Gen Z is reshaping what value means in retail. They're evaluating purchases differently, prioritizing different channels, and holding brands to different standards than previous generations.

Most retailers recognize this shift is happening. But translating that awareness into effective strategy has proven difficult. While brands are investing in new platforms, content formats, and sustainability initiatives, many report that execution isn't matching intention.

This report surveyed 100 retail decision-makers at brands with $100M+ in annual revenue across multiple retail categories.

Whether you're refining your Gen Z strategy or building one from scratch, this report provides benchmarks from your peers and insights into where the category is headed.

In this report, you'll learn:

• Why most retailers say their Gen Z strategies are "somewhat effective" at best (and what separates top performers)
• Which platforms and tactics are actually working, and which are falling flat
• How Gen Z calculates value differently, and what it means for your pricing and product strategy
• How brand-owned resale is becoming a brand differentiator—and what separates highly effective programs from moderate ones
• Where retailers are focusing resources in 2026 to stay relevant with Gen Z