Emmanuel Kolady is Chief Executive Officer of Follett Higher Education.
Just as the Spring 2025 semester gets underway for college students, retailers are gearing up for the National Retail Federation “Big Show,” the biggest conference in retail that brings the industry together to explore what’s next. I sit at the intersection of higher education and retail, granting a unique perspective on the evolving demands of Gen Z consumers that will most certainly be a hot topic at this year’s event.
Unless you’re a parent of a college student, you might not realize just how much has changed in the world of campus retail. In this environment, students develop not only as learners, but also as consumers. They enter as dependents with limited spending power and leave as the most sought-after consumer demographic, all while developing their unique view on the world.
As a result, campus stores have become more than just a place to pick up books or shop for a hoodie. They’ve morphed into living labs for understanding Gen Z’s values, the drivers behind the brands they support and what students expect companies to deliver.
From our daily interactions with this audience, it’s clear that Gen Z expects more from the retail experience than past generations. These consumers care deeply about sustainability, community and connection. The insights we’ve gathered from operating more than a thousand campus stores across North America offer an important lesson on connecting with Gen Z consumers: Retailers must meet these young consumers where they are—both physically and digitally—and make sure company values align with Gen Z demands.
Understanding Gen Z Consumers
Campus stores reveal what matters most to Gen Z. This generation doesn’t just shop for convenience; they also want brands that align with their priorities.
A recent McKinsey report found 73% of Gen Z consumers purchase goods from companies they consider socially responsible, and 90% believe companies should address social and environmental issues. This trend is reflected in our campus stores, where sustainability has become a key value proposition for our customer base.
For example, we recently launched a new partnership with Refried Apparel, a brand that reclaims unsold school merchandise and turns it into one-of-a-kind garments, bags or gifts featuring school logos. The company bills itself as “a beautiful solution to the ugly reality of surplus inventory.” We weren’t sure what to expect when offering upcycled items to college students, but the partnership has been a hit. The Refried Apparel products quickly became top sellers in campus stores, showing just how much this generation values responsibly-sourced products.
Localization is also key to connecting with Gen Z students who want to shop small and also support their local community when making purchasing decisions. We’ve made a concerted effort to source products from businesses that reflect the spirit and energy of the town or region.
Today, many of our campus stores feature displays of hyper-local merchandise, from wellness products produced by area small businesses to merchandise celebrating local events, like the Cherry Blossom Festival in Washington, D.C. Our Gen Z students want to feel connected to their larger community; offering products that reflect their unique environment helps foster that connection and build a sense of pride and enthusiasm that extends beyond the campus grounds.
Creating Memorable, Social Media-Worthy Moments
When it comes to the shopping experience, we know Gen Z tends to trust their peers’ social media content more than any corporate ad campaign. That’s why creating experiences—like pop-up shops for special product launches or brand partnerships—has become so effective in reaching and engaging them.
Creating a memorable shopping experience—either with custom merchandise for fans sold on-site at popup shops during sporting events or in-store experiences that engage shoppers in the campus store with hangout spots, games and selfie-walls—prove effective in generating traction and engagement on social media in addition to sales.
One campus recently celebrated a musical event with exclusive merchandise, showing us how unexpected partnerships with iconic brands can create unforgettable moments that unite students in campus pride. Leaders across retail should be thinking about these values and find ways to create meaningful experiences for this new generation of prospective customers.
Adapting Campus Retail To Meet Gen Z’s Expectations
Gen Z may spend much of their time on social media, but they still place a lot of value on in-person experiences. Campus stores can provide the much-needed balance between the digital and physical worlds. I’ve seen firsthand how events like limited-edition product drops, when paired with the right social media campaign, can create a buzz that excites students and fosters a sense of community. Beyond that, authentic campus brands (and campus ambassadors) are becoming a key part of the recruiting process for colleges.
To engage Gen Z effectively, many of our stores employ student marketing directors who gain valuable marketing and business experience while driving peer-led campaigns. These students use social media platforms to showcase the latest brand partnerships, product releases and deals on campus merchandise.
For retailers, it’s about finding the right balance. Gen Z might browse online, but they love heading to the store for that physical connection.
Engaging Gen Z On Campus And Beyond
Like retailers, universities are constantly thinking about how to engage their audience—how to make students feel like they belong. Students are looking for schools that align with their personal values, not just academically but socially.
I’ve seen how important it is to respond to Gen Z’s values. By focusing on finding new opportunities for community engagement and creating seamless digital-physical connections both in the store and online, campus stores can meet Gen Z’s needs and help universities build stronger relationships with their students that last far beyond graduation. More retailers can take lessons from the campus store experience and successes in engaging Gen Z consumers by offering personalized products and creating both digital and physical experiences that help build brand recognition, create a sense of community, and build long-term consumer loyalty.
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