The rise of #dupe culture, driven by Gen Z's acceptance and promotion of cheaper alternatives to luxury products, is reshaping consumer behavior. Social media experts suggest that high-end brands should not fight this trend but rather use it to engage with a wider audience and strengthen their brand image. Brands like Lululemon and Olaplex have already seen success by incorporating dupe culture into their marketing efforts.

Pinterest shared a series of insights on marketing to Gen Z based on first-party platform data and recent audience research. Gen Z is Pinterest's fastest-growing audience, making up more than 40% of its global monthly users. This generation uses the platform as a search engine, so brands should optimize their Pins for Pinterest search. Gen Z saves nearly 2.5x more Pins and makes 66% more boards than other generations, which means upper-funnel and retargeting campaigns can set the stage for lower-funnel success. 63% of weekly Gen Z Pinners say that they're ‘always shopping,' so brands should take advantage of ad formats like carousels and collections with direct links.