blog, customer loyalty

Gen Z and Loyalty: Love for Tangible Experiences

May 21, 2025

Gen Z, people born between 1997 and 2012, grew up in an always-on digital world. They’re fluent in social media, value-driven in their purchases, and wary of traditional marketing. But here’s what makes them fascinating: they crave emotional connection. For this generation, loyalty isn’t earned through discounts or points alone. It’s about meaning, identity, and shared values.

This article explores how Gen Z redefines brand loyalty, how this plays out across regions like the UK, US, and Europe, and why printed photos are striking a deep emotional chord with them.

Gen Z & Loyalty: It’s Personal

Forget punch cards. Loyalty for Gen Z is emotional and value-driven. As White Label Loyalty notes, Gen Z demands transparency, personalisation, and real-world impact. They’re highly aware of social issues and want the brands they support to be part of the solution, not just post hashtags. In fact, Comarch research found that 54% of Gen Z would switch to a brand that supports a cause they care about, even if it costs more.

This loyalty, however, is conditional. According to SAP Emarsys, 46% of UK Gen Zers have abandoned a brand they once loved simply because it became boring. That doesn’t mean they’re fickle. It means they expect brands to keep up. Engagement has to be dynamic, creative, and rewarding.

They also value personalised interactions. Generic marketing doesn’t cut it. They expect brands to “get them,” offering tailored experiences that feel authentic, not automated. Loyalty programs that give them real value, like exclusive content or personalised rewards, resonate far more than transactional ones.

Loyalty by Region: UK, US & Europe

United Kingdom
Gen Z in the UK are the least tolerant of “boring” brands. SAP’s study found that UK Gen Zers are more likely to abandon a loyalty program or brand if it feels outdated or irrelevant. They’re deeply driven by social impact but are also pragmatic, especially given the economic climate. Deals and convenience matter, but values and creativity tip the scales.

United States
Across the Atlantic, Gen Z in the US shows slightly more brand allegiance… on the surface. They’re more likely to describe themselves as “brand loyal,” but they’ll still switch brands if promises fall flat. As McKinsey points out, Gen Z in the US tends to reward brands that align with their identity. Loyalty is performance-based: brands must consistently deliver value, quality, and purpose.

Europe
Across continental Europe, Gen Z blends the values-driven mindset of their UK peers with an even sharper demand for transparency and sustainability. Comarch highlights that sustainability is one of the top three loyalty drivers for Gen Z across Western Europe, often above price. In countries like Germany and the Netherlands, young consumers are highly informed, digitally savvy, and tend to research brand ethics before buying. However, they are also more skeptical of brand messaging, requiring brands to back up claims with real-world action.

In Southern Europe (e.g., Spain and Italy), emotional connection and local relevance play a larger role. Gen Z here is highly influenced by community and social storytelling. For loyalty to work, brands must feel like part of their world, not an outsider trying to sell something.

Across all markets, Gen Z rewards innovation, authenticity, and human-centred storytelling. A stale experience or one-size-fits-all loyalty program just won’t stick.

Why Gen Z is Printing Photos Like It’s 1999

For a generation born into the cloud, it’s surprising how much they love things they can hold in their hands.

The New York Post recently reported that Gen Z is printing twice as many photos as older generations. That’s right. Despite having 10,000 images on their phones, they’re seeking the permanence and intimacy of physical prints. A study covered by Digital Camera World showed that 43% of Gen Z in the UK regularly print their digital photos, compared to just 5% of Boomers.

What’s driving this analog comeback?

Emotional Permanence
Gen Z associates printed photos with real memories. In a world of endless scrolling and disappearing stories, a printed photo feels intentional. It marks a moment that mattered. They’re turning to prints to remember trips with friends, celebrate milestones, and decorate spaces that reflect their identity.
Creative Control
Photo books, collages, and scrapbooks are back. These aren’t your parents’ dusty albums. They’re personal, designed with aesthetics in mind. Some even embed QR codes to link digital videos with printed images: a perfect example of Gen Z’s love for “phygital” experiences.
Tangible Gifting
According to The Sun, customised photo gifts like memory books and retro-style prints are soaring in popularity, especially as Gen Z seeks thoughtful, non-generic ways to celebrate friendships and milestones. A printed photo feels like a meaningful gesture, far more than a text or emoji.
Reclaiming Memories
Gen Z has grown up with digital clutter, and they know the pitfalls. Phones break. Accounts get deleted. 20% have lost cherished photos due to tech failure, according to reports. Printing becomes a way to save the moment, not just store it.

What Brands Should Take Away

So what does all this mean for loyalty programs? It means that for Gen Z, loyalty is deeply emotional. Programs that reward them with experiences rather than points, like the ability to print a custom photo book from their latest trip, will have a stronger emotional impact.

With Stampix Photo Rewards, brands can let loyalty members redeem exclusive photo gifts or create campaigns where customers’ photos become part of a branded story. Connecting your brand to your customers’ most important moments and memories.

Gen Z is the first generation to grow up fully online, but they’re reminding us that real connection can’t always be digitised. Printed photos aren’t just nostalgic. They’re emotional tokens, and brands that understand this have an opportunity to build loyalty in ways that feel personal, lasting, and real.