Business Needs Or Demands

Hello, Folks So I've been Doing from past many years in Chandigarh. And I'm still learning about what the Tricity is actually asking for these days. I've got to know that if someone wants to build a brand they must target the Genz nowadays. SO what do you think brands should build around. Like If I have to project my vision I often see huge gatherings around H&M, Popeyes, Zara, Momo Carts, Most of them are Consumabl items. So what do you suggest ki a business should build around these things! Thanks