Cirque du Soleil is looking to make a comeback by appealing to Gen Z. The iconic circus company is hoping that Gen Z will be “down to clown” as its saving grace to help bring them out of bankruptcy following the pandemic. Now, they’re looking to move beyond their reputation of simply being a show and evolve into a brand that can sell products like perfumes, tote bags, etc. to young consumers. Cirque du Soleil has even been working with cultural analyst firm Cultique to appeal to reel in the young gen’s interest (and spending) to the brand; the co-founder and chief executive of the firm explains “the secret sauce to our business is we help brands anticipate what’s going to change before it’s widely acknowledged.” YPulse research shows that if brands want to reinvent themselves to appeal to Gen Z and Millennials, they need to do things like improve their digital experiences and expand their social media presence. (NYT)
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