Are Millennials Still Loyal? And What About Gen Z? Let’s Talk Loyalty by Generation
Remember when punch cards and email coupons were enough? Not anymore.
Brand loyalty today is fragmented, fluid, and shaped by generation-specific values. Millennials aren’t the same as Gen Z — and Gen Alpha will be different again.
So, are Millennials still loyal? Yes — but not in the same way. Here’s what you need to know.
1. Millennials Want Value + Values
Born between 1981 and 1996, Millennials are brand-aware and tech-savvy.
They stick around when:
• They see real value in a loyalty program
• The brand reflects their social or ethical values
• There’s transparency in rewards and pricing
2. Gen Z Craves Identity + Interaction
Gen Z doesn’t just join loyalty programs — they want to participate.
• They expect gamified rewards, not passive point collecting
• They want to engage on social platforms and mobile apps
• They follow creators, not just brands
3. Gen Alpha? Still Young, but Already Digitally Native
This group (born after 2010) is growing up with streaming, creator culture, and tokenized assets. Smart brands are already exploring:
• Parent-child loyalty structures
• Co-branded gaming and sports activations
• Micro-rewards for actions across ecosystems
4. The Loyalty Formula by Age Group
Group | Key Driver | Preferred Channel |
|---|---|---|
Millennials | Value + Ethics | Email, App |
Gen Z | Gamification + Identity | Mobile, Social, Creator Platforms |
Gen Alpha | Fun + Instant Access | Tablet, Games, OTT |
Conclusion
Loyalty isn’t dead — it’s just changed. Merchants that understand these shifts and tailor programs accordingly will win across generations.
👥 Want to tailor your loyalty to different age groups? Talk to us
