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What Wins Gen Z Over in Loyalty Programs

While brand loyalty isn’t guaranteed from young adults, it can be earned through the right rewards…

Written and Edited by the YPulse Editorial Team

Mar 31 2026
North America

KEY TAKEAWAYS

While young consumers aren’t fully committed to most brands, rewards programs can build brand affinity (if done right)
Getting something for free is the number one perk young adults find appealing in loyalty and rewards programs
Discounts and coupons are key, as they help these already cash-strapped young consumers stretch their money

YPulse has said many times before that most young consumers consider themselves “loyal-ish” to brands—they’re not fully committed, but they’re not indifferent either. But in that middle ground, brands do still have a chance to win them over. One of the most effective ways to do that is through loyalty and reward programs. YPulse’s Brand Loyalty report shows 62% of 13-39-year-olds currently belong to a rewards or loyalty program. And these programs actually influence how they shop: 76% of young people say they’ve tried new products because of reward programs, and 68% say they’re more likely to shop with a...