SM Supermalls utilizes Gen Z Council to drive retail strategy

SM Supermalls has established an internal ‘Gen Z Council’ to better understand and cater to the evolving preferences of younger consumers. The council, composed entirely of Gen Z employees, serves as a think tank that provides direct market insights to senior management.

According to SM Supermalls President Steven Tan, the council members discuss emerging trends and pitch ideas to leadership, who then apply their experience to ensure practical implementation. Marketing executives noted that these insights help the company personalize its offerings and maintain market relevance.

Planned upgrades based on these insights include the addition of pickleball courts, running hubs, and tennis courts at SM Aura. Other proposed developments include transforming the grand staircase at SM Aura into a library. These changes reflect a strategic shift toward incorporating more active and leisure-oriented spaces within their malls.