Do Gen X and Gen Z long to return to the mall? Does the mall give a sense of space that is important to a civil society, democracy and engagement? Was I a mallrat? Hell yes!
Fox Valley Mall
Though I live near quite a few indoor malls, Fox Valley mall was my home away from home for decades!
In the very first article at Gen X Watch, I told the story of how a watch changed the world! In that mall I had the experience of meeting a clerk that wanted me out of her way and a manger who intervened. That trip to the mall created a lesson that I remember forever because it gave me two models of how to treat, and not treat, other people. I hope you read about it by clicking here.
More recently I introduced the world to Heather. She was a young Madonna fan that came to my workplace at Fox Valley Mall and found herself sexualized and homeless because her mom would not accept her. I really hope you read more about Heather by clicking here. It may be the most important thing we have talked about yet.
More to Come About Fox Valley
Fox Valley was a space of discovery that you will read about more in the future. I worked 2 jobs there. One taught me more about photography and people than any class I ever took on the matter. I modeled there in my teen years and met some 80’s and 90’s icons.
A woman I almost married worked at the carousel by the food court. There was the time I had to run for my life from 3 guys who wanted to beat me up because I kissed the girl who worked at the Orange Julius! Heck, I even saw Tiffany at the mall…for free! This third space was a space of learning, friendship, community, and (mis)adventure. It was my third space and some of you have already told me it was yours as well.
Why Did The Mall Matter to Us and Is It Important?
The mall is more than a space to shop, dine and embrace capitalism. It is also an important third place.
For us to better understand the importance of the mall we have to learn about the third place.
The Third Place
The term third place was created by an urban sociologist and anthropologist named Ray Oldenburg. He wrote about the importance of informal public gathering places for a functioning civil society, democracy, and civic engagement.
The “first place” is the home. The “second place” is the workplace or school. Third places according to Oldenburg were the “anchors” of community life and facilitate and foster broader, more creative interaction.
In other words, “your third place is where you relax in public, where you encounter familiar faces and make new acquaintances.”
Could a shopping mall be this important?
8 Characteristics of a Third Place
Over the years, scholars and social engineers have studied the idea of the third place and have created 8 characteristics.
Neutral ground: It is welcome to all and you are free to come and go as you please.
Leveler: There are no prerequisites or requirements that would prevent acceptance or participation in the third place.
Conversation is central to the experience
Accessibility and accommodation
Regulars: Regulars help set the tone and mood.
A low profile: Meaning that it is a space that people of all races and economic backgrounds can feel comfortable in.
Playful mood: It is a space that welcomes whimsey.
A home away from home: A space you can recharge in and feel familiar and comfortable in.
Does the Mall Meet the Criteria?
In my opinion, the mall and public parks are the two best third places based on the criteria. In modern marketing, churches and coffeehouses are positioning themselves as third places. I wanted to see how marketed 3rd places compare to parks and malls. I went to two malls, libraries, parks, coffeehouses, bars, and temples of religion I was not a member of.
In each I tried to enter and not buy anything or join anything. The goal was to spend at least 3 hours and see if I could get all 8 characteristics met. The results were interesting.
In the end I was asked to leave by both bars and coffeehouses. One church that was very excited to receive me asked me not to come back when I said I was an atheist who just wanted to hang out and meet people. The other temple? I did not get past the lobby despite welcoming literature and signage. A library asked me questions about my extended presence and if I was a member of the library. I was allowed to stay, but I was also being observed. It was uncomfortable.
The parks and the mall? My presence was welcome. But there was something that happened in the mall that did not happen in the parks.
What the Parks and Malls Got Right
Interaction and diversity was the difference that put the mall over the top. In the parks there was not the same level of diversity. And though I had some wonderful conversations with some people, it was sometimes guarded and accessibility was lacking.
In the mall I saw Boomers, Gen X, Millennials, Gen Z and even a delightful man from the Silent Generation. There were people from many different races and cultural backgrounds. And when I initiated small talk, with rare exception, it was met with delight and engagement. In both malls all 8 criteria were met. To be fair, accessibility in both malls could use improvement, but they were the only two spaces functionally accessible confirmed by a friend with accessibility needs.
Do We Want the Mall?
IPX1031 did a study about malls and what we want. There are some fascinating insights.
66% of both Gen X and Gen Z want to see a revival of the traditional shopping mall. We both miss the third space called the mall!
Now we have to be honest. The mall is also a space to consume and we cannot ignore that. But I do think there are some benefits to shopping at the mall.
The first of which is I am going into a 3rd space. It is social and whimsical. The second key factor is many of these spaces are franchises and my neighbors work there. I am shopping local. And we need to be honest about the largest online shopping space. When I get something at the mall no one has to pee in a cup in a warehouse or be denied hydration breaks in a delivery truck to fulfill my order.
But wait! There’s more! There is an opportunity to experience the item or try it on. Not only is there instant gratification on the purchase, there is no porch pirate that can intercept my purchase. If I need to return something the customer service is often better. Heck, even in the food court you can taste a sample of the treat before committing and no food delivery driver is involved.
Best of all, I do not have a robot ensuring I am not a robot by clicking I am not a fucking robot and then asked to further prove my non robotic nature by identifying which picture has a tree in it or retyping the word I see. Are the robots not able to do these things or are the lulling us into a false sense of security before the apocalyptic singularity?
So What About You?
You already heard from me? What are your special mall memories? Did you have a favorite mall growing up? Did you work at a mall? Do we still need the mall? Is the lack of a third place impacting our civility and democracy? Let me know in the comments!
For my readers from the Chicago area! Wanna go to the mall? I’d love to have our first Gen X Watch mall gathering! What about you?
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