# Transcript: Future of Loyalty: Gen Z and Gen Alpha will shape a new era

**Date:** March 14, 2026 · 10:00 PM  
**Session:** [Future of Loyalty: Gen Z and Gen Alpha will shape a new era](/sessions/2026-03-14/pp1162859-future-of-loyalty-gen-z-and-gen-alpha-will-shape-a-new-era)

## Summary

Marketing executives from American Airlines, Uber, and Razorfish discuss how Gen Z and Gen Alpha are reshaping brand loyalty. They emphasize that these younger consumers are highly rational and value-driven, requiring brands to provide meaningful experiences quickly. Success requires meeting them in their platforms, giving up some control, and building ecosystems that extend beyond transactions to real-life experiences and authentic brand connections.

## Topics

`gen z marketing` · `gen alpha consumers` · `brand loyalty` · `customer experience` · `loyalty programs` · `ecosystem building` · `travel industry` · `ride sharing` · `value proposition` · `authentic engagement`

## Key Takeaways

1. Younger consumers are highly rational rather than disloyal - they expect meaningful value quickly and fresh experiences consistently across touchpoints.
2. Successful loyalty programs must extend beyond transactions into life experiences, with brands meeting Gen Z and Gen Alpha on their platforms while giving up some control.
3. Measurement should focus on participation frequency, ecosystem usage, and organic brand advocacy rather than just membership numbers or points accumulation.
4. Gen Z gravitates toward gaming environments while Gen Alpha is deeply opinionated and needs brands to work with them, not just talk at them.
5. Building brand love early through memorable experiences creates lasting loyalty - 64% of people choose brands because they love them, not just out of habit or convenience.

## Full Transcript

The panelists begin by introducing themselves: Vic (Rebecca) Kemp heads Global Partnership Marketing at Uber, Matt Hagel leads the media practice at Razorfish, and Jack (Jacs) Wyatt leads global marketing at American Airlines.

The moderator frames the discussion around how Gen Z and Gen Alpha are often labeled as disloyal, but questions whether this is actually about brands measuring the wrong things. Rebecca repositions this perception, describing these consumers as highly rational rather than disloyal. They have choice at their fingertips and need brands to provide meaningful value very quickly with fresh experiences.

Matt distinguishes between Gen Alpha and Gen Z as very different cohorts. Gen Alpha is opinionated and engages deeply in media - brands need to be in their platforms and environments, working with them authentically. Gen Z gravitates heavily toward gaming. Both generations want to be helped, not just sold to, requiring an exchange of value. Digital experiences lead to real-life experiences for these demographics. The key is talking with them rather than at them, and giving up some control to see where they take the brand.

Jack discusses loyalty in travel, emphasizing that membership is table stakes - everyone can sign up and earn miles. The real differentiator is the ecosystem and how people live within it. American Airlines is expanding beyond flights to help customers use miles for life experiences through programs like MasterCard Priceless. Brand loyalty builds early through memorable experiences - a child visiting the cockpit or enjoying a Biscoff cookie and Coca Cola creates lasting impressions.

Matt shares research showing 64% of people choose brands because they love them, while others choose out of habit or convenience. Brands must balance creating lovable brands with products people want to use.

When discussing measurement, Rebecca focuses on stickiness - ensuring consumers use Uber across multiple touchpoints from airport rides to late-night takeout to Saturday grocery delivery. Matt emphasizes participation - how often and when customers engage with the brand, especially when the brand isn't actively marketing to them. Jack looks at the full ecosystem including miles redemption, email engagement, app usage, and following the same creators.

The discussion touches on mile accumulation, with some customers holding hundreds of thousands of miles. American Airlines is creating unique redemption experiences like auction opportunities to use miles on their flight simulator, driving engagement beyond standard flight bookings.

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*Source: stt · Language: en · Model: anthropic/claude-sonnet-4-5*

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