Despite a large age gap across Gen Z and Millenials, their spending habits do overlap, prioritising their spending habits based on ethics and sustainability
September 22, 2025
When it comes to loyalty, not all generations are created equal. Gen Z and Millennials may look similar at a glance, both digital natives, both highly connected, but their values, engagement triggers, and loyalty expectations are refreshingly different.
Picture two avatars side by side: one a Gen Z shopper glued to TikTok trends, the other a Millennial juggling careers, kids, and convenience. If you’re running the same loyalty campaign for both, you’re missing the mark.
The danger?
Diluted results, wasted spend, and customers who feel misunderstood.
In today’s fast-paced marketplace, a REFRESH is needed. By rethinking loyalty through a generational lens, brands can design campaigns that feel personal, authentic, and powerful. This blog explores how to refresh your approach to loyalty, why Gen Z demands something different, and what Millennials still value most.
- Map out generational values activism vs practicality
- Design avatars to highlight differences in approach and mindset
- Tailor engagement triggers (social-first vs email-first)
- Refresh reward models to reflect instant vs long-term needs
- Avoid one-size-fits-all loyalty campaigns
- Partner with Loyalty Works for flexible, generation-ready loyalty tools
Gen Z grew up in an always-on world, where climate change, diversity, and authenticity dominate cultural conversations. They don’t just buy products; they buy into values. A loyalty programme that plants trees or rewards recycling points goes further than a generic 10% discount. For them, a brand’s stance on sustainability and inclusivity is as important as product quality.
Forbes: Gen Z values and buying behaviour
TikTok challenges, interactive polls, and gamified mechanics are the languages Gen Z speaks. They want loyalty experiences to be quick, immersive, and instantly rewarding. Unlike Millennials, who may tolerate waiting for points to accumulate, Gen Z craves immediacy. Instant discount codes, badges, or social shout-outs are more compelling than long-term perks.
This generation expects brands to personalise offers down to the individual. “Spray and pray” email campaigns don’t work; instead, Gen Z wants curated product suggestions, birthday surprises, and rewards that align with their lifestyles. Transparency also matters, they’ll ditch brands that exaggerate sustainability claims or hide terms in fine print.
Millennials came of age during the 2008 recession and the rise of digital convenience. They’re value-conscious but not cheap, practicality and time-saving solutions drive loyalty. Whereas Gen Z may buy a brand for its activism, Millennials lean into brands that simplify everyday life, provide clear value, and support their family or career balance.
Millennials respond well to structured, tier-based loyalty programmes. They like knowing the roadmap: collect X points, unlock Y reward. Unlike Gen Z’s preference for playful gamification, Millennials see reliability and predictability as part of the loyalty value. Email campaigns, mobile app reminders, and family-friendly perks resonate strongly.
Flexibility is non-negotiable. Points that can be redeemed across categories (groceries, travel, childcare essentials) are far more appealing than rigid offers. They’re also drawn to experiential perks, priority access to events, early product drops, or exclusive services. For Millennials, loyalty is not just transactional but also about feeling valued over the long term.
Example in action: A supermarket chain tailored its loyalty app for Millennials with a “weekly shop multiplier.” Families consistently received tier boosts, free delivery slots, and surprise vouchers. This drove a 20% increase in app adoption within six months.
This avatar comparison underlines the REFRESH theme: the two groups need tailored loyalty campaigns, not generic, catch-all systems.
It’s tempting to run one loyalty campaign across all age groups. But here’s the catch: it rarely works. Gen Z may view a traditional points-based scheme as uninspired, while Millennials may find spin-to-win wheels childish.
By refreshing loyalty strategies, brands can:
- Increase engagement by tailoring triggers to channels each generation actually uses.
- Improve conversion rates by offering rewards that feel valuable to the recipient.
- Strengthen brand trust by aligning with generational values.
The REFRESH mindset isn’t about overcomplicating loyalty; it’s about designing parallel paths that converge under one flexible programme. Think of it as building a loyalty ecosystem rather than a one-size-fits-all funnel.
1. Start with values
If your programme doesn’t reflect what your audience cares about, engagement will stall. Align Gen Z campaigns with sustainability or inclusivity; align Millennial campaigns with practical value, family perks, and convenience.
2. Match the channel
- Gen Z: TikTok, Instagram, mobile-first experiences
- Millennials: Email newsletters, loyalty apps, SMS reminders
3. Gamify wisely
Gamification works wonders with Gen Z. For Millennials, gamification should be positioned as fun but not childish, think “unlock perks” rather than “spin for prizes.”
4. Refresh reward models
Don’t force both groups into the same system. Offer hybrid models that deliver instant gratification for Gen Z while maintaining cumulative reward structures for Millennials.
5. Test and iterate
A/B test language, design, and triggers. For example, Gen Z may click “Claim your eco token” more readily than “Get £5 off.” Millennials may prefer “Unlock your weekly saver reward.”
For expert guidance on designing a campaign framework that flexes across generations, explore the Services at Loyalty Works.
One-size-fits-all loyalty: This approach alienates both groups by failing to meet unique needs.
Overcomplicated systems: Too many tiers or confusing rules frustrate Millennials.
Token gestures: Gen Z sees through shallow sustainability claims and performative activism.
Ignoring mobile-first design: Gen Z in particular won’t engage if the programme feels clunky on smartphones.
Neglecting long-term flexibility: Millennials won’t remain loyal if rewards are rigid or irrelevant.
Platform Capabilities:
Loyalty Works enables brands to create flexible loyalty experiences tailored to both generations. With ready-made gamified modules, tiered structures, and behaviour-triggered displays, you can design campaigns that resonate with Gen Z and Millennials simultaneously.
Integration & Support:
No coding headaches. The platform integrates with your existing site or app and provides step-by-step support, from initial set-up to ongoing optimisation See here how we can help.
Gen Z and Millennials may both love brands, but they love them differently. Understanding these contrasts is no longer optional, it’s the difference between loyalty and lost opportunity.
A REFRESHED loyalty strategy means designing campaigns that are values-led for Gen Z, practical for Millennials, and flexible enough to evolve as both groups’ expectations shift.
With Loyalty Works, brands don’t have to choose between playful gamification and structured point systems. You can have both, running side by side in one cohesive programme, building loyalty that’s generationally smart and commercially powerful.
Q1: What makes Gen Z loyalty different from Millennials?
A: Gen Z expects authenticity, sustainability and instant engagement. Millennials lean towards convenience, value, and structured reward systems.
Q2: Should brands run separate loyalty programmes for Gen Z and Millennials?
A: Not necessarily. The best approach is a flexible programme that offers parallel engagement triggers and rewards for each generation within one system.
Q3: How do I refresh an existing loyalty campaign to appeal to Gen Z?
A: Add gamification, micro-rewards, and cause-driven perks. Test campaigns on TikTok, Instagram, and mobile-first formats where Gen Z naturally engages.
Q4: What role does personalisation play in loyalty for these groups?
A: For Gen Z, personalisation is expected - they’ll disengage if rewards feel generic. For Millennials, personalisation is valued but should be tied to relevance and convenience.
Q5: Is it expensive to run different loyalty mechanics for two generations?
A: Not with the right platform. Loyalty Works allow brands to layer gamification and structured systems without doubling cost or complexity.
Ready to take your business to the next level with tailored loyalty programmes and incentive schemes? We’re here to help. Whether you have questions, want to explore our services, or just need some advice on how to boost customer and employee engagement, we’d love to hear from you. Contact us today, and one of our friendly team members will get back to you as soon as possible. Let’s work together to create loyalty and incentive solutions that make a real difference for your business.