The ’90s version of showing off was a giant Tommy Hilfiger logo across your chest, a big Nautica patch on the sleeve of your polo, or head-to-toe Adidas from the hoodie to the trainers.

Gen Z’s version? Waking up at 4am for a limited edition sneaker, waiting in line for 12 hours for a hoodie, or hunting down the Canada Goose jacket that sold out in minutes. The logo might be smaller, but the scarcity and sacrifice add something even more valuable than the product itself - the story behind how you got it.

In this episode of Market Says, hosts Gayle Troberman and Marcus Collins sit down with University of Michigan marketing students to explore how identity is signaled now that scarcity, sacrifice, and cultural relevance matter as much as the product itself. Why are Gen Z willing to work harder than ever to earn their brand identity?