In its report The Future 100 (2026 edition), VML highlights the trends that are reshaping retail. Consumers are seeking more enjoyment in their daily lives, direct sales formats are gaining ground, stores are focusing more on the customer experience, and AI is gradually establishing itself as a shopping assistant.
Treatonomics
In an uncertain economic climate, consumers are prioritizing their spending by keeping “little pleasures” that they consider essential to their emotional well-being. “Dopamine” purchases are becoming a safe haven for spending.
This phenomenon is particularly pronounced among Gen Z, who are more inclined to devote part of their budget to immediate rewards.
Gen Alpha influence
Born between 2010 and today, Generation Alpha already has a strong influence on household purchasing decisions. In the United States, it now influences more than 40% of family spending, with a notable impact on beauty, premium subscriptions, and leisure activities.
Hyperconnected and socialized through gaming and short videos, this generation discovers brands directly in its digital environments.
For manufacturers, the challenge is no longer just to communicate with parents, but to understand the cultural codes and forms of expression specific to this generation, particularly through short, educational, and community-based content.
Living loyalty
Loyalty is no longer limited to points linked to purchases. New programs are also beginning to reward behaviors and usage.
For retailers, this means building systems that combine purchases, interactions (in-store and online), and benefits, beyond simple discounts.
Livestreamed shopping
Live commerce is becoming a permanent fixture in everyday …
