As marketers, we don’t have to wait and wonder either. It’s obvious that people are struggling now. The adjustments they’re making in their budgets tell the unvarnished truth of what’s happening in the real world.

The first digitally savvy generation is considered by many as the most financially savvy generation too. Gen Z influences $600 billion of household spending and represents a huge opportunity for brands.

With greater financial security than their younger cohorts and a recent increase in digital shopping and social usage, the Boomer generation presents huge opportunities for brands.

The global pandemic has set a tightroped stage for brands to carefully navigate. From brands needing to dial in their digital presence from homepage all the way to check out and returns to how they’re proving to make a difference, and what can make or break loyal customers’ bonds right now is under a spotlight.

The secondhand retail market had been steadily growing for years, then COVID-19 hit sending the pre-owned scene into hyperdrive. Brands who can identify and embrace this new shopper’s POV and habits are poised to reach them in new and impactful ways along their shopping journey.

Even in the face of adversity from the Amazon Effect and COVID-19, retailers face a do or die moment to seize the day, pick up their slingshots and prepare to take down the giants. By upping their digital games and embracing their brand stories, brands can push out of Amazon’s grips and into long-term success.

With retail in the US already coming to tough terms with changing consumer habits, the pandemic and now constantly changing reopening plans have only added insult to injury. Retail’s growing hardships and realities have become amplified and accelerated, culling the herd and forcing change in dynamic ways. That said, omnichannel provides a true game-changing evolution, which may prove the difference between retailers thriving versus diving.

Despite optimistic visions of life returning to normal, we stare at the school year with confusion and unanswered questions. As schools struggle to determine a clear path forward, parents look to prepare accordingly with their back to school purchases.