A new era of consumer behaviour is here. Younger generations are not just buying beauty products — they’re creating social movements, and brands must adapt with personalized, transparent and community-focused content.

In the dynamic world of beauty and wellness, the old rules of marketing and consumer engagement no longer apply. Economic uncertainties and shifting consumer behaviors have forced brands to rethink their strategies, with the most successful ones turning their attention to a new, influential demographic: Gen Z and the even younger Gen A.

According to Jamie Elden, chief revenue officer of Listrak, a leader in digital marketing, a seismic shift is underway, one that demands a new approach centered on authenticity, personalization, education and immersive experiences.