Gen Z

Features Gen Z And Millennials Are Getting Real. Here's How Brands Are Keeping Up

In a retail landscape saturated with attempts at authenticity, what can set brands apart in the minds of these influential younger consumers? The ability to demonstrate realistic imperfection, be open to discussions of mental health and engage in activism without a veneer of false positivity

Gen Z Inside Affirm's Plan To Make Online Shopping Easier And More Affordable

PSFK chats with Affirm communications lead Ellen Kiehl to talk customer loyalty, new shopping habits and emerging trends in fintech

Case Study Space Stockholm Is A Seven-Story Hub Transforming The Face Of Esports

With 500 gaming stations and an 800-seat arena, plus studios, coworking and gyms, the just-announced Space will be esports' biggest stage yet

Advertising The Latest Ways Brands Are Using Social Media To Drive Engagement

From Adidas to Lowe's, these brands are using social media in new ways to pull in shoppers and offer value to longtime fans

Brand Activation & Immersion Giphy Arcade Inspires Creativity By Letting Players Build GIF-Powered Games

With Giphy Arcade, the GIF database is transforming its site into something more playable and engaging, updating its model for younger users

Children Five Below Is Transforming Some Of Its Stores Into Esports Hubs

Discount retailer Five Below, which invested in eports infrastructure brand Nerd Street Gamers, will add gaming venues to its stores

Food & Beverage Ocean Spray On Launching Incubator Brand Atoka To Satisfy Health & Wellness-Focused Consumers

Quenching insatiable millennial and Gen-Z- thirst for wellness-promoting options, the food & bev co-op is debuting the first brand incubated in its Lighthouse program, offering a line of plant-based drink blends designed to revamp its image

Delivery & Logistics Bloomingdale's On How Subscription Services Are Revitalizing Retail

PSFK interviews the EVP and general merchandise manager of RTW and Concessions at Bloomingdale's, which recently unveiled a clothing subscription service called My List—the first-ever from an upscale department store

Analysis What Went Wrong With Forever 21?

PSFK's researchers reveal why the fast fashion giant failed—and how its innovative rivals are succeeding by listening to younger shoppers

Retail Here's Why A Fintech Startup Launched A Debit Card For Kids

Greenlight is a startup that hopes to teach young people the value of financial literacy with a starter debit card and an accompanying app

Entertainment Louis Vuitton Invites Viewers Inside The Brand With New YouTube Channel

LV TV, the luxury house's YouTube channel, will pull back the curtain on the Louis Vuitton brand with celebrities, travel and history

Design How Sift's Innovative 'News Therapy' Experience Is Keeping Readers Up To Date Mindfully

PSFK chats with a co-founder of Sift, a news app experience that aims to inform younger readers without adding to their stress, helping them contextualize, navigate and digest current events calmly and thoughtfully as well as curb disengagement

Fashion & Apparel How Brands Like Dote Are Further Blurring Retail, Entertainment And Socialization

From live influencer-led shopping parties to marketplaces that connect peers in real time, today's democratized commerce platforms are enabling more meaningful, socially-driven transactions

Podcast: Strategies For Cracking The Gen Z Code

In this show, PSFK researchers uncover the values, needs and behaviors of Gen Z consumers as well as offer actionable strategies for brands and retailers to best engage with this unique, purpose-driven cohort