How the new generation is shaping tomorrow’s retail

PARIS, June 15, 2026 – As climate concerns intensify, household budgets come under pressure and consumers increasingly seek meaning in their purchases, younger generations are fundamentally reshaping the retail landscape. Quality, sustainability, traceability and circularity have become decisive purchasing factors. As Europe’s leading retail event and a catalyst for industry transformation, NRF 2026: Retail’s Big Show Europe, taking place in Paris from 15–17 September 2026, will showcase the brands driving change and leading the way to create net positive environmental, social and community benefits..

No longer persuaded by marketing promises alone, today’s consumers expect brands to back up their claims with measurable action. In response, retailers are accelerating their sustainability efforts across the board, from improving energy efficiency in stores and deploying zero-emission last-mile delivery solutions to providing real-time carbon footprint data for products.

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