As brands incorporate creators and influencers into more of their marketing and advertising strategies, they are fueling the growth of the creator economy, while making it more competitive and complex.

Community-led campaigns fuel loyalty, customer acquisition, and sales gains.

Creator programs become table stakes: Pacsun and David’s Bridal are the latest retailers to rely on social commerce and user-generated buzz to boost sales.

Social commerce has hit a turning point as creators, younger shoppers, and built-in checkout push spending higher. Growth is accelerating, but it’s uneven—favoring platforms and strategies that turn attention into action.

The Home Depot launched a new creator portal this week, a hub where creators can access content inspiration, campaign opportunities, and expertise to build content around home improvement, DIY projects, and decor tips.

Retailers are expanding their footprint on college campuses. PacSun and Bath & Body Works are among the brands looking to boost recognition and build long-term loyalty. With Gen Z's spending power projected to reach $12 trillion by 2030, brands are smart to meet these consumers where they are. By making their products convenient to college students, retailers increase the odds that those shoppers will give them a try—and potentially form lifelong brand connections.

Urban Outfitters and Pacsun are tapping into Pinterest and in-person experiences to get students and families shopping, while Meijer, Walmart, and Target are focused on value. Those are just a few brands that made our Unofficial Most Interesting Retailers List, Back-to-School Edition, for July 2024.

For Gen Z, music festivals like Coachella or Stagecoach aren’t just about the music—they’re about self-expression. Because of how closely Gen Z links festivals and fashion, apparel brands like Pascun are using the events to connect with the young festivalgoers. And Pinterest is tapping both online and on-site activations for Coachella.

To form deeper, more authentic relationships with consumers, brands like Claire’s and Pacsun are launching their very own creator communities to help them produce content, provide product inspiration, and advise on marketing campaigns.

TikTok Shop has rapidly emerged an important channel for some merchants: But whether those early gains are sustainable remains a question given the significant discounts that drove those results.

BeReal is the newest kid on the social media block. The app has already captured the attention of Gen Z, and its growing popularity has sparked copycat features from Snapchat, Instagram and, yes, even TikTok. But do brands of all stripes need to embrace BeReal—or is it not ready for primetime just yet

Amazon lets shoppers get products delivered from nearby stores: The new program offers another benefit to Prime members at the same time it weaves other retailers into the Amazon ecosystem.

Brands and retailers prioritize sustainability for Earth Day, but actions speak louder than words: Amazon, Apple, and Coca-Cola are some of the brands touting their green initiatives this April amid growing consumer concern over the environment.