The new era of brand loyalty

Reciprocal loyalty: the new loyalty contract

With smart work, it's all upside 

Brands need to earn loyalty, not expect it 

Gen Z isn’t random - it’s responsive, and expects the same from brands. Brands that can shift and flex to reflect the genuine needs of their audience will pull them out of states of indifference and conflict, earning their trust. By continuing to listen, continuing to provide meaningful, needs-based solutions, that trust will feel like loyalty. Will it develop into the real deal? That depends on the brand’s commitment. 

Brand loyalty is the promised land. Consumers return to you regardless of price. They'll even evangelise for you, spreading your good word in exchange for social currency. But the Gen Z fluid consumer is different. Remember, they'll drop brands in a heartbeat.

Deeper connection

Enhanced brand reputation and advocacy

Clear opportunities

Attracting rather than repelling

Summary: This is just the start

Gen Z’s world is defined by constant change, and their behaviour is a fluid, adaptive response to it. To connect meaningfully with this generation, brands must shift from a fixed mindset to reciprocal loyalty - a commitment to actively listening, understanding and consistently meeting Gen Z’s evolving needs.  

Meeting this need for continual discovery might feel impossible, but it's not. Think of it as shifting focus from execution to discovery. More listening, more learning, more testing early on followed by a considered, coherent, targeted approach that’s tweaked and shaped with more listening. More eggs loaded into baskets we know matter, like effortlessness and personalisation, and less into trend-based content and reactions. Reactivity is dead. Next time your boss says, “Gen Z loves [blank]. We need it!”, respond with, “Why don’t we ask them and see?” You might discover somewhere more meaningful to focus. 

In an era of fluidity, this commitment to discovery is key to earning the loyalty your brand craves. The question is: are you ready to commit to Gen Z? 

We’d love to hear about your challenges connecting with Gen Z, what would help you overcome them, and if this report can help you bridge the gap.

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