
""Gen Z is very well researched and quick to call something out that's not authentic, which I think is why nostalgia is so big," said Flint. "When they can point to a heritage, that makes [a trend] more valuable.""
""It's a group of energetic, high intent, and otherwise difficult to reach consumers who can potentially be long-term, lifetime value customers," said Eric Shiffman, vice president of product marketing at Yieldmo."
""at a time in their lives where connecting with their new school-based community can be beneficial,""
""Back-to-school marketing is now owned more by the students than it is by the brands," said Reid Litman, global consulting director at Ogilvy Consultin"
Social platforms have shifted toward creator-led entertainment hubs and away from friend-and-family connectivity. Meta partnered with student discount platform UniDays in August to verify students and connect classmates on Instagram. Meta previously launched Facebook Campus in 2020 and discontinued it two years later. The partnership aims to help students meet new school-based communities during early college. Gen Z places high value on authenticity and nostalgia and often rejects inauthentic trends. Marketers view campus-focused strategies as opportunities to build brand affinity among energetic, high-intent students with potential long-term lifetime value. Brands are increasing campus presence through stores, experiential marketing, giveaways, and activations.
Read at EMARKETER
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