""Participation is the best way to connect with this customer," Cyntia Leo stated, emphasizing that mere reach without resonance fails to build brand loyalty among Gen Z shoppers. Urban Outfitters' research indicates that simply broadcasting messages will not engage this demographic effectively. They need to feel involved and valued in the marketing process to care about the brand." "
""We felt like we needed to give them a seat at the table," Richard Cox explained regarding PacSun's Youth Advisory Board. This initiative allows Gen Z and Gen Alpha consumers to influence brand decisions directly, such as photo shoot locations and community activations. The goal is to foster a collaborative environment where customers feel they are part of the brand's journey rather than just passive recipients of marketing messages." "
Brand and retail executives at the Modern Retail Marketing Summit emphasized the importance of customer participation in marketing strategies, especially for Gen Z. Traditional broadcasting methods are ineffective; brands must create resonance to foster loyalty. Urban Outfitters encourages customer involvement through campaigns that allow storytelling and exclusive access. PacSun established a Youth Advisory Board to let Gen Z and Gen Alpha influence brand decisions, highlighting the need for brands to engage customers in meaningful conversations and collaborations.
Read at Modern Retail
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