Can You Teach Taste? What the Market Says About the Last Human Advantage

​Technology can generate almost anything now. So what's left that only humans can do? In this episode of Market Says, hosts Gayle Troberman and Marcus Collins sit down with University of Michigan marketing students to make the case that taste is the last real human advantage. The students explain w…

Is Gen Z Saving the Movie Theater? What the Market Says About the Big Screen Comeback

Moviegoing was supposed to be dying. Then Gen Z sold out theaters all summer. Gayle Troberman and Marcus Collins sit down with University of Michigan marketing students to unpack what's actually driving the comeback. Spoiler: it's less about what's on the screen and more about who's in the seat nex…

Homesick for a Life You Never Lived? What the Market Says About Borrowed Nostalgia

65% of Gen Z feels nostalgic for eras they never lived. That's a marketer's dream — and a minefield. In this episode of Market Says, hosts Gayle Troberman and Marcus Collins sit down with University of Michigan marketing students to unpack why some brands earn their way into a decade that isn't the…

Is "The Source" Even a Thing Anymore? What the Market Says About How Gen Z Decides What's True

74% of Gen Z uses TikTok as a search engine. 81% of teens get news from creators. But 55% still say they trust established experts when a story really matters. So the question isn't whether Gen Z has abandoned traditional sources. It's whether "the source" is even a concept anymore. In this episode…

Loud Logo or Quiet Flex? What the Market Says About Gen Z and Brand Identity

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 h…

Mom's Brand or Mine? What the Market Says About Brand Loyalty and Growing Up

Some brands you grew up with stick with you forever. Others get dropped the minute you have your own grocery list. In this episode of Market Says, hosts Gayle Troberman and Marcus Collins sit down with University of Michigan marketing students to figure out what makes Gen Z stay loyal, what makes t…

Substance or Spectacle? What the Market Says About Brands and America 250

Brands have been gearing up for America's 250th birthday like it's the next Super Bowl. The market is shrugging. In this episode of Market Says, hosts Gayle Troberman and Marcus Collins sit down with University of Michigan marketing students to find out which 250 plays are actually landing with Gen…

Background Noise or Brand Magic? What the Market Says About Music Marketing

From licensing to sponsorships to endorsements to full-on artist partnerships, brands have a lot of doorways into music, and marketers love walking through all of them. But the market is paying way less attention than the industry thinks. In this episode of Market Says, hosts Gayle Troberman and Ma…

More Human, Less Slop? What the Market Says About AI-Generated Ads

Brands are betting big that AI will make advertising faster and cheaper. Gen Z has one question: at what cost? In this episode of Market Says, hosts Gayle Troberman and Marcus Collins sit down with University of Michigan marketing students to find out where the line sits between a useful tool and a…

Are You for Me, Against Me or Just With Me? What the Market Says About Brands Making a Stand

The algorithm doesn’t just show us what we care about. It can start to shape what we think we care about. In this episode of Market Says, hosts Marcus Collins and Gayle Troberman, alongside University of Michigan students get to the heart of how brand relevance works in a feed-first culture. If peo…