Retailer Trends - The Glass Box And Brands-as-a-Culture More and more, consumers are shopping with

More and more, consumers are shopping with their emotions instead of their wallets. Millennials changing preferences and attitudes regarding corporate responsibility, social consciousness, and more have already impacted how retail brands present and position themselves.

The trend has resulted in brands having to equate their internal culture with their exterior identity, turning companies into what some have dubbed "culture coders"

Companies are increasingly engaging consumers outside of traditional shopping parameters and becoming cultural figures.