Bringing back the bustle: Re-energising the city and High Street

Once upon a time, before Instagram, Uber Eats and click-and-collect, heading into the city was the thing to do.

In the decades before the 1950s, the city centre wasn't just about business suits and office towers. It was a vibrant destination that offered something for everyone. A Saturday trip to the city was a whole event: a chance to explore the beating heart of the city, window shop with friends, grab a coffee (or milkshake), and just soak in the atmosphere. People came not just to spend money, but to be seen. The city was our communal lounge room, catwalk and shopping strip all rolled into one.

But then came Victor Gruen, the so-called “father of the shopping mall”, and with him, a whole new way to shop. Suddenly, retail was boxed up neatly into climate-controlled, car-friendly complexes, drawing people away from city centres and toward the shiny, suburban promise of convenience (and abundant parking).

The battle between city retailers and sprawling shopping centres has raged ever since, in cities, suburbs, and even small towns. But despite economic curveballs, global pandemics, and rising living costs, one thing remains clear: retail still matters. Australians spent $353 billion on retail goods in 2022, a whopping 28.2% increase since 2018, proving that even during tough times, we still love to shop.

And what’s more, we still crave the in-person experience. While lockdowns may have temporarily emptied out the high street, they also reminded us how much we value the real-world joys of browsing, chatting, discovering, and connecting, the kinds of things online carts just can’t replicate.

As our cities evolve, with new transport links, urban renewal, and a growing appetite for experiences over things, retailers are asking, “what’s next?” and “how can we attract customers away from the strip-lit sameness of the suburban mall, and back into vibrant city precincts?”

In 2025, the answer lies in personalisation. Consumers want more than just a transaction, they want a connection. They’re looking for brands that understand them, speak their language, and offer something real. Tech and sustainability matter too, but it’s that authentic, human touch that will set the frontrunners apart.

At Marqa, that’s exactly what we’re about. Our geo-locational marketing platform helps businesses reach the right people at the right time, no data grab, no invasive tactics. Just simple, direct shout-outs to people nearby, giving them a reason to step inside, explore, and maybe even fall in love with your store.

So if you're wondering how to stand out in a changing retail world, don’t just look to the malls. Look to the street, the laneway, the pop-up shop, the corner café. The city isn’t dead, it’s just getting ready for its next big comeback.