Global retail is undergoing a profound transformation, as became evident in the discussions of NRF'25 this year. After years in which technology dominated the sector's strategies, the focus now is 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 revive retail traditions, where the consumer experience goes beyond the commercial transaction and connects with the story, the values and humanity of brands
In the past, retail was synonymous with proximity. The customer knew the retailer, had confidence in the relationship and, many times, the stores were community meeting points. With technological acceleration, this link was, в частині, 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 to people the protagonism in the consumer experience
Technology in the right place: support, no protagonism
The NRF highlighted an essential repositioning of technology in retail. If before she was seen as the great protagonist of the sector, now take on a more operational role, liberating human teams to do what machines cannot: create emotional bonds, solve complex problems and provide a personalized and genuine experience
This means that technology should be used to simplify administrative and logistical tasks, leaving more time and energy for retail employees to focus on customer service, in building relationships and in 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 welcome
Generation Z, for example, is a catalyst for this change. With 63% of young people 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 thinking regularly about the environment, brands must align with sustainable practices that resonate with the values of new generations
Rescue traditions: retail as a meeting point
The recession in the United States brought a renewed focus on the roots of retail. This movement is not just economic, but also cultural. The consumer is tired of impersonal interactions and seeks a more human retail experience, that rescue values such as 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 again, 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 ranging from the creation of more welcoming environments to actions that encourage dialogue between generations and social inclusion. After all, overcome gaps, como de género — what, according to WGSN, it will still take five generations to be fully resolved — demands genuine and continuous 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 to create experiences that resonate with human aspirations
The retail that will thrive in the coming years will be the one that can balance technological innovation with human traditions, that understanding that the customer seeks more than products: they seek belonging, meaning and a space that reflects your values and emotions
By rescuing the roots of retail, we are, in fact, creating a future where technology and humanity walk side by side — e onde as lojas voltam a ser o coração pulsante da comunidade
