CollectionsJun 29, 2026
Briony Raymond’s New Collection Is a ‘Carousel’ of Hard StonesThe new jewelry collection uses a colorful palette of onyx, malachite, tiger’s eye, mother-of-pearl, lapis, turquoise, and coral.
SurveysMar 28, 2018
Study: Young Consumers Are Demanding Loyalty from Brands
Here are four rules of loyalty from millennials and members of Gen Z, according to a recent survey from Alliance Data.
Columbus, Ohio--With technology providing so many options at their fingertips, millennials and Generation Z are looking at brand loyalty in new ways, according to a recent survey.
In its study, “The Rules of NextGen Loyalty,” Alliance Data looked at how Gen Z and millennials engage with brands and define loyalty.
The study, conducted by Alliance Data’s Analytics & Insights Institute, used a combination of qualitative and quantitative research methods to delve into what brand loyalty means for older millennials (those born between 1982 and 1989), younger millennials (born between 1990 and 1997) and Generation Z (born between 1998 and 2010).
Both generations have grown up with instant access to information and brands, which has greatly influenced their decision-making. Yet they haven’t abandoned the more traditional forms of engagement, and are finding ways to combine the digital experience with in-store visits, Alliance Data found.
Here are four rules of “NextGen” loyalty the firm discovered as a result of its study.
1. Loyalty is earned.
Because today’s younger consumers have so many options available to them with instant access to information online, they also can be more selective when it comes to where and how they shop.
They’re comfortable doing so both online and in-store and expect a consistent experience from brands across all channels.
According to the study, 63 percent of young consumers agree that since they have so many choices of where to shop, a brand must show them loyalty to earn their business.
For 43 percent of Gen Z, that means a brand must be accommodating to their needs. The same is true for 34 percent of younger millennials and 33 percent of older millennials.
Fifty-five percent of older millennials said they rarely purchase something different if they like a brand, and 53 percent of younger millennials and 51 percent of Gen Z said the same thing.
Brands need to recognize the unique motivations of Gen Z and millennials as the first step in building brand connectivity and earning their loyalty, Alliance Data said.
Price and quality are the top influencers for younger consumers when deciding among brands, but once those two factors are removed, selection and convenience are the most important factors.
Gen Z and older millennials also value consistency in product while younger millennials value rewards programs.
2. Loyalty is complex.
Loyalty has been viewed, traditionally, as one-dimensional.
But Alliance Data
found that consumer loyalty to brands falls within a range of characteristics, from functional to emotional, and said that a brand rethinking its approach to loyalty requires understanding that true loyalty comes from a combination of factors within the spectrum.
For all three age groups surveyed, trustworthiness, honesty and reliability are at the core of loyalty in general. But when it comes to brand loyalty, there are a number of other factors coming into play.
For millennials, it’s also based on rewards, quality, discounts, reliability and coupons, among other things. For Gen Z, brand loyalty is described by the terms quality, reliability, discounts, and rewards.
Other notable aspects popped up for all groups like helpfulness, free shipping and convenience.
3. Loyalty is fragile.
Younger consumers expect great service and a great experience across all channels, and if those expectations aren’t met, they won’t hesitate to take action and voice their opinion.
In fact, 76 percent of younger consumers only give brands two to three chances before they stop shopping with them. One in three consumers, meanwhile, said nothing could be done for a brand to win them back.
Alliance Data said that to keep these consumers happy, “remember that beyond price and quality, (they) expect good service and a great experience.”
Not surprisingly, the demographics surveyed are also heavily influenced by social media. Thirty-five percent keep up with the brands they like on social media. 34 percent of Gen Z members, 29 percent of younger millennials and 26 percent of older millennials said they are influenced by bloggers and YouTubers on what to purchase.
This means they’re also more likely to be influenced by reviews and posts about a brand, and also to express their pleasure (or displeasure) over an experience.
4. Loyalty is multifaceted.
Transactions and sales should no longer be the only measure of loyalty, since it is now a combination of both function and emotion.
Once more emotional elements are introduced by a brand—like shopping options that make consumers’ lives easier, offering exclusive products, or even factors like making personal recommendations or showing they are socially responsible—it then moves past traditional brand loyalty and into aspirational territory.
Alliance Data said brands need to understand customers’ unique needs and think differently about measuring loyalty, understanding some customers only require basic service elements, while others need more.
Being able to measure young consumers’ loyalty and how they’re prioritizing certain values can help differentiate consumers to better target and earn their business.
