Inclusion has become part of the vocabulary of almost every retailer. While some have introduced inclusive aspects into their retail designs, many still have not met consumer expectations. Gen Z has consistently called for more inclusive environments, with 66% of respondents from our Inclusivity in Retail study indicating that inclusive retail elements enhanced their shopping experience.
With a global purchasing power of close to 450 billion USD, Gen Z has the ability to influence the direction of retailers. While many have tried their best to meet the changing needs of consumers, very few have adapted successfully. This blog, based on our Inclusivity in Retail study, will go in depth to explore what aspects of retail design matter the most to Gen Z and how retailers can capitalize on the opportunity, to create brand loyalty and increase brand engagement.
The Importance Of Inclusivity
Throughout the study, Gen Z indicated that inclusive imagery throughout their shopping experience was one of the most important factors. In fact, over 60 % of the respondents identified representational barriers, such as a lack of diversity in marketing materials, as their primary source of perceived exclusion. Other age groups cited other factors, such as physical barriers for their level of perceived exclusion.
Exploring the results further paints an interesting picture of how this cohort views inclusive elements of retail stores. Over 60% of respondents noted that clear and easy-to-read signage was one of the most important ways to provide an inclusive experience. Moreover, the use of prominent inclusive language and symbols, which include the representation of diverse models in advertising and the celebration of diverse holidays, were all identified as important to Gen Z respondents.
What matters most to Gen Z is showing that everyone belongs in your store. Dr. Mark Rosenbaum of Hawaii Pacific University noted that store signage and symbolism, which are quick visual indicators of belonging, have become an important part of the customer journey. Seeking out belonging is considered a fundamental part of the human experience, and providing that visual indication is crucial within the retail setting.
Inclusive messaging and in-store imagery made a notable difference in consumer opinion, with 67% of Gen Z respondents saying that seeing this kind of messaging at least somewhat improved their perception of the store, and nearly 54% saying it would positively influence their decision to shop at that store again.
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Strategies For Enhancing Inclusivity
It’s clear that there is value in providing inclusive elements in the retail experience, especially for Gen Z. Here are some strategies to consider for enhancing inclusivity throughout the store experience:
Promote Inclusivity with in-Store Signage: The most effective way to create a more inclusive environment in the eyes of Gen Z is with in-store signage and symbolism. A lack of inclusiveness in signage and marketing materials was cited as the #1 reason why Gen Z respondents felt excluded in their shopping experience. Creating a digital experience within the store allows brands to quickly adapt and display content to promote messages of inclusivity with ease.
Symbolism: In our store audits, few brands displayed symbols such as pride flags, accessibility symbols, or anti-discrimination signs. According to our research, this is something brands can do to evoke a sense of belonging and community both within their locations and to potential customers. Incorporating these elements into exterior and interior signage will help increase the perception of inclusion, especially among Gen Z.
Celebrate diversity: Celebrating different holidays and diversity was a key recognition of inclusiveness among Gen Z. 81% said being inclusive means welcoming customers of all backgrounds and abilities. 70% also agreed that it’s important for stores to celebrate different holidays and a range of cultures in order to be seen as inclusive.
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Challenges and Considerations
Conclusion
In conclusion, the importance of inclusivity is important when designing spaces for Gen Z. To engage this demographic, retailers must innovate beyond traditional advertising by implementing dynamic digital displays and meaningful imagery. As digital natives, Gen Z expects integrated online and offline interactions and are quick to reject inauthentic brand messages. For retailers, the potential for increased brand loyalty and customer engagement outweighs the cost of these innovations, making the effort worthwhile. Ultimately, embracing these changes is essential to creating retail spaces where every customer feels welcome.
