A growing distrust of technology among young people offers opportunities for physical retailers: offer young shoppers a warm blanket of calm and structure in times of chaos. “There is a great desire for a sense of community.”
Discovery and experience
Young people are once again more interested in the physical shopping experience. This is a positive sign, according to trend watcher Tom Palmaerts of Trendwolves, the agency specializing in youth marketing. What is behind this trend? “I see several reasons. Young people are becoming increasingly distrustful of technology. This is somewhat paradoxical, because young people are also using it more. But there is also a growing awareness of the impact that technology has. Young people are three times lonelier than people in their sixties and seventies. Their social life takes place online, but there is a lack of community spirit. There is a longing for an era without the internet, even though, paradoxically, young people share this on TikTok…”
Young people are aware of the bubbles they live in. They appreciate the tactile experience and the discovery aspect of physical stores, Palmaerts believes. “Look at nightlife, which is declining among young people, partly because of the cost and the lack of safety. Alternatives are emerging: coffee bar parties, for example. This is called ‘soft clubbing’. Why do you go to a club? Because you meet people there, you are surprised, you can let your hair down, you have a sense of community… Retailers who do it right can help facilitate that search for community.”
Stay in touch with young consumers
After all, the great uncertainty in the world means that people are looking for “a warm blanket,” as Palmaerts calls it. Brands offer structure and peace in times of chaos. “One of the most important consumer trends of the past five years is nostalgia. You see it everywhere: Burger King’s new logo refers back to the 1970s, Pantone’s color of the year was chocolate mousse…” Stores can also offer consumers a “safe space.”
Are retailers sufficiently attuned to youth trends? Most CEOs are not on TikTok. Young people are often a mystery to them. “In recent years, retailers have made enormous technological strides. But somewhere along the way, many have lost touch with consumers. You do need to look at Silicon Valley and China, but what about our local consumers? What’s going on? It’s not that difficult: make sure you’re connected with young people. Go out with the young twenty-somethings in your business. The more diverse your team is, the easier it becomes.”
What keeps young consumers awake at night and how can retailers respond to this better? At RetailDetail Night, on November 20 in Antwerp, Tom Palmaerts will outline the trends and provide some pointers. Click the button below to view the program and order tickets for the end-of-year event for the retail sector in the Benelux.
