Gen Z Is Defying Traditional Shopping Patterns, Says NRF Panel

The U.S. retail industry is entering a new era of transformation, and two forces are emerging as the primary architects of change: Generation Z and artificial intelligence (AI). Insights from the National Retail Federation’s recent “State of Retail and the Consumer” webinar underscores the industry’s modern reality — today’s consumer is actively reshaping how products are discovered, evaluated and, ultimately, purchased. While the oldest of Gen Z consumers are on the cusp of turning 30, the youn