Generational shifts aren’t coming… they’re already here.

In this episode, Cathy Wagner sits down with Columbia College Chicago retail professor and RETAILMavens coach Dana Connell to unpack what shifting generations mean for independent retailers today.

Dana brings 35+ years of retail and teaching experience to the table, sharing how Boomers, Gen X, Millennials, Gen Z, and Gen Alpha shop differently and why ignoring these shifts is no longer an option. From spending power and values to how customers discover brands and where they “treat themselves,” this episode sets the foundation for how retailers can adapt what they stock, promote, and partner around.

This is Part 1 of a two-part series that focuses on understanding the landscape so you can take smarter, more strategic action in your business.

What You’ll Learn in This Episode

Key Takeaways

Your Millie Moment:

Here’s a simple way to start taking action after learning about generational shifts:

Step 1: Identify Your Core Generations

Resources and Links:

Remember: You don’t need to overhaul your business overnight. Small, intentional changes based on who your customers really are can create powerful results. Generational shifts aren’t something to fear… they’re opportunities to grow smarter and stronger.