For brands, loyalty is no longer a side project, but a strategic growth engine. Yet, not all generations approach loyalty the same way. Gen Z, now entering adulthood with growing purchasing power, behaves differently from Millennials, Gen X, and Baby Boomers. They are more open to joining programs, more digitally fluid, and more responsive to community and experiential elements. At the same time, they are less motivated by traditional financial incentives than older cohorts.
For marketers and CRM leaders, understanding these nuances is essential. All the statistics in this article are from Antavo’s Global Customer Loyalty Report 2026. Make sure to download it for more regional, generational and industry-based findings on loyalty.
Gen Z: High interest, high expectations
Gen Z stands out as the most open generation to loyalty programs. While the global average of consumers who are more likely to join a loyalty program than last year is 43%, among Gen Z, this number jumps to 60%. This signals opportunity, but without relevance, it can turn into churn.
1. Gen Z is less driven by pure discounts
Money-saving benefits remain the number one global driver for joining a loyalty program at 71%. However, for Gen Z, this drops sharply to 51%.
Compare that to:
Millennials: 62.3%
Gen X: 72.3%
Baby Boomers: 80.5%
Another finding is that Gen Z is significantly less motivated by coupons and cashback than older generations. This does not mean they do not care about value. It means value is multidimensional.
They over-index in areas that signal status, exclusivity, and experience:
Early access to sales: 30% (vs global 26%)
Brand collaborations: 24% (vs global 16%)
VIP treatment: 22.5% (vs global 15%)
In short, Gen Z customers are looking for identity alignment, not just financial gain. Brand collabs and VIP perks signal belonging. For a generation raised on social proof and community, that matters.
2. Digital-first, but not app-obsessed
43.5% of GenZ program members prefer to log in via a mobile app, almost exactly aligned with the global average of 44%. However, they are less attached to plastic cards at 26.5%, compared to the global average of 41%, and are dramatically below Baby Boomers at 56%.
They also over-index in providing their phone number or email at checkout: 33% versus the global 24%. This signals comfort with digital identification and seamless enrollment.
Interestingly, digital loyalty cards saved on phones are used by 42.5% of Gen Z, in line with the global figure of 42%. This supports a broader insight from the report: consumers want an ID in their pocket. For Gen Z, frictionless access matters more than channel loyalty.
3. Frustration is less about speed, more about experience
Globally, the top disappointment in loyalty programs is that it takes too long to earn rewards, with 49% consumers saying so. For Gen Z, this drops to 37.5%.
Similarly:
Being disappointed by rewards expiring: 36% (vs global 41%)
Being disappointed by unattractive rewards: 30.5% (vs global 39%)
Gen Z is less frustrated by structural mechanics than older generations. However, they are more sensitive to friction in onboarding and experience:
Being disappointed by the lengthy signup: 24% (vs global 16%)
Being disappointed by technical errors: 28.5% (vs global 24%)
For a generation raised on seamless UX, technical issues are not minor annoyances, but trust-breakers.
4. Promotions strongly influence behaviour
Promotions influence 72% of Gen Z shoppers, above the global 69%. Only 23% say promotions do not influence them, compared to 21% globally.
However, their usage pattern is slightly more varied. While 39% use promotions almost every time they shop, this is slightly below the global 42%. A larger portion uses promotions a few times a month at 40.5%.
Promotions still matter, but Gen Z expects them to be contextual and personalised. Blanket discounts will not create stickiness.
5. Feeling valued: a subtle warning sign
When asked whether loyalty programs make them feel valued:
57% of Gen Z agree (vs global 56%)
34% are neutral
8.5% disagree
While alignment with the global average might seem reassuring, the high neutrality rate suggests emotional loyalty is fragile. They are open, but not deeply attached.
Similarly, 61.5% say loyalty programs are now part of their lives, below the global figure of 66%. Gen Z participates, but habit formation is still evolving.
GenZ customers don’t want static programs, even if the promotions are good. They want an evolving experience. First, move beyond transactional loyalty. Introduce exclusive drops, limited collaborations, gamified challenges, and community-driven mechanics. Second, eliminate friction. Short signups, seamless mobile integration, and real-time personalization are all most-haves in this day and age. – Zsuzsa Kecsmar, Chief Strategy Officer & Co-Founder of Antavo
Millennials, Gen X, and Baby Boomers: Stability, Savings, and Structure
While Gen Z represents future growth, older generations still dominate spending power. Their motivations are more stable, but equally nuanced. Millennials remain highly influenced by promotions, at 77.3%, well above the global average of 69%. They are also strongly motivated by money-saving benefits at 62.3%, though still below Gen X and Boomers. They show the highest agreement that loyalty programs make them feel valued, at 64.3%, outperforming the global average of 56%.
Millennials expect personalisation, with 45.3% citing tailored offers as a motivator, compared with the global figure of 42%. They respond well to balanced programs that combine savings, personalisation, and digital convenience.
Gen X aligns closely with global patterns but leans more transactional:
Money-saving motivation: 72.3%
Takes too long to earn rewards: 48%
Promotions influence behaviour: 71.7%
Baby Boomers: savings and simplicity
For Baby Boomers, loyalty is still about savings. A striking 80.5% join for money-saving benefits. They are most frustrated by slow rewards (54%) and unattractive rewards (44.5%). They also strongly prefer plastic cards, at 56%, far above the global average of 41%. Boomers value clarity, predictability, and tangible rewards. Overcomplication or overly digital experiences may alienate them.
For Millennials, Gen X, and Baby Boomers, the lesson is not to segment mechanically but to layer value intelligently. A modern loyalty platform must support all three without fragmenting the experience. AI-driven segmentation, dynamic rewards, and multi-channel access allow brands to personalize without rebuilding the program for each generation. – Zsuzsa Kecsmar, Chief Strategy Officer & Co-Founder of Antavo
Loyalty for a multi-generational era
Gen Z is more open to loyalty than any other generation, with 60% more likely to join than last year. Yet they are less motivated by pure discounts and more driven by experience, identity, and frictionless access. Older generations remain more savings-driven and structurally loyal, but demand clarity and consistency.
For marketers and CRM leaders, the mandate is clear. Loyalty programs must evolve from static reward systems into dynamic value ecosystems. In the Value Age, success depends on understanding not just what customers earn, but how they feel, engage, and belong.
If you’re exploring ways to launch or revamp a loyalty program with a next-gen loyalty technology to better engage with your audience, book a call with Antavo’s loyalty experts. And don’t forget to download our report!
