\\"height\\\":134}},{\\\"value\\\":87,\\\"description\\\":\\\"of Gen Zs agree, “most people buy more than they really need.”\\\",\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg18.png\\\",\\\"width\\\":130,\\\"height\\\":157},\\\"imageMobile\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg18-m.png\\\",\\\"width\\\":132,\\\"height\\\":134}}],\\\"doomImages\\\":[{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fimg1.jpg\\\",\\\"width\\\":216,\\\"height\\\":323},{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fimg7.jpg\\\",\\\"width\\\":289,\\\"height\\\":251},{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fimg6.jpg\\\",\\\"width\\\":210,\\\"height\\\":234},{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fimg3.jpg\\\",\\\"width\\\":202,\\\"height\\\":305},{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fimg5.jpg\\\",\\\"width\\\":213,\\\"height\\\":299},{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fimg13.jpg\\\",\\\"width\\\":388,\\\"height\\\":180},{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fimg2.jpg\\\",\\\"width\\\":216,\\\"height\\\":323},{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fimg8.jpg\\\",\\\"width\\\":210,\\\"height\\\":234},{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fimg9.jpg\\\",\\\"width\\\":213,\\\"height\\\":299},{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fimg11.jpg\\\",\\\"width\\\":388,\\\"height\\\":180},{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fimg4.jpg\\\",\\\"width\\\":202,\\\"height\\\":305},{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fimg12.jpg\\\",\\\"width\\\":289,\\\"height\\\":251},{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fimg10.jpg\\\",\\\"width\\\":210,\\\"height\\\":234}],\\\"description3\\\":\\\"$2e\\\",\\\"description3_2\\\":\\\"\\u003cp class=\\\\\\\"text-body2\\\\\\\"\\u003eBut, when luxury brands are able to tie themselves to shopping experiences that feel \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003eemotionally positive\\u003c\u002Fmark\\u003e, they resonate.\\u003c\u002Fp\\u003e\\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003eOn TikTok, the number one purchase driver for luxury goods among European Gen Zs is to reward themselves, according to research from the platform, which interviewed 3,000 TikTok users in May 2025. Within the cohort, when asked what emotions motivate their purchases, Gen Z users indexed highly for satisfaction (43 per cent), confidence (32 per cent) and excitement (30 per cent). Just a small fraction of young TikTok users mentioned FOMO (7 per cent), guilt (5 per cent) and nostalgia (11 per cent) as drivers of luxury purchases.\\u003c\u002Fp\\u003e\\\",\\\"description4\\\":\\\"\\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003e\\u003ca href=\\\\\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Fstory\u002Ffashion\u002Fthe-fashion-and-beauty-executives-guide-to-dupes\\\\\\\" target=\\\\\\\"_blank\\\\\\\"\\u003eDupes\\u003c\u002Fa\\u003e continue to boom, driven by many of these emotions: 58 per cent of Gen Zs say they’ve bought a knock\\u0026#8209;off or off\\u0026#8209;brand version of a well\\u0026#8209;known product. Not only is the price point more accessible, but there’s an IYKYK cachet that comes with finding a great dupe that makes Gen Zs feel the same way as securing a coveted collectible or unique vintage piece. In fact, when asked if they’d rather own a Hermès Birkin bag or Walmart’s look\\u0026#8209;alike ‘Wirkin’, even Gen Z luxury consumers said they’d prefer the Wirkin, according to Archrival — proof that in the age of social media, status is a shifting target.\\u003c\u002Fp\\u003e\\\",\\\"description5\\\":\\\"\\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003e“There’s a lot of hashtags around growth, around self\\u0026#8209;gifting [on TikTok],” says TikTok UK’s head of research Jenny Fernandez. “So there’s that idea that they’re doing it for themselves, and it’s not about broadcasting to the world that they’re wearing luxury. It’s more about that self\\u0026#8209;fulfillment aspect of it, which is an evolution.” \\u003c\u002Fp\\u003e\\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003eSome brands are finding clever ways to lean into the shift, appealing to ideas of reward or emotion. Over the summer, Abercrombie \\u0026 Fitch posted a video of hoodies hugging, captioned “It’s us and our emotional support hoodie against the world.” Meanwhile, jewellery brand Pandora has leant into self\\u0026#8209;gifting, framing purchases as emotional investments: “Wear pieces that capture your summer memories,” the ad reads. “Then carry them with you all year round.”\\u003c\u002Fp\\u003e\\\",\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg13.png\\\",\\\"width\\\":362,\\\"height\\\":461},\\\"image2\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg19.jpg\\\",\\\"width\\\":304,\\\"height\\\":507},\\\"image3\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg20.jpg\\\",\\\"width\\\":303,\\\"height\\\":469},\\\"image4\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg22.jpg\\\",\\\"width\\\":167,\\\"height\\\":250},\\\"image5\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg23.png\\\",\\\"width\\\":492,\\\"height\\\":385},\\\"doubleChart\\\":{\\\"data\\\":[{\\\"title\\\":\\\"‘Doomscroll’ through a wide variety of products, when I’m not looking for anything in particular.\\\",\\\"value\\\":[68,51],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fchart-img1.png\\\",\\\"width\\\":150,\\\"height\\\":150}},{\\\"title\\\":\\\"Buy a product, then feel immediately guilty for wasting money or resources.\\\",\\\"value\\\":[64,54],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fchart-img2.png\\\",\\\"width\\\":150,\\\"height\\\":150}},{\\\"title\\\":\\\"Buy products I don’t need. \\\",\\\"value\\\":[63,54],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fchart-img3.png\\\",\\\"width\\\":150,\\\"height\\\":150}},{\\\"title\\\":\\\"Buy knock\\u0026#8209;off or off\\u0026#8209;brand versions of a well\\u0026#8209;known product. \\\",\\\"value\\\":[58,49],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fchart-img4.png\\\",\\\"width\\\":150,\\\"height\\\":150}},{\\\"title\\\":\\\"Fail to return something because it’s just too much trouble.\\\",\\\"value\\\":[52,46],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fchart-img5.png\\\",\\\"width\\\":150,\\\"height\\\":150}},{\\\"title\\\":\\\"Buy a product because it’s having a ‘viral moment’ online.\\\",\\\"value\\\":[45,31],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fchart-img6.png\\\",\\\"width\\\":150,\\\"height\\\":150}},{\\\"title\\\":\\\"Splurge on products I can’t afford. \\\",\\\"value\\\":[39,33],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fchart-img7.png\\\",\\\"width\\\":150,\\\"height\\\":150}},{\\\"title\\\":\\\"Buy a product because an influencer has it.\\\",\\\"value\\\":[33,27],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fdoom\u002Fchart-img8.png\\\",\\\"width\\\":150,\\\"height\\\":150}}]}},\\\"serverComponent\\\":\\\"$L2f\\\"}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"30:T7a7,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\n \\u003cp class=\\\"text-body3\\\"\\u003eThat means they’re leaning into shopping experiences that require some level of effort in their journey of search, discovery and purchase. From scouring newsletters and comment sections to seeking out resale goods, community events and IRL queues, Gen Zs are welcoming shopping experiences that demand more from them; more time, energy and agency.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eOf course, convenience shopping will always have its place, but these more mindful avenues of shopping are, counterintuitively, infusing just the right amount of intentional “micro\\u0026#8209;friction”. This slightest bit of friction is sparking magic in the shopping space.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e“In the rush to engineer convenience into social shopping, marketers can lose sight of the bigger picture,” says Archrival’s Harms. “Our job is to add value to people’s lives, and real value comes from meaning and connection. Easy checkout is fantastic, don't get me wrong, but brands also have the chance to offer something far deeper and longer lasting.”\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003eFor brands and marketers, there’s an opportunity to reconsider the consumer experience through a new lens: engineering not just for ease, but rather for intentional inefficiencies — and \\u003cmark class=\\\"mark-blue\\\"\\u003ehumanity.\\u003c\u002Fmark\\u003e\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eIn fact, many of the Gen Z\\u0026#8209;driven retail and shopping trends of the last couple years speak to this consumer mindset shift. As Gen Zs gravitate towards shopping experiences that necessitate an element of chasing, digging, in\\u0026#8209;person connection and generally engaging more intentionally, they’re shifting attention away from the mindless scroll.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003eThe brands that will win the next era of retail will engineer shopping experiences that offer \\u003cmark class=\\\"mark-blue\\\"\\u003eboth ease and friction\\u003c\u002Fmark\\u003e — to feel overall more human.\\u003c\u002Fp\\u003e\\n \"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"31:T4f9,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\n \\u003cp class=\\\"text-body3\\\"\\u003e\\n It’s why engagement with resale continues to grow among Gen Z users. Resale sites like Depop are balancing their user experiences, to serve the shopper who is \\u003ci\\u003ebuying\\u003c\u002Fi\\u003e and needs speed with the shopper who is \\u003ci\\u003eshopping\\u003c\u002Fi\\u003e and needs excitement. “Our users clearly enjoy the thrill of finding something they truly love on Depop, and this feeling is always intensified when there’s an element of chase involved in the discovery,” says Steve Dool, Depop’s senior director of brand and marketing. “It reflects a deeper cultural shift in how we consume in the digital age: it’s intentional at some times; and other times, it’s passive. So, it’s expanded shopping into more of an experience based on your mindset, rather than a strictly defined transaction. Users can get in, find a purchase they want and get out quickly, or they can follow rabbit holes that lead them to unexpected surprises that feel similarly gratifying.”\\n \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e\\n Vintage hauls are replacing fast fashion hauls on short\\u0026#8209;form video platforms, as creators show off their assortments of unique finds. There are over 800,000 videos using the hashtag #ThriftHaul on TikTok.\\n \\u003c\u002Fp\\u003e\\n \"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"1b:[\\\"$\\\",\\\"$L14\\\",\\\"4\\\",{\\\"id\\\":\\\"ComponentSectionRecapturingMagic\\\",\\\"data\\\":{\\\"textBlock1\\\":{\\\"description\\\":\\\"\\u003cp class=\\\\\\\"text-body1\\\\\\\"\\u003eAfter a few years where the ease and convenience of social commerce took over, the pendulum is swinging back. Gen Zs are now driving a \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003ecounter\\u0026#8209;movement\\u003c\u002Fmark\\u003e away from mindless shopping — and the doom increasingly associated with it — as they seek out consumer experiences, apps and communities that demand more conscious, \\u003cmark class=\\\\\\\"mark-pink\\\\\\\"\\u003eactive effort\\u003c\u002Fmark\\u003e and participation.\\u003c\u002Fp\\u003e\\\"},\\\"textBlock2\\\":{\\\"description\\\":\\\"$30\\\"},\\\"textBlock3\\\":{\\\"description\\\":\\\"\\\\n \\u003cp class=\\\\\\\"text-body1\\\\\\\"\\u003eThe resale renaissance\\u003c\u002Fp\\u003e\\\\n \\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003e\\\\n From resale apps to retail racks, Gen Zs want to feel like they’re ‘doing the work’ of digging around to discover something for themselves. Even when tech and AI is integrated into the shopping experience, \\u003cspan class=\\\\\\\"text-body2\\\\\\\"\\u003eGen Zs don’t want to bypass the \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003eemotional journey\\u003c\u002Fmark\\u003e that comes with the consumer journey. They want the thrill of the chase.\\u003c\u002Fspan\\u003e\\\\n \\u003c\u002Fp\\u003e\\\\n \\u003cspan\\u003e\\u003c\u002Fspan\\u003e\\\\n \\\",\\\"description2\\\":\\\"$31\\\"},\\\"image1\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fcountermovement\u002Fimg1.png\\\",\\\"width\\\":468,\\\"height\\\":538}},\\\"serverComponent\\\":\\\"$L32\\\"}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"33:T62d,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\n \\u003cp class=\\\"text-body1\\\"\\u003e\\u003cmark class=\\\"mark-pink\\\"\\u003eTangible\\u003c\u002Fmark\\u003e experiences\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"md:pr-8\\\"\\u003e\\u003cspan class=\\\"text-body3\\\"\\u003eWe’ve known for some time that Gen Z loves shopping in\\u0026#8209;store. But bricks\\u0026#8209;and\\u0026#8209;mortar is perhaps more culturally relevant than ever, as \\u003c\u002Fspan\\u003e\\u003cspan class=\\\"text-body2\\\"\\u003eGen Zs now believe that shopping in\\u0026#8209;person feels more luxurious, fun and \\u003cmark class=\\\"mark-green\\\"\\u003e‘special’\\u003c\u002Fmark\\u003e versus scrolling on social media, \\u003c\u002Fspan\\u003e\\u003cspan class=\\\"text-body3\\\"\\u003eper Archrival research. Seventy per cent of Gen Zs say they’re very or somewhat interested in attending in\\u0026#8209;person brand events or activations. And of the Gen Zs who have attended an in\\u0026#8209;person brand event or activation, nearly three\\u0026#8209;quarters (72 per cent) report that the experience made them view the brand more positively.\\u003c\u002Fspan\\u003e\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e“I am a big Amazon shopper, but I do love the in\\u0026#8209;store shopping experience,” says Nick Pugh, a student at the University of Illinois. “I love going to the mall. The one near my house, the Oakbrook Centre, has luxury stores, but I shop at Abercrombie, Zara, Lululemon and Alo.” He recalls one of his favourite shopping experiences was at the Arc’teryx store around Christmas time, when the brand held a “customer appreciation day”. There was a DJ, free pizza and kombucha, and a 50 per cent discount across the store. “I’d wanted a half\\u0026#8209;zip for a while, but I bought it that day, and now it reminds me of that great experience,” he says. \\u003c\u002Fp\\u003e\\n \"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"34:T52f,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\n \\u003cp class=\\\"text-body3\\\"\\u003e\\n For many, queuing isn’t just about snagging exclusive items — it’s about being seen, making connections and sharing the experience. Sometimes lasting hours (Stüssy’s new NYC flagship was \\u003ca href=\\\"https:\u002F\u002Fwww.gq.com\u002Fstory\u002Fstussy-nyc-store-lines-scene-report\\\" target=\\\"_blank\\\"\\u003eclocking three hours to get in over the summer)\\u003c\u002Fa\\u003e, queues create a self\\u0026#8209;selection process where only the most committed like\\u0026#8209;minded people are left standing on the sidewalk — making participants feel like they’re part of something uniquely earned, even cementing their status as brand super fans.\\n \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003e\\n From Wales Bonner’s archive sale in London to Hailey Bieber’s Rhode pop\\u0026#8209;up in LA, young consumers are flocking to queues to \\u003cmark class=\\\"mark-green\\\"\\u003ecapture vibes\\u003c\u002Fmark\\u003e that are undeniably different from what they’d find via social commerce.\\n \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e\\n Some of fashion’s burgeoning streetwear labels, like \\u003ca href=\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Ffashion\u002Fcorteiz-clint-and-the-future-of-streetwear\\\" target=\\\"_blank\\\"\\u003eCorteiz\\u003c\u002Fa\\u003e or Drama Call take the idea further, revealing the location of exclusive IRL drops to select customers on Instagram close friends.\\n \\u003c\u002Fp\\u003e\\n \"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"1c:[\\\"$\\\",\\\"$L14\\\",\\\"5\\\",{\\\"id\\\":\\\"ComponentSectionDemandsIRL\\\",\\\"data\\\":{\\\"textBlock1\\\":{\\\"description\\\":\\\"$33\\\"},\\\"textBlock2\\\":{\\\"description\\\":\\\"\\\\n \\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003e“Part of our success is the fact that we have the second largest store footprint in the US. During the Covid crisis, obviously everything shifted to e\\u0026#8209;commerce. Well, turns out a teenager is a teenager is a teenager. They are social creatures. They are going to be on social media, but they also want to be in the physical world,” says American Eagle CMO Craig Brommers. “When you have 35,000 retail associates like we do at American Eagle, they’re almost the best marketing tool that we have, because those interactions, those human interactions, are what really cement our relationship with our customers, more so than social media.”\\u003c\u002Fp\\u003e\\\\n \\\"},\\\"textBlock3\\\":{\\\"description\\\":\\\"\\\\n \\u003cp class=\\\\\\\"text-body1\\\\\\\"\\u003e\\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003eQueue\\u003c\u002Fmark\\u003e culture \\u003c\u002Fp\\u003e\\\\n \\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003e\\\\n Across cities like New York, LA, London and Paris, queues for designer sample sales, celebrity closet clear\\u0026#8209;outs and pop\\u0026#8209;up shops have taken on a life of their own. And waiting in line has become a status symbol for young people. Viral posts show crowds of Gen Zs turning the act of waiting into impromptu fashion shows and social gatherings, where the energy of the line rivals the event itself.\\\\n \\u003c\u002Fp\\u003e\\\\n \\u003cspan\\u003e\\u003c\u002Fspan\\u003e\\\\n \\\",\\\"description2\\\":\\\"$34\\\"},\\\"textBlock4\\\":{\\\"description\\\":\\\"\\\\n \\u003cp class=\\\\\\\"text-body3 md:pr-6\\\\\\\"\\u003eLondon-based brand Nuba, in response to unreliable orders from luxury retailers, decided to step away from wholesale altogether, lower its prices and turn its studio into a direct\\u0026#8209;to\\u0026#8209;consumer store on weekends. Customers have to sign up to receive the location, and spaces are limited. “It’s always intimate, with small groups staying for a chat, a cup of tea, sometimes lingering for hours,” says founder Cameron Williams. “It’s more than just selling clothes. It’s about building relationships. As a young brand, it’s hard to compete with vintage, which dominates how people shop right now. But vintage and emerging designers are where people are spending with care — so it made sense to lean into that community spirit. What we sacrifice in margin, we gain in connection and momentum.” \\u003c\u002Fp\\u003e\\\\n \\u003cspan\\u003e\\u003c\u002Fspan\\u003e\\\\n\\\\n \\\",\\\"description2\\\":\\\"\\\\n \\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003eFrom running clubs to pottery groups, \\u003ca href=\\\\\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Fstory\u002Ffashion\u002Ffrom-sauna-socials-to-run-clubs-are-community-event-leaders-the-new-influencers\\\\\\\" target=\\\\\\\"_blank\\\\\\\"\\u003emicro\\u0026#8209;communities are booming\\u003c\u002Fa\\u003e in many major cities, as young consumers seek IRL connections post\\u0026#8209;pandemic. Brands from Nike to Crocs are finding ways to meaningfully tap into these communities to form deeper connections with small subsets of customers, over social reach.