As younger generations increasingly expect more than just a product, brands must create distinctive worlds capable of bringing genuine communities together. Cultural identity, co-creation, pop culture and shared experiences are now redefining consumer engagement.
Publié le 05 mai 2026 à 10:33 | Modifié le 15 juillet 2026 à 1:17

PARIS, July, 9th 2026– Product alone is no longer enough to win over new generations of consumers (Gen Z and Alpha).

Younger consumers expect brands to create ultrapersonalized experiences that offer a sense of belonging. NRF 2026: Retail’s Big Show Europe, taking place in Paris from September 15 to 17, 2026, will highlight how brands are reinventing consumer engagement through the creation of micro-communities, affinity platforms, and targeted collaborations.

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Contacts presse

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Camille IPARRAGUIRRE
Agence Open2Europe
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Florine GARREAU
Agence Open2Europe