For Gen Z, shopping isn’t a straight path. It’s a dynamic, ever-shifting journey shaped by cultural trends, social influence and the digital landscape. Trend cycles accelerate, new brands emerge and iconic names strategize to stay culturally tuned-in. To convert passive interest into active purchasing, brands need more than visibility—they need cultural resonance.
Our latest report, Beyond the Basket, created in partnership with Omnicom’s Flywheel, explores how brands can navigate this complexity and turn cultural engagement into commerce. From seamless shopping experiences to authentic brand connections, we reveal how brands can strike the balance between love and lust and drive immediate conversions and long-term loyalty across the ecosystem.
