Retail media agency Westfield Rise has released its latest How We Shop report, From Play to Purpose, examining the transformative changes reshaping the retail and leisure sectors through three key trends: Eco-Fluency, Play-tail and Retail Surgery.
TREND 1: PLAY-TAIL
UK Consumers want to see more innovation and experience more excitement in a shopping day out. Brands that respond with new experiences that incorporate exploration, play and joy, as well as gamification inside and outside the store space, will appeal to these consumers.
Escapism through brand engagement
The report which surveyed 2,000 UK consumer reveals a shift away from traditional shopping, as consumers demand more engaging experiences with nearly 47% of consumers seek out more immersive, entertainment-driven retail options. 63% of young shoppers are calling for interactive, playful retail spaces. Millennials and Gen Z are driving this shift, fuelling a growing demand for experiences that go beyond simple transactions. Competitive Socialising is here to stay as 34% of under 35s are looking for alcohol-free social spaces, choosing adult ‘playgrounds’ over typical nightclubs, whilst 76% of shoppers are seeking gamified experiences in their free time.
Heela Yang, CEO & Co-Founder, Sol de Janeiro said: “At Sol de Janeiro, we’ve seen first-hand the impact of bringing our products directly to consumers through dynamic, unexpected experiences. By going beyond traditional retail settings, through creative sampling, engaging games, expert consultations, or exclusive giveaways, we immerse audiences into the warmth, vibrant spirit that Sol de Janeiro is known for.
“The rise of ‘Play-tail’ has set new standards for how consumers interact with beauty brands, and our recent activations at Westfield London including the Sol De Janeiro x Sephora’s Sol-Cial Club Pop Up in The Atrium and our Space NK takeover, demonstrates our ability to innovate in a way that feels authentic.”
Candice Mayer-Gillet, Managing Director, Westfield Rise, said: “With 49% of UK consumers saying they are influenced by how brands are interacting with their audiences outside of the traditional store setting, brands are becoming more competitive and creative in this space. Through our Westfield Rise partnerships, we are at the forefront of the Play-tail trend, with gamification and immersive brand interactions transforming the shopping day out into an interactive journey that captivates consumers and redefines their connection with the retail environment.”
TREND 2 – RETAIL SURGERY: The growing desire for easily accessible and convenient services drives openness to non-traditional settings for health, wellness and aesthetic beauty services, such as wellness hubs in shopping centres and retail areas.
The rise of wellness hubs
Beauty is booming when it comes to physical retail and brand engagement, however the report reveals this expanding to the broader medical and wellness sectors. 58% of UK adults want access to health services in retail destinations, with 52% favouring wellness hubs over traditional GP clinics. 21% of Gen Z (over 18) consumers express interest in fertility testing at shopping centres, whilst 36% are willing to share their DNA if it unlocks health benefits, a figure that rises to 47% among Gen Z.
The research indicates a future rise in medical hubs in non-traditional settings, offering a diverse range of medical and wellness treatments – from personalized healthcare to aesthetic services. Convenience is a key driver in the rise of wellness hubs, with 61% saying it is an important factor, and 20% believing that retail environments provide a better experience than conventional healthcare settings.
TREND 3 – ECOFLUENCY: Providing informative, easily accessible sustainability content and education is key. Consumers want brands to be more transparent about how their products are made by adopting better technology or a universal sustainability grading system.
Sustainability is non-negotiable
As sustainability takes centre stage, brands’ eco-credentials have become crucial for maintaining consumer loyalty. The report also reveals that nearly half (47%) of under-35s are turning away from brands that don’t offer environmentally friendly options. Additionally, while 77% of respondents recognise AI as a valuable resource for making sustainable shopping decisions, 25% expect brands to offer more education and training related to sustainability.
This shift in consumer mindset presents a significant opportunity for progressive retailers. Nearly half (48%) of consumers are willing to spend more on brands that clearly communicate their sustainability practices, a number that rises to 60% among the under-35 demographic.
Demand for transparency and education
However, education alone is insufficient. Consumers are seeking greater transparency, with nearly two-thirds (64%) demanding clearer sourcing information from brands. Furthermore, over half (59%) advocate for a universal sustainability grading system to support informed purchasing decisions.
Consumer events such as the recent Westfield Good Festival act as a hub for brands to bring consumers on their sustainability journey and showcase transparency. As the industry responds to evolving expectations, brands that prioritise transparency and sustainability will not only meet consumer demands but also establish a benchmark for future retail practices.
Candice Mayer-Gillet added: “At our centres we constantly transform our spaces by bringing first to the UK retailers, delivering innovative brand experiences and investing in new categories to meet the ever-changing needs of our customer. At Westfield London we’re creating a new innovative health and wellness hub that will offer something unique for our visitors in 2025.”