\\u003c\u002Fp\\u003e\\\\n \\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003e“Pottery became massive on TikTok, and we noticed pottery clubs were popping up. And they were all using Elf brushes. We didn’t know that before. So we went in and connected with them on a deeper level, creating content around how to use the brushes for pottery,” says Patrick O’Keeffe, vice president of integrated marketing at Elf Beauty. “These subcultures are so important to your business.” \\u003c\u002Fp\\u003e\\\\n \\\"},\\\"chartImage\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fcontent-chart1.png\\\",\\\"width\\\":527,\\\"height\\\":266},\\\"doubleChart\\\":{\\\"title\\\":\\\"For each of the following statements, select if it applies more to shopping at an \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003ein\\u0026#8209;person\\u003c\u002Fmark\\u003e retail space or more to shopping on \\u003cmark class=\\\\\\\"mark-pink\\\\\\\"\\u003esocial media\\u003c\u002Fmark\\u003e. \\\",\\\"data\\\":[{\\\"title\\\":\\\"More like a special occasion\\\",\\\"value\\\":[64,36]},{\\\"title\\\":\\\"More luxurious\\\",\\\"value\\\":[60,40]},{\\\"title\\\":\\\"More fun\\\",\\\"value\\\":[52,48]},{\\\"title\\\":\\\"More personalised\\\",\\\"value\\\":[44,56]},{\\\"title\\\":\\\"More convenient\\\",\\\"value\\\":[42,58]}]}},\\\"serverComponent\\\":\\\"$L35\\\"}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"36:T689,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body1\\\"\\u003e\\u003cmark class=\\\"mark-green\\\"\\u003ePrivate\\u003c\u002Fmark\\u003e online communities\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body2\\\"\\u003eGen Zs feel like social commerce and branded content have made it harder to \\u003cmark class=\\\"mark-pink\\\"\\u003econnect\\u003c\u002Fmark\\u003e with other people on traditional social media platforms.\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body3\\\"\\u003eNearly a third of Gen Zs feel that shopping directly within a social media app or platform takes away from the ‘social’ aspect of social media, and say they don’t want to spend more time on social media than they already do.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eIt’s hard to find like\\u0026#8209;minded people when you’re constantly being sold to, and when algorithms are thrusting paid content your way, instead of prioritising content you like or people you follow. If brands are not careful, social media platforms could engender a similar scepticism to search engines, which Gen Zs now view as unreliable. In fact, 42 per cent of Gen Zs and 39 per cent of millennials feel big search engines won’t exist in 10 years. \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eThe social media platforms Gen Zs feel they’re most likely to find or discover products on are TikTok (92 per cent), YouTube (88 per cent), Instagram (87 per cent) and Pinterest (85 per cent). But as they aim to resist FOMO or buyer’s remorse, and grow tired of the algorithm, Gen Zs are gravitating towards more private or \\u003cmark class=\\\"mark-blue\\\"\\u003eintimate\\u003c\u002Fmark\\u003e social media spaces, which allow discovery over distraction. They want to find \\u003cmark class=\\\"mark-pink\\\"\\u003elike\\u0026#8209;minded\\u003c\u002Fmark\\u003e people who share their experiences, ask anonymous questions and read raw, unfiltered reviews and recommendations. \\u003c\u002Fp\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"37:T4e7,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body1\\\"\\u003eThe comment section\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body2\\\"\\u003eWhile many brands continue to think of the main feed as the default space for brands on social media, the comment section has become influential \\u003cmark class=\\\"mark-blue\\\"\\u003enew real estate\\u003c\u002Fmark\\u003e as Gen Zs regularly wade through the comments to aid their purchasing decisions.\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body3\\\"\\u003eThis is especially true on TikTok, as comments are a place where ‘real’ discussion thrives and where Gen Zs seek authentic reactions from regular users. More than half (52 per cent) of Gen Zs say they go to the comment section when researching brands and products on social media, compared to only 37 per cent who say they visit brands’ profiles and posts. \\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body3\\\"\\u003e\\u003cspan class=\\\"text-body2\\\"\\u003ePart of Gen Z’s draw to the comment section is that it’s \\u003cmark class=\\\"mark-pink\\\"\\u003eparticipatory\\u003c\u002Fmark\\u003e and \\u003cmark class=\\\"mark-green\\\"\\u003egenerative:\\u003c\u002Fmark\\u003e\\u003c\u002Fspan\\u003e 41 per cent of Gen Zs say that when they buy a brand or product that they absolutely love, they typically comment on one of the brand’s posts, per Archrival data. While 41 per cent also said when they buy a product they love, they will comment on a post from a creator that features the same brand or product.\\u003c\u002Fp\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"38:T74f,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body3\\\"\\u003eThe number of comments on luxury videos posted to TikTok grew 113 per cent year\\u0026#8209;on\\u0026#8209;year in June.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e“Being present in the comment section is something that we’re starting to really see brands get more involved in,” says Kristina Karassoulis, head of luxury and auto brand partnerships at TikTok UK. She references a TikTok video posted in June 2024, where creator Dr Kayla Ellis \\u003ca href=\\\"https:\u002F\u002Fwww.tiktok.com\u002F@drkayla_md\u002Fphoto\u002F7375309288941653291\\\" target=\\\"_blank\\\"\\u003eshared\\u003c\u002Fa\\u003e a screenshot of her asking her husband, “How many likes for you to buy me this Prada bag?”, to which he replied, “50k and Prada has to comment.” The video has over 10.2 million likes and 95,000+ comments. Prada commented and eventually \\u003ca href=\\\"https:\u002F\u002Fwww.tiktok.com\u002F@drkayla_md\u002Fvideo\u002F7377909527305276715\\\" target=\\\"_blank\\\"\\u003esent her a bag\\u003c\u002Fa\\u003e. But before the luxury label got on board, brands including Sephora, Benefit, Kiehl’s and Burt’s Bees each commented.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2 md:pr-5\\\"\\u003e“The lesson is, when it makes sense and when people are talking about your brand, react to it and engage with it and co\\u0026#8209;create,” Karassoulis adds. “Which is what we talk about, it’s playing into the emotional economy.” \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eInthisone, the 21\\u0026#8209;year\\u0026#8209;old student from Chicago, checks the comment section on most videos she watches on TikTok and trusts them, particularly when it comes to beauty products. “[Regular TikTok users] aren’t getting paid to promote products in the comments. It’s raw, real user activity and people aren’t holding back,” she says. “I love when a video goes viral and a brand comments or sends a PR gift to a regular person. It feels like the brands understand customers and want to meet them where they are.” \\u003c\u002Fp\\u003e\\n \"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"39:T808,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body2\\\"\\u003eThere’s also a rise in brands \\u003cmark class=\\\"mark-green\\\"\\u003eco\\u0026#8209;creating\\u003c\u002Fmark\\u003e with customers, based on feedback in the comments, adds TikTok UK’s Fernandez. “It’s not just about reacting to what people are doing and responding. It’s more about understanding what’s going on in the community and then \\u003cmark class=\\\"mark-blue\\\"\\u003ebuilding\\u003c\u002Fmark\\u003e that back into products.”\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eElf Cosmetics, one of Gen Z’s favourite brands, frequently co\\u0026#8209;creates with its audience. The brand replies to 99 per cent of comments, says O’Keefe. “We will go to the community and say, ‘These are the three shades we’re considering based on the feedback you’ve given us, which ones do you think we should lean into first?’” From there, the feedback will go to the brand’s operation and innovation teams. When it’s ready for market, the CEO, CMO or CFO will go on a Twitch live stream or TikTok Live to talk them through the creation process, he adds. “I think that’s really important, so they understand, hey, this is what’s required. Yes, we can move fast, but we also make sure we’re putting quality products out in the universe and ensuring that it resonates.” \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3 md:pr-6\\\"\\u003eWhile some brands are getting it right, brands should know when it’s appropriate to join the conversation. When UK\\u0026#8209;based singer Sam Ryder created a video singing on a train, he criticised brands for jumping in on a natural moment. So for the latter, it’s about having the confidence to jump in correctly without giving audiences ‘the ick’.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eLast year, TikTok saw the onset of search on the platform. But now, content creation is changing, Karassoulis says. “I think it’s partly due to platforms like Reddit, for instance, where people don’t have to show their face. The comment section [on TikTok] is really prevalent for that audience who wants to find out or share information without posting a video of who they are.” \\u003c\u002Fp\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"3a:T989,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body1\\\"\\u003e\\u003cmark class=\\\"mark-pink\\\"\\u003eReddit:\\u003c\u002Fmark\\u003e A validating platform\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body3\\\"\\u003eAs Gen Zs seek deeper, more meaningful consumer experiences online, Reddit is emerging as an important platform. Gen Zs are increasingly turning to the digital gathering space to discover and research products before they buy.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e“We are seeing a massive erosion of trust in our information landscape. And I think in that context, Reddit is a validation platform,” says Lore Oxford, head of insights and product at Reddit. “Younger consumers are also just much more savvy when it comes to what’s real and what’s not real today. Reddit provides a safe space to be able to research products, seek advice or discuss complex social interactions in a safe, anonymous environment.” As TikTok, Pinterest and Reddit have outlined, anonymity is increasingly important to young consumers who want to ask for advice without posting publicly. \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003eIn the UK, \\u003ca href=\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Fstory\u002Fconsumers\u002Fmen-are-using-reddit-to-shop-what-does-it-mean-for-brands\\\" target=\\\"_blank\\\"\\u003e74 per cent of people who discovered a product\\u003c\u002Fa\\u003e anywhere on the internet at some point came to Reddit to validate or to do further research on that purchase, according to the platform.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eIn 2024, the number of fashion and beauty posts on Reddit grew 150 per cent on the year prior. The platform has also seen 71 per cent year\\u0026#8209;on\\u0026#8209;year growth in beauty conversations, making it the destination for beauty and skincare lovers to connect and find unique discoveries and recommendations. Four out of five UK Reddit users, for example, looking to buy fashion or beauty products in the next three months say, “Conversations on Reddit help me feel more confident about my purchases.”\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eWhile TikTok is a major destination for search, TikTok users may turn to Reddit to validate information they’ve received, or to ask questions they might want to ask anonymously. For example, when it comes to fashion, people on Reddit are increasingly turning to tailored communities like \u002Fr\u002FPetiteFashionAdvice and \u002Fr\u002FTransFashionAdvice for guidance that reflects their identities and needs, signalling a shift towards spaces that prioritise representation, self\\u0026#8209;expression and tailored offerings over generic options.\\u003c\u002Fp\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"3b:T769,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body1\\\"\\u003e‘Quiet, \\u003cmark class=\\\"mark-blue\\\"\\u003eslow’\\u003c\u002Fmark\\u003e social\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body2\\\"\\u003ePinterest is increasingly popular among Gen Z consumers. When Archrival surveyed Gen Zs in 2023, only 15 per cent said they created a \\u003cmark class=\\\"mark-pink\\\"\\u003ePinterest\\u003c\u002Fmark\\u003e board when considering a purchase, such as a coffee table or a new pair of shoes. Today, a whopping 85 per cent of Gen Zs say they’re likely to use Pinterest to find or discover products, with nearly four in 10 (38 per cent) saying they visit Pinterest at least \\u003cmark class=\\\"mark-green\\\"\\u003eonce a day.\\u003c\u002Fmark\\u003e\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eGen Zs interviewed by Archrival said they find the platform “quieter and slower” than other platforms, as it’s less dominated by commercial content. As a result, Gen Zs’ behaviour on Pinterest is less reactive than on other platforms; they spend time pinning aspirational content that helps them envision their future, such as trips they’d like to take or ‘dream home’ design. As Sara Pollack, global head of consumer marketing at Pinterest, told \\u003ca href=\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Fstory\u002Fevents\u002Fhow-to-keep-gen-z-loyal-with-pinterest\\\" target=\\\"_blank\\\"\\u003e\\u003cem\\u003eVogue Business\\u003c\u002Fem\\u003e\\u003c\u002Fa\\u003e, “[Gen Zs are] intentional — they’re often in planning mode, not just idly consuming content.” Gen Zs also said the algorithm feels more personalised than other platforms.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e“As a visual search platform, Pinterest is personal and there’s no pressure to chase the latest trends or compare yourself to other people,” says Dana Cho, Pinterest’s VP of design. “Instead, users can freely discover and shop what inspires them, at their own pace, and away from the noise of others. In a world of ‘sameness’, people crave this and 68 per cent of our monthly users believe that they can be ‘their authentic selves’ on Pinterest.”\\u003c\u002Fp\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"1d:[\\\"$\\\",\\\"$L14\\\",\\\"6\\\",{\\\"id\\\":\\\"ComponentSectionTrustsQuiter\\\",\\\"data\\\":{\\\"image1\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fimg24.png\\\",\\\"width\\\":358,\\\"height\\\":566,\\\"alt\\\":\\\"Trusts Quiter Image\\\"},\\\"messages\\\":[\\\"Looking for a solid cardigan, been struggling to find 'the one' for months. Any suggestions?\\\",\\\"What color, materials, and budget do you have in mind?\\\",\\\"Just got this one from Zara. 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Fashion sourcer \\u003ca href=\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Fstory\u002Ftechnology\u002Fluxury-fashions-power-sourcer-is-reinventing-the-job-with-ai\\\" target=\\\"_blank\\\"\\u003eGab Waller’s Sourced By\\u003c\u002Fa\\u003e is an AI\\u0026#8209;powered fashion sourcing platform, which helps consumers get their hands on coveted luxury items, even if they’re sold out. Sourced By conducts all sales via Instagram DMs. Typically, customers, who are often older Gen Zs and millennials, will share images of what they’re looking for that they’ve seen on Instagram, be it a The Row Margaux bag or some Chanel ballet flats. They can discuss with an advisor and transact without leaving the app.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2 md:pr-10 xl:pr-0\\\"\\u003eWhile it might be quicker to simply click\\u0026#8209;to\\u0026#8209;buy from a social post, as our data underlines, young consumers “love the hunt” today.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eGen Zs get a dopamine hit from finding something rare or unavailable with a sourcer that they might not have had access to otherwise.\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body3\\\"\\u003e“Everyone has always said to me to take it off Instagram, that to be doing your business on there is risky. But I always say I will never take it off. We’re meeting the clients where they’re at,” Waller says. “I love how personal Instagram DMs feel that when I’m speaking with someone, I can click on their profile, I can get a feel for who they are. It builds a more personal connection quicker, as opposed to if they submitted an order on an app — it’s a different experience.” \\u003c\u002Fp\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"3e:T81b,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body1\\\"\\u003eCommunity\\u0026#8209;centred creators\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body3\\\"\\u003eFor many Gen Zs, like social commerce at\\u0026#8209;large, traditional macro and mega\\u0026#8209;influencers are \\u003cmark class=\\\"mark-green\\\"\\u003efeeling samey\\u003c\u002Fmark\\u003e, and creating fatigue. In 2023, 51 per cent of Gen Zs felt that social media influencers create trends. Today, 75 per cent of Gen Zs agree that “social media algorithms favour a specific type of influencer\u002Fcreator”, while 70 per cent of Gen Zs agree that \\u003cmark class=\\\"mark-blue\\\"\\u003e“influencers are basic;\\u003c\u002Fmark\\u003e they all have similar aesthetics, POVs and ways of communicating”. This is a shift that, while burgeoning for the past few years, seems to be reaching a tipping point: a full 68 per cent of Gen Zs say “influencers are more boring than they used to be”.\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body2\\\"\\u003eAs audiences become more sceptical about traditional influencing on traditional platforms, creators are diversifying, inviting audiences in for more private, intimate, \\u003cmark class=\\\"mark-green\\\"\\u003ecommunity\\u0026#8209;based experiences\\u003c\u002Fmark\\u003e, on membership-based platforms like Patreon or Substack. \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eIn a study from creator shopping platform LTK and Northwestern University, 74 per cent of consumers said that social media offers “entertainment over connection”. Fifty per cent of Gen Zs and millennials said they are now looking elsewhere to connect with creators and communities that they follow, beyond the main platforms.