New Westfield Rise x Hello Sunshine Study Finds Gen Z Is Rebuilding Social Life at the Mall and Brands Need a Mall Strategy to Keep Up

LOS ANGELES, May 28, 2026 (GLOBE NEWSWIRE) -- A new joint study from Sunnie, Hello Sunshine’s Gen Z–focused media, experiential, and lifestyle brand, and Westfield Rise US, the media and experiential company of Unibail-Rodamco-Westfield (URW), finds a fundamental shift in how Gen Z connects, discovers brands, and builds community: they’re doing it at the mall.

The study, The Comeback of the Hangout finds that as loneliness and social isolation rise, Gen Z is actively reclaiming shared physical spaces and malls have become their modern “third space.” This presents brands, entertainment companies, and creators with a clear opportunity: if you have a Gen Z strategy, you need a mall strategy.

Read the study here.

Gen Z chose the mall, brands need to follow
According to the study, Gen Z is leading a broader cultural return toward malls as places to connect without pressure or agenda. They’re showing up for the mix of entertainment, fashion, food, and “something new,” rewarding experiences that feel social, participatory, and worth leaving the house for.

Across a nationally representative sample of respondents and with on‑site Gen Z intercepts conducted at Westfield Century City, the study found:

• 73% say the mall is the top place to hang with friends
• 92% say that they're open to discovering something new at the mall
• 83% are likely to try or buy something unplanned when at the mall
• 72% would still go to the mall even if they couldn't buy anything

In an algorithm‑driven world, physical discovery is proving more powerful than ever. 44% cite malls/in-store combined as where they’d most likely to discover a brand they end up loving – and respondents were +10% more likely to discover a brand at the mall vs. TikTok. For Gen Z, the mall is an ‘offline group chat’ where brands move from seen to felt as Gen Z visitors often experience the mall without a clear plan for their time there.

“Gen Z is redefining what connection and community look like today,” said Mukta Chowdhary, VP of Brand at Hello Sunshine. “Our research with Westfield Rise shows that physical spaces like Century City aren’t just destinations, they’re cultural platforms where identity and entertainment intersect in ways digital alone can’t replicate; turning moments of discovery into lasting brand love beyond the algorithm.”

If you have a Gen Z strategy, you need a mall strategy

Across Westfield Rise’s portfolio of 13 flagship destinations in the United States and 71 globally, this shift is reshaping how the company builds media infrastructure, curates programming, and partners with brands, studios, and creators.

Westfield Century City: the blueprint in action

Westfield Century City welcomes more guests annually than some of L.A.’s most iconic destinations, like Disneyland. With its proximity to Hollywood, a highly engaged audience that skews Gen Z, and a growing roster of entertainment and brand activations, Century City has emerged as L.A.’s modern town square: where retail, entertainment, and culture intersect.