You’ve likely seen soccer legend David Beckham star in a brand campaign or two leading up to this summer’s FIFA World Cup. Perhaps it was Adidas, Bank of America or Stella — or Verizon, which we covered back in October. As of last week, add The Home Depot to the list of brands he’s showing up for.

The question becomes: Can he still be an authentic representation of the brand? Whit Friese, Vice President, Creative Marketing, argues he can — because the retailer is linking Beckham’s genuine passion for gardening with the tournament. We spoke with Friese about the campaign’s strategy and goals.

Meanwhile, Gen Z shoppers are more than twice as likely to buy secondhand items than Gen X shoppers, according to a new survey of 1,100 U.S. consumers from return platform Seel. The survey showed that 57% of Gen Z consumers purchased a resale item either in store or online in the past 12 months, compared with 53% of millennials and 26% of Gen X shoppers. We look at the data’s findings, plus insights from online retailers about the secondhand market.

Roughly 90% of B2B buyers use generative AI or conversational search in the buying process, according to a new Forrester report. Moreover, 68% already have a front-runner candidate when they begin their purchase process, and that process involves more decision-makers and influencers than ever before. Add in marketplace turbulence and economic volatility, and you have a moment of pivotal change in B2B buying models. For those sellers unsure of how to address GTM changes, Forrester offers some suggestions.

Lastly, this Thursday, June 4, join us for the Top Women Awards Celebration, which for the first time combines the Top Women in PR & Communications with the Top Women in Marketing. Join us as we honor a truly remarkable group of professionals.

See you there.