The Comeback of the Hangout

The Comeback of the Hangout - How Gen Z is rebuilding social life and starting with the mall

The narrative of Gen Z living purely online is rapidly unravelling.

We’re excited to unveil new research from Westfield Rise and Sunnie: The Comeback of the Mall. Within it, we dive into how a cultural shift is happening around how Gen Z are rebuilding their social lives. And malls? They’re right at the centre for their time and attention.

The mall is Gen Z’s #1 third space

Today’s mall is where the group chat goes IRL.

73% of Gen Z say the mall is their top place to hang out with friends, driven not by necessity, but by freedom, spontaneity and connection. It’s a space to show up without a plan: to wander, connect and experience culture in real time. The implication is clear: if you have a Gen Z strategy, you need a mall strategy

More stroll, less scroll: IRL comes before digital

After years of digital-first interaction, Gen Z is actively choosing real-world connection over constant scrolling.

76% say offline communities are central to their identity, while brands that create real-world connections are significantly more valued. The hierarchy has had a rebalance – prioritising community, experience and content.

Co-creation is a must have, not a nice to have.

This is not a passive audience. Gen Z wants to shape, customise and co-create their experiences: from DIY moments to shareable activations.

1 in 3 want customisation built into the mall experience, reinforcing a clear shift: Participation is no longer a bonus. It’s the expectation.

Discovery (and brand love) happens IRL

Perhaps the most striking shift: real-world environments are now outperforming social platforms for meaningful brand impact.

44% of Gen Z are most likely to discover brands they love in-store or at the mall - making it more influential than TikTok in driving lasting brand affinity.

In addition:

• 92% are open to discovering something new at the mall

• 83% are likely to try or buy something unplanned

The mall becomes a space where discovery becomes action instantaneously.

The brands that will win:

• Show up IRL first

• Design for energy, not impressions

• Create with, not for, their audience

• Leave space for the unplanned

Because in a world of algorithms, real life is the ultimate differentiator.

We'd love to chat more and take you through our insight and findings IRL! Contact us here or email hello@westfieldrise.com to get in touch and hangout for a chat in true Gen Z style.