As back-to-school season ramps up in 2025, brands are navigating a tricky economic environment where consumer spending confidence remains subdued, intensifying the competition for Gen Z’s attention. This demographic, born between 1997 and 2012, is not just tech-savvy but also value-driven, prioritizing authenticity, sustainability, and digital engagement over traditional sales pitches. With inflation lingering and families tightening budgets—evidenced by reports that 20% of households expect financial strain this season—marketers are pivoting to innovative strategies that blend nostalgia, social media prowess, and personalized experiences to capture this crucial cohort.

Staples, the office supply giant, is leaning into Gen Z’s affinity for customization and self-expression. This year, the brand has rolled out campaigns featuring user-generated content on platforms like TikTok and Instagram, encouraging students to showcase their “back-to-school glow-ups” with Staples products. According to a recent article in Digiday, Staples is emphasizing affordable tech bundles, such as laptops paired with eco-friendly notebooks, to appeal to environmentally conscious shoppers. This approach aligns with broader trends where 71% of parents factor sustainability into purchases, as noted in insights from Moneris.

JanSport’s Nostalgia-Fueled Expansion and TikTok Dominance

JanSport, long synonymous with durable backpacks, is expanding beyond its core products to tap into Gen Z’s love for Y2K revival trends. The brand’s 2025 campaign includes apparel lines inspired by early-2000s aesthetics, like velour tracksuits and low-rise accessories, updated with sustainable materials to promote upcycling. Drawing from a 2023 strategy highlighted in Modern Retail, JanSport has amplified this with “cringe comedy” musical spots on TikTok, where backpacks star as protagonists in humorous skits. These efforts have driven record sales, per reports in Netinfluencer, by fostering shareable, fun content that resonates with Gen Z’s preference for non-salesy marketing.

Nuuly, the clothing rental service from Urban Outfitters, is targeting Gen Z’s sustainable fashion ethos by offering back-to-school subscription boxes curated for campus life. In a low-confidence spending climate, Nuuly’s model provides access to trendy outfits without the full purchase commitment, appealing to budget-minded students. The Digiday piece details how Nuuly collaborates with influencers for authentic endorsements, emphasizing circular fashion amid the Y2K resurgence documented in WebProNews.

Broader Industry Shifts: Sustainability and Omnichannel Tactics

Across the board, brands are adapting to Gen Z’s digital-first habits, with posts on X highlighting the need for daily content on TikTok and Instagram that feels genuine rather than promotional. For instance, sentiments from users like marketing experts on X underscore that Gen Z craves problem-solving content that’s “real and fun,” echoing findings in Camphouse‘s 2025 trends report. This is particularly vital as back-to-school spending shifts toward omnichannel experiences, with NielsenIQ analysis in NIQ revealing a dominance of in-store shopping blended with online discovery.

Competitors like Target and Amazon are also in the fray, using creator-led campaigns for storytelling, as explored in Viral Nation. Yet, Staples, JanSport, and Nuuly stand out by addressing Gen Z’s dual demands for affordability and ethics—Staples through value bundles, JanSport via nostalgic yet green expansions, and Nuuly with rental innovations.

Challenges Ahead: Economic Pressures and Evolving Preferences

Despite these tactics, challenges persist. Low consumer confidence, as flagged in BizToc, means brands must justify every dollar, with Gen Z showing a penchant for quizzes, email deals, and influencer collabs per Avada. Moreover, the shift from digital overload back to physical experiences, noted in X discussions, suggests brands should balance online buzz with tangible in-store activations.

Looking forward, success will hinge on agility. As Gen Z’s influence grows—projected to control significant spending power by decade’s end—these strategies could redefine retail norms, blending creativity with data-driven insights for sustained engagement.