Raphael Reyes/Rappler
'We really took the young ones, the officers who are Gen Zs, to do all the insighting for us,' says the mall's marketing chief of its 'Gen Z Council,' which is helping bring everything from pickleball courts to a library into SM malls
SM Supermalls is implementing upgrades based on insights from a Gen Z Council, focusing on sports and leisure activities like pickleball and running to attract younger consumers.
The company plans to add two tennis courts at SM Aura and transform its grand staircase into a library, reflecting a mix of active and quiet spaces.
Despite economic challenges, SM reported an 8% revenue increase in the first half of 2026, with a significant rise in restaurant tenants and early preparations for Christmas festivities.
