The path to purchase is becoming more fragmented. Consumers now move between social, creators, search, and community as they discover products and decide what to buy. Different generations navigate that journey in different ways, changing where brands need to show up and what influences the final decision.

Using real brand examples, examine how retailers can respond to these differences without relying on generational stereotypes, and make smarter decisions about where to show up, what content to prioritize, and how to invest across channels.

Navigate the new path to purchase by:

• Comparing how different generations discover, validate, and decide what to buy

• Understanding where social, creators, search, and community influence purchase decisions

• Adapting content and channel investment to changing consumer behavior without overgeneralizing by generation

Social momentum does not always arrive on a schedule. A planned creator campaign can generate rapid demand, while an unexpected celebrity mention or organic social moment can create the same surge with little warning. Brands must always be ready to turn attention into sustained business growth.

Drawing on experiences from ZO Skin Health and EltaMD, explore how brands can capitalize on both planned and organic social momentum, from preparing for a major launch to responding when demand takes off unexpectedly. Learn how to align marketing, ecommerce, inventory, and channel partners so the business can capture the opportunity without losing momentum.

Capture the moment by:

• Preparing for both planned campaigns and unexpected demand spikes
• Coordinating ecommerce, inventory, marketing, and channel partners as demand accelerates
• Turning short-term attention into sustained product and category growth