For all three age groups surveyed, trustworthiness, honesty and reliability are at the core of loyalty in general. But when it comes to brand loyalty, there are a number of other factors coming into play.
For millennials, it’s also based on rewards, quality, discounts, reliability and coupons, among other things. For Gen Z, brand loyalty is described by the terms quality, reliability, discounts, and rewards.
Other notable aspects popped up for all groups like helpfulness, free shipping and convenience.
3. Loyalty is fragile.
Younger consumers expect great service and a great experience across all channels, and if those expectations aren’t met, they won’t hesitate to take action and voice their opinion.
In fact, 76 percent of younger consumers only give brands two to three chances before they stop shopping with them. One in three consumers, meanwhile, said nothing could be done for a brand to win them back.
Alliance Data said that to keep these consumers happy, “remember that beyond price and quality, (they) expect good service and a great experience.”
Not surprisingly, the demographics surveyed are also heavily influenced by social media. Thirty-five percent keep up with the brands they like on social media. 34 percent of Gen Z members, 29 percent of younger millennials and 26 percent of older millennials said they are influenced by bloggers and YouTubers on what to purchase.
This means they’re also more likely to be influenced by reviews and posts about a brand, and also to express their pleasure (or displeasure) over an experience.
4. Loyalty is multifaceted.
Transactions and sales should no longer be the only measure of loyalty, since it is now a combination of both function and emotion.
Once more emotional elements are introduced by a brand—like shopping options that make consumers’ lives easier, offering exclusive products, or even factors like making personal recommendations or showing they are socially responsible—it then moves past traditional brand loyalty and into aspirational territory.
Alliance Data said brands need to understand customers’ unique needs and think differently about measuring loyalty, understanding some customers only require basic service elements, while others need more.
Being able to measure young consumers’ loyalty and how they’re prioritizing certain values can help differentiate consumers to better target and earn their business.
More on Surveys
The Latest
IndependentsJun 29, 2026
Look Inside Lee Michaels’ Revamped Mississippi FlagshipLee Michaels Fine Jewelry is celebrating 30 years in the Ridgeland, Mississippi community.
GradingJun 29, 2026
National Rarities Announces New Gemology ManagerSean Milliner has joined the company.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
GradingJun 29, 2026
GIA to Open New London CampusClasses will begin in August at GIA’s new Canary Wharf location.
Weekly QuizJun 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
Events & AwardsJun 25, 2026
Watches & Wonders Announces 2027 DatesThe week-long event in Geneva is slated for April 2027.
SourcingJun 25, 2026
Annie Doresca, Mark Smelzer, Sara Yood Join Gem Legacy BoardThe three industry leaders bring financial, communications, and legal expertise to the nonprofit’s board of directors.
ColumnistsJun 24, 2026
The Revenue Hiding Between Your Counter and Your Online CartJewelers are missing out by not offering this one key add-on at the online point of sale, Emmanuel Raheb writes.
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
SourcingJun 24, 2026
Columbia Gem House To Offer Alexandrite Melee OnlineThe collection features traceable alexandrite from Brazil in calibrated sizes that is sorted by grade.
MajorsJun 24, 2026
CaratLane Names New Chief Sales OfficerDhaval Raja has been appointed to the role.
CollectionsJun 23, 2026
Francesca Villa Goes ‘On the Road’The capsule collection looks to vintage trunk pins that echo the spirit of speed, freedom, and the mythology of the American road trip.
SourcingJun 23, 2026
New Paraíba Tourmaline Source Reportedly Discovered in EthiopiaSSEF issued a notice about the potential new source of the sought-after gemstone, citing “credible reports” from trade sources.
MajorsJun 23, 2026
Etsy Says ‘Shop Other Jeffs’ This Prime DayAs Amazon Prime Day kicks off, Etsy is encouraging shoppers to support small businesses.
Events & AwardsJun 23, 2026
AGA Announces 2026 Scholarship WinnerCole Winward is the recipient of 2026 AGA Gemological Scholarship.
EditorsJun 22, 2026
15 Pieces of Jewelry That Brought Us Joy in Vegas Whether they evoked nostalgia, wonder, or laughter, these jewels put a smile on our faces.
Events & AwardsJun 22, 2026
Plans Announced for New Trade Show in BaselScheduled for April 2027, Basilia will be the first watch and jewelry trade show held in Basel since the collapse of Baselworld in 2020.
Events & AwardsJun 22, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
