Retail and the future of selective engagement
PEOPLE ARE BECOMING MORE SELECTIVE
Consumers aren't looking for more options. They're looking for better reasons to leave the house.
WGSN calls this Selective Engagement, predicting that by 2028 people will become much more intentional about where they spend their time, trust, and attention. As AI increasingly handles routine recommendations, transactions, and customer service, people will reserve their time and energy for experiences that feel genuinely worthwhile.
The report also predicts an 80/20 future, where AI manages roughly 80% of routine customer-facing interactions while people focus on the moments that require empathy, expertise, and emotional connection. Rather than replacing human interaction, technology is making it more valuable.
FROM RETAIL TO GATHERING PLACE
The destinations that stand out won't simply have the best retailers. They'll create reasons for people to return.
Brookfield Place is a great example. Its World Cup activation transformed the property into a destination people wanted to return to again and again. By creating a daily experience that brought thousands together around a shared cultural moment, Brookfield Place became more than a place to shop or dine. It became a place to gather, connect, and participate, reinforcing that the future of retail is creating compelling reasons for people to come back.
WHY PLACE MATTERS
The World Cup gave people a reason to gather, but the places that hosted those gatherings became part of the experience itself.
Whether it's a concert, a sporting event, or a public watch party, the memories people take home are rarely just about what happened on the field. They remember where they watched it, who they were with, and the feeling of experiencing that moment alongside hundreds of other people.
That's what great destinations create. They transform physical spaces into places people associate with meaningful moments. For a few hours, a plaza becomes a stadium, strangers become teammates, and an ordinary afternoon becomes a memory people want to relive.
THE HUMAN PREMIUM
One of the most compelling ideas in WGSN's report is that as AI becomes more capable, human interaction becomes more valuable.
Technology can recommend what to buy, answer questions instantly, and complete transactions faster than ever before. What it can't do is recreate the feeling of watching a crowd erupt after a last-minute goal, celebrating with strangers, or leaving an experience feeling like you were part of something bigger than yourself.
The future isn't about choosing between AI and people. It's about knowing where each creates the most value.
THE SOHO TAKE
Selective Engagement isn't simply changing retail. It's changing what people expect from physical places.
As consumers become more intentional with their time, the destinations that stand out will be the ones that create connection, participation, and a sense of belonging. They'll become places people choose to return to because of how they make them feel, not just what they offer.
That's the opportunity for brands. The future of retail won't be defined by more products or more transactions. It will be defined by the places that become part of people's memories.