Generation Z is rapidly becoming one of the most influential consumer groups in the marketplace. In this episode of Retail Gets Real, we hear from two guests who sit at the heart of this evolving landscape: Carly Berns, assistant vice president at Berns Communications Group and co-founder of The Z Suite, and Olivia Meyer, a Gen Z retail strategist and Z Suite member. Together, they explore what defines today’s youngest adult shoppers, how they influence retail trends and what retailers must do to stay relevant in a world where discovery, personalization and transparency reign supreme.
Olivia Meyer, Z Suite member
Retailers know that Gen Z approaches shopping differently from previous generations. As digital natives, they move fluidly between online and in-store environments, expecting discovery, inspiration and a sense of personal relevance in both spaces. Meyer says she has always viewed stores as “playgrounds of discovery,” places where learning, creativity, and joy intersect with consumer decisions. For her and her peers, shopping isn’t merely transactional—it’s experiential, expressive, and deeply tied to identity.
This desire for connection also shapes how Gen Z evaluates brands. They gravitate toward companies that tell compelling stories, communicate transparently, and engage with audiences in authentic ways. As Meyer notes, Gen Z identifies instantly when messaging feels genuine — and just as quickly when it does not. Brands that treat them as collaborators rather than targets create stronger loyalty and relevance.
Carly Berns, Assistant Vice President, BCG
From her vantage point supporting major retail clients, Berns emphasizes that one of the most important steps retailers can take is to listen. The Z Suite was created to give senior leaders direct access to Gen Z perspectives through research, advisory sessions and trend analysis. Berns says retailers that build structured feedback loops — through community interactions, social media engagement or focus groups — are far better equipped to design meaningful consumer experiences.
At the same time, she stresses that innovation should never override the fundamentals. Shoppers of all ages want great products, fair prices and excellent service. Technology should enhance these essentials, not replace them. Clear explanations, accessibility, and human-centered communication ensure that new tools invite consumers in rather than shut them out.
Artificial intelligence is already influencing how Gen Z discovers products and compares prices. Meyer says nearly half of her peers are using AI as a “second opinion” alongside social media. Still, she notes that current tools remain overly text-heavy and not yet aligned with the rich visual discovery Gen Z prefers. She expects AI and virtual try-on technologies to evolve rapidly, ultimately making online shopping more trustworthy and reducing the cycle of over-ordering and returns.
Meanwhile, Berns sees a shift happening at the leadership level: Executives are increasingly embracing social media themselves. She says that while leaders don’t need to become influencers, audiences now expect visibility, authenticity and responsiveness from the people guiding major brands. This helps strengthen trust, clarify values and build deeper community connections.
Both Meyer and Berns anticipate dramatic evolution in the next decade. Meyer foresees physical stores transforming into multifunctional community hubs — places to learn, gather and develop new skills — while online shopping becomes more personalized and accurate. Berns predicts the continued rise of resale as Gen Z seeks uniqueness, sustainability and values-aligned consumption, paired with AI-powered personalization that enhances both storytelling and discovery.
(00:00:00) Introducing Generation Z’s growing influence on retail
How today’s guests help brands understand emerging consumers
Why Gen Z is becoming central to every retail conversation
What inspires young professionals to pursue careers in retail
How shopping becomes a “playground of discovery” for the next generation
(00:03:48) Connecting directly with Gen Z consumers
Why brands benefit from direct insight into young consumers
How Gen Z’s “main character energy” shapes purchasing decisions
What younger shoppers look for
How retailers can innovate without leaving older generations behind
(00:10:27) How Gen Z uses AI in the shopping journey
Why younger consumers seek “second opinions” from AI tools
What Gen Z wants from more visual, intuitive AI experiences
How evolving technology may reshape product discovery and decisions
Why today’s AI still feels clunky
(00:13:14) Why modern leaders can’t ignore social media
How leaders can show up authentically without becoming influencers
Why engagement — not just posting — matters for credibility
What transparency signals to Gen Z audiences
How unfiltered communication helps brands build trust and connection
(00:16:42) The near future of retail
How physical stores may evolve into community hubs
Why VR and AI could transform digital shopping confidence
What resale reveals about Gen Z’s values and expectations
How human insight will stay essential as technology accelerates
Learn more about BCG and the Z Suite
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