In order to survive and thrive in the future, retailers need to rethink their brand purpose, Jeff Fromm explained in this session. He believes the biggest likely shifts post-crisis will be product value, employee and consumer safety, and convenience.

Fromm also shared insights from recent research on how Gen Z is responding to recent changes. “They are coming of age and whether they missed prom, don’t have an internship and are in college, or whether they just graduated…and have little hope… this is a major life moment that will have a significant impact on their view.”