Technology Driven: Regardless of their generation, consumers are leveraging newadvances in shopping technology, e.g., online, voice assistants, same-day delivery, likenever before. Millennials and Gen Z are well known for being tech savvy but 7/10 USBaby Boomers (aged 50+ now own a smartphone, using it to stay in touch with relativesand to shop (source: AARP). Furthermore, connecting the c.4bn people who are stilloffline is a structural opportunity (source: AARP, ITU).