Despite a “somber” back to school period, brand marketing reaching Gen Z has its “silver linings.” 

Despite a “somber” back to school period, brand marketing reaching Gen Z has its “silver linings.” We told you how students and parents are feeling about back to school shopping this year and despite the uncertainty, retailers remain optimistic. But they are taking different marketing approaches, skipping “typically sunny seasonal fare” to address current issues affecting today’s teens. JanSport’s #LightenTheLoad campaign has been focusing on ways to support Gen Z’s mental health. Meanwhile, Old Navy launched a campaign starring young Black activists, while also promoting their tween-focused, gender inclusive apparel collection in collaboration with PopSugar. American Eagle also released a remotely produced campaign featuring TikTok stars, and created a new active lifestyle sub-brand through Aerie that is oriented around health, wellness, and body positivity. (Marketing Dive, Sourcing Journal, Glossy)