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Among 25–34- and 35–44-year-olds — consumers who we have already established are at the center of the Preference Economy — about 1 in 3 would actually prefer this. For brands, the implication is a fundamental shift in what loyalty actually needs to accomplish: the question is no longer whether you’re being considered but whether your customers are loyal enough to make sure you’re not getting filtered out. These findings illustrate that the brands that haven’t been encoded as a preference won’t be rejected outright. They’ll simply be deprioritized, summarized, and eventually invisible. Though earning a customer’s genuine preference is still the goal, what’s new is that their preference now gets expressed somewhere it never did before: in the instructions they give their AI. That's only more reason to invest in building loyalty deliberately. Underlying all of it is a more fundamental requirement: first-party data. Brands that haven’t built a rich, consolidated view of their customers will find personalization aspirational rather than operational. 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Among 25–34- and 35–44-year-olds — consumers who we have already established are at the center of the Preference Economy — about 1 in 3 would actually prefer this. For brands, the implication is a fundamental shift in what loyalty actually needs to accomplish: the question is no longer whether you’re being considered but whether your customers are loyal enough to make sure you’re not getting filtered out.\n\nThese findings illustrate that the brands that haven’t been encoded as a preference won’t be rejected outright. They’ll simply be deprioritized, summarized, and eventually invisible. Though earning a customer’s genuine preference is still the goal, what’s new is that their preference now gets expressed somewhere it never did before: in the instructions they give their AI. That's only more reason to invest in building loyalty deliberately.\n\nUnderlying all of it is a more fundamental requirement: first-party data. Brands that haven’t built a rich, consolidated view of their customers will find personalization aspirational rather than operational. 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And nothing removes friction quite like AI. That dynamic is already playing out at scale: More than half of those surveyed have used AI for help with a shopping decision in the past three months alone. Among those, nearly a third say they trust the AI recommendations a lot, often acting on them directly. When looking at all survey respondents — not just AI users — 47% trust AI at least somewhat as a starting point for brand and product research, and 16% trust it enough to act on its purchase recommendations without further deliberation. The consumer hasn't abandoned decision-making, they've delegated it. What makes this particularly significant is where AI sits in the consumer's world relative to other data-sharing touchpoints. Consumers are actually more comfortable with AI learning their brand preferences than they are with website cookies or social media tracking, which are channels brands have built entire strategies around. Nearly a quarter of respondents were completely comfortable with AI learning their preferences, compared to 20% for cookies and just 17% for social media. The permission base for the Preference Economy is larger than most brands assume. The obstacle isn't consumer discomfort, it's brand readiness. That readiness gap becomes even more striking when you consider what consumers say they're willing to do. After being introduced to the concept, 62% said they would share their brand preferences directly with an AI assistant, and only 17% actively refused. When asked about concerns with sharing brand preferences with AI, the data reveal that resistance is far more generational than it is categorical. Privacy concerns are concentrated among older cohorts, with consumers aged 65+ over-indexing across nearly every concern category. Among 25–34-year-olds — the most loyalty-active, highest-switching, most AI-ready segment in the study — 27% have no concerns at all. And among the youngest consumers surveyed, the most common response wasn't hesitation or resistance; it was that they simply hadn't thought about it yet. 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And nothing removes friction quite like AI. That dynamic is already playing out at scale: More than half of those surveyed have used AI for help with a shopping decision in the past three months alone. Among those, nearly a third say they trust the AI recommendations a lot, often acting on them directly. When looking at all survey respondents — not just AI users — 47% trust AI at least somewhat as a starting point for brand and product research, and 16% trust it enough to act on its purchase recommendations without further deliberation. The consumer hasn't abandoned decision-making, they've delegated it.