Morning Brew - ☕️ Command-Z

What retailers get right—and wrong—about Gen Z.
Morning Brew May 11, 2022

Retail Brew


Happy Wednesday. Which is also Eat What You Want Day. We didn’t know there was a designated day to do so…it’s just the Retail Brew way.

In today’s edition:

Andrew Adam Newman, Erin Cabrey


Free to be you and Z

Meagan Loyst, investor at VC firm Lerer Hippeau Hadi Yazdani

If you want to be technical about it, Meagan Loyst says she’s what you’d call an “Elder Gen Z,” born—as she was—in April 1997, with the generation generally bracketed from 1997 to 2012. Loyst is so long in the tooth, she noted, that, unlike her younger sisters, “My first phone was not an iPhone.”

Still, at 25, Loyst is the youngest investor at Lerer Hippeau, the VC firm she joined in 2020. She also founded Gen Z VCs, a Slack group with ~15,000 members that aims to make VC less opaque for young investors, and to help connect them with company founders in their cohort.

  • Think of her as a go-to analyst when it comes to Gen Z consumers and brands.

Now, it is Gen Z month at Retail Brew, and we’re trying to shed some light on the customs and rituals of these mysterious creatures. So we asked Loyst about what retail brands get right about Gen Z, what they get wrong, and what she’s going to do with herself when everyone gets obsessed with the next generation.

This interview has been lightly edited and condensed for clarity.

Does a company supporting causes like Planned Parenthood seem more important for Gen Z?

Pretty much every Gen Z company that comes through our doors has some type of sustainability pledge like, “Better for you, better for the planet.” That’s not something with our portfolio companies across the board. And it’s because this is where the world is moving. To launch a brand today and not be thinking about these things is—it’s not tone deaf per se, but if you’re going after the Gen Z consumer, you kind of have to be doing it.

Is there a supposed insight that retail executives think they know about Gen Z but that’s only half-right or just wrong?

I would argue that most Gen Zers don’t purchase things solely because they’re sustainable. Shein is a great example of that…Shein hauls have [more than] 5.1 billion views on TikTok, and a majority of their users are Gen Z. Shein is the total opposite of what a sustainable brand looks like: They’re quintessential fast fashion. The assumption that Gen Z are buying things just because they’re sustainable and good for the world is just a misconception because there’s a bunch of factors that go into the buying decision at the end of the day.

Click here to read the full Q&A, including Loyst’s thoughts on why Gen Z really hearts resale.—AAN



Flip the lid

Danone's Oikos products Danone

In the often overwhelming yogurt aisle at the grocery store, Danone accounts for a good chunk. With brands like Activia, Dannon, and Oikos, it has 32.2% of the yogurt market share in North America, per the company, plus 70% in plant-based yogurt with Silk and So Delicious.

But with great market share comes great responsibility volatility. Amid inflation and supply-chain constraints, Pedro Silveira, president of yogurt for Danone North America, told Retail Brew that the CPG giant has had to work to “stay ahead of the game.”

Lid adieu: Danone used supply-chain crunches as an opportunity to keep things simple. “There is one statement that comes to my mind all the time, which is, ‘Never let a good crisis go [to] waste,’” Silveira said.

With 400+ SKUs across 10 yogurt brands (plus various pack formats), Danone found it produced nearly 300 different lids across its yogurts with unique health and flavor info on each one, he explained—forcing its supplier to spend 40 hours a month just stopping the line to do changeovers. Recognizing consumers read front labels way more often, the company questioned if it really needed all that complexity.

  • It didn’t. Danone “dramatically” reduced the amount of lids it produces by creating more generic ones suitable for multiple flavors, Silveira said.

Seal the deal: Like many, the company also raised prices earlier this year—roughly 5% across its portfolio—and has found thus far that its brands have “resilience” to higher $$, Silveira said.

Plus, Danone likes to “play with promotions.” Click here to read more.—EC



Create showstopping marketing


All marketers want their campaigns to put on the best performance possible (aka engage, convert, and drive revenue). But without the right platform to power and synchronize their marketing campaigns, they run the risk of flopping rather than earning an encore.

That’s why more than 1,000 retailers and brands use Listrak: the leading cross-channel marketing engagement platform with a data-first approach that orchestrates messages across channels, devices, and the entire customer journey.

Listrak’s single platform helps you with everything from capturing customer data with Identity Resolution (GXP) to powering cross-channel experiences with SMS and email.

