Reciprocal loyalty in the digital world

Five ways to build reciprocal loyalty

Design effortless experiences.

Discover their preferences

Guide confident choices

Discover their concerns

Show respect and give them control

Discover their boundaries

Be smart, not trendy

Discover what resonates

This insight report isn't any one thing, it's a call for open-minded, continuous discovery. The key to meeting fluidity with fluidity, adapting to Gen Z’s evolving needs, is active, ongoing listening. If traditional discovery is a snapshot, continuous is a real-time stream. It’s a dynamic, evolving dialogue that mirrors Gen Z’s fluidity. 
  
For too long brands have assumed they know Gen Z, but you know what they say about assumptions. So don't assume, listen. Don't talk at them,
talk to them. Do. The. Research. Then do some more in 3-6 months.
And do some more again. Then adapt to the new insights.
 
This cyclical process of listening, interpreting, acting is never over – it should be a regular and evolving exercise. It allows brands to capture
micro-shifts as they happen and even anticipate emerging trends before they surface in the mainstream.  

Gen Z is always shifting, so if your finger isn't on the pulse, where is it? 

Actively listen to truly meet changing needs

Guessing and assuming

Following trends and relying on old methods 

Investing to regularly listen to your audience 

Continual pulse surveys, social listening, insight workshops, advisory panels

Investing to discover the right approach for you 

Don't assume you know Gen Z, get to know them

Discover their preferences

Design effortless experiences

67% of our Gen Z respondents said quality, price and speed are very important - but this drops to 12% if 'next day delivery' costs. Why is this important? Gen Z value convenience - but not if they must pay for it. And convenience isn't just about speed, it's about ease, too - ease of use being very important in a digital experience for 90% of Gen Z. 

This suggests effortlessness as a leading value across Gen Z's entire experience. Adaptability is what Gen Z does best. But it also makes them hyper-aware of friction in a brand experience. Speed and ease aren’t perks - they’re non-negotiables. In a world of rapid change, slow or clunky experiences aren’t just frustrating – they’re dealbreakers. What older generations might tolerate, Gen Z
simply won’t.  

This creates both risk and opportunity: brands that deliver seamless experiences can stand out dramatically in a crowded landscape. But success requires more than isolated convenience features like free delivery.
It demands a holistic approach to optimisation across all touchpoints, creating fluid pathways that anticipate and meet Gen Z's needs.
In short: prioritise effortlessness, or risk being left behind. 

A single feature 
(i.e. delivery convenience)

Invest in UX across multiple touch points

- Gen Z survey response

- Gen Z survey response

“Online is better than offline because of the  ease”

“Until they’re made easy, they won't be in my life"

Commit to continuous discovery

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Discover their Concerns

Guide confident choices

Gen Z might surf skilfully in chaos, but it doesn’t mean they seek it. In fact, quite the opposite.  

For this generation, there’s no such thing as ‘get what you’re given’. If previous generations had ‘the luxury of choice’, Gen Z is faced with an onslaught of options for even the smallest everyday decision. So when brands can make that decision-making process more seamless, Gen Z respond.  
 
For Gen Z, certainty is valuable because it’s rare. And when brands can offer certainty,
loyalty is closer than ever. But what does that look like? Constant reassurance and showing up in spaces they trust – which aren’t always the spaces you’d expect. 

Community can reassure

56% felt UGC positively influenced their brand perception

47% said Celebrity or Influencer Endorsement is unlikely to influence them to purchase, vs only 26% who said it would

UGC’S POSITIVE INFLUENCE

CelebritY’s LACK OF INFLUENCE

UGC is a reassurance superpower

TWO FACTORS: PRESSURE AND MISPERCEPTION #infopocalypse 

Tired approaches and content  

Digital comparison tools 


Online communities 


Adaptive content and channel strategy and rigorous KPIs  

Some trusted spaces remain underexplored for brands, but could be key in providing reassurance

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Discover what resonates

BE SMART, NOT TRENDY

Seeing Gen Z as chaotic meant that churning out an unending deluge of content under the guise of 'test and learn' felt like the only option. Seeing Gen Z as wedded to trends, too, meant sticking to trends felt like an informed approach. 

However, shifting perspective to see Gen Z as fluid and adaptive means a targeted, discovery-led approach is a smarter bet. So, instead of throwing everything to see what sticks, spend more time listening to see what will resonate. Instead of jumping on every new tech trend, ask what they truly want and need, then wisely invest.
We predict that brands who take this approach
will prove loyalty and influence Gen Z to shift in their direction. 

Gen Z: digital first with a preference for social media

Although apps are very popular too

AR/VR and chatbots aren't a priority even though new tech is a breeze

33% of Gen Z would be put off a new brand by their use of AI features or experiences

33% of Gen Z would be put off a new brand by their use of AI features or experiences

Just 4% would prioritise AR/VR experiences over chatbots 11%, UGC (16%) or loyalty programmes (66%)

but Put off by AI

COMFY WITH NEW TECH

and don’t Prioritise AR/Vr or chatbots

Images and video matter more than social or stories

Discover what they actually want, use and need, and invest in the right areas 

Discovery-first, adaptive social media strategy 

Invest in headless CMS to react to changing channel needs with ease

"We need Chatbots/AI/
Metaverse because Gen Z is digital first!"

Trend-first, reactive
social media posts

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In a chaotic world, boundaries offer Gen Z stability and control. While they're fluid and adaptive, constantly treading water is tiring. Boundaries give them something to hold to calculate their next move. Data privacy is a clear boundary: Gen Z values personalisation but expects transparency and control over their data.  

We predict that brands that respect this through transparency and education - and offer unintrusive, tailored experiences - can shift Gen Z from a conflicted to aligned state - not as fussed about privacy as they were while in the dark. Conversely, brands that over-personalise without respecting boundaries risk alienating this privacy-sensitive generation.

respect and give them control 

Most value privacy

and almost no-one IS very comfortable with THEIR data being uSED

1/3 ARE uncomfortable with THEIR data BEING usED

Data privacy also matters

Discover their boundaries

Personalisation
matters

It boils down to a question of trust

A state of conflict is clear

Negativity towards pop-ups and tailored ads

Private on privacy: Long, unreadable T&Cs for personalised experiences, and taking largely what they like

Minimal privacy-focused content

Personalised ads and popups 

Digital comparison tools 
Be transparent: show them what you capture, what it helps them do, and what it means for them - in words they understand

Open privacy vs. personalisation controls: let users choose their privacy comfort level and amend their experience accordingly

Educational, engaging content strategy

Non-intrusive digital marketing strategy

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