Loyalty programs with active communities appeal to Gen Z, study finds

Approximately one-third of Gen Z and millennials surveyed by Gale said they stopped using a loyalty program because it felt impersonal. When it comes to building a successful loyalty program, emotional connection is key, according to a new report from Gale, a business agency which provides insights to brands. Programs with an active community can be particularly enticing, with 70% of consumers indicating this makes them more likely to join a program.