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e\\u003cem\\u003eBlackbird Spylane\\u003c\u002Fem\\u003e is part of a growing cohort of creator newsletters that offer impartial recommendations. “We don’t go on ‘brand trips’. We don’t run ads. We don’t use affiliate links on the new clothes we cover, and we don’t accept gifts. This means the only people we owe anything are our readers, who know that our Extremely High Levels of Discernment are unsullied by conflicts of interest, wackness and bogosity,” reads the newsletter intro text. These are increasingly the types of creators young audiences want to support. \\u003c\u002Fp\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"3f:T51c,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body2\\\"\\u003eAccording to Archrival’s survey, 52 per cent of Gen Zs agree that they “like financially \\u003cmark class=\\\"mark-green\\\"\\u003esupporting creators\\u003c\u002Fmark\\u003e directly”.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eRather than passively scrolling and accepting what the algorithm serves them, Gen Zs are seeking out and curating their own influencer content, to ensure they find creators that represent them. In turn, they are more likely to buy into the products these creators want to sell, if they are selling.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e“There’s a lot of overlap [on Substack] with people making a lot from affiliates. If someone is so interested in what you have to say that they’re willing to pay $5 or $8 a month for it, then they’re likely clicking through your affiliate links,” affiliate company ShopMy co\\u0026#8209;founder Tiffany Lopinsky \\u003ca href=\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Fstory\u002Ftechnology\u002Funpacking-the-creator-economy-battleground\\\" target=\\\"_blank\\\"\\u003etold\\u003c\u002Fa\\u003e \\u003cem\\u003eVogue Business\\u003c\u002Fem\\u003e. “Both of them have that element of trust. There’s that difference between influencers that are doing entertainment versus building an audience and community. And if you’re doing the building an audience and community thing, affiliate and subscriptions are really growing for you.”\\u003c\u002Fp\\u003e\\n \"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"1e:[\\\"$\\\",\\\"$L14\\\",\\\"7\\\",{\\\"id\\\":\\\"ComponentSectionGravitatesToMore\\\",\\\"data\\\":{\\\"textBlock1\\\":{\\\"description\\\":\\\"$3d\\\"},\\\"textBlock2\\\":{\\\"description\\\":\\\"$3e\\\"},\\\"textBlock3\\\":{\\\"description\\\":\\\"$3f\\\"},\\\"textBlock4\\\":{\\\"description\\\":\\\"\\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003eAs such, Gen Zs are seeking out more niche spaces and communities that speak to their particular tastes and interests. Case in point: Gen Zs want to engage with their favourite content creators on a deeper level; they’re especially interested in community\\u0026#8209;centred “VIP experiences” both online and offline.\\u003c\u002Fp\\u003e\\\"},\\\"chart1\\\":{\\\"title\\\":\\\"Below are ways content creators can \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003eengage\\u003c\u002Fmark\\u003e with their audiences. If a creator you like or follow on social media offered any of the following, would you be interested?\\\",\\\"data\\\":[{\\\"title\\\":\\\"Instagram Close Friends\\\",\\\"value\\\":[54,39]},{\\\"title\\\":\\\"Pop\\u0026#8209;up events, meet\\u0026#8209;ups or shopping parties\\\",\\\"value\\\":[46,39]},{\\\"title\\\":\\\"Early product links only to their most engaged fans\\\",\\\"value\\\":[46,36]},{\\\"title\\\":\\\"Live conversations\\\",\\\"value\\\":[44,32]},{\\\"title\\\":\\\"Private TikTok\\\",\\\"value\\\":[44,29]},{\\\"title\\\":\\\"IRL scavenger hunts or city drops\\\",\\\"value\\\":[42,29]},{\\\"title\\\":\\\"Invite\\u0026#8209;only Discord channel\\\",\\\"value\\\":[41,28]},{\\\"title\\\":\\\"Affiliate links\\\",\\\"value\\\":[39,36]},{\\\"title\\\":\\\"Patreon subscriber\\\",\\\"value\\\":[34,31]},{\\\"title\\\":\\\"Substack newsletter\\\",\\\"value\\\":[28,25]}]},\\\"chart2\\\":{\\\"title\\\":\\\"Below are things content creators \\u003cmark class=\\\\\\\"mark-blue\\\\\\\"\\u003ecan sell\\u003c\u002Fmark\\u003e or market to their audiences. If a creator you like or follow on social media offered any of these, would you be interested?\\\",\\\"data\\\":[{\\\"title\\\":\\\"A social media post tagged with a direct link to a product.\\\",\\\"value\\\":[54,48],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fgravitates\u002Fchart2-img1.png\\\",\\\"width\\\":30,\\\"height\\\":30}},{\\\"title\\\":\\\"A digital storefront with a curated collection of goods.\\\",\\\"value\\\":[51,43],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fgravitates\u002Fchart2-img2.png\\\",\\\"width\\\":30,\\\"height\\\":30}},{\\\"title\\\":\\\"A brand or product they’ve created.\\\",\\\"value\\\":[51,39],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fgravitates\u002Fchart2-img3.png\\\",\\\"width\\\":30,\\\"height\\\":30}},{\\\"title\\\":\\\"A curated \\u003cbr\\u003e mix of used or \\u003cbr\\u003e secondhand items.\\\",\\\"value\\\":[47,44],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fgravitates\u002Fchart2-img4.png\\\",\\\"width\\\":30,\\\"height\\\":30}},{\\\"title\\\":\\\"Brands or products they’re promoting to earn a commission.\\\",\\\"value\\\":[46,41],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fgravitates\u002Fchart2-img5.png\\\",\\\"width\\\":30,\\\"height\\\":30}},{\\\"title\\\":\\\"A live shopping event where they demo products.\\\",\\\"value\\\":[39,38],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fgravitates\u002Fchart2-img6.png\\\",\\\"width\\\":30,\\\"height\\\":30}},{\\\"title\\\":\\\"A membership paid directly for content and perks (e.g. Substack, Patreon).\\\",\\\"value\\\":[37,32],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fgravitates\u002Fchart2-img7.png\\\",\\\"width\\\":30,\\\"height\\\":30}}]}},\\\"serverComponent\\\":\\\"$L40\\\"}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"41:Ta30,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body3\\\"\\u003eThree\\u0026#8209;quarters (75 per cent) of Gen Zs say they’ve used a generative AI tool like ChatGPT, Gemini or Midjourney, with 58 per cent revealing they use it at least weekly. Gen Zs are twice as likely to research products via AI\\u0026#8209;powered assistants or chatbots (34 per cent of Gen Zs vs 17 per cent of millennials), per Archrival data.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003eHowever, again, Gen Zs are not turning to AI for simple, mindless answers.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eOpenAI CEO Sam Altman says that \\u003ca href=\\\"https:\u002F\u002Farchive.is\u002F0MRN4#selection-973.0-977.198\\\" target=\\\"_blank\\\"\\u003edifferent generations use ChatGPT differently\\u003c\u002Fa\\u003e: older consumers tend to use it as a search tool, like Google, while Gen Zs are leveraging ChatGPT as an operating system, plugging in a complex array of data for it to analyse for a range of different scenarios.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e“I think a lot of people view ChatGPT as a person,” says Scanlon. “I don’t know if it’d be friction in the traditional sense, because it does simplify so many things, but I think it’s sort of a category within itself where it’s very personal. You’re not seeing what other people are talking about, it’s not the comment section, it’s just you in this chatbot. And so I think it’s a different relationship psychologically than going to TikTok to try to find what to wear.”\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e“Gen Zs don’t want to be told what to do; they’d rather feel like they’re figuring things out on their own,” says Bayla Metzger, senior editor of thought leadership at Archrival. “So they’re using ChatGPT like an advisor, even like a sparring partner, which will challenge them as they make life decisions big and small.”\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003eAI enables Gen Zs to lean on tech, while still feeling like they’re retaining their \\u003cmark class=\\\"mark-green\\\"\\u003epersonal agency\\u003c\u002Fmark\\u003e in terms of problem\\u0026#8209;solving and decision\\u0026#8209;making.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eWhen it comes to shopping, AI helps young consumers along the way, by double\\u0026#8209;checking product reviews or finding cheaper alternatives — but it goes deeper than that. “I use ChatGPT to summarise a company’s values, and see if I want to purchase from them,” says Chicago\\u0026#8209;based student Inthisone. “This summer, I’m interning for Kohl’s, which is obviously a big retail company. Before I applied and had my first phone screening, I wanted to make sure that my own values align with theirs and that they work to have a positive impact on the world.” \\u003c\u002Fp\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"42:T5f7,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body3\\\"\\u003eCrucially, ChatGPT is a way to ask questions about fashion or beauty that feels more private. “For some, the platform is becoming a kind of style confidante — helping people explore fashion identities that they might not feel comfortable voicing elsewhere,” says Saguna Goel, product lead for ChatGPT’s search team at OpenAI. “I’ve seen people use ChatGPT to rethink their wardrobe post\\u0026#8209;pregnancy, or learn how to dress for different cultural or religious events.” \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e“I tested out a service that let you upload your wardrobe so the AI could help you style outfits from what you already own. I thought it was a really cool idea and would definitely explore tools like that again as they get better,” says LA\\u0026#8209;based creator Arujo. “I’m also watching companies like Alta, which just raised funding to develop an AI personal stylist. I think this kind of tech will be super useful for streamlining how we shop and style ourselves in the future.”\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eInterestingly, Gen AI is an IRL shopping companion, assisting Gen Z while they shop in physical spaces. Forty per cent of Gen Zs are using AI to help them make purchasing decisions while shopping in a bricks\\u0026#8209;and\\u0026#8209;mortar store. \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003eRegardless of whether they’re using AI at\\u0026#8209;home or in\\u0026#8209;store, nearly half of Gen Zs say the tech has already significantly changed their relationships with brands and products. \\u003c\u002Fp\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"1f:[\\\"$\\\",\\\"$L14\\\",\\\"8\\\",{\\\"id\\\":\\\"ComponentSectionWorldOfSearch\\\",\\\"data\\\":{\\\"description1\\\":\\\"\\\\n \\u003cp class=\\\\\\\"text-body1\\\\\\\"\\u003eSearch is one area where, on its surface, Gen Z might want technology to make the shopping experience \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003emore efficient\\u003c\u002Fmark\\u003e, or even mindless. We already know that TikTok is the leading destination for Gen Zs when researching products, and \\u003cmark class=\\\\\\\"mark-pink\\\\\\\"\\u003eAI chatbots\\u003c\u002Fmark\\u003e like ChatGPT are gaining ground, as they offer personalised, ad\\u0026#8209;free (for now) suggestions and advice. \\u003c\u002Fp\\u003e\\\",\\\"description2\\\":\\\"\\\\n \\u003cp class=\\\\\\\"text-body1\\\\\\\"\\u003eThe marketing industry has always chased what’s easy to measure — reach, clicks, conversion — and in doing so, it has lost sight of what’s hard to earn: \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003ebrand meaning\\u003c\u002Fmark\\u003e. In the race to eliminate every barrier, we’ve created a shopping landscape optimised for efficiency, but hollowed out of humanity. Now, Gen Z is \\u003cmark class=\\\\\\\"mark-blue\\\\\\\"\\u003eholding up the mirror.\\u003c\u002Fmark\\u003e \\u003c\u002Fp\\u003e\\\",\\\"textBlock1\\\":{\\\"description\\\":\\\"$41\\\"},\\\"textBlock2\\\":{\\\"description\\\":\\\"$42\\\"},\\\"textBlock3\\\":{\\\"description\\\":\\\"\\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003eGen Zs aren’t rejecting progress, but rather demanding a correction of course. They’re asking that brands that really want to build relationships offer more than frictionless pipelines and automated persuasion.\\u003c\u002Fp\\u003e\\\\n \\u003cp class=\\\\\\\"text-body2\\\\\\\"\\u003eTo win in this new environment, brands must recalibrate. Not abandon convenience, but reintroduce \\u003cmark class=\\\\\\\"mark-blue\\\\\\\"\\u003edeliberate friction\\u003c\u002Fmark\\u003e where it creates meaning: moments of discovery, creative tension, shared experiences and niche cultural relevance.\\u003c\u002Fp\\u003e\\\\n \\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003eSuccess will belong to the brands that understand shopping is no longer a straight line to checkout. It’s a cycle of emotional engagement, where attention must be earned, not bought — and loyalty is a result, not a goal.\\u003c\u002Fp\\u003e\\\\n \\u003cp class=\\\\\\\"text-body2\\\\\\\"\\u003e\\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003eThe funnel is broken\\u003c\u002Fmark\\u003e. Now, it’s up to marketers to decide whether they’ll keep optimising for the past, or \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003estart building the future\\u003c\u002Fmark\\u003e.\\u003c\u002Fp\\u003e\\\\n \\\"},\\\"doubleChart\\\":{\\\"title\\\":\\\"Have you ever used generative \\u003cmark class=\\\\\\\"mark-pink\\\\\\\"\\u003eAI tools\\u003c\u002Fmark\\u003e to do any of the following?\\\",\\\"data\\\":[{\\\"title\\\":\\\"Research brands or products\\\",\\\"value\\\":[54,58],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fsearch\u002Fimg1.png\\\",\\\"width\\\":150,\\\"height\\\":150}},{\\\"title\\\":\\\"Compare prices\\\",\\\"value\\\":[51,60],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fsearch\u002Fimg2.png\\\",\\\"width\\\":150,\\\"height\\\":150}},{\\\"title\\\":\\\"Compare product features\\\",\\\"value\\\":[46,54],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fsearch\u002Fimg3.png\\\",\\\"width\\\":150,\\\"height\\\":150}},{\\\"title\\\":\\\"Identify new brands and products\\\",\\\"value\\\":[44,52],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fsearch\u002Fimg4.png\\\",\\\"width\\\":150,\\\"height\\\":150}},{\\\"title\\\":\\\"Create a shopping list\\\",\\\"value\\\":[42,46],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fsearch\u002Fimg5.png\\\",\\\"width\\\":150,\\\"height\\\":150}},{\\\"title\\\":\\\"Help me make purchasing decisions while I shop in a physical store\\\",\\\"value\\\":[40,42],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fsearch\u002Fimg6.png\\\",\\\"width\\\":150,\\\"height\\\":150}},{\\\"title\\\":\\\"Get a product recommendation tailored to my taste\\\",\\\"value\\\":[39,47],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fsearch\u002Fimg7.png\\\",\\\"width\\\":150,\\\"height\\\":150}},{\\\"title\\\":\\\"Suggest outfits or give styling advice\\\",\\\"value\\\":[35,39],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fsearch\u002Fimg8.png\\\",\\\"width\\\":150,\\\"height\\\":150}},{\\\"title\\\":\\\"Purchase products\\\",\\\"value\\\":[32,40],\\\"image\\\":{\\\"src\\\":\\\"\u002Fimages\u002Fsearch\u002Fimg9.png\\\",\\\"width\\\":150,\\\"height\\\":150}}]},\\\"finalBlock\\\":{\\\"description\\\":\\\"\\u003cp class=\\\\\\\"text-body2\\\\\\\"\\u003eThis is the second installment of a two\\u0026#8209;part series on how Gen Z Broke the Marketing Funnel, produced in partnership with youth culture agency \\u003ca href=\\\\\\\"https:\u002F\u002Farchrival.com\\\\\\\" target=\\\\\\\"_blank\\\\\\\"\\u003eArchrival\\u003c\u002Fa\\u003e, who provided research, insights, and design.\\u003c\u002Fp\\u003e\\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003eCheck out the first report \\u003ca href=\\\\\\\"https:\u002F\u002Fwww.vogue.com\u002Farticle\u002Fgen-z-broke-the-marketing-funnel\\\\\\\" target=\\\\\\\"_blank\\\\\\\"\\u003ehere\\u003c\u002Fa\\u003e.\\u003c\u002Fp\\u003e\\\"}},\\\"serverComponent\\\":\\\"$L43\\\"}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"44:I[1356,[\\\"654\\\",\\\"static\u002Fchunks\u002F654-073f94b131be6e8a.js\\\",\\\"974\\\",\\\"static\u002Fchunks\u002Fapp\u002Fpage-2bb6e6a3ce3fadbd.js\\\"],\\\"Image\\\"]\\n47:I[615,[\\\"654\\\",\\\"static\u002Fchunks\u002F654-073f94b131be6e8a.js\\\",\\\"974\\\",\\\"static\u002Fchunks\u002Fapp\u002Fpage-2bb6e6a3ce3fadbd.js\\\"],\\\"default\\\"]\\n52:I[8841,[\\\"654\\\",\\\"static\u002Fchunks\u002F654-073f94b131be6e8a.js\\\",\\\"974\\\",\\\"static\u002Fchunks\u002Fapp\u002Fpage-2bb6e6a3ce3fadbd.js\\\"],\\\"default\\\"]\\n20:[\\\"$\\\",\\\"p\\\",null,{\\\"className\\\":\\\"mt-8 !font-vogue text-body3\\\",\\\"children\\\":[\\\"By\\\",\\\" 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md:h-auto\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative w-full\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"h-[200%] -top-[50%] aspect-square absolute md:left-0 right-0 mx-auto radial-gradient-pink2 rounded-full -left-[55%] pointer-events-none\\\"}],[\\\"$\\\",\\\"$L44\\\",null,{\\\"src\\\":\\\"https:\u002F\u002Farchrival.vercel.app\u002Fimages\u002Fbody_woman.png\\\",\\\"alt\\\":\\\"Women Model\\\",\\\"width\\\":174,\\\"height\\\":617,\\\"priority\\\":true,\\\"loading\\\":\\\"eager\\\",\\\"className\\\":\\\"relative z-1 mx-auto w-[10.875em]\\\"}],[\\\"$\\\",\\\"$L44\\\",null,{\\\"src\\\":\\\"https:\u002F\u002Farchrival.vercel.app\u002Fimages\u002Fclothes-top.png\\\",\\\"alt\\\":\\\"Clothes\\\",\\\"width\\\":2284,\\\"height\\\":617,\\\"loading\\\":\\\"eager\\\",\\\"className\\\":\\\"absolute top-0 z-2 h-full! w-auto! max-w-none! left-1\u002F2 outfits__top aspect-2284\u002F617 will-change-transform\\\"}],[\\\"$\\\",\\\"$L44\\\",null,{\\\"src\\\":\\\"https:\u002F\u002Farchrival.vercel.app\u002Fimages\u002Fclothes-bottom.png\\\",\\\"alt\\\":\\\"Clothes\\\",\\\"width\\\":2284,\\\"height\\\":617,\\\"loading\\\":\\\"eager\\\",\\\"className\\\":\\\"absolute top-0 right-1\u002F2 z-1 h-full! w-auto! max-w-none! outfits__bottom aspect-2284\u002F617 will-change-transform\\\"}]]}]}]]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"45:T6b7,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\n \\u003cp class=\\\"text-body3\\\"\\u003eBy centring shopping experiences around social media and prioritising convenience, brands and retailers have favoured scale over substance, while stripping shopping of its emotional depth. Amid the current tumultuous socio\\u0026#8209;political and economic climate, Gen Z has become more discerning than ever about what they buy and where they buy it.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003eThey’re craving more \\u003cmark class=\\\"mark-pink\\\"\\u003econnection\\u003c\u002Fmark\\u003e and \\u003cmark class=\\\"mark-green\\\"\\u003eemotion\\u003c\u002Fmark\\u003e at the same time that much of the magic, discovery and meaning — the things that make brand interactions memorable — have been engineered out. It raises the question: how can we make shopping more mindful, meaningful, personal and, most importantly, \\u003cmark class=\\\"mark-blue\\\"\\u003emore human?