Global News and Digital Insights
for the Consumer Goods Industry

Food for thought for retailers: treat Gen Z consumers like co-creators



Pandemic affected multiple life spheres but on the contrary, it promoted unique DIY activities and handicraft artisans. Tufting is one such artisanal skill, which is trending nowadays among local Gen Zers in China. Tufting, more commonly known as 簇绒 in China, is the art of making traditional rugs with a tufting gun. The number of Tufting UgCS videos released on lifestyle channels increases five times every month. The emerging trend provides retailers an interesting opportunity to treat consumers like co-creators by inviting them to participate in skilful activities held at pop-up stores. This way retailers would be able to preserve their local artistic talent and encourage more customers to visit their brand.

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