Hi, I’m Clare Bailey, founder of Retail Champion.I'll be honest — I've had to look this up myself. As the proud mum of two Gen Z kids (aged 20 and 22), I thought I understood this generation. But the more I dug in, the more I realised just how profoundly different their relationship with brands, spending, and loyalty really is — and what that means for every retailer and business owner selling to them right now.In this episode, I break down who Gen Z really are, why their ethical spending habits are reshaping the retail landscape, and — most importantly — what brands must do right now to stay relevant. This isn't a trend. This is the new normal.What We CoverWho Gen Z actually are — born 1997–2012, digital natives, pragmatic and socially consciousWhy loyalty with this generation has nothing to do with discountsThe role of authenticity, purpose, and ethics in their buying decisionsWhy greenwashing will destroy your brand with Gen Z — fastThe practical implications for your brand strategy, supply chain, and communicationsWhy employer brand matters just as much as consumer brandHow to build long-term advocacy with this generation without alienating your existing customersKey TakeawaysGen Z aren't just another customer segmentEthical alignment alone isn't enoughThey expect seamless, tech-enabled experiences that are also humanised Supply chain transparency is no longer optional Brands that ignore this risk irrelevance, not just in the future, but nowResources & LinksThe Retail Champion: www.theretailchampion.co.ukOther episodes: retailreckoningpodcast.co.ukSubscribe to Retail Reckoning wherever you get your podcastsConnect & ShareIf this episode made you think differently about your Gen Z strategy, I'd love to know. Leave a review, share with a fellow retailer, or come and find me on social media. Let's keep the conversation going.