The global retail industry is undergoing a profound transformation, as was evident in the NRF'25 discussions this year. After years in which technology dominated the sector's strategies, the focus is now on people and the essence of retail: meeting human needs for connection, empathy, and belonging.
This change is not by chance. The American market, in recession, has brought to light the need to revive retail traditions, where the consumer experience goes beyond the commercial transaction and connects with the history, values, and humanity of brands.
In the past, retail was synonymous with proximity. The customer knew the retailer, trusted the relationship, and often the stores were community meeting points. With technological acceleration, this bond has been partly replaced by operational efficiency and digital interactions. Now, the sector seeks to balance the best of both worlds, integrating technology to optimize processes while restoring protagonism to people in the consumer experience.
Technology in the right role: support, not protagonism
The NRF highlighted an essential repositioning of technology in retail. If she was previously seen as the main protagonist of the sector, she now takes on a more operational role, freeing human teams to do what machines cannot: create emotional bonds, solve complex problems, and provide a personalized and genuine experience.
This means that technology must be used to simplify administrative and logistical tasks, leaving more time and energy for retail employees to focus on serving the public, building relationships and personalizing service.
The urgency of rescuing human values in retail
A recent WGSN survey reinforces the importance of this change, highlighting data that reflect the emotional needs of the modern consumer: 23% of people feel lonely, while 22% report feeling anger during the day. In times of polarization and social challenges, retail has the opportunity to create spaces that promote kindness, dialogue, and welcoming.
Generation Z, for example, is a catalyst for this change. With 63% of the youth in this generation prioritizing time with friends, retail needs to offer spaces that encourage community and the exchange of experiences. Furthermore, with 56% of the population regularly thinking about the environment, brands should align with sustainable practices that resonate with the values of the new generations.
Recovering traditions: retail as a meeting point
The recession in the United States brought a renewed look at the roots of retail. This movement is not only economic but also cultural. The consumer is tired of impersonal interactions and seeks a more human retail experience that restores values such as trust, warmth, and connection.
Physical stores are being redesigned to become more than just sales spaces: they are now places of experience, interaction, and belonging. The idea of a "community meeting point" is regaining strength, aligning with the traditional values that have made retail one of the pillars of society throughout history.
Brands that understand this change are investing in initiatives that range from creating more welcoming environments to actions that encourage dialogue between generations and social inclusion. After all, overcoming gaps, such as gender — which, according to WGSN, will still take five generations to be fully resolved — requires genuine and ongoing conversations.
The future of retail: human, sustainable and connected to emotions
This year's NRF made it clear that the future of retail is deeply connected to the emotions and values of the generations. It's not just about meeting market demands, but about creating experiences that resonate with human aspirations.
The retail sector that will thrive in the coming years will be the one that manages to balance technological innovation with human traditions, that understands that customers are looking for more than products: they are looking for belonging, meaning and a space that reflects their values and emotions.
By reclaiming the roots of retail, we are, in fact, creating a future where technology and humanity walk hand in hand — and where stores once again become the beating heart of the community.
