Gen Z is reshaping the future of retail faster than most brands can adapt. By 2030, this digitally native generation is expected to represent nearly 30% of global consumers, fundamentally changing how retailers approach shopping experiences, loyalty, pricing, and brand engagement. But while Gen Z values authenticity, sustainability, and personalization, their actual purchasing behaviors often reveal surprising contradictions. Developed for MAPIC’s NextGen Retail Day, students from ESSEC Business School and London Business School explored the evolving expectations, behaviors, and contradictions shaping Gen Z’s relationship with modern retail experiences.
Based on international survey insights and retail analysis across multiple countries, the students highlight the growing importance of seamless digital integration, immersive in-store experiences, customization, and community-driven retail concepts. From mystery boxes and loyalty rewards to social-first store design and experiential shopping environments, the report reveals why some brands are successfully connecting with Gen Z while others struggle to remain relevant. It also examines how leading retailers are rethinking stores as lifestyle destinations rather than simple transactional spaces.
For retailers, shopping centers, and brands looking to future-proof their customer strategy, this research offers valuable insights into the behaviors, expectations, and emotional triggers driving Gen Z purchasing decisions. Discover the retail trends, consumer psychology, and emerging in-store innovations shaping the next generation of commerce — and learn which strategies are already delivering results. Download the full study now to explore the findings in detail.
More: https://www.mapic.com/en-gb/nextgen-mapic25.html
