What Loyalty Means for Gen Z

Gen Z have grown up in a world of seemingly unlimited choice – and it's impacted how they align their loyalty to brands. The traditional market strategy of providing additional value in exchange for consumer allegiance is less effective for a generation well-versed in dupes, the resale market, and brand callouts online. In this briefing we'll explore what it takes for a brand to inspire loyalty – from Gen Z values alignment to rethinking the value proposition and customer appreciation.

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