Market Says?

74% of Gen Z uses TikTok as a search engine. 81% of teens get news from creators. But 55% still say they trust established experts when a story really matters. So the question isn't whether Gen Z has abandoned traditional sources. It's whether "the source" is even a concept anymore. In this episode of Market Says, hosts Gayle Troberman and Marcus Collins sit down with University of Michigan marketing students to figure out who they...

The ’90s version of showing off was a giant Tommy Hilfiger logo across your chest, a big Nautica patch on the sleeve of your polo, or head-to-toe Adidas from the hoodie to the trainers.

Gen Z’s version? Waking up at 4am for a limited edition sneaker, waiting in line for 12 hours for a hoodie, or hunting down the Canada Goose jacket that sold out in minutes. The logo might be smaller, but the scarcity and sacrifice add s...

Some brands you grew up with stick with you forever. Others get dropped the minute you have your own grocery list. In this episode of Market Says, hosts Gayle Troberman and Marcus Collins sit down with University of Michigan marketing students to figure out what makes Gen Z stay loyal, what makes them switch, and why so many of them are happy to keep their parents' bank but wouldn't be caught dead in their parents' jeans.

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Brands have been gearing up for America's 250th birthday like it's the next Super Bowl. The market is shrugging. In this episode of Market Says, hosts Gayle Troberman and Marcus Collins sit down with University of Michigan marketing students to find out which 250 plays are actually landing with Gen Z, and why so much of the big-budget spectacle is losing out to the small, simple stuff.

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From licensing to sponsorships to endorsements to full-on artist partnerships, brands have a lot of doorways into music, and marketers love walking through all of them. But the market is paying way less attention than the industry thinks. In this episode of Market Says, hosts Gayle Troberman and Marcus Collins sit down with University of Michigan marketing students to find out which music marketing moves earn a place in young consu...

The algorithm doesn’t just show us what we care about. It can start to shape what we think we care about. In this episode of Market Says, hosts Marcus Collins and Gayle Troberman, alongside University of Michigan students get to the heart of how brand relevance works in a feed-first culture. If people are discovering issues, products, controversies and cultural cues through their “for you” pages, then brands are n...