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What makes a brand meaningful? That’s the question that ecommerce marketing platform Klaviyo and retail media research startup Future Commerce attempt to answer in a new report about which brands are shaping the future that consumers want to see and why.
The report identifies nine different brand categories resonating with consumers, ranking nine brands within each category that are meeting consumer needs particularly well. Some of those categories roughly correspond with a generation, like the Gen Z-heavy category of consumers that the report identifies as CARLY—or, Can’t Afford Real Life Yet.
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