More and more Gen Zers are relying on social media nano-influencers to learn about new products and services. Here’s the 101 on this up-and-coming trend and why you should make these influencers a part of your social media strategy.  

Gen Z students overwhelmingly prefer staying at hotels over Airbnbs. Here are three ways in which hotel brands can gear up for increased Gen Z demand this coming year.

A holiday that once focused solely on deals and discounts is becoming more interesting and meaningful than its original intent — and we largely have Gen Z to thank for that. Here are three retail brands that embraced Gen Z’s unique approach to Black Friday shopping.

Gen Z craves stores that function halfway between retail outlets and retail playgrounds. Here’s how one NYC-based store is reinventing couch buying as a form of experiential retail.

  Most apparel consumers don’t know how or where their clothes are made. But with Gen Z social media users demanding more transparency from their favorite apparel brands, we may be witnessing a sea-change in the way that fashion retailers operate.

A recent UNiDAYS survey revealed that Gen Z students are worried about the future. Brands that give back are getting ahead by building meaningful and lasting connections with Generation Z.

Every generation of consumers comes with its own set of misconceptions about what they like — and what they don’t. Here are five commonly held beliefs about Gen Z that marketers ought to reconsider.

Most of us can attest to denim’s resilience; how a pair of blue jeans purchased ten years ago could still be worn today without any sign of wear or tear. In fact, the oldest-known pair of Levi Strauss jeans is about to celebrate its 140th anniversary — and if it wasn’t safely behind museum glass, it would still be wearable. But few of us could have predicted recycled denim would have enough staying-power to provide insulation for public housing. Regardless, that’s exactly what a new corporate social responsibility initiative known as Blue Jeans Go Green is setting out to accomplish: By recycling hundreds of thousands of pairs of worn-out jeans, Blue Jeans Go Green hopes to provide warm interiors for those in need of homes.

Turkey, stuffing, mashed potatoes and gravy. Pumpkin (and/or pecan) pie-induced food comas. And while we're on the subject of favorite Gen Z holiday foods, why not also include pozole, karanjis, latkes and Lebanese tabbouleh? Generation Z — the most diverse generation in American history — will have room in its heart (and stomach) for any and all of these offerings.

Gen Z health and fitness marketers of the world, meet Kayla Itsines. The 27-year-old fitness instructor and self-made millionaire from Adelaide, Australia has turned herself into one of the most-recognized fitness influencers on Earth. Analysts forecast that her fitness app, “Sweat: Kayla Itsines Fitness,” will garner around $77 million in revenue in 2018 alone. Her 8.9 million Instagram followers include the likes of well-known supermodels and gold-medal Olympic swimmers. Itsines is just one of a crop of up-and-coming fitness influencers who’ve become social media superstars — and whose popular workout routines pose a challenge to long-established, brick-and-mortar fitness brands. For more established companies in the wellness industry, this is the kind of thing that should make you stand up and pay attention.

Elections aren’t just showdowns between opposing political views. They’re also just as much about the push and pull between generations and their visions of what’s best for a country, state, district or city. The 2016 election showed the deeply contrasted political visions and values of Baby Boomers versus Millennials, the two generations that showed up that year to vote in make-or-break numbers. In contrast, Gen Z weighed in at merely six million eligible voters in 2016, and had little chance of tipping the political scales in either direction.