The New Loyalty Revolution A generation that grew up scrolling, swiping, and streaming is rewriting the rules of brand engagement. Gen Z , born between 1997 and 2012, wields an estimated USD 360 billion in purchasing power globally – and their influence on brand perception extends far beyond their wallets. For them, loyalty isn’t a punch-card metric or a rewards app; it’s a two-way relationship built on values, authenticity, and participation. In 2025, this relationship is tr