\n\nWhat makes this particularly significant is where AI sits in the consumer's world relative to other data-sharing touchpoints. Consumers are actually more comfortable with AI learning their brand preferences than they are with website cookies or social media tracking, which are channels brands have built entire strategies around. Nearly a quarter of respondents were completely comfortable with AI learning their preferences, compared to 20% for cookies and just 17% for social media. The permission base for the Preference Economy is larger than most brands assume. The obstacle isn't consumer discomfort, it's brand readiness.\n\nThat readiness gap becomes even more striking when you consider what consumers say they're willing to do. After being introduced to the concept, 62% said they would share their brand preferences directly with an AI assistant, and only 17% actively refused. When asked about concerns with sharing brand preferences with AI, the data reveal that resistance is far more generational than it is categorical. Privacy concerns are concentrated among older cohorts, with consumers aged 65+ over-indexing across nearly every concern category. Among 25–34-year-olds — the most loyalty-active, highest-switching, most AI-ready segment in the study — 27% have no concerns at all. 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consumers were asked what actually drives their loyalty, no single factor dominated. The quality of the experience topped the list, with rewards a close second, followed by trusting the brand, feeling like the brand knows them, believing in what the brand stands for, and feeling connected with others who share their interests or values. The experience-forward, AI-ready preference-economy consumer is a mid-career professional with disposable income, multiple AI apps, and zero tolerance for a clunky redemption interface. This challenges a common assumption that the youngest consumers are leading the charge away from traditional rewards toward experience. The data show otherwise. Young adults (18-24) are actually the most rewards-loyal demographic. Recall that only 24% of all consumers chose Company A, the rewards-first option. Among 18–24-year-olds, that figure climbs to 39%, the highest of any age group. For this cohort, rewards still carry genuine pull. The shift is happening one rung up the life-stage ladder (ages 25-34), among consumers with more spending power, higher expectations, and less patience for friction. Yet even here, the paradox holds: That same 18–24 cohort — the most rewards-loyal by choice — is also the most likely to cite time savings (56%) as the reason they'd switch to a competitor with a worse rewards program. They value rewards until friction makes them not worth it. The through-line across all of it is this: Rewards get consumers in the door, but experience determines whether they stay. 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to the Preference Economy. Across 3,000 consumers surveyed in the United States and United Kingdom, one finding was unambiguous: “Preference Setters” are proliferating across every demographic and they’re not waiting to be marketed to. They’re engineering their own commercial reality, with a growth trajectory that makes the urgency clear: 24% of consumers say they'll be regularly setting AI brand preferences within the next year, and another 21% within a few years. Combined with a 30% \"maybe\" cohort, the realistic addressable market for AI-native loyalty is north of 70% within three years. None of this emerged in a vacuum. The Preference Economy accelerates a problem that was already eroding the foundation of traditional loyalty: indifference. The average consumer is enrolled in four to six loyalty programs, but active participation varies. A meaningful cohort — disproportionately older, but present across every segment — doesn't engage with any of them. They’ve disappeared, operating as ghost members and illustrating that the brand never felt personal enough to matter. Given this reality, the brands that will define the next era of loyalty will earn a place in their customers' preferences before the algorithm decides they're irrelevant. That window is open right now, but the data make it clear it won't be for long. The Preference Economy won’t reward hesitation.","absoluteBoundingBox":{"x":8896.0,"y":2592.0,"width":355.0,"height":1530.0},"isolatedAbsoluteRenderBounds":{"x":8896.10546875,"y":2596.75390625,"width":353.87109375,"height":1518.48046875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,1468.0]],"size":{"x":355.0,"y":1530.