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NRF 2025 Retail’s Big Show daily recap: AI, Ozempic and Gen Z shoppers

Upstream, UK

US – The third and final day of NRF 2025 Retail’s Big Show tackled some of the most pressing issues facing the industry: AI, GLP-1 drugs and Gen Z consumers.

In an exclusive Consumer Outlook 2025 panel for the press, global retail leader at PwC, Kelly Pedersen, spoke about the challenges facing bricks-and-mortar retail in meeting the personalisation demands of digital native Gen Z shoppers. He predicted that in the future, more shops will require consumers to ‘check in’, trading their data for a more personalised and seamless shopping experience.

Pedersen also noted the emergence of a new consumer group – GLP-1 drug users – who are ready and willing to spend on travel, new clothes and dating following weight loss. Our Neozempic Futures report further explores the impact of weight loss drugs on different industries.

In a panel entitled The Future of Fashion, Rent the Runway co-founder and CEO Jennifer Hyman spoke about the fast-changing fashion industry and revealed her vision for a future when e-commerce platforms tell consumers how much money they could make on the resale of a garment at the point of sale. ‘We need to start thinking about our closet as an asset,’ she said, with some items kept for ever, others leased (for months or years) and others rented (for days or a week). For more on how fashion tech start-ups are looking for innovative ways to disrupt ownership models in fashion, head to our Upstream viewpoint report.

Futurist and CEO and founder of GDR Creative Intelligence Kate Ancketill closed the conference with a thought-provoking session on AI’s impact on retail. She predicted the emergence of escapism retail in response to AI, with brands focusing on ‘awe, wonder, collective effervescence and community experiences worth paying for’. Brands will look for ways to let anxious consumers ‘cross a threshold into another world’, utilising neuroaesthetics and the proven benefits of the wonder economy. LS:N Global predicted the rise of The Awe Economy in retail and Hyperphysical Stores back in 2022.

Strategic opportunity

In an increasingly fractured world, create immersive retail destinations that integrate awe, biophilic elements and immersive technologies to provide consumers with experiences of wonder, discovery and escapism that go beyond transactions

Emirates to become world’s first autism-certified airline

Global – Emirates is set to become the world’s first Autism Certified Airline, partnering with the International Board of Credentialing and Continuing Education Standards (IBCCES) to enhance accessibility for neurodiverse travellers.

More than 30,000 cabin crew and ground staff will complete specialised training in autism awareness and sensory sensitivities. The initiative, expected to be formally recognised in the coming months, aims to improve the travel experience for passengers on the autism spectrum and their families.

Planned innovations include sensory guides – digital tools that outline sensory environments during travel – and onboard neurodiverse sensory products such as fidget toys.

This move aligns with Dubai’s ambition to become the most accessible destination globally, supporting the emirate’s goal of becoming the first Certified Autism Destination in the Eastern Hemisphere.

Our The Rise of Inclusive Travel report analyses how, from inclusive cultural learning to accessible work and play, successful travel design must have people with disabilities at the forefront. 

Emirates

Strategic opportunity

Consider how to design training for staff to better understand and support neurodiverse individuals. This could extend beyond travel to industries like retail, hospitality and healthcare

Stat: WNBA tops Morning Consult’s fastest-growing US brands list of 2024

Skims partnership with WNBA, US

US – The Women’s National Basketball Association (WNBA) has claimed the top spot as the fastest-growing brand in the US in Morning Consult’s Fastest Growing Brands of 2024 report, marking a landmark year for women’s basketball. This surge in popularity highlights the growing influence of sports on consumer culture, particularly among younger, socially engaged audiences.

Women’s basketball had a breakout year in 2024, with the WNBA’s rising visibility fuelled by heightened media coverage, sports superstars and increasing social media engagement. This momentum underlines a broader trend in which sports, especially those championing inclusivity and representation, are reshaping brand loyalty and consumer behaviours.

Other significant brands on the list include Microsoft’s AI tool Copilot and Google’s Gemini, reflecting the enduring prominence of artificial intelligence. Meanwhile, social media trends continue to steer consumer interest towards categories like fizzy drinks, confectionery and fast fashion.

The report also notes a disparity in growth among income brackets, however, with lower-income households experiencing slower increases in brand consideration, reflecting the ongoing effects of inflation.

The WNBA’s rise signals a burgeoning intersection of sports, culture and commerce. We have previously analysed this market in our Game-Changers: The Future of Sports Fandom and Future Forecast 2025: Sports, Health & Wellness macrotrend reports.

Strategic opportunity

Consider partnering with women athletes from various disciplines – not just basketball – to co-create and endorse collections. Prioritise athletes who represent empowerment, diversity and inclusivity, reinforcing the cultural shift towards celebrating women in sports