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The allure of authenticity: Gen Z and their unexpected desire to take things offline

Consumer Stage

'Always on their phones' is often the way Gen Z are described. yet there is an emerging trend of individuals in this age group actively seeking meaningful connections and offline experiences in a highly connected world. From clever branding to interactive stores, this panel will look at the balance between the online and offline customer experience and how to do it in a way that feels authentic and genuine.

We will explore:

  • The impact of growing up in a digital era and living with constant online engagement on what this generation want from brands
  • The relationship between technology, the human experience and 'feeling connected', and how retailers might bridge that gap
  • The assumptions made about Gen Z and their relationship with technology and what they're looking for offline and why this can be detrimental to getting them to spend with you