Building Trust across Generations in Retail
In today’s competitive retail landscape, trust isn’t just earned—it’s strategically built. With consumers more discerning than ever, brands must rethink how they cultivate loyalty across generational lines. The question is: How do you engage Gen Z without alienating Boomers, or vice versa?
Our latest research reveals a sharp divide in what different generations expect from retailers—and where the opportunity lies to unite them. From personalized experiences to values-driven branding, shoppers are sending clear signals: they want more than just products. They want connection, relevance, and authenticity.
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69%
of consumers (Gen Z through Boomers) want personalized customer service from retailers.
Generational Expectations Are Shifting
Take younger generations, for instance. Gen Z and Millennials are increasingly value-focused, prioritizing sustainability and ethical transparency. They want brands that “walk the talk,” especially when it comes to issues like climate change, diversity, and social responsibility. But engaging them takes more than good intentions. It requires cultural fluency, visual representation, and messaging that resonates with their worldview.
Download the full report excerpt to explore the insights shaping trust in retail today.
Meanwhile, Gen X and Boomers lean into loyalty and practicality. They’re looking for consistency, service, and brands that simplify their shopping journey. While Boomers might not demand the same level of personalization as younger cohorts, they still appreciate thoughtful engagement—especially when it enhances convenience.
Personalization Is the Common Ground
Across the board, one insight stands out: personalized customer service is a unifying factor. When done right, it builds trust and boosts conversion across all age groups. But how that personalization is delivered—digitally for Gen Z, perhaps in-store for Boomers—can make all the difference.
To help brands navigate these shifting expectations, our team developed a framework called “Halo Effects.” It equips marketers to extend generational insights beyond silos and create positive influence across demographics. From tailored messaging to loyalty-building strategies, the Halo Effects approach helps you future-proof your customer experience.
Download the Insights
So how can you align your retail strategy with the values and behaviors of today’s shoppers—without compromising appeal across age groups?
Download the full report excerpt to explore the generational insights, emerging opportunities, and best practices shaping trust in retail today.