In the latest episode of The CEO’s Desk, Loyalty360 CEO Mark Johnson explores a question many brands are still trying to answer: How should companies engage Gen Z in loyalty programs? Drawing on Loyalty360 survey data, in-depth brand interviews, and member-only roundtables, the conversation unpacks why Gen Z remains one of the most challenging, and most opportunity-rich, segments for loyalty marketers.
While brands recognize that Gen Z is digitally native and highly engaged online, many still struggle to convert them into active loyalty members. Research suggests a disconnect: brands believe Gen Z understands and values their programs, yet traditional loyalty mechanics, such as points and currency-based rewards, often fail to resonate.
This generation prioritizes simplicity, everyday value, and most consistently, personalization. Nearly half of respondents also pointed to the influence of creators, peers, and social channels in shaping brand engagement, underscoring the importance of relevance beyond the transaction.
The discussion also highlights a growing shift from demographic to behavioral targeting. With regulatory pressures and data sensitivities increasing, many brands are pulling back from age-based marketing and leaning into measurable behavioral signals instead. However, translating data into meaningful, real-time personalization remains complex.
Ultimately, Gen Z expects loyalty programs to deliver personalized value, flexible redemption options, exclusive access, and experiences that feel relevant in the moment. The brands that can operationalize these expectations will be better positioned to deepen engagement with this generation.
Watch the full interview here.