Simon, a real estate investment trust specializing in shopping and entertainment destinations, has launched a nationwide campaign celebrating malls as a preferred hangout for Gen Z. 

The “Meet Me @themall™” initiative blends the ’80s and ’90s nostalgia with modern shopping trends, targeting a generation that, contrary to digital-first expectations, strongly prefers brick-and-mortar retail experiences.

The campaign spans premium streaming services, including Netflix, Peacock, Hulu, and Disney+, as well as social media platforms. It also features prominently in Simon’s owned channels and shopping centers across the United States.

“The mall is a touchstone of the American cultural experience—one with remarkable staying power,” Simon CMO Lee Sterling said in a news release. 

Sterling highlighted the campaign’s focus on community gatherings and memorable experiences.

The ads feature a recreation of Simple Minds’ “Don’t You (Forget About Me),” reimagined as “Won’t You (Meet Me at the Mall?).” This musical choice nods to the iconic film “The Breakfast Club” while appealing to a new generation of mall-goers.

Simon cites a 2023 report by the ICSC, which found that approximately 97% of Gen Z survey respondents shop at physical stores. This statistic underpins the campaign’s strategy of targeting both Gen Z consumers and their parents.

The campaign involves partnerships with over 250 influencers and creators, including Alejandro Rosario, The Pitman Sisters, Gym Tan, Mya Miller, Preshous Jordan, and Dan Pelosi.

According to a recent LTK survey, 73% of Gen Z consumers purchase based on creator recommendations, compared to 66% of Millennials and 59% of the general population.

As part of its strategy to strengthen customer connections, Simon has also launched @themall social channels on TikTok and Instagram. 

The strategy aligns with Forbes Advisor and Talker Research’s study, which shows that 45% of Gen Z are more likely to use social media for searches than 35% of Millennials, 20% of Gen X, and less than 10% of Boomers. Younger audiences are increasingly “searching” rather than “Googling.”