Brand Monogamy

While the previous consumer journey saw the point of purchase as a brand’s “happily ever after,” for Zs, a brand that isn’t still wooing them post-purchase may as well have ghosted them. To earn Zs’ elusive loyalty, brands need to keep this gen engaged for the long haul — and that means creating a whole universe of touchpoints for them to traverse and explore. As Lucy Maguire, senior trends editor at Vogue Business, put it: “Brands that are successful in building loyalty know that the post-purchase journey is not actually just about the product. The secret sauce today is creating a universe and making Zs feel a part of a community.”?

Indeed, when we asked Zs about a range of options that could make a brand “more cool,” products barely rose to the top. Instead the top efforts Zs said elevated a brand’s cool factor in their eyes was exclusive content (55%), sponsored events (55%), and collaborations with artists, celebs, or other brands (52%).?

Meanwhile, 54% of Zs say that their favorite brands are the ones that make them feel like they’re part of a community. Some of Gen Z's favorite brands are doing just that, going beyond products to create true two-way relationships.

Dior, for instance, now creates podcasts , YouTube series, and documentaries that lift the veil on their most iconic products and figures, while fashion brands from KENZO to Adidas chat up their Gen Z fans in Discord channels . Brands such as Glossier are even opening concept stores more focused on building community than driving sales. Meanwhile, Maguire says she’s seeing “cool Gen Z-founded streetwear labels” host pop-ups “where there's a DJ and a drink sponsor, and Zs go to meet like-minded people.”?

In other words, “cool” brands are the ones engaging Zs with far more than product. And with 84% of Zs saying they’re more likely to purchase from brands that they see as “cool” compared to ones they don’t, this universe-building is key to winning their loyalty.

For more on how Gen Z is redefining loyalty, download our new article, Brands with Benefits .