We’ve cooked up a special edition of Part and Summed Up ☝️to share our latest insights *report.*

This spring, we dove deep into Gen Z’s phone to uncover their loyalty habits and preferences, following along as they showed us their favorite apps and loyalty programs. The result: Gen Z is plenty loyal, brands just need the right approach to activate their spending habits and behaviors.

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Is your brand best friends with Gen Z? Here’s some tips and tricks for winning over this nuanced, bold, and loyal generation.

Do:

  1. Value authenticity at all costs. Gen Z can sniff out inauthenticity from a mile away. Brands need to be genuine in their engagement with culture and avoid cringe-worthy attempts to be "trendy."
  2. Treat them like individuals, not just a demographic. Gen Zers expect brands to know them. Personalized rewards and recommendations aren't just a nice-to-have, they're expected.
  3. Test Your Apps. Functionality matters. Gen Z wants convenience. They expect brands to make it easy to earn rewards, redeem points, and share their experiences with friends. This means frictionless apps, mobile ordering, and social features are a must-have.

Don’t:

  1. Rely on the Traditional Marketing Funnel. Gen Z doesn't follow the traditional marketing funnel. Their journey is more like a swirl of awareness, affinity, and habit, with loyalty at the center. This means brands need to show up authentically and consistently across all touchpoints.
  2. Gatekeep the rewards. Loyalty isn't just about the individual anymore – it's about the squad. Gen Z is more likely to be loyal to brands their friends love and that offer social rewards and features.
  3. Ignore your data. Understanding Gen Z's habits and preferences requires smart use of data. Brands can use AI to personalize rewards and leverage social data to create community-driven loyalty programs.

Looking to understand Gen Z’s loyalty further? Check out the full report here.

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