Gen Z is bringing the mall back, and it’s not just about shopping. From content creation to social connection, Mall Culture is having a moment. Smart brands like PacSun and American Eagle are tapping in with creative, culturally relevant campaigns. Want to reach Gen Z? Meet them where their subcultures thrive.

Take a hard look at your innovation pipeline – does anything actually excite you? If it’s feeling like déjà vu, it might be time to shake things up. At ProdigyWorks, we tap into brilliant, unexpected minds (think inventors, chefs, artists, and more) to spark big, bold ideas that go way beyond the usual.

Dupe culture is booming, and shoppers are loving high-quality lookalikes – just ask TikTok. But before your brand joins the dupe game, ask yourself: do we have the right to play, and can we do it authentically? As Kirkland vs. Lululemon heats up, one thing’s clear- value is being totally redefined.

These days, joy feels like a guilty secret – something to downplay, whisper, or hide. But what if sharing joy isn’t selfish… it’s essential? From boosting resilience to deepening connection, joy is pure oxygen in a heavy world. Ready to stop muting the good stuff? Crack a window. Let the light in.

Unilever is betting big on creators – shifting half its media spend to social and letting influencers help shape its brand voice. It’s a bold move from carefully crafted campaigns to a chorus of authentic voices. Will this creator-led future spark deeper connections or blur the brand’s message? Time (and TikTok) will tell.