Charting the future of retail: Why we need to listen to Gen Z

Ah, the enigma that is Generation Z. Are they really so hard to decipher? And if so, why does it matter?

Certainly, many retailers have spoken to us about the urgent need to connect with and engage the next generation. So what is it about “Zoomers” that makes this so challenging?

For one, it’s clear from the research that there’s a real problem with pinning down Gen Z characteristics. It’s easy to rely on lazy assumptions and stereotypes about the TikTok generation –  “they’re digital natives, so of course they prefer to do all their shopping online”.