Retail Gets Real 398. What Gen Z wants: insights shaping the future of retail
Dec 10, 2025
Carly Berns, AVP at Burns Communications Group, and Olivia Meyer, a Gen Z retail strategist, dive into the evolving world of Gen Z consumers. They discuss how this generation prioritizes values like uniqueness and storytelling in shopping. Carly highlights the importance of brand transparency and actively listening to customers, while Olivia explains Gen Z’s affinity for AI and social media in their shopping journey. They also explore future trends, predicting community-focused retail spaces and the rise of sustainable practices.
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Stores As The Speaker's Happy Place
- Olivia calls stores her 'happy place' and sees them as playgrounds of discovery.
- She wants to make shopping enjoyable for people who currently dread it.
Create A Gen Z Feedback Loop
- Build a direct feedback loop with Gen Z through research and social channels.
- Use focus groups, trend pulses, and advisory sessions to reverse-mentor leadership.
Listen First, Then Define Your Point Of View
- Start by listening and build a clear brand point of view so customers know what to expect.
- Avoid making decisions in a vacuum; incorporate community input into strategy.