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Gen Z is reviving malls as social hubs, making mall strategies essential for brands targeting this group.

Market News
28 May 2026
GlobeNewsWire
View Source
Bullish
pluang ai news

A new study by Westfield Rise and Hello Sunshine reveals that Gen Z is increasingly using malls as their modern social 'third space' to connect, discover brands, and build community amid rising loneliness. The study highlights that 73% of Gen Z see malls as top hangout spots, with 92% open to discovering new products there, making physical retail spaces more influential than digital platforms like TikTok for brand discovery. Westfield Century City exemplifies this trend by blending retail, entertainment, and culture to engage Gen Z through immersive experiences and brand activations. This shift signals a major opportunity for brands to integrate mall strategies into their marketing to effectively reach and engage Gen Z consumers.

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