When it Comes to Winning at Brick-and-Mortar, Store Associates are the VIPs

Glossy’s Emily Jensen highlights MG2 Advisory’s Gen-Z report and the return to in-store shopping and the crucial role store associates play in building customer loyalty.

“According to June 2025 data on Gen-Z consumer behavior from architecture and design firm MG2, two out of five Gen-Z consumers are shopping mostly or entirely in-store in 2025, compared to one in three in 2023. And 38% of Gen-Z consumers said feeling remembered or welcomed by staff is likely to make them feel more brand loyalty.”