Basis Global

**Meet Gen Z, live.**

Join a panel of Gen Z shoppers and Basis Global researchers to unpack how their generation is reshaping retail.

This interactive session builds on [*Basis Signals: Gen Z*, our latest report](https://basisglobal.co/basis-signals-genz-preview/) on the $12.6 trillion generation redefining what people value, how they buy, and what they expect next.

[Read the report](https://basisglobal.co/basis-signals-genz-preview/) →

If you lead insight, brand, or innovation, this is your front-row seat to see the data come to life in real conversation with the generation driving the change.

### What you’ll learn

1.  **Value, redefined:** Why Gen Z cut back on essentials but spend freely on products that express identity, and how to build loyalty through meaning, not mechanics.
2.  **The new path to purchase**: Shared living, AI-led discovery, and partnership-driven decisions are changing how they find and buy. See where traditional funnels fall short.
3.  **Personalisation that earns trust**: Learn when collaboration connects and when it crosses into fatigue, directly from Gen Z shoppers themselves.

### Why attend

Leave with clear next steps to refine your 2026 retail strategy and segment for how Gen Z really lives, discovers, and buys.
