For years, when brands heard ‘loyalty’, they thought ‘repeat purchase’. You deliver a good enough product, throw in a discount, maybe a points program, and customers will stick around forever. But that ‘thought’ is now being challenged, falling apart even. Because Gen Z doesn’t just buy loyalty the way older generations did but build relationships with brands that feel alive. Having been born into a constant stream of information, Gen Z can filter much faster than any demogra