\\u003c\u002Fmark\\u003e\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eLast year, \\u003ci\\u003eVogue Business\\u003c\u002Fi\\u003e uncovered that \\u003ca href=\\\"https:\u002F\u002Fwww.vogue.com\u002Farticle\u002Fgen-z-broke-the-marketing-funnel\\\" target=\\\"_blank\\\"\\u003eGen Z broke the marketing funnel\\u003c\u002Fa\\u003e. Now, we’ve teamed up once again with US\\u0026#8209;based youth culture agency \\u003ca href=\\\"https:\u002F\u002Farchrival.com\\\" target=\\\"_blank\\\"\\u003eArchrival\\u003c\u002Fa\\u003e to understand what they built instead. Archrival conducted a qualitative and quantitative research study with 750 Gen Zs (16\\u0026#8209;28) and 250 of their millennial (29\\u0026#8209;44) counterparts in the US. Both Archrival and \\u003ci\\u003eVogue Business\\u003c\u002Fi\\u003e also conducted qualitative focus groups and interviews with dozens of Gen Zs.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003eThe verdict? Gen Z is on a quest to find shopping experiences ripe with meaning and excitement, and they’re finding it \\u003cmark class=\\\"mark-green\\\"\\u003eoutside of traditional\\u003c\u002Fmark\\u003e retail and social media.\\u003c\u002Fp\\u003e\\n \"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"22:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative overflow-hidden py-15 md:py-25\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"container lg:grid lg:grid-cols-12 md:gap-x-8 md:items-center\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"hidden lg:block md:col-span-2 xl:col-span-3\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"ornament-connection-left h-auto aspect-[155\u002F83] w-1\u002F2 mx-auto\\\"}]}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"md:col-span-8 xl:col-span-6\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"reset-last text-balance wysiwyg\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"$45\\\"}}]}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"hidden lg:block md:col-span-2 xl:col-span-3\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"ornament-connection-right w-1\u002F2 mx-auto h-auto aspect-[108\u002F118]\\\"}]}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"md:col-span-8 md:col-start-3 md:row-2 pt-15 md:pt-25\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"ornament-connection mx-auto aspect-[840\u002F145] w-full h-auto\\\"}]}]]}],[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"absolute inset-0 bg-gradient-to-t from-brand-mint\u002F67 to-transparent -z-1\\\"}]]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"46:T8aa,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\n \\u003cp class=\\\"text-body3\\\"\\u003eGen Z may have an expected spending power of $12 trillion by 2030, according to a 2025 \\u003ca href=\\\"https:\u002F\u002Finstitute.bankofamerica.com\u002Fcontent\u002Fdam\u002Feconomic-insights\u002Fgenz-new-economic-force.pdf\\\" target=\\\"_blank\\\"\\u003ereport\\u003c\u002Fa\\u003e from Bank of America. But many have pulled back spending on categories like luxury, fashion and beauty over the last two years. The aspirational shopper who earns between $40,000 and $100,000 annually pulled back their luxury spending by 20 per cent year-on-year in 2024, per McKinsey. And while economics is the factor everyone likes to cite, new research shows that it goes far beyond the price tag. We’ve made shopping too easy — and it’s making Gen Z reassess its purchase behaviour.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003e“Shopping has always been about more than buying stuff; it’s how we explore who we are, find our people, and rep our culture,” says Ben Harms, chief growth officer at Archrival. “But social commerce has flattened that experience. When every brand and every look is just a swipe away, it’s harder than ever for someone to carve out a lane that actually feels their own.”\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eAs social media and e-commerce increasingly circulate trends \\u003ca href=\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Fstory\u002Ffashion\u002Fpersonal-style-is-trapped-in-the-algorithms-echo-chamber\\\" target=\\\"_blank\\\"\\u003ebased on algorithmic echo chambers\\u003c\u002Fa\\u003e, fashion and beauty brands become beholden to the micro-trend cycle and focus too heavily on data-led curation. Suddenly, everyone starts to look the same.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eIsabelle Inthisone, a 21-year-old student from Chicago, says that last summer, she was influenced by TikTok videos to purchase a blue Longchamp bag. “On the first day of school, literally hundreds of other girls had the exact same bag. It was really weird because it’s a specific brand in a specific colour. It almost looked dystopian.” After a few days, she no longer wore the bag.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eShe’s not the only one. Gen Zs say they’re learning not to trust the excitement they feel when they discover a product online, knowing the algorithm has likely fed it to many others.\\u003c\u002Fp\\u003e\\n \"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"23:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"py-20 md:pb-35 container\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"md:grid md:grid-cols-2 xl:grid-cols-12 xl:gap-x-8\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"xl:col-span-5 xl:col-start-2 xl:pr-12 hero-bag-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"sticky mb-20 md:top-20 lg:pr-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg mb-40 xl:mb-50\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"\\u003cp class=\\\\\\\"text-body1\\\\\\\"\\u003eThe world has changed \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003edramatically\\u003c\u002Fmark\\u003e — Gen Z changed with it.\\u003c\u002Fp\\u003e\\\"}}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"h-[220%] aspect-square absolute inset-0 m-auto radial-gradient-pink2 rounded-full color-circle -left-1\u002F2 -z-1 -top-[10%]\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"absolute inset-0 bag-images-holder origin-bottom\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"absolute -left-[0.8rem] -top-[7rem] -rotate-[23deg] bag-item-1\\\",\\\"children\\\":[\\\"$\\\",\\\"$L44\\\",null,{\\\"src\\\":\\\"https:\u002F\u002Farchrival.vercel.app\u002Fimages\u002Fbag-item1.png\\\",\\\"alt\\\":\\\"Purse\\\",\\\"width\\\":158,\\\"height\\\":61,\\\"className\\\":\\\"w-[9.85rem] h-auto\\\"}]}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"absolute left-[13rem] -top-[18rem] -rotate-[17deg] 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11.0255 -1.99058 5.13536 1.18649C5.11281 2.47331 5.12937 6.9277 5.12858 7.68609C5.11763 18.1861 -0.883817 19.5769 0.115553 20.1813Z\\\",\\\"fill\\\":\\\"currentColor\\\"}]\\n25:[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"font-semibold block h1-large md:h1 md:mb-0 mb-0 lowercase relative title2\\\",\\\"children\\\":[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"animate-bg animate-bg--blue inline-block pr-[0.05em] animate-bg--short\\\",\\\"children\\\":\\\"isn’t fun\\\"}]}]\\n26:[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"font-normal block h2 mb-0 relative title3 mt-[0.1em]\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"font-normal font-alicent mb-0\\\",\\\"children\\\":\\\"A\\\"}],[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"italic font-didot\\\",\\\"children\\\":\\\"nymore\\\"}]]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"27:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"container py-10 pt-20 md:pb-0 md:pt-20 xl:pt-40 xl:pb-[6em] 2xl:py-[10em] md:grid md:grid-cols-12 md:gap-x-8 \\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"text-center lg:col-span-8 lg:col-start-3 wysiwyg\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"\\u003cp class=\\\\\\\"text-body2\\\\\\\"\\u003eFor Gen Z, \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003esocial media is essential\\u003c\u002Fmark\\u003e to shopping: 66 per cent of Gen Zs surveyed by Archrival \\u003cmark class=\\\\\\\"mark-blue\\\\\\\"\\u003eresearch and learn\\u003c\u002Fmark\\u003e about brands on social media, versus 48 per cent of millennials. 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More than a third of Gen Zs say that, because of social media, their personal shopping experience has become easier (39 per cent) and more convenient (38 per cent). Gen Zs are also more likely than millennials to say that, because of social media, their shopping experience has become more personalised, relevant and curated. But that’s not the full story.\\u003c\u002Fp\\u003e\\\"}}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"mt-12 max-w-[33em] mx-auto md:ml-0\\\",\\\"children\\\":[[\\\"$\\\",\\\"blockquote\\\",null,{\\\"className\\\":\\\"mb-6\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"\\u003cp class=\\\\\\\"text-body2\\\\\\\"\\u003e“The way technology has shifted these past few years has obviously impacted how I shop. 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m-auto\\\",\\\"children\\\":[[\\\"$\\\",\\\"g\\\",null,{\\\"children\\\":[[\\\"$\\\",\\\"rect\\\",null,{\\\"x\\\":\\\"154\\\",\\\"y\\\":\\\"44\\\",\\\"width\\\":\\\"123\\\",\\\"height\\\":\\\"22\\\",\\\"rx\\\":\\\"11\\\",\\\"fill\\\":\\\"#4D9EFF\\\"}],[\\\"$\\\",\\\"path\\\",null,{\\\"d\\\":\\\"$48\\\",\\\"fill\\\":\\\"white\\\"}]]}],\\\"$L49\\\",\\\"$L4a\\\",\\\"$L4b\\\"]}],\\\"$L4c\\\",\\\"$L4d\\\"]}]}],\\\"$L4e\\\"]}],\\\"$L4f\\\",\\\"$L50\\\",\\\"$L51\\\"]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"53:T4bd,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body3\\\"\\u003eThis \\u003ca href=\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Fstory\u002Ffashion\u002Fhow-should-brands-navigate-gen-z-economic-nihilism\\\" target=\\\"_blank\\\"\\u003eeconomic nihilism\\u003c\u002Fa\\u003e stems from the economic uncertainty of Gen Z’s lives. “They don’t believe in their financial future, because there isn’t a clear path forward for them,” Scanlon says. “The housing crisis [notably in the US and the UK] has just exacerbated the lost hopes and dreams of a lot of young people, and so they live in this short\\u0026#8209;term cycle, where the next big thing is what they buy versus what they invest in.” It’s partly because of student loans, she adds. “Imagine, you’re 18 years old, you’re already $100,000 in debt, and that’s not going away anytime soon, so you might as well just keep spending money. 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But Gen Zs say shopping now comes with \\u003cmark class=\\\\\\\"mark-pink\\\\\\\"\\u003ecomplex feelings\\u003c\u002Fmark\\u003e, and a level of cognitive dissonance between the ease of buying and the negative feelings it sometimes conjures.\\u003c\u002Fp\\u003e\\u003cp class=\\\\\\\"text-body2\\\\\\\"\\u003eAs Gen Zs pull back their spending, every brand and retailer should be keeping a close eye on the \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003ebubbling negativity\\u003c\u002Fmark\\u003e young consumers feel around social commerce.\\u003c\u002Fp\\u003e\\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003eFor some Gen Zs, their prime source for shopping — social media — can create habits that are financially unhealthy because it’s so easy to shop. 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But bricks\\u0026#8209;and\\u0026#8209;mortar is perhaps more culturally relevant than ever, as \\u003c\u002Fspan\\u003e\\u003cspan class=\\\"text-body2\\\"\\u003eGen Zs now believe that shopping in\\u0026#8209;person feels more luxurious, fun and \\u003cmark class=\\\"mark-green\\\"\\u003e‘special’\\u003c\u002Fmark\\u003e versus scrolling on social media, \\u003c\u002Fspan\\u003e\\u003cspan class=\\\"text-body3\\\"\\u003eper Archrival research. Seventy per cent of Gen Zs say they’re very or somewhat interested in attending in\\u0026#8209;person brand events or activations. And of the Gen Zs who have attended an in\\u0026#8209;person brand event or activation, nearly three\\u0026#8209;quarters (72 per cent) report that the experience made them view the brand more positively.\\u003c\u002Fspan\\u003e\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e“I am a big Amazon shopper, but I do love the in\\u0026#8209;store shopping experience,” says Nick Pugh, a student at the University of Illinois. “I love going to the mall. The one near my house, the Oakbrook Centre, has luxury stores, but I shop at Abercrombie, Zara, Lululemon and Alo.” He recalls one of his favourite shopping experiences was at the Arc’teryx store around Christmas time, when the brand held a “customer appreciation day”. 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Fashion sourcer \\u003ca href=\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Fstory\u002Ftechnology\u002Fluxury-fashions-power-sourcer-is-reinventing-the-job-with-ai\\\" target=\\\"_blank\\\"\\u003eGab Waller’s Sourced By\\u003c\u002Fa\\u003e is an AI\\u0026#8209;powered fashion sourcing platform, which helps consumers get their hands on coveted luxury items, even if they’re sold out. Sourced By conducts all sales via Instagram DMs. Typically, customers, who are often older Gen Zs and millennials, will share images of what they’re looking for that they’ve seen on Instagram, be it a The Row Margaux bag or some Chanel ballet flats. 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class=\\\"text-body2\\\"\\u003eShopping, once a leisure activity, has become an infinite pastime that \\u003cmark class=\\\"mark-blue\\\"\\u003eno longer excites or delights.\\u003c\u002Fmark\\u003e\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eSocial shopping, e\\u0026#8209;commerce and traditional retail don’t create the thrill of the chase that older consumers used to feel when digging around in the mall.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eTwenty\\u0026#8209;seven per cent of Gen Zs say that, because of social media, their personal shopping experience has become \\u003cmark class=\\\"mark-green\\\"\\u003emore “mindless”\\u003c\u002Fmark\\u003e (compared with 18 per cent of millennials). Gen Zs are twice more likely than millennials to feel that, because of social media, their personal shopping experience has become \\u003cmark class=\\\"mark-pink\\\"\\u003e“less of an event”\\u003c\u002Fmark\\u003e (23 per cent of Gen Zs vs 10 per cent of millennials).\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eIt chimes with American economics author Kyla Scanlon’s theory on friction, in which she explains that we’ve created a frictionless digital world whereby, at the click of a button, you can Doordash food, buy clothes and even date. “To date outside, go to the grocery store, or shop in\\u0026#8209;person, there’s much more friction, you have to talk to people,” she says. “We’ve really made the digital world a non\\u0026#8209;stop scroll. 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purchase, and that they buy products they don’t need.\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body3\\\"\\u003e“Brands have mastered making the path to purchase as frictionless as possible, so even if you walk away from your cart, they’ll email you a few days later with a discount code. It’s smart marketing, but it can definitely push people into buying things they don’t really need,” adds Joseph Arujo, a 21\\u0026#8209;year\\u0026#8209;old social media creator from Los Angeles. “It gives brands more power over consumer behaviour than most people even realise.”\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body3\\\"\\u003eSome even feel the doom when purchasing IRL. “I do like to go shopping. If I go to the store and don’t buy anything, I feel crappy; but on the other hand, I have huge buyer’s remorse,” says Nick Pugh, a 20\\u0026#8209;year\\u0026#8209;old student from Illinois. “When I make a purchase, I want to feel good about it. 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justify-center\\\",\\\"children\\\":[\\\"$\\\",\\\"$L44\\\",null,{\\\"src\\\":\\\"https:\u002F\u002Farchrival.vercel.app\u002Fimages\u002Fdoom\u002Fimg2.jpg\\\",\\\"width\\\":216,\\\"height\\\":323,\\\"alt\\\":\\\"Doom shopping image 7\\\",\\\"className\\\":\\\"rounded object-contain\\\"}]}],[\\\"$\\\",\\\"div\\\",\\\"7\\\",{\\\"className\\\":\\\"absolute doom-image__wrapper inset-0 flex items-center justify-center\\\",\\\"children\\\":\\\"$L95\\\"}],\\\"$L96\\\",\\\"$L97\\\",\\\"$L98\\\",\\\"$L99\\\",\\\"$L9a\\\"]}]]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"57:[\\\"$\\\",\\\"$L9b\\\",null,{\\\"data\\\":\\\"$1a:props:data:doubleChart:data\\\",\\\"labels\\\":\\\"$undefined\\\",\\\"color\\\":\\\"lime\\\"}]\\n58:[\\\"$\\\",\\\"h2\\\",null,{\\\"className\\\":\\\"text-center my-10 pt-[2.9375em] md:my-20 md:pt-0 not-italic animate-clip-bg animate-clip-bg--2 fluid-block\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"block h3 md:text-[3.75em] mb-0 uppercase title2_1\\\",\\\"children\\\":\\\"Consumer\\\"}],[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"inline-block align-baseline h1-large md:h1-small mb-0 relative whitespace-nowrap\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"relative title2_2\\\",\\\"children\\\":\\\"value shift\\\"}],[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"absolute left-0 top-0 text-brand-cream bg-brand-bubblegum w-full h-full title2_3\\\",\\\"children\\\":\\\"value shift\\\"}]]}]]}]\\n9c:T4e5,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body2\\\"\\u003eYoung consumers don’t just feel shopping is mindless, they have become more \\u003cmark class=\\\"mark-green\\\"\\u003esceptical\\u003c\u002Fmark\\u003e than ever of the actual value of the goods they buy. This shifting consumer sentiment is hitting the \\u003cmark class=\\\"mark-blue\\\"\\u003eluxury market\\u003c\u002Fmark\\u003e especially hard.\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body3\\\"\\u003eFor Gen Zs, luxury feels both aspirational and out of touch: 73 per cent say luxury brands are unattainable because they can’t afford them, while 65 per cent say it’s distasteful or tacky to buy luxury brands “when so many people are in need of basic necessities”, according to Archrival’s research. Only 54 per cent of Gen Zs say luxury brands are “desirable”, and something they buy when they want them. Content around the \\u003ca href=\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Fstory\u002Fconsumers\u002Fluxury-got-caught-up-in-the-china-us-tiktok-crossfire-how-should-brands-respond\\\" target=\\\"_blank\\\"\\u003esize of luxury product margins\\u003c\u002Fa\\u003e following the announcement of the \\u003ca href=\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Ftag\u002Ftariffs\\\" target=\\\"_blank\\\"\\u003eTrump tariffs\\u003c\u002Fa\\u003e has exacerbated Gen Z’s scepticism of luxury’s true value. Less than a third (29 per cent) of Gen Zs say they’d be willing to pay more for a luxury brand.\\u003c\u002Fp\\u003e\\u003cspan\\u003e\\u003c\u002Fspan\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"59:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"xl:grid xl:grid-cols-12 xl:gap-x-8 md:items-start my-10 md:my-16 fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"md:grid-cols-2 md:grid md:gap-x-6 xl:gap-x-8 xl:col-start-2 xl:col-span-10 md:items-center 2xl:items-start\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"$9c\\\"}}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg hidden md:block\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"\\u003cp class=\\\\\\\"text-body2\\\\\\\"\\u003eBut, when luxury brands are able to tie themselves to shopping experiences that feel \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003eemotionally positive\\u003c\u002Fmark\\u003e, they resonate.