While a newer audience, Gen Z is reshaping what it means to be loyal. They’ve grown up with options, algorithms, and authenticity meters set to max sensitivity. This generation expects brands to show up with purpose, personality, and perks that feel worth it.
We ran Gen Z through Kobie’s six loyalty drivers – Brand Affinity, Product Value, Rewards, Convenience, Access, and Personalization – and the takeaway is clear: if you’re not adapting, you’re invisible.
What Gen Z Actually Cares About
- This group wants experiences, not just stuff – 68% of Gen Z would rather go to a concert than own another hoodie.
- They expect real personalization – If your comms feel mass-blasted, they’re scrolling past. Relevance has to resonate on an individual level.
- Friction is fatal – One clunky app screen? Loyalty lost.
- Social is loyalty’s new launchpad – TikTok and Instagram aren’t just distractions; they’re where brand love is built (or broken).
Brands That Are Getting It Right
These emotional signals tell Gen Z “we see you.”
- Lead with Influence, Not Just Ads
Alo Yoga doesn’t market to Gen Z – they include them. SMS drops, creator collabs, and content that feels native, not sponsored. Loyalty is built in the group chat, not the inbox.
Why it works: Gen Z wants to feel like insiders, not targets. - Microburn, Not Marathon
e.l.f. and Sephora serve up points for reviews, referrals, and mini-challenges. Rewards come quick, and they keep coming.
Why it works: Gen Z doesn’t wait around for value. They want to earn as they engage. - Give Them Access That Flexes
American Express and Resy tap into status loyalty – priority dining, first-look invites, exclusive drops.
Why it works: Bragging rights are emotional currency. - Design for Zero Effort
New Balance bridges online and IRL, saving fit data and serving up drop alerts.
Why it works: If it’s not seamless, it’s not happening. Smart use of data makes their experience feel like it’s already a step ahead. - Make It Personal
Gatorade iD lets fans personalize bottles, unlock exclusive content, and earn identity-driven rewards.
Why it works: Gen Z doesn’t just buy products – they curate versions of themselves. Loyalty needs to reflect that level of individuality.
What This Means for Loyalty Teams
Gen Z is rewriting the rules – and they’re not handing out second chances. If you want to earn their loyalty, you must earn it daily.
Here’s how:
- Don’t be everywhere – be relevant to each person, everywhere.
- Turn micro-engagement into momentum.
- Make value feel exclusive, not expensive.
- Design for expression, not just transactions.
This generation doesn’t want more points. They want more purpose, more access, more you. And they want it to feel like it was made just for them.
Written By: Jennifer Kunz
As Director of Consulting at Kobie, Jennfier is a loyalty and engagement strategist with a passion for creating customer experiences that truly resonate. With roots at Leo Burnett and a career spanning top global brands, she specializes in loyalty programs, customer journeys, and insight-driven strategies that spark joy and drive results.