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.996078431606293,"g":0.756862759590149,"b":0.729411780834198,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4],"characters":"Welcome to the Preference Economy. \n\nAcross 3,000 consumers surveyed in the United States and United Kingdom, one finding was unambiguous: “Preference Setters” are proliferating across every demographic and they’re not waiting to be marketed to. They’re engineering their own commercial reality, with a growth trajectory that makes the urgency clear: 24% of consumers say they'll be regularly setting AI brand preferences within the next year, and another 21% within a few years. Combined with a 30% \"maybe\" cohort, the realistic addressable market for AI-native loyalty is north of 70% within three years. \n\nNone of this emerged in a vacuum. The Preference Economy accelerates a problem that was already eroding the foundation of traditional loyalty: indifference. The average consumer is enrolled in four to six loyalty programs, but active participation varies. A meaningful cohort — disproportionately older, but present across every segment — doesn't engage with any of them. 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Among 25–34- and 35–44-year-olds — consumers who we have already established are at the center of the Preference Economy — about 1 in 3 would actually prefer this. For brands, the implication is a fundamental shift in what loyalty actually needs to accomplish: the question is no longer whether you’re being considered but whether your customers are loyal enough to make sure you’re not getting filtered out. These findings illustrate that the brands that haven’t been encoded as a preference won’t be rejected outright. They’ll simply be deprioritized, summarized, and eventually invisible. Though earning a customer’s genuine preference is still the goal, what’s new is that their preference now gets expressed somewhere it never did before: in the instructions they give their AI. That's only more reason to invest in building loyalty deliberately. Underlying all of it is a more fundamental requirement: first-party data. Brands that haven’t built a rich, consolidated view of their customers will find personalization aspirational rather than operational. They won’t have the right information to meaningfully feed the AI systems increasingly making decisions on their customers’ behalf.","absoluteBoundingBox":{"x":8042.0,"y":7675.0,"width":760.0,"height":690.0},"isolatedAbsoluteRenderBounds":{"x":8042.10546875,"y":7678.74609375,"width":755.80078125,"height":684.375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,1968.0]],"size":{"x":760.0,"y":690.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.725903272628784,"g":0.958082914352417,"b":0.863491237163544,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7],"characters":"More than half of consumers (56%) are now comfortable with AI managing their brand communications entirely, deciding on their behalf what is worth their attention. Among 25–34- and 35–44-year-olds — consumers who we have already established are at the center of the Preference Economy — about 1 in 3 would actually prefer this. For brands, the implication is a fundamental shift in what loyalty actually needs to accomplish: the question is no longer whether you’re being considered but whether your customers are loyal enough to make sure you’re not getting filtered out.\n\nThese findings illustrate that the brands that haven’t been encoded as a preference won’t be rejected outright. They’ll simply be deprioritized, summarized, and eventually invisible. Though earning a customer’s genuine preference is still the goal, what’s new is that their preference now gets expressed somewhere it never did before: in the instructions they give their AI. That's only more reason to invest in building loyalty deliberately.\n\nUnderlying all of it is a more fundamental requirement: first-party data. Brands that haven’t built a rich, consolidated view of their customers will find personalization aspirational rather than operational. 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The quality of the experience topped the list, with rewards a close second, followed by trusting the brand, feeling like the brand knows them, believing in what the brand stands for, and feeling connected with others who share their interests or values. The experience-forward, AI-ready preference-economy consumer is a mid-career professional with disposable income, multiple AI apps, and zero tolerance for a clunky redemption interface. This challenges a common assumption that the youngest consumers are leading the charge away from traditional rewards toward experience. The data show otherwise. Young adults (18-24) are actually the most rewards-loyal demographic. Recall that only 24% of all consumers chose Company A, the rewards-first option. Among 18–24-year-olds, that figure climbs to 39%, the highest of any age group. For this cohort, rewards still carry genuine pull. The shift is happening one rung up the life-stage ladder (ages 25-34), among consumers with more spending power, higher expectations, and