Wanna experience the harmony Listrak can bring to your marketing campaigns? We created an interactive soundboard representing each pillar of Listrak’s all-in-one platform. When you play them all together, the unified soundtrack is (quite literally) music to your ears.

Make your marketing melody and steal the stage with Listrak. Check out our interactive soundboard here.


Coworking with Emily Zippilli

On Wednesdays, we wear pink spotlight Retail Brew’s readers. Want to be featured in an upcoming edition? Click here to introduce yourself.

When Emily Zippilli was on her college tour at St. Joseph’s University, three things floored the then-18-year-old: the campus, the student culture, and the revelation that it had a food marketing program. “It became a done deal,” she recalled.

Now, years later, she’s a senior national account executive for the Kellogg Company (she has Toucan Sam’s beak in her email sig file!), working exclusively with Costco stores in the Northeast. But she spends time in more than just the cereal aisle, since other Kellogg’s brands—like Cheez-It and MorningStar Farms—are also in her purview. “Nothing brings people together better than a good meal,” Zippilli told us, “yet nothing is more complex than the supply chain and negotiations processes that lead to those meals hitting shelves and getting in your cart.”

One thing we can’t guess about you from your LinkedIn profile: My first job in the food industry entailed a hairnet, apron, and giving out hot dog samples at Costco.

What’s your favorite project you’ve worked on? When I was on the ShopRite account, we redesigned the cereal aisle to flow by cereal type (i.e., kids) as opposed to cereal manufacturer (i.e., Kellogg’s)...A standard cereal aisle flows by manufacturer. The Kellogg’s, Post, Quaker and General Mills items are all in their own section. However, the Kellogg’s thought process was that your everyday shopper doesn’t shop by manufacturer. Instead, they are shopping for different preferences of the members of their household.

One trend that you’re excited about this year: I think it’s been really interesting to track the innovation and VC investments in “the last mile” of a shopper’s journey. Time is our most precious commodity, and these are all focused around adding time and convenience back to our everyday lives.

Are you a cereal mixer or nah? Hear me out…but you need to mix Frosted Flakes and Rice Krispies. The sweetness of Frosted Flakes combined with the snap, crackle, and pop of Rice Krispies never disappoints.

What’s the most embarrassing product in your order history from Amazon that you’re actually willing to admit? An embarrassing amount of dog bandanas to keep my Bernedoodle, Pepper, well accessorized at all times.



  • Inflation kept doing what inflation’s been doing lately, with the CPI rising 8.3% in April, a skosh better than March but still close to the worst level since 1982.
  • Kohl’s shareholders decided to re-elect the retailer’s current board of directors, per an initial tally.
  • Shopify debuted a new tool that taps machine learning to help merchants tap new customers.
  • Nike has kicked things up a notch in its trademark-infringement lawsuit against StockX, asking a judge to add claims of counterfeiting and false advertising.
  • Arianee, a Paris-based startup that helps fashion and luxury brands get into NFTs, has raised €20 million.



Connect with the best in the biz: Accelerate, the Global Ecommerce Acceleration Summit, brings together ecommerce executives, brands, and innovators in Salt Lake City, June 15–16 to strategize with specialists, elevate their insights, and network with industry rock stars. Speakers include actress and Hello Bello cofounder Kristen Bell, Pattern CEO David Wright, and tons of groundbreaking ecommerce leaders. Grab your ticket here.


Next in line: With brands like Tommy Hilfiger and Boss by Hugo Boss expanding their presence within the country, Senegal is becoming a promising new fashion destination in West Africa. (Business of Fashion)

Once upon a time: After being acquired by Authentic Brands Group, Reebok is looking to reclaim some of its former glory. (Retail Dive)

A new approach: From Goodlife to Bean Box, DTC brands are increasingly turning to curated bundles to ramp up sales. (ModernRetail)

Don’t miss this: Want more of the latest news at the intersection of tech and retail? Look no further than Emerging Tech Brew, which covers topics such as the future of at-home fitness devices, wearables, and more. Check it out.


Share Retail Brew with your coworkers, acquire free Brew swag, and then make new friends as a result of your fresh Brew swag.

We’re saying we’ll give you free stuff and more friends if you share a link. One link.

Your referral count: 2

Click to Share

Or copy & paste your referral link to others:


Written by Andrew Adam Newman and Erin Cabrey

Was this email forwarded to you? Sign up here.


