Signals

France – Day two of NRF 2025 Retail’s Big Show Europe continued the conference’s Retail Together theme, with business leaders spotlighting how community engagement and sustainability are shaping the future of retail in Europe and North America.

In a panel on community-based sponsorship, Dennis Schröder, CEO of Snipes, discussed the retailer’s partnership with football club Paris Saint-Germain. With the aim of reconnecting the community to the club, Snipes identified local heroes – from barbers and graphic designers to musicians – and invited them to Le Snipes Deck, a dedicated space for fans at Parc des Princes.

Schröder highlighted the importance of what he calls ‘community nuclears’ – key cultural nodes that help brands understand customers and their influence networks. He concluded with a call for authenticity, by stating: ‘Reach without relevance is worthless. Only a true connection to your community builds long-lasting brand loyalty.’

As we explored in our Culture-coded Retail report, brands are increasingly turning to community-focused activations to meet consumers’ growing desire for connection and belonging.

Elsewhere, Mark Irvin, chief supply chain officer at Best Buy, outlined the company’s sustainability strategy, driven by three pillars – climate action, circular economy and inclusive communities.

Beyond its trade-in and recycling programmes, Best Buy invests in social impact through the Best Buy Teen Tech Centers, which give underserved youth access to technology and education. This approach reframes sustainability as a long-term investment in human capital, preparing future generations with the skills needed for a more equitable, tech-enabled future.

Together, these insights show how leading retailers are aligning commerce with culture – building local relevance, embedding social impact and turning retail spaces into platforms for meaningful connection.