A study by NielsenIQ on Gen Z—those born between 1997 and 2012—shows a more rational consumer profile: 47% of young people plan their purchases and 59% aim to avoid waste. This group now represents 25% of the global population, including 169 million people in Latin America alone.

With 90% of these consumers connected to online platforms, the market is seeking ways to attract and retain a generation that, according to NielsenIQ estimates, will become the largest in history by 2030 and surpass Generation X (1965–1980) in consumption levels by 2032.

According to SYN Executive Director, Ricardo Loducca, the shift from “shopping centers” to experience platforms combines the best of both worlds for young consumers seeking connection: “Malls have been testing and consolidating spaces with direct appeal to younger audiences—gaming arenas, geek culture events, meetups with creators. This behavior has pushed the sector toward more gastronomy, events, activations, and services, with less reliance on traditional retail.”

In this new landscape, the traditional model of store-lined corridors anchored by major brands is no longer enough to attract younger generations, making reinvention within existing structures essential.

Loducca sees this ongoing shift as an opportunity but emphasizes that the market must focus on experience across all segments: “Attraction today depends less on ‘having stores’ and more on having a reason to be there. Gen Z sees malls as a bridge between online and offline, valuing the ability to test products, compare prices in real time, create content for social media, and engage in environments that combine food, culture, gaming, and entertainment.”