Teenagers do less risky things than they used to or that their parents did as teenagers. But they have a lot more anxiety and depression now. Brands can’t ignore this, it’s a key to how teens receive information, including marketing information.

Some of the brands that are hot right now are brands you will now. But a number of them will surprise you, especially the brand that’s the hottest in the world right now. What brands need to do to be hot now is different than they have ever had to do before.

Nordstrom is expanding the number of stores it has that provide services but don’t carry inventory. In a world where selling products is king, it may be the leading edge of a trend that will be important for retailers in the future.