So much for TikTok's 'underconsumption' trend, as back-to-school shopping hits its stride

Research continues to show that while online shopping continues to grow across most demographics, the youngest customers, Gen Z’s remain very comfortable shopping in-store, particularly if it includes a high level of experience, both through tech and touch. Walker Sands research shows 59% of 18 to 25-year-olds prefer a “brand experience”, but it be... See more

“There’s little new here beyond the names we’re giving macroeconomically induced changes in consumer behavior and the pace at which we’re casting one meme off for the next,”