Industry news, with a sense of humor →

  • HR Brew: analysis of the employee-employer relationship
  • IT Brew: moving business forward; innovation analysis for the CTO, CIO & every IT pro in-between

Tips for smarter living →

Podcasts → Business Casual, Founder's Journal, Imposters, and The Money with Katie Show


Accelerate Your Career →

  • MB/A: virtual 8-week program designed to broaden your skill set

Update your email preferences or unsubscribe here.
View our privacy policy here.

Copyright © 2022 Morning Brew. All rights reserved.
22 W 19th St, 4th Floor, New York, NY 10011

Older messages

Your Exclusive Invite: The Next Decade of Tech

Thursday, May 12, 2022

Emerging Tech Brew Summit Join us for a day of conversations and insights at the intersection of emerging technology and food, energy, and health. The Next Decade of Tech September 29, 2022 | 10:00am -

☕️ Airbnb redesign

Thursday, May 12, 2022

Inflation slowed its roll, but not by much... May 12, 2022 View Online | Sign Up | Shop Morning Brew TOGETHER WITH Battleface Good morning. If data is the new oil, then oil is the new school lunch

☕️ Movers and shakers

Tuesday, May 10, 2022

DTC kitchen cabinet-maker Boxi thinks inside the box. May 10, 2022 Retail Brew TOGETHER WITH Square Good day. In a strange turn of events, Best Buy had football Twitter a-rockin' last night. After

🕵️ Mystery solved

Tuesday, May 10, 2022

Tapping into the UX design hustle. May 10, 2022 | View Online | Sign Up Sidekick Logo TOGETHER WITH Vuori Hello, Sidekickers. Stop what you're doing right now, and request your PTO before your 20-

☕️ Tables have turned

Tuesday, May 10, 2022

Talking NewFronts. May 10, 2022 Marketing Brew TOGETHER WITH Hulu Ad Manager Welcome to Tuesday—and a heartfelt thank-you to whoever at Taco Bell is responsible for convincing Dolly Parton to star in a

☕️ Covid: still here

Tuesday, May 17, 2022

The debate over corporate greed and inflation... May 17, 2022 View Online | Sign Up | Shop Morning Brew TOGETHER WITH NowRx Good morning. Must-watch TV on Capitol Hill this morning: A House

The Best Paracord For The Survivalists And Outdoor Camping

Tuesday, May 17, 2022

Survivalists and campers should know that paracord rope stands tall among the top survival gear you must have. We cover the best paracord to buy. Critical Crow Magazine Critical Crow Magazine The Best

Numlock News: May 17, 2022 • McDonald’s, Coldplay, Algae

Tuesday, May 17, 2022

By Walt Hickey I Was Just Guessing At Numbers And Figures The band Coldplay is running the cheapest tour operating right now, with an average ticket price of $77.80 per ticket, over 25 percent less

Housing shortage plan - Unlimited paid vacation - US redeploys to Somalia

Tuesday, May 17, 2022

Campaign finance ruling • Lebanon elections • Housing shortage plan • US redeploys to Somalia • Unlimited paid vacation • 17 MAY 2022 View in browser The Factual Facts, not fear. TRENDING TOPICS

Ad-tech firms grab email addresses from forms before they're even submitted [Tue May 17 2022]

Tuesday, May 17, 2022

Hi The Register Subscriber | Log in The Register {* Daily Headlines *} 17 May 2022 Ad-tech firms grab email addresses from forms before they're even submitted Ad-tech firms grab email addresses

Your Guide to This Week's House Primaries (ID, KY, NC, OR, PA)

Tuesday, May 17, 2022

Primary season kicks into high gear as abortion creates divisions within each party. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Contra Dynomight On Sexy In-Laws

Monday, May 16, 2022

... ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

What A Day: New Elise on lies

Monday, May 16, 2022

...just like his wife Ginni. Monday, May 16, 2022 BY BRIAN BEUTLER & CROOKED MEDIA -Elise Stefanik spokesman, lying about calling her opponents pedophiles A neo-Nazi indoctrinated with Republican

Tucker Carlson Deserves Some of the Blame for Buffalo

Monday, May 16, 2022

Columns and commentary on news, politics, business, and technology from the Intelligencer team. Intelligencer Stay informed about business, politics, technology, and where they intersect. Subscribe now

The racist mass shooting in Buffalo

Monday, May 16, 2022

Plus, Biden will redeploy ground forces to Somalia. A racist attack in Buffalo kills 10 people; President Joe Biden will redeploy troops to Somalia. Tonight's Sentences was written by Jariel Arvin.