less patience for friction. Yet even here, the paradox holds: That same 18–24 cohort — the most rewards-loyal by choice — is also the most likely to cite time savings (56%) as the reason they'd switch to a competitor with a worse rewards program. They value rewards until friction makes them not worth it. The through-line across all of it is this: Rewards get consumers in the door, but experience determines whether they stay. Brands that treat those two things as separate work streams, optimizing one at the expense of the other, will keep losing their best customers to whoever figured out how to do both.","absoluteBoundingBox":{"x":8042.0,"y":4777.0,"width":760.0,"height":870.0},"isolatedAbsoluteRenderBounds":{"x":8042.10546875,"y":4782.0,"width":754.3125,"height":862.9921875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,1796.0]],"size":{"x":760.0,"y":870.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.854901969432831,"g":0.800000011920929,"b":1.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4,4],"characters":"When consumers were asked what actually drives their loyalty, no single factor dominated. The quality of the experience topped the list, with rewards a close second, followed by trusting the brand, feeling like the brand knows them, believing in what the brand stands for, and feeling connected with others who share their interests or values. The experience-forward, AI-ready preference-economy consumer is a mid-career professional with disposable income, multiple AI apps, and zero tolerance for a clunky redemption interface.\n\nThis challenges a common assumption that the youngest consumers are leading the charge away from traditional rewards toward experience. The data show otherwise. Young adults (18-24) are actually the most rewards-loyal demographic. Recall that only 24% of all consumers chose Company A, the rewards-first option. Among 18–24-year-olds, that figure climbs to 39%, the highest of any age group. For this cohort, rewards still carry genuine pull. The shift is happening one rung up the life-stage ladder (ages 25-34), among consumers with more spending power, higher expectations, and less patience for friction. Yet even here, the paradox holds: That same 18–24 cohort — the most rewards-loyal by choice — is also the most likely to cite time savings (56%) as the reason they'd switch to a competitor with a worse rewards program. They value rewards until friction makes them not worth it.\n\nThe through-line across all of it is this: Rewards get consumers in the door, but experience determines whether they stay. Brands that treat those two things as separate work streams, optimizing one at the expense of the other, will keep losing their best customers to whoever figured out how to do both.","lineIndentations":[0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:23:303","fontFamily":"Roboto","fontPostScriptName":"Roboto-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":24.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":30.0,"lineHeightPercent":106.666664123535,"lineHeightPercentFontSize":125.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"4":{"styleIdForText":"StyleId:23:303","fontFamily":"Roboto","fontPostScriptName":"Roboto-Bold","fontStyle":"Bold","textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":24.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":30.0,"lineHeightPercent":106.666664123535,"lineHeightPercentFontSize":125.0,"lineHeightUnit":"FONT_SIZE_%","inheritTextStyleId":"106:488","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"}}},"294:4011":{"type":"SVG","id":"294:4011","name":"Ellipse 2108","absoluteBoundingBox":{"x":8946.0,"y":280.0,"width":20.0,"height":20.0},"targetAspectRatio":{"x":20.0,"y":20.0},"isolatedAbsoluteRenderBounds":{"x":8946.0,"y":280.0,"width":20.0,"height":20.0},"relativeTransform":[[1.0,0.0,60.0],[0.0,1.0,180.0]],"size":{"x":20.0,"y":20.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":1.0,"g":1.0,"b":1.0,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"INSIDE","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"hash":"81c9b33f031ade6408a081f72f7e93dd8140508f"},"265:1661":{"type":"FRAME","id":"265:1661","name":"Frame 113","absoluteBoundingBox":{"x":8042.0,"y":533.0,"width":577.0,"height":319.0},"isolatedAbsoluteRenderBounds":{"x":8042.0,"y":140.0,"width":577.0,"height":712.