Lean into local to build brand reach, say retail experts

Metropolitan centers such as Los Angeles, San Francisco and New York City are losing market share, according to Stylus trend analysis, while the heartland has shed the hillbilly stereotype and become a hotspot for authentic grassroots culture. 43 percent of under 30s in the US believe Facebook and Instagram have too many people on the platforms, according to a 2019 Zak study, and Spotify findings from the same year reveal that, globally, 62 percent of Gens Y and Z believe brands can serve communities based on common interests and passions. So, avoid the crowds and go where the action is; this might sound contradictory but brands fine-tuning their post-pandemic business strategy would do well to reach out to regional if they hope to stay relevant.