Are You Thinking What We’re Thinking?

In-store browsing is on pause in much of the country.

Yes, this reality has been accelerated by concerns around COVID-19 exposure. But, even before we entered the upside-down world of 2020, consumers were making decisions online regardless of whether or not they completed the purchase in-store.

Consumers are making sure that companies can no longer choose silence on issues of injustice.

I don’t know makeup. 

So when I was tasked with building a framework for outlining unfamiliar industries, I figured that would be a stellar test. 

Gen Z represents $143 billion in purchasing power, and possibly one of the biggest missed opportunities in marketing right now.

To beat established brands with longer legacies and deeper pockets, challenger brands have to work harder and smarter.