Younger shoppers remain optimistic about the future of the UK High Street, says new research by retail and shopper marketing agency, Savvy.

Original research of over 1,000 UK customers revealed that across all age groups 41% feel positive about the future of Britain’s High Streets, rising sharply to two thirds (64%) of Gen Z.

“It would be easy to assume that the most digitally connected generation would have the least interest in the High Street, but Gen Z is considerably more positive about its future,” said Catherine Shuttleworth, CEO of Savvy Marketing.

“For this generation, online and offline aren’t necessarily competing worlds,” she added. “They might discover a brand on TikTok and still want to experience it physically. That creates a real opportunity to bring together digital discovery, physical experience and social connection.”

Consumers also called for more choice and individuality, with over a third (37%) of those polled saying High Streets would be more attractive if they featured more independent businesses. Meanwhile, a further 35% felt too many High Streets look the same because they contain the same mix of chain stores.

The research also suggested that shoppers now want High Streets to offer more than retail alone; eight in ten said they should focus on building in leisure and experiences as well as shopping.

“There is clearly an appetite for High Streets to evolve, but shopper enthusiasm alone won’t be enough,” Shuttleworth continued. “If we want independents, entrepreneurs and emerging brands to take space, High Streets also need to be viable places in which to operate.”

“Investment is important, but so is creating an environment where businesses can realistically make the numbers work. Get that right, alongside a more compelling mix of retail, experiences and community, and there is a real opportunity to give people new reasons to come back.”