A Generational shift: The Demand for Integrity

Why are retail stores all across the United States are closing down??

​Let's face it Millennials and Gen Z consumers are tired of being lied to.  

There is a shift in the ether that is effecting us all; however, the ones that are experiencing the shift in a positive way are those that are coming into integrity with themselves and those around them, and those that are stuck in old habits and old ways will miss the boat. Hence why these traditional stores that were once big time retail giants that stepped on anyone's toes that came to challenge them are shutting down.  They were in control, they had the big bucks and they knew how to get in your head marketing wise.  They knew how to attract the consumers by making it seem like if you weren't shopping with them something was wrong with you and now they are clueless.  Even though many are shifting to an online presence, it is not enough to just go online. These consumers are demanding an authentic experience and they have the dollars so they have the control.  On the other side of it, they don't even have a need to purchase in the way that people used to purchase.

According to Forbes.com, "Millennial and Gen Z consumers want products that are:

*Locally sourced,
*ethically made with fair salaries paid to everyone in the supply chain,
*environmentally friendly,
*Artisanal,
*authentic, 
*Experiential"

The shift is calling for us to have more integrity with each other, as this generation is needing something more fulfilling.  They are shifting from the newest traditions of religion and trends and following their intuition.  Intuition is the way to go and we are seeing that more and more now as artists and creators are finally getting their just due and no longer dying a "struggling artist".  This generation is working together and standing together on social change, they are standing in their truth and demanding respect. 

There are so many ways to create income in this technological age.  With technology people can create fake personas but they are exposed quickly as the power of a button spreads over the masses in almost seconds.  These companies can no longer lie and keep things under wraps as whatever they try to plan or get through under the radar is being exposed by the touch of a share button.  No one truly noticed the racism in Dove's ads until the power of the internet came into play. 

Not to mention the touch of a button can also have something sitting on your door step in hours, no lines, no gas, no Uber or Lyft, no decision paralysis, and so on.  You even can download an app on your phone and voila`! There is no need to waste time shopping when you can fill your time with other things that are more fulfilling.

Not only is this generation finding more income through the technology age, they are no longer needing the summer job money or after school money as they profit from the YouTube era and other means of income through social media, eCommerce and local sourcing to include creative opportunities.  Though not every one is making a killing via online means, they do have high hopes to, therefore, spending their free time trying to either "make it big" doing what they love or create a new legacy for those to follow, who has time for a job in retail?     

Our generation is now understanding how marketing is a form of hypnosis.  Instead of marketers trying to get your attention and influence you to desire them, they have to tailor themselves to your desires, hence why algorithms in Google and Facebook pay attention to what you are interested in browsing and they offer marketing suggestions based off of that.  It's not enough just to make a funny or emotionally moving commercial to get you to desire a product as most of us are able to flip past the commercials with Hulu, Netflix, and other on demand companies.  They have to meet Millennials and Gen Z consumers where they are. 

This generation is breaking free from their parent's strict rules as they see how certain discipline did not serve them.  They are breaking free from the lies told by society to keep them in line.  They are coming into their own and their intuition is leading the way.  Our intuition is our soul's desires manifesting through us and the soul desires us to be true to ourselves.  As we are true to ourselves we demand truth from others.  The wool is not staying put over the eyes of this generation, so if you want to stick around, you will have to intuitively get with the program.

Here is a list of the store closings around the U.S.*

• Payless ShoeSource - 400 stores
• JC Penney - 138 stores
• Macy's - 68 stores
• Sears and K Mart - 150 stores
• HH Gregg - 88 stores
• Abercrombie & Fitch - 60 stores
• Guess - 60 stores
• The Limited - 250 stores
• Wet Seal - 171 stores
• American Apparel - 110 stores
• BCBG - 120 stores
• GameStop - 150 stores
• Radio Shack - 550 stores
• Staples - 70 stores
• CVS - 70 stores
• Gander Mountain - 32 stores
• Family Christian - 240 stores
• Toy R Us- 735 stores
• Foot Locker – 110 stores
• Best Buy cell phone stores – 250 stores
• Sam’s Club – 63 stores
• Michael Kors – 100 to 125 stores
• Ascena Retail Group (Ann Taylor, Loft, Dress Barn, Lane Bryant, Justice ) – At least 268 stores
              *Courtesy of forbes.com and clarkhoward.com

The fast food and grocery store chains have taken hits as well as consumers demand integrity and go to local sources.  You can click on this article about the trusted Trader Joe's, and see just how much people are demanding transparency, they don't care how much they have shopped with you.  There are associations popping up left and right to demand to know the truth.  People are even shifting to making their own products.  There is no more hiding, so if you aren't willing to have integrity, don't even worry about going into business.  No, it's not "just business" anymore.

Of course this is my own perspective, which is limited to what I see, feel free to share your perspective in the comments!

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