Retail

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 underscore 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 youngest are transitioning into high school. “They’re not kids anymore — they’re teenagers, college students and young adults, and it shows in their spending habits and their sentiment,” said Katherine Cullen, vice president of industry and consumer insights at NRF, during the webinar. “We see them increasingly influencing holiday traditions, differentiating themselves and how they manage costs, as well as leading the adoption of AI tools and platforms.” Even with feelings of uncertainty on both the broader macroeconomic and individual levels, Gen Z consumers are still choosing to spend money in moments of joy and looking for ways to “treat themselves.” In the past five years, average apartment rental rates in the United States have risen 25 to 30 percent higher than pre-pandemic levels …