Gen Z is missing from this year’s NRF agenda

11 months ago 20

This story is part of Glossy and Modern Retail’s series breaking down the big conversations and innovations at NRF 2024: Retail’s Big Show. Click here for more stories in this series.

A jumble of letters popped up at this year’s National Retail Federation’s (NRF) “Big Show” — AI, IT, DTC — but Z was not one of them.

Among dozens of sessions slated for Sunday, Monday and Tuesday, only one — “Digital Strategies to Decode Gen Z” — is specifically focused on Gen Zers. There are no sessions with “TikTok,” “Instagram” or “social media” in their titles, all channels in which Gen Z spend much of their time. There are also no sessions with Gen Z influencers, who have become an increasingly important part of brand building. While companies popular with Gen Z such as Sephora, Ulta Beauty and Glossier are participating at NRF, their panels are labeled as wider conversations about 2024 trends, data or specific segments like beauty.

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