\\u003c\u002Fp\\u003e\\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003eOn TikTok, the number one purchase driver for luxury goods among European Gen Zs is to reward themselves, according to research from the platform, which interviewed 3,000 TikTok users in May 2025. Within the cohort, when asked what emotions motivate their purchases, Gen Z users indexed highly for satisfaction (43 per cent), confidence (32 per cent) and excitement (30 per cent). Just a small fraction of young TikTok users mentioned FOMO (7 per cent), guilt (5 per cent) and nostalgia (11 per cent) as drivers of luxury purchases.\\u003c\u002Fp\\u003e\\\"}}]]}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"px-20 my-20 md:px-10 md:my-10\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"flex items-center justify-center relative group aspect-[304\u002F507] max-w-[19em] mx-auto image2-wrapper\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"value-shift absolute inset-0\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"value-shift-back absolute aspect-[479\u002F438] w-[150%] left-[-25%] top-[-25%]\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"value-shift-front absolute aspect-[187\u002F238] w-[50%] left-[-25%] bottom-0\\\"}]]}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"absolute w-1\u002F2 aspect-square left-1\u002F4 top-1\u002F4 z-1 opacity-0 scale-75 duration-300 group-hover:opacity-100 group-hover:scale-100 invisible md:visible\\\",\\\"children\\\":[[\\\"$\\\",\\\"$L44\\\",\\\"0\\\",{\\\"src\\\":\\\"https:\u002F\u002Farchrival.vercel.app\u002Fimages\u002Fdoom\u002Fimg14.jpg\\\",\\\"alt\\\":\\\"Decorative 0\\\",\\\"width\\\":150,\\\"height\\\":150,\\\"className\\\":\\\"absolute decorative-img rounded-sm\\\"}],[\\\"$\\\",\\\"$L44\\\",\\\"1\\\",{\\\"src\\\":\\\"https:\u002F\u002Farchrival.vercel.app\u002Fimages\u002Fdoom\u002Fimg15.jpg\\\",\\\"alt\\\":\\\"Decorative 1\\\",\\\"width\\\":150,\\\"height\\\":150,\\\"className\\\":\\\"absolute decorative-img rounded-sm\\\"}],[\\\"$\\\",\\\"$L44\\\",\\\"2\\\",{\\\"src\\\":\\\"https:\u002F\u002Farchrival.vercel.app\u002Fimages\u002Fdoom\u002Fimg16.jpg\\\",\\\"alt\\\":\\\"Decorative 2\\\",\\\"width\\\":150,\\\"height\\\":150,\\\"className\\\":\\\"absolute decorative-img rounded-sm\\\"}],\\\"$L9d\\\",\\\"$L9e\\\"]}]]}]}],\\\"$L9f\\\"]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"5a:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"xl:grid xl:grid-cols-12 xl:gap-x-8 md:items-start my-10 md:my-16 fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"md:grid-cols-2 md:grid md:gap-x-6 xl:gap-x-8 xl:col-start-2 xl:col-span-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"my-10 md:mt-60 xl:my-16\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative group w-full xl:left-0\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"consumer-deal absolute aspect-square w-[50%] left-[-15%] bottom-[-35%]\\\"}],[\\\"$\\\",\\\"$L44\\\",null,{\\\"src\\\":\\\"https:\u002F\u002Farchrival.vercel.app\u002Fimages\u002Fimg20.jpg\\\",\\\"width\\\":303,\\\"height\\\":469,\\\"alt\\\":\\\"Shopping doom\\\",\\\"className\\\":\\\"rounded xl:rounded-lg image3 left-5 xl:left-0 relative w-[206px] md:w-[70%] max-w-[18.75em]\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"message-blob py-2 pb-1 px-4 fluid-text-xs font-vogue -tracking-[0.02em] rounded-md leading-[1.35] absolute top-[60px] left-[100px] lg:top-1\u002F4 lg:left-[37%] w-[15.25em] lg:w-[18.75em] min-h-[3em] tail-left bg-brand-white text-brand-black\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"message-typewriter\\\",\\\"data-text\\\":\\\"I don’t just want a thing; I want to feel like I’ve gotten it for a deal.\\\",\\\"children\\\":\\\"I don’t just want a thing; I want to feel like I’ve gotten it for a deal.\\\"}],[\\\"$\\\",\\\"svg\\\",null,{\\\"width\\\":\\\"17\\\",\\\"height\\\":\\\"21\\\",\\\"viewBox\\\":\\\"0 0 17 21\\\",\\\"fill\\\":\\\"none\\\",\\\"xmlns\\\":\\\"http:\u002F\u002Fwww.w3.org\u002F2000\u002Fsvg\\\",\\\"className\\\":\\\"message-blob__tail absolute -left-[3px] bottom-0 text-white\\\",\\\"children\\\":[\\\"$\\\",\\\"path\\\",null,{\\\"d\\\":\\\"M0.115553 20.1813C5.31472 20.9867 10.451 18.1287 12.1196 16.2971C10.406 12.1988 21.0222 2.26031 14.0222 2.25263C12.4036 2.25094 11.0255 -1.99058 5.13536 1.18649C5.11281 2.47331 5.12937 6.9277 5.12858 7.68609C5.11763 18.1861 -0.883817 19.5769 0.115553 20.1813Z\\\",\\\"fill\\\":\\\"currentColor\\\"}]}]]}]]}],[\\\"$\\\",\\\"$L44\\\",null,{\\\"src\\\":\\\"https:\u002F\u002Farchrival.vercel.app\u002Fimages\u002Fimg22.jpg\\\",\\\"width\\\":167,\\\"height\\\":250,\\\"alt\\\":\\\"Shopping doom\\\",\\\"className\\\":\\\"rounded xl:rounded-lg mt-8 md:mt-22 ml-auto mr-5 xl:mr-25 w-[112px] md:w-[10.5em] h-auto image4\\\"}]]}],[\\\"$\\\",\\\"div\\\",null,{\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:pr-3\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"\\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003e\\u003ca href=\\\\\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Fstory\u002Ffashion\u002Fthe-fashion-and-beauty-executives-guide-to-dupes\\\\\\\" target=\\\\\\\"_blank\\\\\\\"\\u003eDupes\\u003c\u002Fa\\u003e continue to boom, driven by many of these emotions: 58 per cent of Gen Zs say they’ve bought a knock\\u0026#8209;off or off\\u0026#8209;brand version of a well\\u0026#8209;known product. Not only is the price point more accessible, but there’s an IYKYK cachet that comes with finding a great dupe that makes Gen Zs feel the same way as securing a coveted collectible or unique vintage piece. In fact, when asked if they’d rather own a Hermès Birkin bag or Walmart’s look\\u0026#8209;alike ‘Wirkin’, even Gen Z luxury consumers said they’d prefer the Wirkin, according to Archrival — proof that in the age of social media, status is a shifting target.\\u003c\u002Fp\\u003e\\\"}}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"my-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"p\\\",null,{\\\"className\\\":\\\"text-body2\\\",\\\"children\\\":\\\"Which would you rather?\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"radial-gradient-pink absolute inset-0 w-[150%] -top-full left-[20%] md:-left-[25%] md:-top-[25%] aspect-square opacity-20 blur-2xl\\\"}],[\\\"$\\\",\\\"$L44\\\",null,{\\\"src\\\":\\\"https:\u002F\u002Farchrival.vercel.app\u002Fimages\u002Fimg23.png\\\",\\\"width\\\":492,\\\"height\\\":385,\\\"alt\\\":\\\"Shopping doom\\\",\\\"unoptimized\\\":true,\\\"className\\\":\\\"w-full h-auto image5 my-6 relative\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"my-10 flex justify-end relative\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"text-sm font-adobe uppercase flex-shrink-0 text-right\\\",\\\"children\\\":[\\\"Source: \\\",[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"font-bold italic \\\",\\\"children\\\":\\\"Archrival\\\"}]]}]}]]}]]}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"\\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003e“There’s a lot of hashtags around growth, around self\\u0026#8209;gifting [on TikTok],” says TikTok UK’s head of research Jenny Fernandez. “So there’s that idea that they’re doing it for themselves, and it’s not about broadcasting to the world that they’re wearing luxury. It’s more about that self\\u0026#8209;fulfillment aspect of it, which is an evolution.” \\u003c\u002Fp\\u003e\\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003eSome brands are finding clever ways to lean into the shift, appealing to ideas of reward or emotion. Over the summer, Abercrombie \\u0026 Fitch posted a video of hoodies hugging, captioned “It’s us and our emotional support hoodie against the world.” Meanwhile, jewellery brand Pandora has leant into self\\u0026#8209;gifting, framing purchases as emotional investments: “Wear pieces that capture your summer memories,” the ad reads. “Then carry them with you all year round.”\\u003c\u002Fp\\u003e\\\"}}]]}]]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"5b:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"lg:grid lg:grid-cols-12 lg:gap-x-8 lg:items-center py-20 md:py-30 text-center container\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"lg:col-start-2 lg:col-span-10 lg:px-8\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"\\u003cp class=\\\\\\\"text-body1\\\\\\\"\\u003eAfter a few years where the ease and convenience of social commerce took over, the pendulum is swinging back. Gen Zs are now driving a \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003ecounter\\u0026#8209;movement\\u003c\u002Fmark\\u003e away from mindless shopping — and the doom increasingly associated with it — as they seek out consumer experiences, apps and communities that demand more conscious, \\u003cmark class=\\\\\\\"mark-pink\\\\\\\"\\u003eactive effort\\u003c\u002Fmark\\u003e and participation.\\u003c\u002Fp\\u003e\\\"}}]}]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"a0:T7a7,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\n \\u003cp class=\\\"text-body3\\\"\\u003eThat means they’re leaning into shopping experiences that require some level of effort in their journey of search, discovery and purchase. From scouring newsletters and comment sections to seeking out resale goods, community events and IRL queues, Gen Zs are welcoming shopping experiences that demand more from them; more time, energy and agency.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eOf course, convenience shopping will always have its place, but these more mindful avenues of shopping are, counterintuitively, infusing just the right amount of intentional “micro\\u0026#8209;friction”. This slightest bit of friction is sparking magic in the shopping space.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e“In the rush to engineer convenience into social shopping, marketers can lose sight of the bigger picture,” says Archrival’s Harms. “Our job is to add value to people’s lives, and real value comes from meaning and connection. Easy checkout is fantastic, don't get me wrong, but brands also have the chance to offer something far deeper and longer lasting.”\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003eFor brands and marketers, there’s an opportunity to reconsider the consumer experience through a new lens: engineering not just for ease, but rather for intentional inefficiencies — and \\u003cmark class=\\\"mark-blue\\\"\\u003ehumanity.\\u003c\u002Fmark\\u003e\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eIn fact, many of the Gen Z\\u0026#8209;driven retail and shopping trends of the last couple years speak to this consumer mindset shift. As Gen Zs gravitate towards shopping experiences that necessitate an element of chasing, digging, in\\u0026#8209;person connection and generally engaging more intentionally, they’re shifting attention away from the mindless scroll.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003eThe brands that will win the next era of retail will engineer shopping experiences that offer \\u003cmark class=\\\"mark-blue\\\"\\u003eboth ease and friction\\u003c\u002Fmark\\u003e — to feel overall more human.\\u003c\u002Fp\\u003e\\n \"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"5c:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\" md:items-center my-10 md:my-20 2k:my-40 xl:grid xl:grid-cols-12 xl:gap-x-8 container fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"flex flex-col gap-y-16 md:grid md:grid-cols-2 md:gap-x-6 md:gap-y-0 xl:gap-x-8 xl:col-start-2 xl:col-span-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-1 md:col-start-2\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"$a0\\\"}}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative md:col-start-1\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"hi-5 relative aspect-[746\u002F920] max-w-[16em] mx-auto w-full\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"radial-gradient-pink absolute inset-0 left-1\u002F4 top-1\u002F2 -translate-x-1\u002F2 -translate-y-1\u002F2 aspect-square opacity-40 blur-2xl w-[150vw] h-[150vw] -z-1\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"hi-5-ornament absolute aspect-[47\u002F46] h-[120%] left-1\u002F2 -translate-x-1\u002F2 top-1\u002F2 -translate-y-1\u002F2\\\"}],null]}]}],\\\"$undefined\\\"]}]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"5d:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"text-center my-20 container pt-[12rem] relative\\\",\\\"id\\\":\\\"article-3-1\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"craves-ornament absolute w-[25em] md:w-[50em] aspect-square left-0 top-0 -translate-x-1\u002F2 md:-translate-x-1\u002F4 md:-translate-y-1\u002F2 z-[-1]\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"craves-img absolute w-[8em] md:w-[16.75em] aspect-[268\u002F700] -left-4 md:-left-8 -bottom-8\\\"}],[\\\"$\\\",\\\"h2\\\",null,{\\\"className\\\":\\\"sr-only\\\",\\\"children\\\":\\\"Gen Z craves the thrill of the chase\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative title-el\\\",\\\"children\\\":[[\\\"$\\\",\\\"p\\\",null,{\\\"className\\\":\\\"h3-small relative -left-[15%] mb-[0.8rem] md:mb-[0.1em] title4_1 uppercase\\\",\\\"children\\\":\\\"Gen Z\\\"}],[\\\"$\\\",\\\"p\\\",null,{\\\"className\\\":\\\"h1-large md:h1 mb-0 leading-[0.85] animate-clip-bg animate-clip-bg--2 md:mx-auto pl-[15%] md:pl-0 text-left md:text-center title4_2\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"inline-block align-baseline relative\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"relative pt-[0.1em] block px-[0.15em]\\\",\\\"children\\\":\\\"craves\\\"}],[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"absolute left-0 top-0 text-mask bg-brand-lime w-full h-full pt-[0.1em] px-[0.15em]\\\",\\\"children\\\":\\\"craves\\\"}]]}],[\\\"$\\\",\\\"span\\\",null,{\\\"children\\\":\\\"the thrill\\\"}]]}],[\\\"$\\\",\\\"p\\\",null,{\\\"className\\\":\\\"font-normal block mt-2 relative md:-top-[0.7em] md:left-[6%] xl:left-[8%] text-center pl-[20%] md:pl-0\\\",\\\"children\\\":[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"inline-block align-baseline relative title4_3\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"font-normal font-alicent mb-0 h5-small\\\",\\\"children\\\":\\\"O\\\"}],[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"italic h5-large font-didot\\\",\\\"children\\\":\\\"f the chase\\\"}]]}]}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"craves-bird w-[14em] aspect-square absolute left-196 bottom-[-3em]\\\"}]]}]]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"a1:T4f9,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\n \\u003cp class=\\\"text-body3\\\"\\u003e\\n It’s why engagement with resale continues to grow among Gen Z users. Resale sites like Depop are balancing their user experiences, to serve the shopper who is \\u003ci\\u003ebuying\\u003c\u002Fi\\u003e and needs speed with the shopper who is \\u003ci\\u003eshopping\\u003c\u002Fi\\u003e and needs excitement. “Our users clearly enjoy the thrill of finding something they truly love on Depop, and this feeling is always intensified when there’s an element of chase involved in the discovery,” says Steve Dool, Depop’s senior director of brand and marketing. “It reflects a deeper cultural shift in how we consume in the digital age: it’s intentional at some times; and other times, it’s passive. So, it’s expanded shopping into more of an experience based on your mindset, rather than a strictly defined transaction. Users can get in, find a purchase they want and get out quickly, or they can follow rabbit holes that lead them to unexpected surprises that feel similarly gratifying.”\\n \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e\\n Vintage hauls are replacing fast fashion hauls on short\\u0026#8209;form video platforms, as creators show off their assortments of unique finds. There are over 800,000 videos using the hashtag #ThriftHaul on TikTok.\\n \\u003c\u002Fp\\u003e\\n \"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"5e:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\" md:items-center my-10 md:my-20 2k:my-40 xl:grid xl:grid-cols-12 xl:gap-x-8 container\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"flex flex-col gap-y-16 md:grid md:grid-cols-2 md:gap-x-6 md:gap-y-0 xl:gap-x-8 xl:col-start-2 xl:col-span-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-1 md:col-start-1\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"\\\\n \\u003cp class=\\\\\\\"text-body1\\\\\\\"\\u003eThe resale renaissance\\u003c\u002Fp\\u003e\\\\n \\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003e\\\\n From resale apps to retail racks, Gen Zs want to feel like they’re ‘doing the work’ of digging around to discover something for themselves. Even when tech and AI is integrated into the shopping experience, \\u003cspan class=\\\\\\\"text-body2\\\\\\\"\\u003eGen Zs don’t want to bypass the \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003eemotional journey\\u003c\u002Fmark\\u003e that comes with the consumer journey. They want the thrill of the chase.\\u003c\u002Fspan\\u003e\\\\n \\u003c\u002Fp\\u003e\\\\n \\u003cspan\\u003e\\u003c\u002Fspan\\u003e\\\\n \\\"}}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative md:row-start-1 md:row-span-2 md:col-start-2\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"min-h-[25em] md:min-h-auto\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"resale-img relative aspect-[618\u002F484] mx-auto w-[80%] md:w-full md:ml-16\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"resale-ornament absolute aspect-[555\u002F548] w-[100%] md:-left-16 top-0\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"resale-small absolute aspect-[280\u002F187] w-[50%] right-0 bottom-[-5em] md:bottom-0 translate-y-1\u002F2 md:translate-y-1\u002F1\\\"}]]}]}],null]}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-2 md:col-start-1\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"$a1\\\"}}]]}]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"60:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative md:col-start-1\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"tangible-img aspect-[314\u002F392] mx-auto w-[60%] max-w-[19em] md:w-full h-auto\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"tangible-ornament absolute aspect-[822\u002F598] w-[150%] right-0 top-0\\\"}]]}]\\n61:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"$La2\\\",null,{\\\"data\\\":\\\"$1c:props:data:doubleChart\\\"}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"62:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\" md:items-center my-10 md:my-20 2k:my-40 xl:grid xl:grid-cols-12 xl:gap-x-8 container md:!mt-0\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"flex flex-col gap-y-16 md:grid md:grid-cols-2 md:gap-x-6 md:gap-y-0 xl:gap-x-8 xl:col-start-2 xl:col-span-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-1 md:col-start-2\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"\\\\n \\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003e“Part of our success is the fact that we have the second largest store footprint in the US. During the Covid crisis, obviously everything shifted to e\\u0026#8209;commerce. Well, turns out a teenager is a teenager is a teenager. They are social creatures. They are going to be on social media, but they also want to be in the physical world,” says American Eagle CMO Craig Brommers. “When you have 35,000 retail associates like we do at American Eagle, they’re almost the best marketing tool that we have, because those interactions, those human interactions, are what really cement our relationship with our customers, more so than social media.”