As Gen Z and the rising Gen Alpha take center stage, they are rewriting what it means to win in retail—driving new expectations for value, experience, and brand authenticity. These emerging and future consumers, digital natives from day one, are reshaping retail even as industry-wide shifts in technology, supply chain, and consumer priorities accelerate. This trend focused keynote delivered by Kelly Pedersen, Partner, Global Retail Leader at PwC will focus on how the preferences and behaviors of Gen Z and Gen Alpha will set the pace for retail innovation and growth in 2026. Expect to hear about how retailers are: