• by Josh Ginsberg , Columnist, February 6, 2025

As you develop your brand loyalty program and marketing strategies, it’s important to consider the distinct ways that different generations interact with brands. Here’s a guide to best practices for connecting with each generation so your brand can develop a loyalty program that appeals to every audience.

Gen Z and Brand Loyalty 

Gen Z, born roughly between 1997 and 2012, is largely considered the most digital of the generations, having grown up with smartphones, social media, and near-instant access to information. According to Sitecore, since the pandemic, Gen Z-ers are 80% more likely to try new brands online.

Gen Z-ers are typically characterized by a deep connection to their personal values and high expectations for transparency from brands. In fact, 79% of Gen Z says it’s more important now than it has been in the past to trust the brands they buy from, according to a 2023 report by Edelman.

Gen Z values brands that demonstrate authenticity, inclusivity, and a commitment to positive social impact; they want brands to care about the issues they care about. They’re also highly influenced by peer recommendations and social media trends, with 61% of Gen Z preferring user-generated content to other content formats, according to Edelman.

To capture Gen Z’s loyalty, brands should focus on emphasizing transparency, communicating shared values, and embracing digital innovation through UGC and interactive experiences.

Millennials and Brand Loyalty

Millennials, born between 1981 and 1996, are driven by personalization, convenience, and impressive brand experiences. They’re also more likely to appreciate digital touchpoints such as seamless online shopping, given that Mintel reports that they do the most online shopping of all the generations.

When it comes to gaining their loyalty, millennials respond well to brands that offer tailored experiences and loyalty programs. According to a recent survey by RetailDive, 66% of millennials have said they wouldn’t be loyal to a company that didn’t have a good rewards program.

As you appeal to millennials, consider creating experiences that make them feel part of a community, offer meaningful perks, and embrace omnichannel interactions that let them seamlessly engage with your brand online and offline.

Gen X and Brand Loyalty

Gen X, born between 1965 and 1980, typically values brands that provide reliability and straightforwardness. This generation tends to be highly brand-loyal, with a preference for brands that provide consistent quality and meet their needs. This pragmatism translates to what they want in a loyalty program. Oracle found that they primarily join to save money and gain access to members-only perks.

To engage this generation, focus on highlighting quality, reliability, and trustworthiness in your brand storytelling. Offer loyalty rewards that provide tangible value, such as discounts or access to exclusive offers, and make sure your brand interactions are straightforward and convenient.

Baby Boomers and Brand Loyalty

Baby boomers, born roughly between 1946 and 1964, hold a substantial portion of consumer spending power and have traditionally been very brand-loyal, especially when compared to younger generations. They value quality and familiarity, and are often more likely to stick with a brand they’ve been trusting over time.

How can you gain the coveted loyalty of a baby boomer? Start by emphasizing quality, ease of use, and exceptional customer service. This group tends to appreciate traditional loyalty rewards like discounts and exclusive deals, and they love to receive VIP treatment. Clear communication that respects their time and loyalty will go a long way in keeping baby boomers engaged.