398. What Gen Z wants: insights shaping the future of retail
Retail Gets Real · with Carly Berns & Olivia Meyer · December 10, 2025 · 19 min
Summary
Gen Z is reshaping retail, demanding discovery, personalization, and transparency. This episode, featuring experts from The Z Suite, unpacks their unique shopping behaviors, from AI utilization to social media influence. Retailers must adapt their strategies, focusing on authenticity, ethical practices, and seamless phygital experiences to thrive in this evolving landscape.
Key takeaways
Prioritize authentic brand messaging and ethical practices to resonate with Gen Z's values, as they highly value transparency and social responsibility.
Leverage AI to enhance the Gen Z shopping journey through personalized recommendations and streamlined experiences, recognizing their early adoption of new technologies.
Integrate social media deeply into your retail strategy, as it's a primary channel for Gen Z's product discovery, research, and peer recommendations.
Develop a robust 'phygital' retail strategy that seamlessly blends online and offline experiences, as Gen Z expects integrated and engaging customer journeys.
Focus on community building through digital channels to foster a sense of belonging and connection with Gen Z consumers, moving beyond transactional relationships.
Gen Z is rapidly becoming one of the most influential consumer groups in the marketplace. In this episode of Retail Gets Real, we hear from two guests who sit at the heart of this evolving landscape: Carly Berns, assistant vice president at Berns Communications Group and co-founder of The Z Suite, and Olivia Meyer, a Gen Z retail strategist and Z Suite member. Together, they explore what defines today’s youngest adult shoppers, how they influence retail trends and what retailers must do to stay relevant in a world where discovery, personalization and transparency reign supreme.(00:00:00) Introducing Gen Z’s growing influence on retail(00:04:00) How The Z Suite connects retailers with Gen Z(00:06:52) How Gen Z uses AI in the shopping journey(00:11:46) Why modern leaders can’t ignore social media(00:14:54) The future of retail: a 5–10 year outlookThe National Retail Federation is the world’s largest retail trade association.Every day, we passionately stand up for the people, policies and ideas that help retail succeed.Resources:• Website: bernscommunications.com• Website: thez-suite.com• LinkedIn: linkedin.com/in/carly-berns-057b89bb• LinkedIn: linkedin.com/in/oliviagmeyer• Get ready for Retail’s Big Show in NYC• <a href="https://nrf.com/membership/nrf-membership" rel="noopener noreferrer" targ
What does this episode say about retail & omnichannel?
Prioritize authentic brand messaging and ethical practices to resonate with Gen Z's values, as they highly value transparency and social responsibility.
What does this episode say about brand & content?
Leverage AI to enhance the Gen Z shopping journey through personalized recommendations and streamlined experiences, recognizing their early adoption of new technologies.
What does this episode say about ai & automation?
Integrate social media deeply into your retail strategy, as it's a primary channel for Gen Z's product discovery, research, and peer recommendations.
What does this episode say about retail & omnichannel?
Develop a robust 'phygital' retail strategy that seamlessly blends online and offline experiences, as Gen Z expects integrated and engaging customer journeys.
What does this episode say about retail & omnichannel?
Focus on community building through digital channels to foster a sense of belonging and connection with Gen Z consumers, moving beyond transactional relationships.
