I'm an older Gen Z, and people around my age always viewed M&S as an old stuffy expensive shop for pensioners. In the past few months, however, there's been an uptick in social media posts about some new amazing M&S product, or how M&S isn't actually as expensive as you think it is, guys. Open a UK Reddit posts about groceries, someone's shilling M&S in the top comments. Open Twitter, some guy in his 20s talking about their new pizza with 4k likes. Open Tiktok, someone's doing an M&S haul.
I know so many people who have started doing parts of their shopping at M&S recently. Maybe a year ago, I didn't know anyone who shopped there.
I also think there's a class thing going on here. A lot of their produce is on similar pricing to the other supermarkets, but they still benefit from having a slightly elevated expensive image. This means your average Joe and Jane feels a bit better about themselves when they do a shopping there, compared to Tesco or Morrisons where they could get the same stuff for maybe £4 cheaper.
Not a huge issue in the grand scheme of things, but I don't like how insidious this kind of marketing feels. I've told people that I think this and they've looked at me like I've grown two heads - as if they're saying 'not me, I could never be manipulated by algorithms'.