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The New Gen Z LOYALTY ECONOMY

VOLUME 2: Home Care, Personal Care, Confectionery

Brand promiscuity isn’t a personality trait of a generation.

It’s a rational response to a market with far less friction in it than the one the traditional loyalty model was built for.

Gen Z Loyalty Vol 2
  • Loyalty used to be something brands could win once, then maintain through repetition and familiarity. For Gen Z it resets with every purchase, every interaction, every new alternative. With $12 trillion in spending power arriving by 2030, this generation is rewriting what it takes to earn a place in their basket.
  • Built from an AI-first analysis across HOME CARE, PERSONAL CARE AND CONFECTIONERY. 'The New Gen Z Loyalty Economy: Volume II' maps what changed and why the old rules no longer apply.
  • Discover the ten shifts behind Gen Z’s purchase decisions, then six opportunity platforms brands can build from based on what this generation demands — Choice, Control and Connection — with one taken all the way down to thought starters.

The Brands That Win

Treat favour as something re-earned every purchase

Not loyalty as something owned.