\\u003c\u002Fp\\u003e\\\\n \\\"}}],\\\"$undefined\\\",\\\"$undefined\\\"]}]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"a3:T52f,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\n \\u003cp class=\\\"text-body3\\\"\\u003e\\n For many, queuing isn’t just about snagging exclusive items — it’s about being seen, making connections and sharing the experience. Sometimes lasting hours (Stüssy’s new NYC flagship was \\u003ca href=\\\"https:\u002F\u002Fwww.gq.com\u002Fstory\u002Fstussy-nyc-store-lines-scene-report\\\" target=\\\"_blank\\\"\\u003eclocking three hours to get in over the summer)\\u003c\u002Fa\\u003e, queues create a self\\u0026#8209;selection process where only the most committed like\\u0026#8209;minded people are left standing on the sidewalk — making participants feel like they’re part of something uniquely earned, even cementing their status as brand super fans.\\n \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003e\\n From Wales Bonner’s archive sale in London to Hailey Bieber’s Rhode pop\\u0026#8209;up in LA, young consumers are flocking to queues to \\u003cmark class=\\\"mark-green\\\"\\u003ecapture vibes\\u003c\u002Fmark\\u003e that are undeniably different from what they’d find via social commerce.\\n \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e\\n Some of fashion’s burgeoning streetwear labels, like \\u003ca href=\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Ffashion\u002Fcorteiz-clint-and-the-future-of-streetwear\\\" target=\\\"_blank\\\"\\u003eCorteiz\\u003c\u002Fa\\u003e or Drama Call take the idea further, revealing the location of exclusive IRL drops to select customers on Instagram close friends.\\n \\u003c\u002Fp\\u003e\\n \"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"63:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block relative\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\" md:items-center my-10 md:my-20 2k:my-40 xl:grid xl:grid-cols-12 xl:gap-x-8 container\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"flex flex-col gap-y-16 md:grid md:grid-cols-2 md:gap-x-6 md:gap-y-0 xl:gap-x-8 xl:col-start-2 xl:col-span-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-1 md:col-start-2\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"\\\\n \\u003cp class=\\\\\\\"text-body1\\\\\\\"\\u003e\\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003eQueue\\u003c\u002Fmark\\u003e culture \\u003c\u002Fp\\u003e\\\\n \\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003e\\\\n Across cities like New York, LA, London and Paris, queues for designer sample sales, celebrity closet clear\\u0026#8209;outs and pop\\u0026#8209;up shops have taken on a life of their own. And waiting in line has become a status symbol for young people. Viral posts show crowds of Gen Zs turning the act of waiting into impromptu fashion shows and social gatherings, where the energy of the line rivals the event itself.\\\\n \\u003c\u002Fp\\u003e\\\\n \\u003cspan\\u003e\\u003c\u002Fspan\\u003e\\\\n \\\"}}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative md:row-start-1 md:row-span-2 md:col-start-1\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative min-h-[24em] md:mt-17.5\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"top-0 radial-gradient-blue w-[93.75em] h-[43.75em] absolute -z-1 translate-y-24 -translate-x-2\u002F6 opacity-40\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"queue-culture-img absolute aspect-[839\u002F453] w-[125%] right-0 top-0\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"queue-culture-ornament absolute aspect-square w-[50%] left-0 bottom-0 translate-y-[50%] xl:translate-y-[60%]\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"queue-culture-small absolute aspect-[291\u002F194] w-[8em] md:w-[18em] right-0 bottom-0 md:-translate-x-[25%] translate-y-2\u002F1\\\"}]]}]]}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"queue-culture-small relative md:absolute aspect-[291\u002F194] w-[18em] right-0 bottom-0 -translate-x-[25%] translate-y-2\u002F1\\\"}],null]}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-2 md:col-start-2\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"$a3\\\"}}]]}]}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"queue-cloud1 hidden md:block absolute aspect-[28\u002F11] w-[20em] left-0 top-[-5em]\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"queue-cloud2 hidden md:block absolute aspect-[2\u002F1] w-[6.25em] left-[40%] top-[0em]\\\"}],\\\"$La4\\\",\\\"$La5\\\"]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"64:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"md:items-center my-10 md:my-20 xl:grid xl:grid-cols-12 xl:gap-x-8 container\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"md:grid-cols-2 md:grid md:gap-x-6 xl:gap-x-8 xl:col-start-2 xl:col-span-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{}],[\\\"$\\\",\\\"div\\\",null,{\\\"children\\\":[[\\\"$\\\",\\\"p\\\",null,{\\\"className\\\":\\\"text-body2 !mb-2\\\",\\\"children\\\":\\\"Do you prefer brands that are…\\\"}],[\\\"$\\\",\\\"p\\\",null,{\\\"className\\\":\\\"mb-5 uppercase font-adobe text-sm\\\",\\\"children\\\":\\\"(Among Gen Zs)\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg\\\",\\\"children\\\":[[\\\"$\\\",\\\"$L44\\\",null,{\\\"src\\\":\\\"https:\u002F\u002Farchrival.vercel.app\u002Fimages\u002Fcontent-chart1.png\\\",\\\"alt\\\":\\\"Chart Image\\\",\\\"width\\\":527,\\\"height\\\":266,\\\"className\\\":\\\"object-contain w-full h-auto\\\"}],[\\\"$\\\",\\\"p\\\",null,{\\\"className\\\":\\\"mt-8 !mb-0 text-right font-adobe text-sm uppercase\\\",\\\"children\\\":[\\\"Source: \\\",[\\\"$\\\",\\\"em\\\",null,{\\\"className\\\":\\\"italic font-bold\\\",\\\"children\\\":\\\"Archrival\\\"}]]}]]}]]}]]}]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"65:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\" md:items-center my-10 md:my-20 2k:my-40 xl:grid xl:grid-cols-12 xl:gap-x-8 container\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"flex flex-col gap-y-16 md:grid md:grid-cols-2 md:gap-x-6 md:gap-y-0 xl:gap-x-8 xl:col-start-2 xl:col-span-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-1 md:col-start-2\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"\\\\n \\u003cp class=\\\\\\\"text-body3 md:pr-6\\\\\\\"\\u003eLondon-based brand Nuba, in response to unreliable orders from luxury retailers, decided to step away from wholesale altogether, lower its prices and turn its studio into a direct\\u0026#8209;to\\u0026#8209;consumer store on weekends. Customers have to sign up to receive the location, and spaces are limited. “It’s always intimate, with small groups staying for a chat, a cup of tea, sometimes lingering for hours,” says founder Cameron Williams. “It’s more than just selling clothes. It’s about building relationships. As a young brand, it’s hard to compete with vintage, which dominates how people shop right now. But vintage and emerging designers are where people are spending with care — so it made sense to lean into that community spirit. What we sacrifice in margin, we gain in connection and momentum.” \\u003c\u002Fp\\u003e\\\\n \\u003cspan\\u003e\\u003c\u002Fspan\\u003e\\\\n\\\\n \\\"}}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative md:row-start-1 md:row-span-2 md:col-start-1\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"micro-communities-img relative mx-auto w-[60%] aspect-[264\u002F420] md:w-[16.5em] md:mt-32\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"micro-communities-back absolute aspect-square w-1\u002F2 md:w-1\u002F1 -left-8 -top-8 md:-left-28 md:-top-26 xl:scale-125\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"micro-communities-front absolute aspect-square w-1\u002F2 md:w-[14em] -right-8 -bottom-8 md:-right-24 md:-bottom-16\\\"}]]}]}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-2 md:col-start-2\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"\\\\n \\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003eFrom running clubs to pottery groups, \\u003ca href=\\\\\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Fstory\u002Ffashion\u002Ffrom-sauna-socials-to-run-clubs-are-community-event-leaders-the-new-influencers\\\\\\\" target=\\\\\\\"_blank\\\\\\\"\\u003emicro\\u0026#8209;communities are booming\\u003c\u002Fa\\u003e in many major cities, as young consumers seek IRL connections post\\u0026#8209;pandemic. Brands from Nike to Crocs are finding ways to meaningfully tap into these communities to form deeper connections with small subsets of customers, over social reach.\\u003c\u002Fp\\u003e\\\\n \\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003e“Pottery became massive on TikTok, and we noticed pottery clubs were popping up. And they were all using Elf brushes. We didn’t know that before. So we went in and connected with them on a deeper level, creating content around how to use the brushes for pottery,” says Patrick O’Keeffe, vice president of integrated marketing at Elf Beauty. “These subcultures are so important to your business.” \\u003c\u002Fp\\u003e\\\\n \\\"}}]]}]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"66:[\\\"$\\\",\\\"path\\\",null,{\\\"d\\\":\\\"M0.115553 20.1813C5.31472 20.9867 10.451 18.1287 12.1196 16.2971C10.406 12.1988 21.0222 2.26031 14.0222 2.25263C12.4036 2.25094 11.0255 -1.99058 5.13536 1.18649C5.11281 2.47331 5.12937 6.9277 5.12858 7.68609C5.11763 18.1861 -0.883817 19.5769 0.115553 20.1813Z\\\",\\\"fill\\\":\\\"currentColor\\\"}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"67:[\\\"$\\\",\\\"div\\\",\\\"just-got-this-one-from-zara-went-down-a-size-for-a-more-slim-fit\\\",{\\\"className\\\":\\\"max-w-[20em] w-2\u002F3 md:w-full relative md:left-[5%] 2xl:top-[3.1em]\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"message-blob py-2 pb-1 px-4 fluid-text-xs font-vogue -tracking-[0.02em] rounded-md leading-[1.35] relative message-bubble text-[1.0625em] tail-right bg-brand-white text-brand-black\\\",\\\"children\\\":[\\\"Just got this one from Zara. Went down a size for a more slim fit.\\\",[\\\"$\\\",\\\"svg\\\",null,{\\\"width\\\":\\\"17\\\",\\\"height\\\":\\\"21\\\",\\\"viewBox\\\":\\\"0 0 17 21\\\",\\\"fill\\\":\\\"none\\\",\\\"xmlns\\\":\\\"http:\u002F\u002Fwww.w3.org\u002F2000\u002Fsvg\\\",\\\"className\\\":\\\"message-blob__tail absolute -right-[3px] bottom-0 -scale-x-[1] text-white\\\",\\\"children\\\":[\\\"$\\\",\\\"path\\\",null,{\\\"d\\\":\\\"M0.115553 20.1813C5.31472 20.9867 10.451 18.1287 12.1196 16.2971C10.406 12.1988 21.0222 2.26031 14.0222 2.25263C12.4036 2.25094 11.0255 -1.99058 5.13536 1.18649C5.11281 2.47331 5.12937 6.9277 5.12858 7.68609C5.11763 18.1861 -0.883817 19.5769 0.115553 20.1813Z\\\",\\\"fill\\\":\\\"currentColor\\\"}]}]]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"68:[\\\"$\\\",\\\"div\\\",\\\"ive-been-super-happy-with-my-alex-mill-cardigans-recommend\\\",{\\\"className\\\":\\\"max-w-[20em] w-2\u002F3 md:w-full ml-auto relative md:right-[6%] 2xl:top-[0.6em]\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"message-blob py-2 pb-1 px-4 fluid-text-xs font-vogue -tracking-[0.02em] rounded-md leading-[1.35] relative message-bubble text-[1.0625em] tail-left bg-brand-white text-brand-black\\\",\\\"children\\\":[\\\"I've been super happy with my Alex Mill cardigans - recommend!\\\",[\\\"$\\\",\\\"svg\\\",null,{\\\"width\\\":\\\"17\\\",\\\"height\\\":\\\"21\\\",\\\"viewBox\\\":\\\"0 0 17 21\\\",\\\"fill\\\":\\\"none\\\",\\\"xmlns\\\":\\\"http:\u002F\u002Fwww.w3.org\u002F2000\u002Fsvg\\\",\\\"className\\\":\\\"message-blob__tail absolute -left-[3px] bottom-0 text-white\\\",\\\"children\\\":[\\\"$\\\",\\\"path\\\",null,{\\\"d\\\":\\\"M0.115553 20.1813C5.31472 20.9867 10.451 18.1287 12.1196 16.2971C10.406 12.1988 21.0222 2.26031 14.0222 2.25263C12.4036 2.25094 11.0255 -1.99058 5.13536 1.18649C5.11281 2.47331 5.12937 6.9277 5.12858 7.68609C5.11763 18.1861 -0.883817 19.5769 0.115553 20.1813Z\\\",\\\"fill\\\":\\\"currentColor\\\"}]}]]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"69:[\\\"$\\\",\\\"div\\\",\\\"cos-knits-are-worth-the-investment\\\",{\\\"className\\\":\\\"max-w-[20em] w-2\u002F3 md:w-full relative md:left-[11%] 2xl:top-[4.1em]\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"message-blob py-2 pb-1 px-4 fluid-text-xs font-vogue -tracking-[0.02em] rounded-md leading-[1.35] relative message-bubble text-[1.0625em] tail-right bg-brand-white text-brand-black\\\",\\\"children\\\":[\\\"COS knits are worth the investment.\\\",[\\\"$\\\",\\\"svg\\\",null,{\\\"width\\\":\\\"17\\\",\\\"height\\\":\\\"21\\\",\\\"viewBox\\\":\\\"0 0 17 21\\\",\\\"fill\\\":\\\"none\\\",\\\"xmlns\\\":\\\"http:\u002F\u002Fwww.w3.org\u002F2000\u002Fsvg\\\",\\\"className\\\":\\\"message-blob__tail absolute -right-[3px] bottom-0 -scale-x-[1] text-white\\\",\\\"children\\\":[\\\"$\\\",\\\"path\\\",null,{\\\"d\\\":\\\"M0.115553 20.1813C5.31472 20.9867 10.451 18.1287 12.1196 16.2971C10.406 12.1988 21.0222 2.26031 14.0222 2.25263C12.4036 2.25094 11.0255 -1.99058 5.13536 1.18649C5.11281 2.47331 5.12937 6.9277 5.12858 7.68609C5.11763 18.1861 -0.883817 19.5769 0.115553 20.1813Z\\\",\\\"fill\\\":\\\"currentColor\\\"}]}]]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"a6:T689,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body1\\\"\\u003e\\u003cmark class=\\\"mark-green\\\"\\u003ePrivate\\u003c\u002Fmark\\u003e online communities\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body2\\\"\\u003eGen Zs feel like social commerce and branded content have made it harder to \\u003cmark class=\\\"mark-pink\\\"\\u003econnect\\u003c\u002Fmark\\u003e with other people on traditional social media platforms.\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body3\\\"\\u003eNearly a third of Gen Zs feel that shopping directly within a social media app or platform takes away from the ‘social’ aspect of social media, and say they don’t want to spend more time on social media than they already do.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eIt’s hard to find like\\u0026#8209;minded people when you’re constantly being sold to, and when algorithms are thrusting paid content your way, instead of prioritising content you like or people you follow. If brands are not careful, social media platforms could engender a similar scepticism to search engines, which Gen Zs now view as unreliable. In fact, 42 per cent of Gen Zs and 39 per cent of millennials feel big search engines won’t exist in 10 years. \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eThe social media platforms Gen Zs feel they’re most likely to find or discover products on are TikTok (92 per cent), YouTube (88 per cent), Instagram (87 per cent) and Pinterest (85 per cent). But as they aim to resist FOMO or buyer’s remorse, and grow tired of the algorithm, Gen Zs are gravitating towards more private or \\u003cmark class=\\\"mark-blue\\\"\\u003eintimate\\u003c\u002Fmark\\u003e social media spaces, which allow discovery over distraction. They want to find \\u003cmark class=\\\"mark-pink\\\"\\u003elike\\u0026#8209;minded\\u003c\u002Fmark\\u003e people who share their experiences, ask anonymous questions and read raw, unfiltered reviews and recommendations. \\u003c\u002Fp\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"6a:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\" md:items-center my-10 md:my-20 2k:my-40 xl:grid xl:grid-cols-12 xl:gap-x-8 container\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"flex flex-col gap-y-16 md:grid md:grid-cols-2 md:gap-x-6 md:gap-y-0 xl:gap-x-8 xl:col-start-2 xl:col-span-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-1 md:col-start-2\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"$a6\\\"}}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative md:col-start-1\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"private-online-image relative aspect-[373\u002F498] w-4\u002F5 ml-[20%] md:mx-auto md:w-full h-auto max-w-[23em]\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"top-0 radial-gradient-blue w-[93.75em] h-[43.75em] absolute -z-1 opacity-40 translate-y-52 -translate-x-96\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"private-online-ornament absolute aspect-square w-full md:w-1\u002F1 left-[-50%] bottom-0 md:left-0 md:-translate-x-1\u002F2 md:translate-y-[50%]\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"private-online-small hidden md:block absolute right-[10%] bottom-0 translate-x-[50%] translate-y-[200%] aspect-[183\u002F137] w-[50%]\\\"}]]}],null]}],\\\"$undefined\\\"]}]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"a7:T4e7,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body1\\\"\\u003eThe comment section\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body2\\\"\\u003eWhile many brands continue to think of the main feed as the default space for brands on social media, the comment section has become influential \\u003cmark class=\\\"mark-blue\\\"\\u003enew real estate\\u003c\u002Fmark\\u003e as Gen Zs regularly wade through the comments to aid their purchasing decisions.\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body3\\\"\\u003eThis is especially true on TikTok, as comments are a place where ‘real’ discussion thrives and where Gen Zs seek authentic reactions from regular users. More than half (52 per cent) of Gen Zs say they go to the comment section when researching brands and products on social media, compared to only 37 per cent who say they visit brands’ profiles and posts. \\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body3\\\"\\u003e\\u003cspan class=\\\"text-body2\\\"\\u003ePart of Gen Z’s draw to the comment section is that it’s \\u003cmark class=\\\"mark-pink\\\"\\u003eparticipatory\\u003c\u002Fmark\\u003e and \\u003cmark class=\\\"mark-green\\\"\\u003egenerative:\\u003c\u002Fmark\\u003e\\u003c\u002Fspan\\u003e 41 per cent of Gen Zs say that when they buy a brand or product that they absolutely love, they typically comment on one of the brand’s posts, per Archrival data. While 41 per cent also said when they buy a product they love, they will comment on a post from a creator that features the same brand or product.