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

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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.

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