Members of Generation Alpha – the demographic cohort born between 2010 and 2025 – are already having a tangible impact on brand strategies and the design of retail spaces. These are the findings of a report by international firm MG2, “Young in Age, Powerful in Influence: Generation Alpha Is Changing the Rules for Brands”, published in December 2025.
As many as 70% of survey respondents say that the adults around them often buy products they recommend, demonstrating the youngest generation’s growing influence on purchasing decisions across entire households. In addition, 97% of respondents say they want to help shape brands’ decisions, from testing new products to taking part in the design of stores and shopping experiences.
Despite the rapid growth of e-commerce, 73% of members of this generation prefer shopping in physical stores, where they can experience products first-hand and build a relationship with a brand. Meanwhile, three in four respondents say that food and drink options encourage them to spend more time in stores. This shows that, for the youngest customers, shopping is increasingly becoming a social and sensory experience, rather than simply a transaction.
– Today’s shopping centres operate in a multigenerational environment and must meet the needs of as many as five customer groups at once. At one end of the spectrum is Generation Alpha, which moves naturally between the offline and online worlds and expects a seamless, consistent omnichannel shopping experience. For this group, inspiration very often starts on social media, in apps or elsewhere in the digital world, while the purchase is completed, or a connection with the product is formed, in a physical space. Engaging experiences, interaction with the brand and a high-quality customer experience are therefore becoming crucial. At the other end, there is growing recognition of the importance of customers aged 50 and over and seniors, whose priorities are comfort, functionality, safety and easy access to everyday services – says Anna Malcharek, Managing Director of Gemini Holding.
According to Statistics Poland (GUS), the number of people aged 60 and over will rise to 10.3 million in 2030, 11.4 million in 2040 and 11.9 million in 2060, when seniors will account for 38.3% of Poland’s population. Meanwhile, the 2025 report “The Strength of Age – People Aged 50 and Over in the Labour Market”, prepared by the Central Institute for Labour Protection, explicitly identifies people aged 50 and over as a key group for the labour market, with their education and skills representing a strategic resource. Customers aged 50 and over who remain professionally active and have relatively high purchasing power will therefore play an increasingly important role for shopping centres. These changes are driving the growth of the “silver economy”, the market segment focused on the needs of older people and mature consumers.
– As the silver economy grows in importance, so does a tenant mix built around everyday convenience, quality of life and wellbeing in its broadest sense. For customers aged 50 and over and seniors, what matters today is not only a retail offering featuring quality brands – often local ones too – but also a wide range of services, including pharmacies, opticians, health and beauty stores, health and diagnostic facilities, medical services and bank branches. Concepts supporting an active lifestyle and physical fitness, such as fitness clubs and wellness centres, are also becoming more important. We can clearly see that, for this group of customers, the shopping centre is becoming a local community centre – a place to meet, relax, stay active and take part in the everyday life of the community – emphasises Anna Malcharek.
This trend is clearly reflected in both data from the Polish Council of Shopping Centres (PRCH) and Gemini Holding’s operating figures. In 2025, all Gemini Park shopping centres recorded growth in the health and beauty, services, entertainment, and food and beverage categories. Gemini Park Bielsko-Biała saw sales per square metre in the health and beauty category rise by nearly 9% year on year. At Gemini Park Tarnów, sales in the services segment increased by almost 16%, while at Gemini Park Tychy, sales in the entertainment and leisure category grew by more than 17%.
– In the coming years, a competitive advantage will be built by shopping centres that can bring together a comprehensive mix of retail brands, a well-developed range of services and entertainment, and infrastructure that ensures a high level of comfort and positive shopping experiences – all under one roof. The retail space of the future will be local, multifunctional and inclusive, meeting the needs of many generations at the same time – concludes Anna Malcharek.
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