What does 2023 have in store for retailers? The answer is a bit of a mixed bag.

Consumers want pro-LGBTQ+ ads but find them inauthentic: Brands have to extend their support beyond Pride Month to satisfy skeptical consumers.

In the marketing lingo bingo game, “Gen Z” ranks at the top. (Yes, there’s also “TikTok,” but that’s largely due to its proximity to Gen Z.) So what happens when the hot topic is also the thing that makes you the most uneasy?

Grubhub partners with Kiwibot to expand its robot delivery service on college campuses: The move could help the food delivery company win more Gen Z signups to its platform, but a broader rollout looks unlikely.

Meta is struggling after hemorrhaging money on its metaverse ambitions and as Instagram faces serious competition from TikTok. Meanwhile, TikTok recently reduced its global revenue goals for the year and could be facing some regulatory and legal hurdles ahead. And don’t even get us started on Twitter.

Tech’s recession another blow to Gen Z: After pandemic disruptions, career paths are foiled by tech’s upheaval. More schooling and work in other sectors have consequences for the tech industry.

Mcommerce growth is slowing, but mobile’s importance isn’t going anywhere. The channel is vital for commerce on social platforms, retailer apps, and mobile browsers. But as digital tools enter retail spaces, mobile will prove important for more than just mcommerce sales.

Underage users are both an asset and huge risk for platforms: TikTok and games like Fortnite are thriving thanks to their young users, but controversy could make advertisers wary.

TikTok’s CEO tries to quiet content safety and Chinese controversies: Shou Zi Chew gave a rare interview touting the app’s answers to criticisms.

Though year-over-year growth of social buyers is slowing slightly following a two-year surge, US social commerce sales will continue to climb through 2025. We take a look at what’s driving this growth, which platforms are emerging as leaders, and what social buyers really want.

Consumer habits are changing, and Gen Zers are a major driving force. Their shorter attention span, social buying habits, and lack of brand loyalty will push several industries to evolve—especially as Gen Z’s spending power grows. These shifts in financial services, advertising, and social make up four of our top trends for 2023.

Meta is still trying to improve its teen user image: Its latest attempt to quell its poor reputation with parents and regulators is a slew of privacy features for teens.

TikTok. BeReal. Gen Z. Authenticity. That might seem like a grab bag of buzzwords, but it’s the marketing strategy behind clothing retail American Eagle Outfitters.

Gen Z consumers expect retailers to get data privacy right: While they won’t give companies credit for having good practices in place, they will lose trust in those that don’t.

Product discovery is the top reason Gen Zers in the US buy through social media, with 45% saying they did so because they found items they liked. A comparatively low 22% cited influencers and creators, while just 16% were swayed by the company or brand name.

Only 13% of US adults have used augmented reality (AR) or virtual reality (VR) while shopping. Though the overwhelming majority have not, 38% are at least somewhat interested in trying the tech.

The early results are in: Foot traffic saw increases week over week between September 19 and October 16, suggesting the holiday season may have kicked off earlier in-store, per

Popularity with Gen Z isn’t enough to stop a US reorg at TikTok: With ad sales slowdown looming, the company is shuffling leadership and hoping social commerce moves pay off.

Gen Z shoppers are ready to splurge on holiday purchases: But financial concerns remain at the forefront as consumers turn to sales and BNPL to stretch their budgets.

Marketers have their hearts set on capturing holiday dollars from Gen Z this season, but they shouldn’t run the same old marketing playbook if they want to succeed.