2022 was a busy year for brands and young consumers. YPulse’s Shopping and Retail report data shows shopping in-store once again became Gen Z and Millennials preferred shopping method (though they’ll always be online shoppers, too). But inflation, and the fear of a recession, took a toll on their finances and they were looking to brands to help them get through heavy spending seasons without breaking budgets. Brands tapped into the kind of marketing young people love most, which often meant being personal in their social media ads and leaning into the metaverse. And the brands who listened to these...