Problem: Gen Z is stuck in a loop of overconsumption driven by influencer culture and social media, yet they’re more self-aware than ever. One in five planned to participate in a “No-Buy” year in 2024, driven by values like sustainability, financial responsibility, and a desire to break free from toxic shopping habits. How do we make them feel good about spending?

Insight: You don’t feel guilty spending money when you know it’s for a good cause.

Idea: We turned Dress for Success’s Closet Sale into a “cheat day for a cause.” Our campaign positioned shopping as a way to support women’s empowerment, reduce fashion waste, and give back—all while scoring great finds. We used social to build hype and show that every dollar spent was a vote for sustainability and equity. A feel-good hunt with real impact.

My Role: Strategist + Content Creator

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