\\u003c\u002Fp\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"6b:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\" md:items-center my-10 md:my-20 2k:my-40 xl:grid xl:grid-cols-12 xl:gap-x-8 container\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"flex flex-col gap-y-16 md:grid md:grid-cols-2 md:gap-x-6 md:gap-y-0 xl:gap-x-8 xl:col-start-2 xl:col-span-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-1 md:col-start-1\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"$a7\\\"}}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative md:col-start-2\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"comment-ornament relative mt-0 w-1\u002F1 aspect-square\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"comment-main md:absolute w-[16em] md:w-[22em] mx-auto md:mx-0 left-16 top-32 aspect-[346\u002F448]\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"comment-0 hidden md:block absolute right-0 top-0 translate-x-[25%] translate-y-[-50%] aspect-[278\u002F48] h-[3em]\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"comment-1 absolute right-4 bottom-[30%] md:translate-x-[75%] aspect-[278\u002F48] h-[3em]\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"comment-2 absolute left-0 bottom-0 md:translate-x-[-25%] translate-y-[25%] aspect-[278\u002F48] h-[3em]\\\"}]]}]}]}],\\\"$undefined\\\"]}]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"6c:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"$L9b\\\",null,{\\\"color\\\":\\\"purple\\\",\\\"className\\\":\\\"container my-20 md:my-40 2k:my-40\\\",\\\"title\\\":\\\"When researching brands and products on social media, what do you typically look at? Select all that apply.\\\",\\\"data\\\":\\\"$1d:props:data:doubleChart:data\\\"}]}]\\na8:T74f,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body3\\\"\\u003eThe number of comments on luxury videos posted to TikTok grew 113 per cent year\\u0026#8209;on\\u0026#8209;year in June.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e“Being present in the comment section is something that we’re starting to really see brands get more involved in,” says Kristina Karassoulis, head of luxury and auto brand partnerships at TikTok UK. She references a TikTok video posted in June 2024, where creator Dr Kayla Ellis \\u003ca href=\\\"https:\u002F\u002Fwww.tiktok.com\u002F@drkayla_md\u002Fphoto\u002F7375309288941653291\\\" target=\\\"_blank\\\"\\u003eshared\\u003c\u002Fa\\u003e a screenshot of her asking her husband, “How many likes for you to buy me this Prada bag?”, to which he replied, “50k and Prada has to comment.” The video has over 10.2 million likes and 95,000+ comments. Prada commented and eventually \\u003ca href=\\\"https:\u002F\u002Fwww.tiktok.com\u002F@drkayla_md\u002Fvideo\u002F7377909527305276715\\\" target=\\\"_blank\\\"\\u003esent her a bag\\u003c\u002Fa\\u003e. But before the luxury label got on board, brands including Sephora, Benefit, Kiehl’s and Burt’s Bees each commented.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2 md:pr-5\\\"\\u003e“The lesson is, when it makes sense and when people are talking about your brand, react to it and engage with it and co\\u0026#8209;create,” Karassoulis adds. “Which is what we talk about, it’s playing into the emotional economy.” \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eInthisone, the 21\\u0026#8209;year\\u0026#8209;old student from Chicago, checks the comment section on most videos she watches on TikTok and trusts them, particularly when it comes to beauty products. “[Regular TikTok users] aren’t getting paid to promote products in the comments. It’s raw, real user activity and people aren’t holding back,” she says. “I love when a video goes viral and a brand comments or sends a PR gift to a regular person. It feels like the brands understand customers and want to meet them where they are.” \\u003c\u002Fp\\u003e\\n \"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"6d:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\" md:items-center my-10 md:my-20 2k:my-40 xl:grid xl:grid-cols-12 xl:gap-x-8 container\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"flex flex-col gap-y-16 md:grid md:grid-cols-2 md:gap-x-6 md:gap-y-0 xl:gap-x-8 xl:col-start-2 xl:col-span-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-1 md:col-start-1\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"$a8\\\"}}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative md:col-start-2\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"hashtags-ornament relative mt-0 w-[100%] min-h-[28em] md:min-h-[36em] md:h-auto md:aspect-square\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"top-0 radial-gradient-purple w-[60.75em] h-[100em] absolute -z-1 -translate-x-32\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"hashtags-main absolute aspect-[361\u002F564] w-[60%] left-8 md:left-24 top-0 md:top-24\\\",\\\"children\\\":[\\\"$\\\",\\\"$L44\\\",null,{\\\"src\\\":\\\"https:\u002F\u002Farchrival.vercel.app\u002Fimages\u002Fhashtags-comments.png\\\",\\\"alt\\\":\\\"Comments\\\",\\\"width\\\":676,\\\"height\\\":492,\\\"className\\\":\\\"absolute w-[95%] right-0 md:left-0 md:right-unset bottom-0 translate-x-[50%] md:translate-x-[-40%] translate-y-[75%] md:translate-y-[10%] rounded\\\"}]}]]}],null]}],\\\"$undefined\\\"]}]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"a9:T808,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body2\\\"\\u003eThere’s also a rise in brands \\u003cmark class=\\\"mark-green\\\"\\u003eco\\u0026#8209;creating\\u003c\u002Fmark\\u003e with customers, based on feedback in the comments, adds TikTok UK’s Fernandez. “It’s not just about reacting to what people are doing and responding. It’s more about understanding what’s going on in the community and then \\u003cmark class=\\\"mark-blue\\\"\\u003ebuilding\\u003c\u002Fmark\\u003e that back into products.”\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eElf Cosmetics, one of Gen Z’s favourite brands, frequently co\\u0026#8209;creates with its audience. The brand replies to 99 per cent of comments, says O’Keefe. “We will go to the community and say, ‘These are the three shades we’re considering based on the feedback you’ve given us, which ones do you think we should lean into first?’” From there, the feedback will go to the brand’s operation and innovation teams. When it’s ready for market, the CEO, CMO or CFO will go on a Twitch live stream or TikTok Live to talk them through the creation process, he adds. “I think that’s really important, so they understand, hey, this is what’s required. Yes, we can move fast, but we also make sure we’re putting quality products out in the universe and ensuring that it resonates.” \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3 md:pr-6\\\"\\u003eWhile some brands are getting it right, brands should know when it’s appropriate to join the conversation. When UK\\u0026#8209;based singer Sam Ryder created a video singing on a train, he criticised brands for jumping in on a natural moment. So for the latter, it’s about having the confidence to jump in correctly without giving audiences ‘the ick’.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eLast year, TikTok saw the onset of search on the platform. But now, content creation is changing, Karassoulis says. “I think it’s partly due to platforms like Reddit, for instance, where people don’t have to show their face. The comment section [on TikTok] is really prevalent for that audience who wants to find out or share information without posting a video of who they are.” \\u003c\u002Fp\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"6e:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\" md:items-center my-10 md:my-20 2k:my-40 xl:grid xl:grid-cols-12 xl:gap-x-8 container\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"flex flex-col gap-y-16 md:grid md:grid-cols-2 md:gap-x-6 md:gap-y-0 xl:gap-x-8 xl:col-start-2 xl:col-span-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-1 md:col-start-2\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"$a9\\\"}}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative md:col-start-1\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"tiktok1-embed relative w-full max-w-[23em] pl-10 md:pl-0\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"aspect-[340\u002F775]\\\",\\\"children\\\":[\\\"$\\\",\\\"$Laa\\\",null,{\\\"url\\\":\\\"https:\u002F\u002Fwww.tiktok.com\u002F@abercrombie\u002Fvideo\u002F7523969196217126174?lang=en-GB\\\",\\\"description\\\":\\\"Some description of the video\\\",\\\"className\\\":\\\"w-full h-full rounded\\\",\\\"autoplay\\\":true,\\\"loop\\\":true,\\\"mute\\\":true,\\\"fallbackImage\\\":{\\\"src\\\":\\\"https:\u002F\u002Farchrival.vercel.app\u002Fimages\u002Ftiktok1-fallback.jpg\\\",\\\"width\\\":340,\\\"height\\\":775,\\\"alt\\\":\\\"TikTok Fallback\\\"}}]}],[\\\"$\\\",\\\"$L44\\\",null,{\\\"src\\\":\\\"https:\u002F\u002Farchrival.vercel.app\u002Fimages\u002Fimg28.jpg\\\",\\\"alt\\\":\\\"TikTok supplement image\\\",\\\"width\\\":143,\\\"height\\\":210,\\\"className\\\":\\\"relative md:absolute md:left-2\u002F10 xl:left-[80%] md:top-[80%] -top-20 -left-10 small-image-tiktok rounded\\\"}]]}]}],\\\"$undefined\\\"]}]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"ab:T989,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body1\\\"\\u003e\\u003cmark class=\\\"mark-pink\\\"\\u003eReddit:\\u003c\u002Fmark\\u003e A validating platform\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body3\\\"\\u003eAs Gen Zs seek deeper, more meaningful consumer experiences online, Reddit is emerging as an important platform. Gen Zs are increasingly turning to the digital gathering space to discover and research products before they buy.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e“We are seeing a massive erosion of trust in our information landscape. And I think in that context, Reddit is a validation platform,” says Lore Oxford, head of insights and product at Reddit. “Younger consumers are also just much more savvy when it comes to what’s real and what’s not real today. Reddit provides a safe space to be able to research products, seek advice or discuss complex social interactions in a safe, anonymous environment.” As TikTok, Pinterest and Reddit have outlined, anonymity is increasingly important to young consumers who want to ask for advice without posting publicly. \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003eIn the UK, \\u003ca href=\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Fstory\u002Fconsumers\u002Fmen-are-using-reddit-to-shop-what-does-it-mean-for-brands\\\" target=\\\"_blank\\\"\\u003e74 per cent of people who discovered a product\\u003c\u002Fa\\u003e anywhere on the internet at some point came to Reddit to validate or to do further research on that purchase, according to the platform.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eIn 2024, the number of fashion and beauty posts on Reddit grew 150 per cent on the year prior. The platform has also seen 71 per cent year\\u0026#8209;on\\u0026#8209;year growth in beauty conversations, making it the destination for beauty and skincare lovers to connect and find unique discoveries and recommendations. Four out of five UK Reddit users, for example, looking to buy fashion or beauty products in the next three months say, “Conversations on Reddit help me feel more confident about my purchases.”\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eWhile TikTok is a major destination for search, TikTok users may turn to Reddit to validate information they’ve received, or to ask questions they might want to ask anonymously. For example, when it comes to fashion, people on Reddit are increasingly turning to tailored communities like \u002Fr\u002FPetiteFashionAdvice and \u002Fr\u002FTransFashionAdvice for guidance that reflects their identities and needs, signalling a shift towards spaces that prioritise representation, self\\u0026#8209;expression and tailored offerings over generic options.\\u003c\u002Fp\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"6f:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\" md:items-center my-10 md:my-20 2k:my-40 xl:grid xl:grid-cols-12 xl:gap-x-8 container\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"flex flex-col gap-y-16 md:grid md:grid-cols-2 md:gap-x-6 md:gap-y-0 xl:gap-x-8 xl:col-start-2 xl:col-span-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-1 md:col-start-2\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"$ab\\\"}}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative md:col-start-1\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"reddit-main relative w-[50%] aspect-[215\u002F262]\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"reddit-ornament absolute aspect-[300\u002F220] w-[150%] left-0 bottom-0 translate-x-[-30%] translate-y-[50%]\\\"}],[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"top-0 radial-gradient-blue w-[93.75em] h-[43.75em] absolute -z-1 opacity-40 translate-y-14 -translate-x-96\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"reddit-image absolute aspect-[283\u002F80] w-[130%] right-0 bottom-0 translate-x-[70%] translate-y-[10%]\\\"}]]}],\\\"$Lac\\\"]}],\\\"$undefined\\\"]}]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"ad:T769,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body1\\\"\\u003e‘Quiet, \\u003cmark class=\\\"mark-blue\\\"\\u003eslow’\\u003c\u002Fmark\\u003e social\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body2\\\"\\u003ePinterest is increasingly popular among Gen Z consumers. When Archrival surveyed Gen Zs in 2023, only 15 per cent said they created a \\u003cmark class=\\\"mark-pink\\\"\\u003ePinterest\\u003c\u002Fmark\\u003e board when considering a purchase, such as a coffee table or a new pair of shoes. Today, a whopping 85 per cent of Gen Zs say they’re likely to use Pinterest to find or discover products, with nearly four in 10 (38 per cent) saying they visit Pinterest at least \\u003cmark class=\\\"mark-green\\\"\\u003eonce a day.\\u003c\u002Fmark\\u003e\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eGen Zs interviewed by Archrival said they find the platform “quieter and slower” than other platforms, as it’s less dominated by commercial content. As a result, Gen Zs’ behaviour on Pinterest is less reactive than on other platforms; they spend time pinning aspirational content that helps them envision their future, such as trips they’d like to take or ‘dream home’ design. As Sara Pollack, global head of consumer marketing at Pinterest, told \\u003ca href=\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Fstory\u002Fevents\u002Fhow-to-keep-gen-z-loyal-with-pinterest\\\" target=\\\"_blank\\\"\\u003e\\u003cem\\u003eVogue Business\\u003c\u002Fem\\u003e\\u003c\u002Fa\\u003e, “[Gen Zs are] intentional — they’re often in planning mode, not just idly consuming content.” Gen Zs also said the algorithm feels more personalised than other platforms.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e“As a visual search platform, Pinterest is personal and there’s no pressure to chase the latest trends or compare yourself to other people,” says Dana Cho, Pinterest’s VP of design. “Instead, users can freely discover and shop what inspires them, at their own pace, and away from the noise of others. In a world of ‘sameness’, people crave this and 68 per cent of our monthly users believe that they can be ‘their authentic selves’ on Pinterest.”\\u003c\u002Fp\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"70:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\" md:items-center my-10 md:my-20 2k:my-40 xl:grid xl:grid-cols-12 xl:gap-x-8 container\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"flex flex-col gap-y-16 md:grid md:grid-cols-2 md:gap-x-6 md:gap-y-0 xl:gap-x-8 xl:col-start-2 xl:col-span-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-1 md:col-start-1\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"$ad\\\"}}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative md:col-start-2\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"quiet-front absolute aspect-square w-2\u002F3 left-0 -top-16\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"quiet-img relative aspect-[377\u002F500] max-w-[23.5em] mx-auto w-[80%] h-auto mx-auto mt-16\\\",\\\"children\\\":null}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"quiet-back absolute aspect-square w-2\u002F3 -right-16 top-16 xl:scale-110 xl:-right-28 xl:top-14\\\"}]]}],\\\"$undefined\\\"]}]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"72:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative md:col-start-1\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative pl-[20%] md:pl-0 pb-20 md:pb-0 md:mt-18\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"dark-retail-ornament absolute aspect-[520\u002F685] w-full max-w-[32.5em] top-[12em] right-0 md:right-[16%]\\\",\\\"children\\\":null}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"aspect-[418\u002F600] rounded overflow-clip relative mx-auto w-full max-w-[23em] shadow-lg\\\",\\\"children\\\":[[\\\"$\\\",\\\"$L44\\\",null,{\\\"src\\\":\\\"https:\u002F\u002Farchrival.vercel.app\u002Fimages\u002Fmessage1.jpg\\\",\\\"alt\\\":\\\"Dark retail message 1\\\",\\\"width\\\":418,\\\"height\\\":602,\\\"className\\\":\\\"object-cover object-top absolute message-image inset-0 w-full h-full\\\"}],[\\\"$\\\",\\\"$L44\\\",null,{\\\"src\\\":\\\"https:\u002F\u002Farchrival.vercel.app\u002Fimages\u002Fmessage2.jpg\\\",\\\"alt\\\":\\\"Dark retail message 2\\\",\\\"width\\\":418,\\\"height\\\":602,\\\"className\\\":\\\"object-cover object-top absolute message-image inset-0 w-full h-full\\\"}],[\\\"$\\\",\\\"$L44\\\",null,{\\\"src\\\":\\\"https:\u002F\u002Farchrival.vercel.app\u002Fimages\u002Fmessage3.jpg\\\",\\\"alt\\\":\\\"Dark retail message 2\\\",\\\"width\\\":418,\\\"height\\\":602,\\\"className\\\":\\\"object-cover object-top absolute message-image inset-0 w-full h-full\\\"}]]}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"dark-retail-image relative aspect-[173\u002F246] w-[11em] mr-5 ml-auto hidden md:block mt-20\\\"}]]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"ae:T81b,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body1\\\"\\u003eCommunity\\u0026#8209;centred creators\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body3\\\"\\u003eFor many Gen Zs, like social commerce at\\u0026#8209;large, traditional macro and mega\\u0026#8209;influencers are \\u003cmark class=\\\"mark-green\\\"\\u003efeeling samey\\u003c\u002Fmark\\u003e, and creating fatigue. In 2023, 51 per cent of Gen Zs felt that social media influencers create trends. Today, 75 per cent of Gen Zs agree that “social media algorithms favour a specific type of influencer\u002Fcreator”, while 70 per cent of Gen Zs agree that \\u003cmark class=\\\"mark-blue\\\"\\u003e“influencers are basic;\\u003c\u002Fmark\\u003e they all have similar aesthetics, POVs and ways of communicating”. This is a shift that, while burgeoning for the past few years, seems to be reaching a tipping point: a full 68 per cent of Gen Zs say “influencers are more boring than they used to be”.\\u003c\u002Fp\\u003e\\u003cp class=\\\"text-body2\\\"\\u003eAs audiences become more sceptical about traditional influencing on traditional platforms, creators are diversifying, inviting audiences in for more private, intimate, \\u003cmark class=\\\"mark-green\\\"\\u003ecommunity\\u0026#8209;based experiences\\u003c\u002Fmark\\u003e, on membership-based platforms like Patreon or Substack. \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eIn a study from creator shopping platform LTK and Northwestern University, 74 per cent of consumers said that social media offers “entertainment over connection”. Fifty per cent of Gen Zs and millennials said they are now looking elsewhere to connect with creators and communities that they follow, beyond the main platforms.