For Gen Z and millennials, shopping is about belonging as much as buying. From pop-ups to print catalogs, physical experiences paired with digital touchpoints are reshaping how brands build loyalty and cultural connection.

Screen-fatigued shoppers are rediscovering the thrill of real-world discovery by flipping through catalogs, queuing for pop-ups, and going on retail tourism. Josh Golden, CMO at Quad, shares how Gen Z and millennials are craving these encounters, “return on touch” as a measurable metric, and how blending physical and digital elements can lift loyalty and sales.

Over 80% of Gen Z want to unplug, according to new research from Quad and The Harris Poll, sparking demand for tactile brand moments like print catalogs, unboxing rituals, and pop-ups that feel more authentic than scrolling. Marketers who fuse these “return of touch” experiences with digital convenience can build deeper loyalty and lift sales.

Retail is in the midst of a transformation, at both physical stores and online. This report examines 10 trends that will most shape retail in the year ahead.