Basics
Gen Z Isn’t Loyal... Until They Scroll, Shop, Stay
Sep 2, 2025
Everyone loves to say "Gen Z isn't loyal." They're quick to swipe left, switch brands or ghost your app faster than you can say "10% off next purchase."
But here's the catch: Loyalty isn’t dead for Gen Z. It just stopped looking like a ledger and started looking like a lifestyle.
Gen Z has earned a reputation as the ultimate brand-switching generation, characterized by restlessness, experimentation and a willingness to ditch one label for another at the swipe of a screen.
Conventional wisdom says loyalty is dead in the age of TikTok trends and endless online options. Yet, the data tells a different story. When brands move beyond cookie-cutter discounts and offer genuine connection, personalization and memorable experiences, Gen Z responds with surprising devotion.
The Paradox of Gen Z Loyalty?
Loyalty isn’t gone; it’s simply evolving to speak their language.
They grew up in a world of infinite choice, constant feeds, and algorithms that curate everything from their coffee orders to their playlists. So if your program doesn't adapt to that reality, you're not even in their consideration set
Gen Z has been branded the “brand-switching generation.” They scroll through infinite feeds, swipe across endless options, and are just one TikTok away from changing their minds. It’s tempting to throw up your hands and say: “They’ll never stick around.”
But data says otherwise.
McKinsey found that while Gen Z will quickly ditch programs that feel generic, they’ll reward brands that create emotional connection and participation with deep, long-term loyalty.
Here’s the paradox: they’re quick to leave but equally quick to stay, if you speak their language.
And their language? Community, fun, personalization, trust.
Loyalty Is Scaling Like Never Before
If you think loyalty is niche, think again.
But here’s the kicker: the old playbook doesn’t cut it anymore. EY highlights that trust not discounts is the new loyalty currency. Gen Z doesn’t just want rewards; they want reasons to stay.
Loyalty is no longer a "nice-to-have" or just a marketing tactic - it’s a core product feature !
What Works With Gen Z
So what does loyalty look like when it works for Gen Z?
Gamification as Engagement
Think streaks, leaderboards, spin-to-win. The same mechanics that make Duolingo addictive can keep a loyalty app alive.Choice & Voice
Programs that let members vote on perks or co-create rewards give Gen Z ownership. As Forbes points out, co-creation is one of the strongest levers in modern loyalty.No Expiry Dates
The ultimate frustration? Expired points. Programs that allow freedom in redemption instantly earn trust.More Ways to Earn
Loyalty doesn’t stop at purchases. Sharing content, referring friends, creating UGC these are the new ways Gen Z expects to be rewarded.Exclusivity & Lifestyle Flex
Members-only events, early access, limited drops. Loyalty feels less like a coupon wallet and more like a VIP pass.
The Power of Community-Driven Loyalty
Gen Z doesn’t just buy they belong.
McKinsey notes that programs with social features have stronger stickiness because they tap into community. A loyalty program without community is like a nightclub without music people walk in, look around, and leave.
Brands winning today are building loyalty hubs that feel like social clubs: Discord servers, TikTok challenges, in-app groups where members connect. It’s not about transactions, it’s about tribes.
Vogue Business echoes this: loyalty becomes powerful when it turns into social proof something members show off, not just collect.
Gen Z Loyalty by the Numbers
Heading into 2025, here’s what the data reveals:
These aren’t “nice-to-haves.” They’re non-negotiables.
Brands that treat loyalty as a relationship, not a receipt, will own the future of customer engagement. Gen Z has raised the bar now it's on brands to decide whether they can meet it.
