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Are Brand Loyalty Programs Relevant to Gen Z and Millennials?

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Young consumers want rewards from their favorite brands, but loyalty programs need to meet their standards first…

TL;DR

  • Roughly half of Gen Z and Millennials are members of a brand loyalty or rewards program
  • It’s most important to them to earn points they can apply to other things, especially freebies
  • Recent Dunkin’ controversy proves young consumers want their rewards to be fair for the amount of money they’re spending to earn them
YPulse data shows that Gen Z and Millennials consider themselves loyal-ish to most brands; they like reliability and innovation, but are willing to swap brands if there’s a better offer (especially for a lower price). But, one way a brand can win them over is by offering them rewards—specifically ones that lead to freebies. In...

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