Retail has always been shaped by generations, with each wave of consumers bringing fresh habits, expectations and priorities. While Gen X and Millennials are today’s key consumers, the emerging Gen Z is already rewriting the rules of discovery and loyalty in real time. 

This report delves into the scale and speed of today’s demographic shift, exploring how the next five years in retail will be shaped by a new generation of shoppers – and possibly the most demanding generation yet. 

Take a look inside the report…

To develop this report, Columbus partnered with Retail Gazette to survey over 100 senior UK retail leaders. The findings reveal a sector that understands the direction of travel, but admits that it isn’t yet well-equipped for the journey. 

Here’s what you’ll find inside:  

• Retail at a generational crossroads: Discover how consumer behaviour is shifting and how retailers need to be ready to adapt. 
  

• Part 1: Who pays the bills in 2026: How this will shift within the next five years, and the drivers behind the new dominant spending demographic. 

• Part 2: Confidence vs capability: the back-office gap: Find the KPIs should be on every retailer’s dashboard in 2026. 

• Part 3: Priorities that move the needle: Discover what leaders are prioritising to stay ahead of the generation game.

• Part 4: The “window to the business”: How to overcome fragmentation with a connected system that gives everyone an honest view.

• Part 5: Younger wallets under pressure: Find out what works for Gen Z, and the key mistakes to avoid.

• Part 6: The proposition scorecard reality check: Where retailers think they’re doing well, and why improving scores is vital to stay in the race.

• Part 7: Generation playbooks: Practical strategies for 2026: Discover how to engage, what to offer, and which operational enablers matter most to each generation.

Part 8: The 12-month roadmap: Your guide to taking your retailer from fragmentation to future-fit over the next year.