The high street has lost its appeal, according to a a study that sought to paint a picture of what the high street will look like in 2025. The study of over 2,000 UK adults from the respondi Access Panel was carried out in conjunction with FreshMinds.

The research revealed that 63% of consumers believe the high street has lost its appeal. 46% blame big brands for ruining the high street; while 62% believe that big retailers aren’t interested in the customer and only care about making money.

Whilst these findings may make alarming reading for many large retailers, it’s evident that there is a strong desire for change on the high street, particularly amongst millennials. In future, a true integration of online and offline channels will be important (29% of millennials have already used a delivery locker, 27% have paid for items using a mobile phone while in store) as will the role of the in-store experience (59% of millenials like to buy products that are unique and different and 66% think that life is all about learning new things and having meaningful experiences).

Millennials are looking for something different. So to maintain their place on the British high street, big brands will have to adapt and respond to their needs. Those who are able to collaborate with both local communities and smaller retailers and can deliver truly unique and engaging in-store experiences for example, will be best placed to capitalise on the changes in consumer behaviour taking place.

You can request a copy of the whitepaper here.