Agenda

By 2035, Generation X are projected to command $23 trillion in spending power. Yet, most brand strategies prioritize the sheer volume of Gen Z. The core reality is Gen X is not a footnote, they are the load-bearing generation: balancing families and workplaces and holding decades of institutional expertise while quietly driving economic velocity.  From the multi-generational spending power to the untapped loyalty, what would your company do differently if it stopped treating Gen X as a bridge between other generations?

Michaels and Stanley 1913 come from different corners of retail, but their recent growth stories reveal a shared truth: enduring brands never stop evolving. Through strategic acquisitions, unexpected collaborations, product innovation, and a deep understanding of changing consumer expectations, both organizations have successfully introduced their brands to new audiences while remaining true to their heritage. In this two-part conversation, leaders from Michaels and Stanley 1913 will share how they are balancing legacy with innovation, building relevance across generations, and creating sustainable growth in an increasingly competitive marketplace.

Ulta Beauty is transforming wellness from a merchandising category into a full retail experience.  A commitment that began a few years back has evolved into “Wellness by Ulta Beauty,” a dedicated shop-in-shop concept that expands the in-store footprint, and doubles-down on education with specialty-trained wellness advisors. Core to the brand’s strategy, Ulta is looking to expand the category, develop exclusive partnerships and curate a one-of-a-kind marketplace. Hear how this is taking shape and what’s on tap for 2027.