Column: Introducing Our 40 Under 40

Jessie Dowd
Editorial Director | profile
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As I write this, we are just days away from hosting our first in-person conference in more than two years. The excitement of gathering our industry together again — finally — is coming to a head, and our team at the Path to Purchase Institute is thrilled to be seeing our industry friends in real life at Future Forward in Chicago. 

A big part of what I’m personally excited about at Future Forward (and something I’ve mentioned before on the pages of this magazine) is the privilege we get as editors to honor the many talented leaders in our industry through our awards programs. To that tune, we are celebrating the inaugural winners of our 40 Under 40 Awards and the Hall of Fame 2022 inductees at the event. I cannot wait to meet these inspiring individuals face to face, hear their stories and learn from their experiences navigating the evolving world of commerce. 

Whether or not you’re attending Future Forward, you can still get to know the 40 exceptional young professionals in the commerce marketing industry who comprise the 40 Under 40 class of 2022 via our profiles in this issue. Selected by our editors from an overwhelming and impressive pool of entries, this next generation of leaders in omnichannel marketing is being honored for their innovative and outstanding work, as well as their contributions to education, mentorship and associations that support the marketing, brand and retail communities. I hope you enjoy getting to know them across the pages of this magazine. And if you want to read about the Hall of Fame 2022 inductees, check out the March/April edition of the magazine or visit for the digital coverage.

Inside this issue, you’ll also find our latest consumer research, including our cover story that explores Gen Z’s shopping habits. Our findings from this exclusive research on the most diverse generation to date reveal how they search, browse and shop across channels and platforms, as well as what’s influencing their purchasing decisions — and guess what, it’s a lot more than just TikTok. This cohort of digital natives LOVES shopping in-store and is truly an omnichannel shopper, fluidly browsing and buying online and offline. Get into the nitty gritty of the Gen Z shopper journey.

Additionally, we feature part 2 of “The Evolution of the In-Store Shopping Experience” report, which delves into insights about why consumers are shopping in-store, what they are shopping for, what drives them to make spontaneous purchases, and the factors influencing their in-store experience. 

Additionally, this issue features the second half another two-parter that explores the “path to purpose” and how to balance purpose and profit while embracing the circularity opportunity.

As we head into summer, I hope this issue reinvigorates you with new knowledge, insights and the same excitement we felt putting it together. Cheers to the 40 Under 40 class of 2022! I can’t wait to see you soon …