Today's consumers want something new from their in-store experiences, and retailers that deliver can rebuild loyalty. With 81% of Gen Z and millennials switching brands in the past year alone, what matters most to winning them back? Accessibility—but not the way you might think.

According to JLL Design's new global study, "Shifting Priorities in Retail Design," accessible experiences have rocketed from the fifth most important consideration to #1 across all consumer segments, generations, and regions. The findings come from a global survey of 2,002 adults across 15 countries—from the U.S. to Panama, France to China and Australia—examining how the six dimensions of brand experience have evolved since JLL first identified them in 2018.

The brands winning today master both pillars simultaneously. They create spaces where everyone feels genuinely welcome while offering meaningful rewards to their most engaged customers. The ROI is undeniable: brands that intentionally design spaces, technology, and staff training with both inclusivity and exclusivity in mind are capturing new audiences, strengthening loyalty, and generating positive sentiment.

This formula—universal welcome plus personalized recognition—is exactly why accessibility has earned its #1 ranking. It's an equation that works because it honors both the collective and the individual, the democratic and the distinctive. 

For brands ready to lead, the mandate is clear: Make shopping feel effortless and equitable, where everyone belongs from the moment they walk through the door—and your most loyal customers know they're valued. Brands that master this new formula for accessibility won't just participate in retail's evolution—they'll define it.

Download the summary report of Shifting Priorities in Retail Design for more insight into global consumers' shifting priorities. For a deeper dive by insight, region, sector, generation, or format, contact JLL Design’s Emily Miller at emilya.miller@jll.com for a complimentary custom report.