Surviving the Seven Month Itch

41% of Zs say the most important attribute when it comes to loyalty is “Creativity: They’re always exploring new ideas.”

Brand universes — including content, events, and collabs — are also a great way for brands to keep the consumer relationship fresh. In the same way that monogamous relationships lose their luster — hitting a rough patch seven years in — the fast-paced world Zs live in means that this itch may creep in a lot sooner, especially when it comes to brands.

While it’s unrealistic to pivot one’s product every time the 7-month (or even 7-day) itch strikes, brands with content universes have more power to remix touchpoints to keep the brand-consumer relationship spicy. In fact, 41% of Zs say the most important attribute when it comes to loyalty is “Creativity: They’re always exploring new ideas.”

Finally, just like any long-term commitment, there’s one thing that must be the foundation: trust. When asked which attributes impact their loyalty to brands, products, and creators, Gen Z’s top answer is “Trust: I believe what they say” (51%). And while that means being consistent with delivery, quality, and performance promises, Zs want to know what brands stand for and how they operate.

One of the benefits of the brand universe is to let Zs “lift the lid” on a brand and see if it's one they can feel proud to support. As Stephen Canfield, director of brand marketing at Airbnb, told us, “Trust is not built in a day; it's built through a relationship. And a relationship is the fundamental opposite of a funnel.”?

What it means for brands?

Invite Zs to be a part of your universe. Zs don’t see their relationship with brands as simply transactional; they want to step into your world. Chat with them on Discord, peel back the curtain through behind-the-scenes tours and tutorials, and invite them to hack your brand at IRL events.?

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