As of the beginning of July, more than half (55%) of students and families in the U.S. had already started their back-to-school shopping, according to the National Retail Federation
, kicking off a massive spending moment. This year’s back-to-school spend, including for college students, is expected to reach $38.8 billion, the second-highest tally ever, after last year’s $41.5 billion marked the most expensive back-to-school season
to date. Back-to-school shoppers are also hitting the shops (virtual and physical) earlier than usual, spurred by early-bird deals
that promise to ease inflation concerns
—as well as by TikTok trends such as #backtoschoolhaul
, which is setting this year’s back-to-school must-haves.
WHAT THIS SAYS ABOUT CULTURE:
- Cultural moments resonate through #content. Back-to-school is no longer a shared cultural experience based on a date on the calendar but by digital trends. Through viral moments like? #backtoschoolhaul
, Zs use the creation and consumption of digital content to turn individual interactions into widespread cultural phenomena, creating a new landscape of communal connection.
- What happened to #underconsumptioncore? Earlier this week, the trend of consuming less took over TikTok as Zs pushed back against influencer marketing and inflation. But the rise of #backtoschoolhaul just a few days later highlights a notorious Gen Z paradox: their values versus the allure of trendy, aesthetic-driven consumption.?
- Recommendations are the new cultural cache. For Gen Z, discovering and showcasing unique finds is a way to earn social kudos among peers, and influencing others with their recommendations is serious cultural capital. This generation values the ability to be trendsetters and tastemakers, turning personal discoveries into widely shared trends that shape their social circles and beyond.
WHAT IT MEANS FOR BRANDS:
- Forget marketing tentpoles. Zs are creating their own shared cultural moments, and brands need to remain nimble enough. While #backtoschoolhaul is hooked to a classic marketing moment, it’s generated by Zs themselves, making it an organic way for brands to reach consumers through genuine and timely interactions.
- Align with early-bird trends. Brands can capitalize on the early shopping trend (and give cash-strapped shoppers a much-needed break) by launching their back-to-school promotions sooner, offering exclusive deals and discounts that appeal to budget-conscious consumers.?
- Champion sustainable options. Given the fleeting popularity of #underconsumptioncore, brands have a unique opportunity to highlight sustainable and eco-friendly back-to-school products. Emphasizing durability, reusability, and eco-conscious materials can align with Gen Z’s environmental values while still appealing to their desire for trendy, aesthetically pleasing items.
For more on how Gen Z is shaping consumption today through an infinite loop of inspiration, exploration, community and loyalty, check out Gen Z Broken the Marketing Funnel
.
