Explore Gen Zs’ brand experience within a mall in Pretoria

Abstract

South African mall culture traditionally framed shopping centres as family destinations however as the social context has evolved it has motivated mall investors and owners to spend millions revamping malls across the South African landscape (CRE Africa, 2021). Consistently analysing best-performing properties to establish sector-based large scale investment assets that are future-orientated, and trend-focused. Considering the combined area of shopping space in South Africa consists of 24 million m² making SA the sixth most mall-rich country with a large variety of shared public spaces with a host of local restaurants that set safe spaces to connect with others (Freedman, 2020). Gen Z’s most notable characterised by their desire for digital integration within all aspects of their lives intrinsically drives their desire for unique, shareable experiences by involving them in the co-creation of their experience by collaborating and taking on their opinions as part of ensuring a brand’s success (IBM, 2018). Authentic and relevant brand experiences focus on the establishment of an environment that is distinctively personalised to establish brand-consumer relationships. Gen Z’s desire for co-created brand experiences creates a point of leverage for shopping centres and malls to focus their future investments on Gen Z as a promising consumer group that sees connection driven shopping as a focal within leisure and entertainment spaces within a mall.