What will shopping be like tomorrow? Who are the shoppers? Gen Z and even Gen Alpha are among those 15% who are shopping online and the number is rising according to company GWI Kids.

A perfect balance of fun content that addresses societal issues is what's valued by Gen Z and Gen Alpha and what's making these kids engage with theeir favorite brands. Establishing that bond with this generation is the key. Lack of understanding into what they think, feel or interpret and no success guaranteed.

Equality and sustainability is the top priority for kids today. According to a research 44 percent of 12 to 15-year-old are all about saving the planet and not about being up to date on fashion or opinion of their peers. Living and breathing these values is what brands should concentrate on.