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Retail in the Age of The Human Dividend

The era of passive consumption will come to end as empowered consumers and communities increasingly demand to be treated like active stakeholders by brands – entrusted to direct and rewarded for their input – providing a personal and commercial contribution to the products and services that they buy.

In the 2020s, consumers will increasingly demand to have a positive and creative influence on commercial offerings and strategy. 

Channels including social media and review platforms amplify the voices of everyday consumers.

By 2030, the era of passive consumption will be over, with brands and retailers expecting consumers to contribute personally to and be involved in the products and services they buy.

The Stakeholder Customer  

Trend Three 

A growing consumer need for community, coupled with a strong desire to support local communities post-COVID, will increasingly inform physical retail spaces where human connection and collaboration is the key enticement.

In the fast-evolving digital retail landscape of the 2020s, analogue stores without a strong pull factor will struggle to live on.

In addition to being a seamless feature of ‘hybrid operations’, physical stores will need to offer compelling local, experiential and leisure-related incentives to survive and thrive in 2030.

Community Commerce  

Trend TWO 

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As retail automation increases, real human service and skills will be increasingly positioned and sold as a premium product or service proposition to consumers – requiring retailers to rethink how to humanise both physical and virtual touchpoints.



With the rise of inventory-sparse showroom stores over the next decade, the role of human staff will evolve alongside. By 2030, customer-facing retail employees will champion brand storytelling and curation, providing individualised — and crucially, empathetic — advice and expertise in-store.

Human is Premium

Trend one 

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The Human Dividend

Macro theme FOUR

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Retail in the age of

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Macro theme FOUR

The Human Dividend

As retail automation increases, real human service and skills will be increasingly positioned and sold as a premium product or service proposition to consumers – requiring retailers to rethink how to humanise both physical and virtual touchpoints.



With the rise of inventory-sparse showroom stores over the next decade, the role of human staff will evolve alongside. By 2030, customer-facing retail employees will champion brand storytelling and curation, providing individualised — and crucially, empathetic — advice and expertise in-store.

Human is Premium

Trend one 

hh-cc-2.jpg

A growing consumer need for community, coupled with a strong desire to support local communities post-COVID, will increasingly inform physical retail spaces where human connection and collaboration is the key enticement.

In the fast-evolving digital retail landscape of the 2020s, analogue stores without a strong pull factor will struggle to live on.

In addition to being a seamless feature of ‘hybrid operations’, physical stores will need to offer compelling local, experiential and leisure-related incentives to survive and thrive in 2030.

Community Commerce  

Trend TWO 

By 2030, appealing to emotion will become an even more powerful way of asserting truth than objectivity or rationale/critical thinking.

Fuelled by social media and the development of AI-generated deepfakes, the blurred lines between fact and fiction will make many consumers more inclined to go with their gut and prioritise emotional responses in decision-making.

This complex terrain will make it increasingly important for brands to focus on transparency to substantiate any claim they make about their products or services, as well as providing novelty.

The Stakeholder Customer  

Trend Three 

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