Simon Property Group, a prominent mall operator, has initiated an advertising campaign titled ‘Meet Me @themall™’ to appeal to younger audiences, specifically targeting Generation Z. This campaign integrates nostalgia from the ’80s and ’90s with modern shopping habits, encouraging younger consumers to engage with malls in a manner reminiscent of past generations. This initiative acknowledges the mall’s role as a cultural fixture, highlighting its continued relevance and capacity to create memorable experiences. Beyond shopping, the campaign emphasizes the mall as a social hub for the younger generation.
Why Do Malls Still Resonate with Gen Z?
Research conducted by the International Council of Shopping Centers indicates that physical retail still holds significant appeal for Generation Z, with 98% of them visiting brick-and-mortar stores. This contrasts the common perception of Gen Z as predominantly online shoppers. Simon Property Group leverages this insight to revitalize the shopping mall experience. By partnering with celebrities, creators, and influencers, the campaign seeks to cultivate new connections and experiences at malls, highlighting their multifaceted nature as spaces for social interaction and leisure as well as shopping.
What Does the Campaign Entail?
The ‘Meet Me @themall™’ campaign is multifaceted, appearing on streaming services, social media platforms, and in Simon’s shopping centers. It celebrates the mall as a vibrant meeting place, echoing sentiments shared by Simon’s Chief Marketing Officer, Lee Sterling, who emphasized the mall’s enduring role in American culture.
“Celebrating the spirit of meetups in the food court, memories made with friends and coming-of-age moments, this new campaign is Simon’s invitation for everyone to gather in a place that has always brought joy, community and memorable experiences,”
said Sterling.
Simon Property Group has previously recognized the evolving dynamics in retail, adapting strategies to meet changing consumer demands. Historically, malls have faced the challenge of declining foot traffic due to the rise of e-commerce. However, the current campaign reflects a broader trend of integrating the physical and digital shopping experiences. Past efforts often focused on enhancing the shopping journey through online and offline hybrid models, which mirrors the present approach of creating a nostalgic yet fresh experience for Gen Z.
The campaign’s strategy extends beyond nostalgia, acknowledging the importance of diversity in entertainment options available at malls. Malls provide more than just shopping; they offer a variety of entertainment facilities such as movie theaters and arcades, attracting young consumers who seek places to socialize and enjoy leisure activities. This aligns with findings that 60% of Gen Z consumers visit malls for social reasons, emphasizing the mall’s role in their lifestyle.
The broader effort to engage Gen Z includes recognizing their shared interests with previous generations. This includes a love for fashion, movies, music, and the overall mall experience.
“While Gen Zers may find their moms cringey, it turns out that they have developed a love for many of the same things their parents did: from fashion to movies to music and the mall,”
Sterling noted, emphasizing the intergenerational appeal of these cultural elements.
Simon Property Group’s campaign aims to reaffirm the mall’s place as a cornerstone of social and cultural life for younger generations. By blending nostalgic elements with modern sensibilities, the campaign seeks to draw Gen Z into mall environments, creating shared experiences and fostering community engagement. This approach reflects a nuanced understanding of today’s retail landscape, where physical spaces act not only as shopping venues but also as communal gathering places.
