Trend 04 | New Values
Sustainability, the use of resources and the environment are topics that customers are increasingly questioning
While numerous retail companies are putting all their focus, strength and financial resources into digitisation, they are running the risk of “digitising” themselves past the demands and needs of the young shoppers of Generation Z.
Although the World Wide Web and e-commerce are indeed older than Gen Z, this generation is concerned with more than networking.
It is deeply concerned with the world in which it wants to live in the future and is extremely consistent in implementing its values.
10%¹
of Germans belong to Generation Z
30%¹
of the workforce in 2030 will belong to Generation Z
Retailers also need new values
Generation Z consumes authentic, sustainable products and brands. This target group still buys from the major well-known brands. But the less transparent these become, the greater the customers’ displeasure.
It is therefore only a matter of time before retailers and brands have to seriously and consistently comply with humanitarian and sustainable standards in their supply chains.
⅓ ²
of Gen Z sees climate protection as the main issue
47%²
of Gen Z trusts companies to have a positive impact on the community
NEW VALUES, exemplified by the United Nations
Touring exhibition “Climate Migration”
NEW VALUES THROUGH COOPERATION, exemplified by Phonak und Brian Adams
Hear the world, Cooperation between the hearing aid manufacturer Phonak and a non-profit organisation, Berlin
Trend forecast
The older Generation Y (“Why”) has, through their constant questioning, paved the way for the younger Generation Z to live new values such as sense over career, bio-consciousness or the gender shift. Their sense of community and the associated responsibility for others is currently also leading to a new culture of protest. It’s time that the retail sector also becomes aware of its responsibility.
Focus on transparency in your processes and be coherent in your statements and actions. Nothing bothers young consumers more than the fact that the values shown to the outside world do not correspond to the values lived inside the organisation.
Generation Z has a global social-ecological awareness. Especially for small stationary trade this can be a chance: Regional is their first choice!
28%² (upwards trend)
of Germans consider the effects on nature and society when buying
NEW VALUES AT P.O.S., exemplified by beegy
Point of situation at OBI stores, Germany-wide
NEW VALUES – TRAINING RATHER THAN ONLY SELLING, exemplified by ABB KAUFEL
Training board
NEW VALUES THROUGH PRODUCT, exemplified by verbio
Roadshow, Germany-wide
ad modum – idea, concept, realization in retail
We accompany you in your innovative project from the strategy to the conception up to the finished product. We attach great importance to high quality and craftsmanship to achieve the best result for you.
Since 2006 we have been developing cross-media designs for companies, products and services. As part of our work, we create corporate identities, develop product personalities and give small and large projects a distinctive face. Through the strategic depth and conceptual creativity of our interdisciplinary work, we always generate sustainable added value for our clients. Our structured work processes create a maximum of transparency, planning and trust.
Your contact for stationary trade of the future
More trends
Trend 05 | NEW NORMAL
Due to the pandemic, new concepts must be developed for the retail sector.
Trend 01 | INSTANT SHOPPING
Shopping experience on demand. Only possible by using the advantages of online shopping and stationary trade.
Trend 02 | EXPERIENCE SHOPPING
Shopping is turned into a multi-sensory experience.
Trend 03 | EVENT SHOPPING
The current desire for a shared and unique shopping experience is fulfilled through events.
¹ see study of Statistisches Bundesamt
² see study of Deloitte
