Retail Gets Real

The cultural forces shaping tomorrow’s consumer

Retail Gets Real episode 405: Consumer forecaster Cassandra Napoli explores the current trends that are reshaping consumer behavior

February 10, 2026

Cassandra Napoli speaks on NRF's Retail Gets Real podcast.

WGSN's Cassandra Napoli on the Retail Gets Real podcast at NRF 2026: Retail's Big Show.

Cassandra Napoli, head of marketing, events and culture forecasting at WGSN, returns to Retail Gets Real to explore what is changing in culture, technology and consumer behavior. Recorded live from NRF 2026: Retail’s Big Show in New York City, she discusses the evolving nature of human connection and what retailers can do to future-proof their businesses in a world shaped by uncertainty, fragmented identities and competing demands for attention.

Resilient adaptation in an era of disruption

From the pandemic to tariffs, unexpected disruption has become a defining condition of modern commerce. Trend forecasting cannot predict every shock, but it can help businesses build tools for uncertainty. Napoli notes that consumers have also become more strategic over time, shaped not only by today’s volatility but by earlier economic upheavals such as the Great Recession. The result is a mindset built around adaptable decision-making and heightened sensitivity to cost, value and stability.

Traditional demographic groupings are becoming less homogenous as culture and technology accelerate. “Niche is the new normal,” says Napoli, and algorithmic feeds shape more narrow sub-cultures. What one person considers essential, aspirational, or “cool” may look entirely different from someone of the same age or income bracket. That fragmentation is pushing retailers to focus less on broad monolithic segments and more on psychographics, life stage and communities of interest. Success is no longer about showing up everywhere — it’s about showing up where a brand can add real value.

The retail store as a social hub

A central cultural driver is the loneliness epidemic, particularly among younger consumers. Shifts in real-world social behavior, including dating less and relying more heavily on digital interaction, are elevating the importance of third and fourth spaces.

From hobby clubs to running groups to new kinds of gathering places, consumers are seeking collective, in-person experiences. Retail has an opportunity to support that need through environments that create joy, connection and a sense of belonging.

Authenticity becoming a luxury

The creator economy continues to grow in influence, with creators operating as tastemakers and brands in their own right. Audience size matters less than engagement and trust, and that authenticity remains essential in a landscape saturated with noise. As AI-generated personalities proliferate, Napoli believes human intelligence becomes more valuable. Consumers increasingly seek real voices, emotional resonance and relationships that feel grounded and credible, especially as skepticism grows toward synthetic content and automated experiences.

Rather than framing AI as a replacement for people, Napoli describes a “harmony of convergence,” where artificial intelligence supports efficiency while humans deliver what machines cannot: empathy, creativity and emotional connection. She highlights common pain points, such as customer service experiences that break trust when automation fails. Retailers that blend convenience with genuine human support, she notes, are more likely to earn loyalty as AI becomes more embedded in everyday commerce.

The great offline movement and the future of wellness

One of the most surprising shifts Napoli highlights is the growing interest in opting out. What began as a fringe behavior is becoming more mainstream, with consumers experimenting with dumbphones, screen-free childhoods and tech-free travel. This movement ties back to wellness, self-care and a desire to slow down, offering retailers new opportunities to design experiences that support restoration, presence, and real-world engagement.

Listen to the full episode to hear Napoli’s forward-looking take on cultural drivers, emerging consumer behaviors and the human experiences that will shape the future of retail.