With Gen Z’s growing purchasing power, it has already disrupted the idea of brand loyalty. Trend loyalty is driven by virality rather than trust in a brand that moves quickly and keeps up with social media trends.

 

The Customer Loyalty Index has outlined how Gen Z is shopping and what trends they are producing:

This shows a very clear direction towards social media and virality rather than traditional means if you want to target Gen Z. Furthermore, it is important to get influencers involved as they directly impact purchasing decisions and are involved in the generation of trending and viral products. Companies cannot trade on their heritage with Gen Z and must adapt to new buying habits.

 

Loyalty Drivers

 

High-quality products are the most important with Gen Z, and a wide range of products and discounts from loyalty programmes come in second when it comes to building loyalty. In-person word of mouth and trusted heritage are considered less important now. This shows an emphasis on the product itself rather than the associated brand or the opinions of family and friends.

 

Loyalty Disruptors

 

Low-quality products and price increases are the main causes for loss of loyalty. Once again, placing the responsibility on the product rather than the brand. This is backed by the fact that the least loyalty disruptive action is misleading advertising, showing that the brand itself is losing priority.

 

How Can You Make The Most Of This 

 

If you target Gen Z or want to break into that market, there is a clear pathway that is backed by numbers. You have to meet them where they are, on social media, and involve relevant influencers in your sector. It is important when using influencers to promote your product that it is not an advert but a paid partnership. This authenticates the experience and humanises the interaction whilst avoiding the feeling of being sold to. 

 

If you offer social media and influencer marketing services, White Label World Expo is the perfect place to find new clients who are trying to capitalise on the newest generation of customers. Find out how to get involved at the show by either exhibiting (here) or attending (here).