Survey of Gen Z Shoppers: We Expect Personalization and Sustainability in the Future

New research by payment and shopping service Klarna indicates that the shopper of 2040 will prefer still in-store experiences but will expect augmented reality and more personalization, INSTORE Magazine reports.

The survey asked Gen Z consumers to predict what their shopping will be like when they are 40 years old. Almost half of respondents indicated that they would “want to use virtual dressing rooms,” INSTORE says. 59% would be comfortable with a robot taking their measurements and recommending styles.

The consumers surveyed also wanted more sustainability in the future of fashion and growth in the circular economy in fashion. So while these consumers are open to technological advancements with large carbon footprints, such as AI, they also want sustainability and environmental stewardship. It remains to be seen how they will reconcile these two concepts.