Press Releases

NYU Stern Marketing Faculty Available to Comment on “Back to School” Shopping, Retail & Consumer Trends Amidst the Pandemic

Desk with apple, books, colored pencils and blocks
NYU Stern faculty are available to offer perspectives on this year’s back-to-school shopping, retail and consumer trends - including how this landscape is shifting due to Covid-19. The following professors can speak to what we will see this year around promotional and marketing trends, winners and losers in online and offline retail, shifts in consumer sentiment and how brands are leveraging technology in response to the coronavirus.

Topics include:

Consumer trends:
  • Professor Priya Raghubir, an expert in how pricing and payments impact consumer decision-making, examines how brands entice consumers to spend.
  • Professor Russell Winer looks at winners/losers among retailers this season and general marketing issues that the industry is facing amidst the pandemic.
Importance of social impact among brands:
  • Drawing from her research on how helping refugees helps brands, Professor Tülin Erdem, chair of Stern's Marketing Department, emphasizes the importance of corporate social responsibility for consumer-facing companies targeting Millennials and Gen Z.
  • Based on findings from the 2020 Sustainable Share Index™, Professor Tensie Whelan, director of NYU Stern’s Center for Sustainable Business, shows that sustainability-marketed products are responsible for more than half of the growth in consumer packaged goods (CPGs) from 2015 to 2019, and that this growth continues despite the Covid-19 pandemic.
Role of tech, mobile and social: Retail Landscape:
  • Professor Tom Meyvis discusses the Covid- and school-related changes in shopping behavior.
  • Professor Thomaï Serdari, an expert in luxury marketing, examines trends in the luxury industry for “back to school,” and how that might shift given the increasing amount of students staying remote for the Fall.