Why do American Gen Yers love big box retailers?
REPORT
30 Jan 2017
Why do American Gen Yers love big box retailers?

Despite their love of online shopping, young Americans still see great value in supercentres, with many visiting a Target and Walmart on a weekly basis. In the first of a two-part report, we explore how big box retailers are tapping into aspirational consumerism to grab the interest of Gen Y.

Andrea Graham Richeson

Andrea Graham Richeson is a New York-based writer, consultant and consumer anthropologist studying why people love what they love. She specialises in youth culture, gaming, fandoms, social media, and new media. She is the founder of the youth culture consultancy Youth Tribes.