Screen-fatigued shoppers are rediscovering the thrill of real-world discovery. They are flipping through catalogs, queuing for a pop-up, and traveling for “retail tourism.” Quad CMO Josh Golden sits down with EMARKETER’s Suzy Davidkhanian to discuss how Gen Z and millennials crave these encounters, “return on touch” as a measurable metric, and how blending physical experiences with digital elements can deepen loyalty and lift sales.

Watch the Quad interview, then follow EMARKETER’s on-the-ground updates from the Croisette as Cannes Lions 2025 unfolds.