Female shoppers are spending less than their male counterparts. During the first half of 2025, year-over-year demand for discretionary products among women fell flat, while unit sales from men were up 3%, according to Circana. Female discretionary spending grew 1% during the same period, while male spending rose 2%.   The firm noted that discretionary spending has been challenged by elevated prices across retail food and beverage, non-edible consumer packaged goods and general merchandise “Female consumers are critical to retail performance, representing more than half of annual spending, and those purchase decisions,” said Marshal Cohen, chief retail industry analyst for Circana. “Shifts in spending behavior among female consumers reveal signs of broader consumer changes brewing.” Women seem to be opting for purchases that allow them to spruce things up, rather than a bigger ticket spend. Between January and June 2025, the majority of the pullback in spending among female shoppers impacted furniture, apparel, juvenile products and housewares.

Following the publication of Collage Group’s “2025 State of Brand Cultural Fluency” report, the cultural intelligence data company also looked at which brands are most resonant with Gen Z, and which brands are more differentiated in appealing to the generation (compared to consumers overall). Oreo was the top-performing brand overall with Gen Z, followed by YouTube, and Pringles. Nerds, Sour Patch Kids, and Spotify were the most differentiated brands with the generation. Marketing Daily caught up with Collage Group senior director of cultural insights Jack Mackinnon to discuss the report’s results, key points for marketers about how to appeal to Gen Z, and what marketers should avoid. How would you characterize the list of brands that are top-scoring or most-differentiated with Gen Z?  Jack Mackinnon: They look like Gen Z to me, and by that I mean people sometimes forget they’re young because they have this seriousness to them in response to the threats – economical, environmental, and health-related – they grew up with. But they’re still young, teenagers in some cases. They’re still gravitating toward candy brands, Pocky, Capri Sun. There’s also a factor of nostalgia as a stabilizing force. So these are brands that have a playful origin but have found a voice that has an edge to it. Duolingo is a good example of that. They tap into that annoying and aggressive side. Sour Patch Kids has had a similar approach of injecting an edginess into marketing emphasizing their sourness for a few years now. CeraVe has had some real playfulness with how they merge beauty, personal care and health with some humor that taps into Gen Z’s obsession with beauty.

Walmart Inc. has rung in a new era as it begins trading on the Nasdaq. After being listed on the New York Stock Exchange for 53 years, the retailer giant has completed the listing transfer of its common stock and bonds to Nasdaq. Walmart said the move follows an evaluation of several factors, including trading execution, brand alignment and a shared focus on technology-driven innovation to support its position as the world’s leading omnichannel retailer. “Our decision to list on Nasdaq reflects Walmart’s deep commitment to innovation and growth as a people-led, tech-powered omnichannel retailer,” said Doug McMillon, president and CEO of Walmart. “Nasdaq’s focus on technology and its support for companies driving digital transformation align perfectly with our strategic vision. This is an exciting next chapter as we continue building a frictionless future for our customers, members, associates and shareholders.”