The global retail sector is undergoing a profound transformation, as evident in the discussions at NRF’25 this year. After years where 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, brought to light the need to rescue the traditions of retail, 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 shopkeeper, trusted the relationship, and often, the stores were community meeting points. With technological acceleration, this bond was partially replaced by operational efficiency and digital interactions. Now, the sector seeks to balance the best of both worlds, integrating technology to optimize processes while returning people to the forefront in the consumer experience.
Technology in the right role: support, not protagonism
NRF highlighted an essential repositioning of technology in retail. If before it was seen as the sector’s main protagonist, it now assumes a more operational role, freeing up human teams to do what machines cannot: create emotional ties, solve complex problems, and provide a personalized and genuine experience.
This means that technology should be used to simplify administrative and logistical tasks, allowing more time and energy for retail employees to focus on customer service, building relationships, and personalizing the service.
The urgency of rescuing human values in retail
A recent survey by WGSN reinforces the importance of this change, pointing out data that reflects the emotional needs of the modern consumer: 23% of people feel lonely, while 22% report feeling angry 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 young people prioritizing time with friends, retail needs to offer spaces that encourage collectivity and the exchange of experiences. Additionally, with 56% of the population regularly thinking about the environment, brands must align with sustainable practices that resonate with the values of the new generations.
Rescuing traditions: retail as a meeting point
The recession in the United States has brought a renewed focus on the roots of retail. This movement is not only economic but also cultural. Consumers are tired of impersonal interactions and seek a more human retail, one that rescues values like trust, welcoming, 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 gaining 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 gaps — 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 emotions and the values of generations. It is not just about meeting market demands, but about creating experiences that resonate with human aspirations.
The retail that will thrive in the coming years will be one that can balance technological innovation with human traditions, understanding that customers seek more than products: they seek belonging, meaning, and a space that reflects their values and emotions.
By rediscovering the roots of retail, we are actually creating a future where technology and humanity walk hand in hand — and where stores once again become the vibrant heart of the community.
