Loyalty Blogs

What does Gen Z want?   

They want more than just good products and great services. They don’t care about what they get but how a brand makes them feel. They want to connect, belong, and thrive in a community of like-minded people. Shopping for them is not just about great colors, fabrics, and fashion; it’s more about self-expression of their value through what they wear.  

Gen Zers are more about feelings, and that’s why they always look for motivation to stay loyal to a fashion brand. If they find their tribe that stands for a cause, feeling, or common purpose, they are likely to stay loyal to a brand.  

This blog will discuss what drives Gen Z towards a brand and motivates them to stay loyal.   

Why is Community so Important for Gen Z?  

Gen Z wants to belong, so they would stick with a brand that makes them feel included, recognized, and understood. They will go for a fashion brand with a story.  

For Generation Z, it’s not about what you’re selling, but who you are. Gen Z is attracted to brand stories. Consumers want emotional connection, associating with a brand or a set of values. It’s like buying an identity—not actually buying clothing or accessories but experiencing a form of belonging with every purchase.  

Building communities enables brands to get past transactions, creating a space where customers can be with like-minded other people, share ideas, and share experiences. Both online and offline communities make Gen Z feel understood and ‘seen’, which in turn can result in loyalty by the customer and then engagement over long durations.   

Gen Z Wants C.A.R.E  

Gen Z cares about what they wear and how it impacts the world. They are looking for:  

• Comfort   

• Authenticity   

• Responsibility  

• Equity   

Gen Z is more into comfort-first brands and will prefer to purchase from a brand that brings a mix of cool and comfort. Moreover, they want clean branding where there is no space for misleading marketing and flashy claims. If a brand claims to be environmentally friendly, it must reflect in their business processes. That’s the kind of authenticity they are looking for.  

Besides, there’s a high demand for brands that promote equity and inclusivity. A fashion brand that produces clothing lines for all races, sizes, and orientations is well accepted by Gen Zers. By targeting these four core values—Comfort, Authenticity, Responsibility, and Equity, brands can create relevant loyalty programs for Gen Z customers. Relevant retain loyalty software can play a huge role in achieving this.   

Key Strategies for Building a Gen Z Brand Community  

To turn liking into loyalty, brands must execute strategies that appeal to Gen Z. Gen Z wants to take things on an emotional level. They love affiliation, but with a purpose. Let’s look at the key strategies to build a Gen Z brand community.   

Don’t just Hear them Out; Listen and Engage!  

Gen Z wants to be listened to. Building a community starts with active listening. That’s why it becomes important for brands to engage Gen Zers through proactive feedback and meaningful connections. One of the easiest ways to ignite a sense of belonging is by encouraging them to create content and share their experiences with the product.   

User-generated content is a winner as it creates social proof, validating a brand’s relevance to a particular group. By facilitating influencer marketing, brands can collaborate with people with authority. When it comes from someone Gen Z relates to, they engage often and quickly with a brand.  

Be Original; Live Up to Your Words!  

Gen Z won’t compromise on authenticity. The same old marketing gigs are simply ineffective on them. If you are exaggerating or misleading, they will smell it from a mile away. Once there’s a breach of trust, there’s no way you can reinstate it. A fashion brand must not just focus on communicating their values but demonstrating them through their actions.  

For example, keeping your business practices, CSR initiatives, and production methods transparent can help you win Gen Z’s trust and loyalty. It’s much more than right messaging, but more about walking what you talk about as a brand. If you claim to be an eco-friendly brand, it must reflect in your processes.  

Give a Makeover to Your Loyalty Programs   

What works for millennials or Generation X might not work for Gen Z. To engage them effectively, you must rethink your loyalty programs. Loyalty programs play a huge role in building loyalty and boosting customer retention. Loyalty goes beyond transactions for Gen Zers. If a brand aligns with their lifestyles and values, they will stick with it for a long time. Reward them in a way that they feel recognized.  

For example, H&M rewards customers who exhibit eco-friendly behavior. The brand offers reward points to the customers who bring their own shopping bags or recycle old garments.  

Build a Tribe, not a Customer Base!   

Fashion brands must focus on building a tribe for long-term associations. Gen Z wants to belong. They crave collaboration and affiliation. Invite your audience into your world, where they can feel like they are part of something bigger than themselves. When brands cultivate a community based on shared values and mutual respect, they create an emotional bond that goes beyond mere transactions. A tribe is united by common goals, and brands that embody this will see higher levels of engagement and loyalty.  

By using referral marketing software, you can help loyal customers get rewarded for turning into brand ambassadors. As they expand their tribe, they will add more like-minded people to the community and help the brand grow in terms of revenue and market share.  

In a Nutshell   

As a leading loyalty solution provider, we have closely studied what drives Gen Z customers. At Novus Loyalty, our main focus remains on delivering highly relevant loyalty programs, empowering brands to engage and retain customers more effectively.  

Our experience in designing custom loyalty management platforms for different fashion brands makes us an ideal loyalty partner for businesses that are specifically targeting Gen Z as their audience.