Created in partnership with Snap, The Memento Generation explores how retailers can create value with Gen Z – a generation that meets life with intention, where every experience is a moment to mark and every purchase a story to share. Drawing on fresh research with YouGov and Portas cultural ethnography, it reveals how the next generation of shoppers is moving beyond instant gratification towards memory-making, emotional resonance and time well spent. Inside are the four questions every retailer should be asking now – and the ideas to help you win not just the wallets, but the hearts, of the shoppers who come next.