At Retail Week Live, Bridget Lea, Vice President & General Manager UK at Snap Inc., delivered a powerful keynote on how Gen Z is redefining retail. She highlighted Gen Z’s spending power, digital fluency, demand for authenticity, sustainability values, and expectations for interactive shopping experiences. She also outlined how brands must embrace AR, AI, and immersive retail experiences to stay relevant. These insights provide a compelling overview of Gen Z shopping trends.
Key Takeaways for Retailers
1. Gen Z’s Influence Is Massive
• They make up 90% of Snapchat’s UK audience (ages 13-24).
• Their spending power will hit $12 trillion by 2030.
2. Authenticity Is a Non-Negotiable
• Fake branding fails—Gen Z spots inauthenticity instantly.
• They boycott brands that don’t align with their values.
3. Sustainability Drives Purchasing Decisions
• 62% prefer sustainable brands.
• 73% are willing to pay more for eco-friendly products.
4. They Demand Interactive Retail Experiences
• 91% want interactive in-store experiences.
• 81% involve friends in shopping decisions via Snapchat.
5. AR and AI Are Key to Winning Gen Z Customers
• 61% are more likely to buy after an AR experience.
• 88% say AI improves their shopping journey.
6. Seamless, Personalized Shopping Is Essential
• 60% abandon sites that are slow or hard to navigate.
• AI and data tools must personalize experiences to drive conversion.
7. Brands Need Smarter Measurement Tools
• Traditional analytics (Google Analytics) no longer give a full picture.
• Advanced attribution tools help brands track Gen Z’s complex buying journey.
How Retailers Can Win with Gen Z
Gen Z Is Redefining the Retail Landscape
Gen Z isn’t just another consumer group—they’re reshaping retail with their digital fluency, demand for authenticity, and expectation for immersive shopping experiences. At Retail Week Live, Bridget Lea, VP & GM UK at Snap Inc., broke down what makes Gen Z tick—and how brands must adapt to capture their $12 trillion spending power.
Authenticity Is a Must-Have, Not a Bonus
Gen Z rejects polished perfection and seeks brands that embrace realness. According to Lea, authenticity outranks even independence, wealth, or fame for this generation. Retailers must be transparent and true to their values, or risk being “canceled.”
Actionable Tip for Retailers:
• Show behind-the-scenes content, real employees, and unfiltered moments.
• Ditch generic marketing—create genuine connections through storytelling.
Sustainability Is a Dealbreaker
Gen Z grew up witnessing climate change, rising living costs, and ethical debates—making sustainability a priority. 73% of Gen Z are willing to pay more for sustainable products, and 62% prefer eco-friendly brands.
Actionable Tip for Retailers:
• Avoid greenwashing—they will call it out.
• Use AR & AI to reduce returns and cut carbon footprints.
• Form real partnerships with sustainability-driven organizations.
Interactivity: The Future of Retail
Gen Z doesn’t just shop—they engage. They expect retail experiences that are immersive, digital-first, and socially connected. Lea highlighted how brands like ASOS and Adidas have leveraged AR, interactive pop-ups, and Snapchat’s AI-powered experiences to drive engagement.
Actionable Tip for Retailers:
• Invest in AR try-ons, gamified shopping, and social sharing features.
• Make physical stores interactive—Gen Z expects in-store entertainment, education, and experience-based shopping.
Tech-Enhanced Convenience Wins Loyalty
Gen Z hates friction in shopping. 60% will abandon a website if it’s slow or hard to navigate. They expect seamless checkout, personalized recommendations, and AI-driven service.
Actionable Tip for Retailers:
• Optimize mobile-first shopping—Gen Z is glued to their phones.
• Use AI for hyper-personalized product suggestions.
• Speed up checkout with one-click payments and digital wallets.
Smarter Attribution: The Secret to Tracking Gen Z’s Buying Journey
Retailers need more than just Google Analytics to understand how Gen Z shops. Lea emphasized advanced attribution tools that map the multi-platform journey Gen Z takes before purchasing.
Actionable Tip for Retailers:
• Use AI-driven measurement tools to track consumer touchpoints.
• Invest in deep-linking for frictionless mobile conversions.
Final Thoughts: Seizing the Gen Z Opportunity
Gen Z is more than just a consumer group—they’re content creators, influencers, and brand advocates. Brands that embrace authenticity, sustainability, interactivity, and AI-powered personalization will thrive. With $12 trillion in spending power by 2030, retailers who invest in these trends now will secure long-term loyalty.
