Gum brand Extra is transforming independent retail outlets into mood-boosting reset spaces for young professionals with the launch of its new Boss Breaks campaign.
The initiative is rooted in its new research revealing that 94% of Gen Z frequently face work-related micro-stresses, with almost seven in 10 (69%) saying that stepping out for a chat with a shopkeeper could help lift their mood.
The campaign positions local independent retailers as community connectors, offering not just products, but human interaction to help shoppers reset during their working day.
From today (12 September), participating retailers will host Boss Breaks takeovers, where trained shopkeepers will provide friendly chats, a listening ear and free packs of gum.
Shoppers can experience the takeover at Diptesh Confectionery at 89 Leonard St Shoreditch, London, BB Superstore & Post Office in Pontefract (both until 18 September) and Broadway Convenience Store on Oxgangs Broadway in Edinburgh (19-25 September).
Diptesh Patel, of Diptesh Confectionery, said: “Young people come into the shop all the time just needing a moment to talk, to vent or just feel heard. We’ve built real trust with them over the years. The Boss Breaks takeover captures that everyday connection perfectly, it’s exactly what we see happening here.”
Retailers hosting the activity have been trained by life coach Michelle Elman to help shoppers pause and de-stress. Each participating store will also benefit from national PR and social media support to drive awareness and footfall.
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