📲 Gen Z is changing loyalty faster than brands can keep up

From Business Insider

The traditional idea of loyalty is quietly breaking down.

A recent Business Insider report found that Gen Z is signing up for loyalty programs at high rates, but not because they believe in long-term brand loyalty. They’re doing it for immediate value. The moment the value disappears, so does the relationship.

This generation is deeply pragmatic. They are comfortable moving between brands, stacking offers, and optimizing every purchase. Loyalty is not emotional or aspirational. It’s tactical. Discounts, instant rewards, and flexibility give them a sense of control in an uncertain economy.

For brands, this creates both pressure and opportunity.

The pressure is clear: years-long loyalty journeys and point systems feel slow in a world where attention resets daily. But the opportunity is even bigger. When loyalty becomes behavioral and moment-driven, every interaction is a chance to earn trust again.

At Zenivize, we see this shift playing out in real time. The strongest engagement is happening when brands deliver value exactly when intent is high. A relevant incentive, delivered in the right moment, creates a sense of usefulness rather than interruption. It feels less like marketing and more like assistance.

This is why wallet and real-time engagement are now the champions of retail and CPG. The goal is no longer just to build loyalty over years. It’s to build relevance over moments.

The brands that win will be the ones that remove friction, respect attention, and show up when it matters most. Loyalty, in this new era, is not something you own. It’s something you earn, again and again.