Discover how to build brand loyalty with Gen Z using tailored loyalty programs. Learn strategies to attract, engage, and retain this new generation of consumers.
Gen Z’s purchasing power is rocketing, and their expectations are reshaping how brands earn loyalty.Â
Recent analyses project Gen Z to be one of the largest and wealthiest generations by the early 2030s, with global spend heading into the tens of trillions and growth outpacing previous cohorts.
At the same time, they’re less “brand-monogamous” than older groups: 62% of Gen Z consumers will still “shop around” even if they have a favourite brand - which means loyalty must be continually earned through relevance, values and experience.
Let’s explore what makes this generation unique - and how you can design a loyalty strategy that speaks directly to them.
Building loyalty with Gen Z means earning attention through relevance, trust, and participation. The following four pillars will help you attract, engage, and retain this influential audience.
Gen Z expects brands to know them, but only when it’s on their terms. They’re willing to share information if it leads to better, more relevant experiences. In fact, 75% of Gen Z shoppers say they’ll stop buying from a brand if it fails to deliver personalization.
Use zero-party data - collected through quizzes, surveys, or review attributes - to understand preferences like product type, size, or interests. Then use ESPs such as Klaviyo or Attentive to segment your audience and tailor messaging, rewards, and recommendations that feel personal, not automated.
With Memberships in Influence, you can group customers into tailored segments - like Students, VIPs, or Wholesale - and create custom perks and expiry dates for each. Add Recurring Rewards or Discount Expiry to make offers timely and relevant.
Allow customers to choose how they engage, whether it’s how often they receive emails, or which rewards they prefer (discounts, shipping, or gift cards).
A great example is our customer Nudea, who personalized their program simply by renaming loyalty tiers and points to reflect their brand’s tone of voice - a small change that makes the experience feel unique and authentic.
Gen Z values authenticity over advertising, and nothing is more authentic than real people sharing real experiences. Creating a sense of community around your brand turns customers into advocates and keeps engagement natural.
Start by encouraging participation through your loyalty program. Add earn rules that reward interactions on social media, like following your accounts or sharing posts. Then, use Review and UGC rewards to gather photos, videos, and testimonials that act as powerful social proof.
Don’t underestimate the influence of word of mouth - 88% of Gen Z consumers say they trust recommendations from friends and family most. Use Referral campaigns to reward both the referrer and the new customer, helping your community grow organically.
You can also celebrate loyalty publicly by showcasing milestones like tier upgrades or anniversaries. When Gen Z customers see real people engaging with your brand - not just ads - they’re more likely to join in, share, and stay loyal.
Gen Z grew up in a world of games, achievements, and instant gratification - so it’s no surprise that gamification is one of the most effective ways to keep them engaged.
Incorporate game mechanics into your loyalty program to make participation fun and rewarding. Create challenges where members earn points for completing specific actions, like sharing reviews, joining polls, or creating UGC. Structure loyalty tiers like achievement levels, where higher tiers unlock bigger benefits and exclusive competitions.
Add simple, visual progress tools like the Digital StampCard, where members collect virtual stamps for purchases and earn instant rewards when their card is full. Combine this with Apple and Google Wallet loyalty cards, giving customers easy access to points, tiers, and rewards straight from their phones.
For in-store shoppers, Shopify POS integration makes redemptions seamless - staff can scan QR codes or apply discounts in seconds. Gamification taps into Gen Z’s desire for quick, tangible outcomes, keeping your program exciting, dynamic, and easy to engage with.
Gen Z cares deeply about what brands stand for. 72% of Gen Z consumers say they’re more likely to buy from brands that support social or environmental causes. For them, loyalty isn’t just about earning points - it’s about aligning with values that make a difference.
Build that purpose into your program by adding “give back” options. With Donation Redeem Rules, members can exchange points for real-world impact - whether that’s funding reforestation, supporting animal welfare, or contributing to local charities.
You can also use your loyalty program to highlight sustainable practices, rewarding eco-conscious actions like choosing refillable products, carbon-neutral shipping, or recycling initiatives.
When Gen Z sees your brand giving back, they feel part of something meaningful. That emotional connection transforms casual shoppers into loyal advocates who stay, not because of discounts, but because they share your purpose.
Gen Z loyalty isn’t earned through discounts alone - it’s built on personalisation, authenticity, and purpose. When brands give this generation control, community, and causes they can believe in, they don’t just buy more often; they advocate, refer, and help your brand grow organically.
With Influence, you can deliver all of that from one platform - personalised experiences, gamified rewards, Apple / Google Wallet access, referrals, Donation Rules, and Memberships that let every customer feel like part of something bigger.
Book a demo with Influence today to see how you can create a loyalty program that connects with Gen Z and turns engagement into long-term growth.
Personalised experiences, shared values, and authentic community. They stay loyal to brands that reflect their individuality and beliefs, not just those that offer discounts.
Include purpose-driven rewards like point-to-donation options, highlight sustainability initiatives, and communicate your brand’s positive impact clearly.
Gamified progress (StampCard), wallet access for instant use, social and referral rewards, and multilingual, mobile-first design for global accessibility.
Use zero-party methods - quizzes, review attributes, surveys - and explain how the information improves their experience. Transparency builds trust.
Track participation rate, repeat purchase frequency, referral conversions, UGC volume, and CLV for your Gen Z cohort.