Gen Z and Millennial research, trends, and insights
The retail apocalypse is a reality, social media is influencing more purchases than traditional advertisements, and smartphones are the new shopping cart. Welcome to the evolution of shopping. Young consumers’ challenging consumption behavior has forced brands to get creative about in-person shopping, opening whole new avenues of brick-and-mortar shopping, while the online and offline shopping experiences continue to merge. For Millennials and Gen Z, this means a rising expectation that the whole world is their showroom, and wherever they go—from Instagram to hotels—the items they see are an “add to cart” click away. We explored the new trends in shopping, and how young consumers are making 360 shoppability the next era of retail.