This year’s festival highlighted a maturing creator economy, a reality check for AI, and bigger and bolder brand activations and marketing trends.

On today’s podcast episode, we discuss how the beauty industry is venturing into untapped markets, how the conversation of ageism in beauty fits or diverges with the greater trend away from diversity and inclusion, and how brands market to older people while staying relevant with younger audiences. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves, Analyst Arielle Feger, and CEO and Founder of Ageism Is Never In Style® Jacynth-Bassett.

Snapchat unlocks prime film, TV ad potential: A new study found that Snapchatters are highly receptive to brands advertising around this content.

Cash App launched a national marketing campaign highlighting its new banking products.

When Southwest Airlines announced they were charging for bags, Amtrak posted on X, “Guess we’re the only ones doing free baggage now.” The post, followed by more info on Amtrak’s baggage policy, is an example of what Amtrak senior manager of social media Nicolle Lopez calls its infotainment strategy, designed to educate and entertain at the same time.

As customers grab the same grocery staples they have for decades, Walmart is betting that gamifying the experience will challenge those habits. The retailer plans to launch Walmart Unlimited, a three-part miniseries that features the entrepreneurs behind its products. Launched last month on Spatial, the game includes full commerce integration that enables in-app purchases.

As the mall's place in consumers' lives changes, brands are left to focus on bringing people in through experiences and attractions, or on forging their identities outside of those retail spaces. "A lot of people are going to malls, but they're not necessarily going there to shop," said our analyst Rachel Wolff on a recent episode of "Behind the Numbers: Reimagining Retail." Instead, people are visiting malls for restaurants, to socialize, or for experiential attractions.

Learn what’s behind the distrust and how banks can overcome it.

Almost three-fourths (74.8%) of Gen Zers will be digital game players by 2027, according to our December 2024 forecast.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5. This week, the economic blackout day made an impact, ecommerce buoys beauty, and luxury spending continues.

NWSL secures key women-led sponsorships: E.l.f. Cosmetics and Unwell partner with the soccer league, marking a shift in how beauty and lifestyle brands invest in sports.

Over half of Gen Zers discover products primarily on TikTok and Instagram: Google’s relevance is fading as social search takes over.

This week, small businesses express concerns about President Trump’s policies, private label brands gain traction, and Gen Z embraces AI for shopping. Meanwhile, TikTok music influences purchases, and excessive advertising drives cart abandonment.

Sponsored content from influencers can help the payments network as it tries to build brand awareness among younger consumers

Consumers take part in one-day economic blackout: Today’s boycott may cause brands to reconsider their DEI stances.

Customers’ expectations for timely, personalized advice have grown.