What Gen Z actually wants from brands, and why it’s not what most loyalty programs are giving them
Across a lively WiiN session, members and guests dug into what loyalty looks like for a generation that compares brands by the second, has infinite choice, and will drop you the moment the rewards stop feeling worth it.
One idea came through clearly: Gen Z loyalty is real, but it’s conditional. It has to be earned every day, and the brands winning right now are doing less of what the industry has traditionally done, and more of what actually serves the person on the other end of the app.
As one panelist put it:
“Loyalty needs to be earned again and again.” — Hajar El Montassir, OnePrepaid.
Here are the takeaways from the session.
Value has to be immediate and visible
Across the group, the same examples kept coming up as programs that actually work: H&M (tangible points, early access, recycling incentives), Esselunga (intuitive app, euro-denominated savings, instant vouchers), Yves Rocher (choice of gifts, values alignment), Picard (real-time checkout discounts), and World of Hyatt (clear tiers, selectable benefits).
What links them? They deliver value you can see today, not after months of slow point accumulation.
“If I’m loyal to a brand, it’s mainly about the benefits I get in return.” — Hajar El Montassir
The flip side: generic rewards, slow accumulation, unclear rules, and app friction were called out as program-killers.
Relevance beats reward type
A generic reward, no matter how big, can actively weaken engagement.
Personalization, choice, and genuine usefulness came up again and again. If Gen Z gets a reward that feels random or disconnected from their actual life, it signals the brand doesn’t know (or care) who they are.
“They expect brands to use their data correctly and to actually use it to personalize campaigns.” — Tina Moore, Loyalty Pack
Bilt Rewards came up as a strong example of research-led innovation here: tackling the fact that renters don’t get rewarded for one of their biggest monthly expenses, and layering in credit-building and even mortgage progress from rent payments. Not just points for the sake of points.
Trust is a whole-brand issue
Loyalty isn’t just the program. It’s the brand around the program.
The group named a long list of things Gen Z pays attention to: how employees are treated, sustainability claims (and whether they hold up), transparent communication, authenticity on social media, and how a brand responds when something goes wrong.
Greenwashing, performative messaging, broken availability promises, and diluted elite status all erode trust fast.
*We prefer something which is true, even if it’s not perfect.” — Elisabetta Colitti, Amilon
Mobile-first, with far less noise
Email volume isn’t the answer. Across the panel, the consensus was that fewer, higher-quality, better-targeted messages win.
Preferred channels: apps, Apple Pay, push notifications, WhatsApp, and chat. High-volume email was called out as a particular turn-off.
“Talk to us less but better.” — Hajar El Montassir
“If I can’t have them on my phone, I’m not interested,” she continues.
Design non-negotiables for Gen Z loyalty
The session closed with a shared list of what a Gen Z loyalty program actually needs to do:
1. Clear, intuitive mobile UX and transparent earning + redemption mechanics
2. Immediate, practical, personalized value
3. Authentic communication across every brand touchpoint
4. Fewer, higher-quality, better-targeted messages
5. Ongoing listening and rapid adaptation as habits and channels change
As Holly Glowaty summed up what Gen Z really wants from loyalty programs:
“Personalized, authentic, and useful.”
The brands that build around those three words will have Gen Z’s attention. The ones that don’t will keep losing them to the brand next door.