How Brand Loyalty Differs Among the Generations

4 Min Read By Matt Graywood

Everyone seems concerned with building loyalty among the famed millennial generation, and so they should, millennials form a significant part of the present and future customer base. However, as the oldest millennials reach 35 years old, there are still decades of potential customers, older and younger, whose custom businesses mustn’t forget.

The time to build a relationship with the future generations of spenders is now.

Currently there are four primary generations with spending power, Baby Boomers, Generation X (born in the 60s and 70s), Generation Y (commonly born in the 80s and 90s and known as millennials) and Generation Z (born from the millennium onwards).

Given the latter three of these will control the wallet in coming years, it’s worth examining them thoroughly and asking: how does their attitude towards brand loyalty differ? How can you gain their loyalty? And, why is it important to adapt loyalty programmes to suit the individual?

A key message is this: do not assume…