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The news: Unilever acquired men鈥檚 personal care brand Dr. Squatch鈥攚hich recently made headlines for offering soap containing actress Sydney Sweeney鈥檚 bathwater鈥� for an undisclosed amount as it looks to establish a greater foothold in the fast-growing category. It鈥檚 a notable move for a company that is otherwise shedding brands to speed its turnaround, and a clear sign that Unilever counts men鈥檚 personal care as one of the 鈥減remium and high growth spaces鈥� to prioritize. Our take: While men are hardly a monolithic entity, their optimism about the economy makes them more likely than women to increase their spending this year. At the same time, shifting consumption habits are turning male consumers into a more valuable commodity鈥攁s Saks and Unilever see only too clearly.

In our exclusive survey with ESW, data from shoppers in 18 countries reveals new twists in the path to purchase, the rising momentum of marketplaces, and the resilience of age-old fundamentals.

Our take: Gen Z鈥檚 engagement habits portray a generation willing to spend on luxuries like gaming and apparel while also valuing increased financial stability. Our Industry KPI data reveals that there is no one-size-fits-all approach to reaching Gen Z.

US luxury consumers felt more optimistic about the economy in April than they did in January. False. Only 28% of US luxury consumers felt optimistic about the economy in April 2025, down from 41% in January 2025 and 45% in April 2024, according to data from Saks. July 17, 2025. True or false? Target鈥檚 foot traffic slowed its months-long decline in June. False.

Nearly three-quarters of low-income consumers see fast food as a luxury, according to April 2024 data from LendingTree. QSRs like McDonald鈥檚 have rolled out limited-time offers like $1 Egg McMuffins to attract budget-conscious consumers. Use this chart: If tariffs lead to price increases, it will certainly affect consumer spending. Marketers and retailers should prepare for that reality.

Contracting with more than one currency provider is a luxury few smaller players can afford. Even subbing in a different currency provider can be prohibitively expensive, as most planning software and transaction infrastructure was built on Nielsen. But most advertisers who used alternative currencies found them to be effective replacements.

Testimonials could also bring new marketers into the creator space, said influencer marketing consultant Lindsey Gamble, who used luxury brands as an example. 鈥淢aybe you don't want the short-form video made on a phone and want the high-quality product shot, but then you incorporate a comment from a creator that has a name in the fashion industry,鈥� said Gamble.

E.l.f. Beauty strikes $1 billion deal to acquire Hailey Bieber鈥檚 Rhode: The move could reignite slowing growth and boost its appeal to Gen Z and more affluent shoppers.

Major retailers like Zara and H&M have responded to the increased interest in secondhand goods by expanding their pre-owned offerings, while Walmart鈥檚 partnership with Rebag has brought luxury resale to a broader audience. More brands are expected to enter the space, as 76% of retail executives without a resale program say they鈥檙e considering or planning one鈥攁 2 percentage-point increase YoY.

AI-powered brand safety will be a necessity, not a luxury, in making native ads more engaging, relevant, and safe. Marketers should leverage AI-driven brand-safety tools to protect reputation and improve ad targeting efficiency. Go deeper: Want more on native ad benchmarking data?

Aspirational brands鈥攑articularly in beauty, luxury automotive, and fashion鈥攚ill create video content, including brand-adjacent content for product placement and other marketing initiatives. Retailers will use their owned and operated channels in new ways to keep audiences engaged. Episodic content and daily games will emerge as key engagement drivers for apps and websites.

David鈥檚 Bridal goes upscale: The retailer launched a higher-end boutique called Diamonds & Pearls that offers a more intimate, elevated experience.

On Running leans into premiumization to offset tariff impact: The company plans to raise prices as enthusiasm for its expensive sneakers remains high.

Department stores battled sluggish traffic and selective spending on luxury fashion. What it means for 2025:. Value-consciousness is paramount across all income levels, with affluent shoppers trading down to mass retailers for certain purchases. Inventory management has improved since the 2022 supply gluts, allowing for better margins despite discounting.

Our take: Given the uncertainty surrounding consumer spending, particularly in the luxury arena, it鈥檚 no surprise that retailers are pulling every available lever to attract shoppers and drive spending.

The department store is executing a turnaround plan that includes revamping merchandise and store displays, investing in staff, and doubling down on the relatively resilient luxury and beauty categories. Macy鈥檚 is seeing modest success at the 50 stores where those changes have been implemented.

Our take: Offering more exclusive and luxury-filled experiences can help Amex attract new young cardholders. Amex boasted a record 13 million new card acquisitions in 2024, and millennials and Gen Zers made up more than half of these accounts. They also accounted for one-third of Amex鈥檚 total balances last year.