JanSport Aims to ‘Lighten the Load’ for Gen Z With Mental Health Resources

Campaign offers live conversations and a series of original films

Mental health is a top concern among Gen Z, JanSport's primary audience. Jansport

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.

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Nick is a video producer at Adweek and host of the Gen ZEOs podcast.
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