How is the next generation redefining what it means to shop, connect, and co-create in physical spaces?

Grab a pen and get ready to take some notes because Melissa Gonzalez and her firm, MG2 Advisory, have cracked the Gen-Z code through groundbreaking new research. But make no mistake, this isn’t more one-size-fits all data about a large, and highly nuanced, cohort. This is granular research that unpacks the social, behavioral, and psychological forces impacting how different Gen Z personas shop.

This week, we’re learning how brands can leverage powerful tools that Gen Z is already wielding to level up their physical retail experiences: nostalgia, authenticity, sustainability, and co-creation. Listen now to get Melissa’s data-driven blueprint for designing meaningful brand experiences.

Multiplayer This, Co-Creator That

Key takeaways:

• Values vs. Value Tension: 94% of Gen Z shops with values in mind (authenticity, transparency, humility, sustainability), but economics still drive final decisions
• Co-Creation Imperative: Three out of four Gen Z consumers want to be collaborators in the brand journey, extending beyond product customization to store design, layout, and programming
• Nostalgia as Currency: Y2K and 2000s aesthetics dominate Gen Z's desire for nostalgic comfort, with apparel and fashion brands leading the charge through vintage-inspired experiences and activations
• Technology Extends Instinct: Successful retail tech either reduces friction through operational efficiency or creates deeper immersion. Anything in between feels like novelty and lacks authenticity
• [00:09:15] "The reason why it doesn't always win their wallet share is because economics still matter. But if there's a great desire for it... if a brand or retailer can get it right and enable it, there's a big opportunity there because they're helping consumers live those aspirational values." – Melissa
• [00:14:59] "Three out of four... want to be co-creators and collaborators in the brand journey. Store design, product customization... but you don't see it often in store design, I think... there's a real opportunity because you're getting validation buy in." – Melissa
• [00:28:30] "You have to have a team... you have to always understand the zeitgeist and how generations are evolving... because it's not a one-size-fits-all answer that's going to remain static." – Melissa
• [00:38:36] "What about it is going to feel more ethereal and more immersive... What are you giving people? Why are they getting out of their house? Why are they getting out of their phone? Why do they feel like they have to engage with this physical experience?" – Melissa

In-Show Mentions:

• New 2025 Gen Z Research
• Our Upcoming Webinar with MG2 Advisory
• The Pop-Up Paradigm book
• Retail Refined podcast
• MG2 Advisory

Associated Links:

• Check out Future Commerce on YouTube
• Check out Future Commerce+ for exclusive content and save on merch and print
• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!