J. Crew Apple Vision Pro app

We’re in the middle of a loneliness epidemic, also known as a crisis of connectivity (see American professor Sheila Liming’s book Hanging Out: The Radical Power of Killing Time). It’s a social issue that defies generational stereotypes; Future Care Capital research has found that 19% of 16- to 24-year-old Brits “often” or “always” feel lonely (whereas only 6% of people aged 65-74 claim the same). A multifaceted situation, it’s potentially on the cusp of being compounded by the rise of next-gen artificial intelligence (AI) tools, which – while not without plenty of positives – are predominantly built to serve the individual. The golden nugget of hyper-personalisation inadvertently leaves the comfort, joy and thrills of group activities behind – unless savvy brands step in to rework the status quo.

As such, in 2025, we predict a resurgence of squad shopping, recentring peer-to-peer connections, both online and in physical spaces. For retail, there’s a rallying cry to reprise its role as a bastion of connective communality: whether it’s friendship-centred, interest-group-focused, or about finding proximity to professional opportunities, brands can support fans by reimagining the powerful premise of squad shopping.

Capture engagement by turning physical spaces into youth-centric hang-out areas. Think drop-in, co-working or taster concepts providing bite-sized hands-on activities (see Singapore-based GR.iD or Beijing-based The Box Youth Energy Centre) or non-activities that emphasise a slower-paced conviviality where there’s much-needed space to simply be. The latter is a sentiment manifested in in-store chill-out zones, listening-room-esque spaces and meandering café courtyards – concepts like Madhappy’s store in Los Angeles, Solebox in Paris and Seoul’s MAAP. 

But squad shopping isn’t just for the in-real-life (IRL) champions. Many Gen Zers are seeking connections from the comfort of their homes. In the UK, due to both a lack of funds and a deficit of affordable third spaces, 60% of 18- to 24-year-olds say they prefer staying at home to going out. Crowned “generation stay-at-home”, these homebodies are turning to more homely pastimes and ways to connect socially (without Roblox) remotely. 

This is opening the door for upgraded e-commerce initiatives and extended reality (AI-powered and otherwise), such as J.Crew’s Virtual Closet app for Apple’s mixed-reality headset. Like an immersive version of FaceTime, the app enables group video calls with friends, as well as one-on-one video calls with J.Crew stylists via its SharePlay function.

And sometimes you just need your mate’s opinion – a simple joy/necessity overlooked by most brands for years. For instance, focused on replicating the eternal pursuit of IRL teen shopping trips, Amazon’s in-beta Consult-a-Friend option within its app lets users ask friends what they think while shopping, via the social network of their choice (there’s no need to keep every detail on brand territory – being the springboard is where the loyalty lies). Showing how AI can support the return to collective fun, Canadian app Pilot (tagline “collab with your squad to design your dream trip”) is bringing the essence of squad shopping to holiday planning. Its AI-powered collaborative trip planner lets everyone chip in on the decision-making process – seducing via the pleasures of collaborative creativity-facilitating organisation and, critically, emphasising the value of real-life adventures.

Staying ahead of Retail Trends is just one of the many areas where Stylus supports businesses. We equip our members with crucial commercial insights and inspiration to uncover opportunities and deliver sustainable and substantial growth. Discover more insights from Stylus, across Retail & Brand Comms, Beauty, Food & Beverage, Technology, and more. Download your complimentary copy of Stylus’ 2025 forecast, Look Ahead, to discover more of the trends shaping how people will live next year and beyond, as well as the commercial opportunities these present for businesses.

Katie Baron is a Content Director at Stylus, the expert source for trends and insights www.stylus.com