Mental Health Tools – Adweek

10Jul, 2020

For backpack brand JanSport, back-to-school season is typically its busiest time of the year. Needless to say, back-to-school in the fall of 2020 is looking unlike any other previous year. While schools and universities across the country grapple with how to educate again, JanSport has had to adjust its messaging toward its primarily Gen Z audience.

“One of the things we’ve learned over the last few months is that we can pivot with what our consumer is going through,” JanSport’s senior director of marketing, Monica Rigali, told Adweek. “We really didn’t want to come out again and tell [consumers] that we have durable backpacks in every color of the spectrum. It was really important for us to let Gen Z know that we want to hear about them, we want to know what they’re going through, and we want to be an ally.”

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