Retail is changing faster than ever and ignoring generational shifts is no longer an option.

In Part 2 of this conversation, Cathy Wagner welcomes back RETAILMavens coach and retail professor Dana Connell to move from theory to action. If Part 1 helped you understand generational differences, this episode focuses on what independent retailers should actually do about it.

Dana shares practical ways to grow your “new thumbs” the next generation of high-value customers who will drive the future of your business. From sustainability messaging to social media strategy, website optimization, and community partnerships, this episode is packed with small but powerful actions retailers can start implementing right away.

What You’ll Learn in This Episode

You must grow new “thumbs.”
How to understand the demographics around your store.
Why sustainability matters especially to younger generations.
Your team can help you stay relevant.

Key Takeaways

[03:00] Why you need to grow “new thumbs”
[08:30] Creative promotions and local collaborations
[13:00] How different generations shop online
[16:30] Fix your website before marketing heavily on social media

Your Millie Moment

Audit your customer demographics: Look at census data and community trends to identify potential new “thumbs.”
Highlight sustainability in your merchandising: Ask vendors about environmental practices and communicate those stories to customers.
Create more in-store experiences: Consider tastings, product demos, trunk shows, or pop-ups with local businesses.
Improve your website before boosting social media posts: Make sure customers can easily buy the products they discover online.

Resources and Links:

Want to know more about generation shift? Apply for your free Gameplan Call, where we’ll identify your growth opportunities and map out the most profitable next steps to elevate your visibility, attract the right customers, and scale with confidence.
Want a behind-the-scenes look at how our top clients grow profit without burning out? Our free training, Beyond Busy: 3 Shifts to Reclaim Your Time and Boost Store Income, walks you through the exact method we use in our Profit Club, focusing on your role as CEO, CIO, and CFO to grow a business that’s both profitable and sustainable.
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Remember: Retail has always been about people. As generations shift, your heart for your customers, your community, and the experience you create will always matter. Stay curious, stay open to learning, and keep taking those small intentional steps forward. The retailers who grow are the ones who keep evolving and you’re already doing that.

#073 - Shifting Generations with Dana Connell - Part 2