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e\\u003cem\\u003eBlackbird Spylane\\u003c\u002Fem\\u003e is part of a growing cohort of creator newsletters that offer impartial recommendations. “We don’t go on ‘brand trips’. We don’t run ads. We don’t use affiliate links on the new clothes we cover, and we don’t accept gifts. This means the only people we owe anything are our readers, who know that our Extremely High Levels of Discernment are unsullied by conflicts of interest, wackness and bogosity,” reads the newsletter intro text. These are increasingly the types of creators young audiences want to support. \\u003c\u002Fp\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"73:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\" md:items-center my-10 md:my-20 2k:my-40 xl:grid xl:grid-cols-12 xl:gap-x-8 container\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"flex flex-col gap-y-16 md:grid md:grid-cols-2 md:gap-x-6 md:gap-y-0 xl:gap-x-8 xl:col-start-2 xl:col-span-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-1 md:col-start-1\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"$ae\\\"}}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative md:col-start-2\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative aspect-[414\u002F552] w-[75%] max-w-[25em] mx-auto md:mt-18 mb-20\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"community-creators-back absolute aspect-[435\u002F330] w-2\u002F3 -left-12 -top-12\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"community-creators-image absolute aspect-[414\u002F552] w-full\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"community-creators-front absolute aspect-square w-2\u002F3 -right-12 -bottom-12\\\",\\\"children\\\":null}]]}]}],\\\"$undefined\\\"]}]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"74:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"$Laf\\\",null,{\\\"title\\\":\\\"Below are ways content creators can \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003eengage\\u003c\u002Fmark\\u003e with their audiences. If a creator you like or follow on social media offered any of the following, would you be interested?\\\",\\\"data\\\":\\\"$1e:props:data:chart1:data\\\"}]}]\\nb0:T51c,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body2\\\"\\u003eAccording to Archrival’s survey, 52 per cent of Gen Zs agree that they “like financially \\u003cmark class=\\\"mark-green\\\"\\u003esupporting creators\\u003c\u002Fmark\\u003e directly”.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eRather than passively scrolling and accepting what the algorithm serves them, Gen Zs are seeking out and curating their own influencer content, to ensure they find creators that represent them. In turn, they are more likely to buy into the products these creators want to sell, if they are selling.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e“There’s a lot of overlap [on Substack] with people making a lot from affiliates. If someone is so interested in what you have to say that they’re willing to pay $5 or $8 a month for it, then they’re likely clicking through your affiliate links,” affiliate company ShopMy co\\u0026#8209;founder Tiffany Lopinsky \\u003ca href=\\\"https:\u002F\u002Fwww.voguebusiness.com\u002Fstory\u002Ftechnology\u002Funpacking-the-creator-economy-battleground\\\" target=\\\"_blank\\\"\\u003etold\\u003c\u002Fa\\u003e \\u003cem\\u003eVogue Business\\u003c\u002Fem\\u003e. “Both of them have that element of trust. There’s that difference between influencers that are doing entertainment versus building an audience and community. And if you’re doing the building an audience and community thing, affiliate and subscriptions are really growing for you.”\\u003c\u002Fp\\u003e\\n \"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"75:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\" md:items-center my-10 md:my-20 2k:my-40 xl:grid xl:grid-cols-12 xl:gap-x-8 container\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"flex flex-col gap-y-16 md:grid md:grid-cols-2 md:gap-x-6 md:gap-y-0 xl:gap-x-8 xl:col-start-2 xl:col-span-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-1 md:col-start-2\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"$b0\\\"}}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative md:col-start-1\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"supporting-creators-image relative aspect-[388\u002F1054] w-[12em] md:w-[14em] md:mx-auto md:-left-[4em] lg:left-0\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"message-blob py-2 pb-1 px-4 fluid-text-xs font-vogue -tracking-[0.02em] rounded-md leading-[1.35] absolute left-[77%] top-[3%] text-[1.0625em] tail-left bg-brand-white text-brand-black\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"message-typewriter whitespace-nowrap\\\",\\\"data-text\\\":\\\"Meet-up tonight at 5pm\\\",\\\"children\\\":\\\"Meet-up tonight at 5pm\\\"}],[\\\"$\\\",\\\"svg\\\",null,{\\\"width\\\":\\\"17\\\",\\\"height\\\":\\\"21\\\",\\\"viewBox\\\":\\\"0 0 17 21\\\",\\\"fill\\\":\\\"none\\\",\\\"xmlns\\\":\\\"http:\u002F\u002Fwww.w3.org\u002F2000\u002Fsvg\\\",\\\"className\\\":\\\"message-blob__tail absolute -left-[3px] bottom-0 text-white\\\",\\\"children\\\":[\\\"$\\\",\\\"path\\\",null,{\\\"d\\\":\\\"M0.115553 20.1813C5.31472 20.9867 10.451 18.1287 12.1196 16.2971C10.406 12.1988 21.0222 2.26031 14.0222 2.25263C12.4036 2.25094 11.0255 -1.99058 5.13536 1.18649C5.11281 2.47331 5.12937 6.9277 5.12858 7.68609C5.11763 18.1861 -0.883817 19.5769 0.115553 20.1813Z\\\",\\\"fill\\\":\\\"currentColor\\\"}]}]]}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"supporting-creators-ornament absolute aspect-[28\u002F38] h-3\u002F4 left-0 top-1\u002F8\\\"}]]}]}],\\\"$undefined\\\"]}]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"76:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"$Lb1\\\",null,{\\\"title\\\":\\\"Below are things content creators \\u003cmark class=\\\\\\\"mark-blue\\\\\\\"\\u003ecan sell\\u003c\u002Fmark\\u003e or market to their audiences. If a creator you like or follow on social media offered any of these, would you be interested?\\\",\\\"data\\\":\\\"$1e:props:data:chart2:data\\\"}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"77:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\" md:items-center my-10 md:my-20 2k:my-40 xl:grid xl:grid-cols-12 xl:gap-x-8 container\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"flex flex-col gap-y-16 md:grid md:grid-cols-2 md:gap-x-6 md:gap-y-0 xl:gap-x-8 xl:col-start-2 xl:col-span-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-1 md:col-start-2\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"\\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003eAs such, Gen Zs are seeking out more niche spaces and communities that speak to their particular tastes and interests. Case in point: Gen Zs want to engage with their favourite content creators on a deeper level; they’re especially interested in community\\u0026#8209;centred “VIP experiences” both online and offline.\\u003c\u002Fp\\u003e\\\"}}],\\\"$undefined\\\",\\\"$undefined\\\"]}]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"78:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"lg:grid lg:grid-cols-12 lg:gap-x-8 lg:items-center py-20 md:py-30 text-center container\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"lg:col-start-2 lg:col-span-10 lg:px-8\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"\\\\n \\u003cp class=\\\\\\\"text-body1\\\\\\\"\\u003eSearch is one area where, on its surface, Gen Z might want technology to make the shopping experience \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003emore efficient\\u003c\u002Fmark\\u003e, or even mindless. We already know that TikTok is the leading destination for Gen Zs when researching products, and \\u003cmark class=\\\\\\\"mark-pink\\\\\\\"\\u003eAI chatbots\\u003c\u002Fmark\\u003e like ChatGPT are gaining ground, as they offer personalised, ad\\u0026#8209;free (for now) suggestions and advice. \\u003c\u002Fp\\u003e\\\"}}]}]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"b2:Ta30,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body3\\\"\\u003eThree\\u0026#8209;quarters (75 per cent) of Gen Zs say they’ve used a generative AI tool like ChatGPT, Gemini or Midjourney, with 58 per cent revealing they use it at least weekly. Gen Zs are twice as likely to research products via AI\\u0026#8209;powered assistants or chatbots (34 per cent of Gen Zs vs 17 per cent of millennials), per Archrival data.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003eHowever, again, Gen Zs are not turning to AI for simple, mindless answers.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eOpenAI CEO Sam Altman says that \\u003ca href=\\\"https:\u002F\u002Farchive.is\u002F0MRN4#selection-973.0-977.198\\\" target=\\\"_blank\\\"\\u003edifferent generations use ChatGPT differently\\u003c\u002Fa\\u003e: older consumers tend to use it as a search tool, like Google, while Gen Zs are leveraging ChatGPT as an operating system, plugging in a complex array of data for it to analyse for a range of different scenarios.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e“I think a lot of people view ChatGPT as a person,” says Scanlon. “I don’t know if it’d be friction in the traditional sense, because it does simplify so many things, but I think it’s sort of a category within itself where it’s very personal. You’re not seeing what other people are talking about, it’s not the comment section, it’s just you in this chatbot. And so I think it’s a different relationship psychologically than going to TikTok to try to find what to wear.”\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e“Gen Zs don’t want to be told what to do; they’d rather feel like they’re figuring things out on their own,” says Bayla Metzger, senior editor of thought leadership at Archrival. “So they’re using ChatGPT like an advisor, even like a sparring partner, which will challenge them as they make life decisions big and small.”\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003eAI enables Gen Zs to lean on tech, while still feeling like they’re retaining their \\u003cmark class=\\\"mark-green\\\"\\u003epersonal agency\\u003c\u002Fmark\\u003e in terms of problem\\u0026#8209;solving and decision\\u0026#8209;making.\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eWhen it comes to shopping, AI helps young consumers along the way, by double\\u0026#8209;checking product reviews or finding cheaper alternatives — but it goes deeper than that. “I use ChatGPT to summarise a company’s values, and see if I want to purchase from them,” says Chicago\\u0026#8209;based student Inthisone. “This summer, I’m interning for Kohl’s, which is obviously a big retail company. Before I applied and had my first phone screening, I wanted to make sure that my own values align with theirs and that they work to have a positive impact on the world.” \\u003c\u002Fp\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"79:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\" md:items-center my-10 md:my-20 2k:my-40 xl:grid xl:grid-cols-12 xl:gap-x-8 container\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"flex flex-col gap-y-16 md:grid md:grid-cols-2 md:gap-x-6 md:gap-y-0 xl:gap-x-8 xl:col-start-2 xl:col-span-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-1 md:col-start-2\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"$b2\\\"}}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative md:col-start-1\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative aspect-[515\u002F647] w-[120%] -left-[35%] xl:-left-10 md:left-0 md:w-full max-w-[32.1875em] lg:-left-20 2xl:-left-40\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"absolute inset-0 h-[140%] top-[70%] -translate-y-1\u002F2 left-1\u002F2 -translate-x-1\u002F2 w-auto aspect-square radial-gradient-blue -z-1 opacity-60\\\"}],\\\"$Lb3\\\",\\\"$Lb4\\\",\\\"$Lb5\\\",\\\"$Lb6\\\",\\\"$Lb7\\\",\\\"$Lb8\\\",\\\"$Lb9\\\"]}]}],\\\"$undefined\\\"]}]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"7a:[\\\"$\\\",\\\"$L9b\\\",null,{\\\"color\\\":\\\"blue\\\",\\\"className\\\":\\\"container my-20 md:my-40\\\",\\\"title\\\":\\\"Have you ever used generative \\u003cmark class=\\\\\\\"mark-pink\\\\\\\"\\u003eAI tools\\u003c\u002Fmark\\u003e to do any of the following?\\\",\\\"data\\\":\\\"$1f:props:data:doubleChart:data\\\"}]\\nba:T5f7,\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"\\u003cp class=\\\"text-body3\\\"\\u003eCrucially, ChatGPT is a way to ask questions about fashion or beauty that feels more private. “For some, the platform is becoming a kind of style confidante — helping people explore fashion identities that they might not feel comfortable voicing elsewhere,” says Saguna Goel, product lead for ChatGPT’s search team at OpenAI. “I’ve seen people use ChatGPT to rethink their wardrobe post\\u0026#8209;pregnancy, or learn how to dress for different cultural or religious events.” \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003e“I tested out a service that let you upload your wardrobe so the AI could help you style outfits from what you already own. I thought it was a really cool idea and would definitely explore tools like that again as they get better,” says LA\\u0026#8209;based creator Arujo. “I’m also watching companies like Alta, which just raised funding to develop an AI personal stylist. I think this kind of tech will be super useful for streamlining how we shop and style ourselves in the future.”\\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body3\\\"\\u003eInterestingly, Gen AI is an IRL shopping companion, assisting Gen Z while they shop in physical spaces. Forty per cent of Gen Zs are using AI to help them make purchasing decisions while shopping in a bricks\\u0026#8209;and\\u0026#8209;mortar store. \\u003c\u002Fp\\u003e\\n \\u003cp class=\\\"text-body2\\\"\\u003eRegardless of whether they’re using AI at\\u0026#8209;home or in\\u0026#8209;store, nearly half of Gen Zs say the tech has already significantly changed their relationships with brands and products. \\u003c\u002Fp\\u003e\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"7b:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\" md:items-center my-10 md:my-20 2k:my-40 xl:grid xl:grid-cols-12 xl:gap-x-8 container\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"flex flex-col gap-y-16 md:grid md:grid-cols-2 md:gap-x-6 md:gap-y-0 xl:gap-x-8 xl:col-start-2 xl:col-span-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-1 md:col-start-2\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"$ba\\\"}}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative md:col-start-1\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"relative aspect-[500\u002F740] w-full\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"radial-gradient-blue-light w-[200%] h-[75%] absolute -z-1 -left-1\u002F2 top-1\u002F2 -translate-x-1\u002F -translate-y-1\u002F2 opacity-60\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"ai-tools-img absolute aspect-[333\u002F450] w-[75%] max-w-[21em] left-[7%] top-0 \\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"ai-tools-ornament absolute aspect-[51\u002F45] w-[30em] left-1\u002F2 top-[30%] -translate-x-1\u002F2\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"ai-girl absolute aspect-[782\u002F434] w-[150%] max-w-[48.875em] right-[25%] top-[40%]\\\"}]]}]}],\\\"$undefined\\\"]}]}]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"7c:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"hero-tri relative aspect-[1440\u002F810] mt-40 \\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"conclusion-img absolute aspect-[1118\u002F652] w-3\u002F4 left-1\u002F8 bottom-0\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"hero-left absolute aspect-[68\u002F72] h-full left-0 top-0\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"hero-right absolute aspect-[68\u002F72] h-full right-0 top-0\\\"}]]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"7d:[\\\"$\\\",\\\"div\\\",null,{\\\"id\\\":\\\"article-4\\\",\\\"className\\\":\\\"pt-10 md:pt-20 fluid-block bg-brand-cream relative\\\",\\\"children\\\":[[\\\"$\\\",\\\"span\\\",null,{\\\"className\\\":\\\"h-[11%] xl:h-[57%] xl:translate-y-[50%] w-full absolute left-0 right-0 bottom-full -mb-2 bg-gradient-to-t from-brand-cream from-60% to-transparent\\\"}],[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"lg:grid lg:grid-cols-12 lg:gap-x-8 lg:items-center py-20 md:py-30 text-center container xl:mb-0 xl:pb-0 xl:mt-0 xl:pt-0 z-1 relative\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"lg:col-start-2 lg:col-span-10 lg:px-8\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"\\\\n \\u003cp class=\\\\\\\"text-body1\\\\\\\"\\u003eThe marketing industry has always chased what’s easy to measure — reach, clicks, conversion — and in doing so, it has lost sight of what’s hard to earn: \\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003ebrand meaning\\u003c\u002Fmark\\u003e. In the race to eliminate every barrier, we’ve created a shopping landscape optimised for efficiency, but hollowed out of humanity. Now, Gen Z is \\u003cmark class=\\\\\\\"mark-blue\\\\\\\"\\u003eholding up the mirror.\\u003c\u002Fmark\\u003e \\u003c\u002Fp\\u003e\\\"}}]}]}]]}]\\n\"])\u003C\u002Fscript\u003E\u003Cscript\u003Eself.__next_f.push([1,\"7e:[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"fluid-block\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"container pb-10 md:pb-20\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\" md:items-center my-10 md:my-20 2k:my-40 xl:grid xl:grid-cols-12 xl:gap-x-8 xl:mt-0\\\",\\\"children\\\":[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"flex flex-col gap-y-16 md:grid md:grid-cols-2 md:gap-x-6 md:gap-y-0 xl:gap-x-8 xl:col-start-2 xl:col-span-10\\\",\\\"children\\\":[[\\\"$\\\",\\\"div\\\",null,{\\\"className\\\":\\\"wysiwyg md:row-start-1 md:col-start-2\\\",\\\"dangerouslySetInnerHTML\\\":{\\\"__html\\\":\\\"\\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003eGen Zs aren’t rejecting progress, but rather demanding a correction of course. They’re asking that brands that really want to build relationships offer more than frictionless pipelines and automated persuasion.\\u003c\u002Fp\\u003e\\\\n \\u003cp class=\\\\\\\"text-body2\\\\\\\"\\u003eTo win in this new environment, brands must recalibrate. Not abandon convenience, but reintroduce \\u003cmark class=\\\\\\\"mark-blue\\\\\\\"\\u003edeliberate friction\\u003c\u002Fmark\\u003e where it creates meaning: moments of discovery, creative tension, shared experiences and niche cultural relevance.\\u003c\u002Fp\\u003e\\\\n \\u003cp class=\\\\\\\"text-body3\\\\\\\"\\u003eSuccess will belong to the brands that understand shopping is no longer a straight line to checkout. It’s a cycle of emotional engagement, where attention must be earned, not bought — and loyalty is a result, not a goal.\\u003c\u002Fp\\u003e\\\\n \\u003cp class=\\\\\\\"text-body2\\\\\\\"\\u003e\\u003cmark class=\\\\\\\"mark-green\\\\\\\"\\u003eThe funnel is broken\\u003c\u002Fmark\\u003e. 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