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,423.0]],"size":{"x":577.0,"y":319.0},"fills":[],"constraintValues":{"left":{"pixelOffset":0.0,"sizeFraction":0.0},"top":{"pixelOffset":423.0,"sizeFraction":0.0}},"strokeAlign":"INSIDE","layoutPositioning":"ABSOLUTE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":29.0,"isInAnimateTree":true,"children":["265:1662","265:1663","265:1664"]},"295:10400":{"type":"SVG","id":"295:10400","name":"Frame 144","absoluteBoundingBox":{"x":6892.0,"y":9899.861328125,"width":712.0,"height":16.0},"isolatedAbsoluteRenderBounds":{"x":6892.0,"y":9899.861328125,"width":712.0,"height":16.0},"relativeTransform":[[1.0,0.0,24.0],[0.0,1.0,85.0]],"size":{"x":712.0,"y":16.0},"fills":[],"strokeAlign":"INSIDE","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"hash":"42e1cfe945e4d9ba956594569c005cd84c4dcdb4"},"294:3958":{"type":"SVG","id":"294:3958","name":"Ellipse 1975","absoluteBoundingBox":{"x":8112.0,"y":250.0,"width":20.0,"height":20.0},"targetAspectRatio":{"x":20.0,"y":20.0},"isolatedAbsoluteRenderBounds":{"x":8112.0,"y":250.0,"width":20.0,"height":20.0},"relativeTransform":[[1.0,0.0,90.0],[0.0,1.0,150.0]],"size":{"x":20.0,"y":20.0},"fills":[],"visible":false,"strokeAlign":"INSIDE","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"hash":"f194cd66c36054ae0aed3e17641c79a744807744"},"265:2949":{"type":"TEXT","id":"265:2949","name":"The rules governing loyalty — how it's built, how it's lost, and how it's maintained — are changing faster than most brand strategies can absorb. 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The shift is happening one rung up the life-stage ladder (ages 25-34), among consumers with more spending power, higher expectations, and less patience for friction. Yet even here, the paradox holds: That same 18–24 cohort — the most rewards-loyal by choice — is also the most likely to cite time savings (56%) as the reason they'd switch to a competitor with a worse rewards program. They value rewards until friction makes them not worth it. The through-line across all of it is this: Rewards get consumers in the door, but experience determines whether they stay. Brands that treat those two things as separate work streams, optimizing one at the expense of the other, will keep losing their best customers to whoever figured out how to do both.","absoluteBoundingBox":{"x":6708.0,"y":4410.861328125,"width":1080.0,"height":660.0},"isolatedAbsoluteRenderBounds":{"x":6708.328125,"y":4415.615234375,"width":1073.1796875,"height":648.48046875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,1679.0]],"size":{"x":1080.0,"y":660.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.854901969432831,"g":0.800000011920929,"b":1.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8],"characters":"When consumers were asked what actually drives their loyalty, no single factor dominated. The quality of the experience topped the list, with rewards a close second, followed by trusting the brand, feeling like the brand knows them, believing in what the brand stands for, and feeling connected with others who share their interests or values. The experience-forward, AI-ready preference-economy consumer is a mid-career professional with disposable income, multiple AI apps, and zero tolerance for a clunky redemption interface.\n\nThis challenges a common assumption that the youngest consumers are leading the charge away from traditional rewards toward experience. The data show otherwise. Young adults (18-24) are actually the most rewards-loyal demographic. Recall that only 24% of all consumers chose Company A, the rewards-first option. Among 18–24-year-olds, that figure climbs to 39%, the highest of any age group. For this cohort, rewards still carry genuine pull. The shift is happening one rung up the life-stage ladder (ages 25-34), among consumers with more spending power, higher expectations, and less patience for friction. Yet even here, the paradox holds: That same 18–24 cohort — the most rewards-loyal by choice — is also the most likely to cite time savings (56%) as the reason they'd switch to a competitor with a worse rewards program. They value rewards until friction makes them not worth it.\n\nThe through-line across all of it is this: Rewards get consumers in the door, but experience determines whether they stay. Brands that treat those two things as separate work streams, optimizing one at the expense of the other, will keep losing their best customers to whoever figured out how to do both.","lineIndentations":[0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:23:303","fontFamily":"Roboto","fontPostScriptName":"Roboto-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":24.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":30.0,"lineHeightPercent":106.666664123535,"lineHeightPercentFontSize":125.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"8":{"styleIdForText":"StyleId:23:303","fontFamily":"Roboto","fontPostScriptName":"Roboto-Bold","fontStyle":"Bold","textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":24.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":30.0,"lineHeightPercent":106.666664123535,"lineHeightPercentFontSize":125.0,"lineHeightUnit":"FONT_SIZE_%","inheritTextStyleId":"106:488","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"}}},"294:3991":{"type":"SVG","id":"294:3991","name":"Ellipse 1964","absoluteBoundingBox":{"x":8886.0,"y":190.0,"width":20.0,"height":20.0},"targetAspectRatio":{"x":20.0,"y":20.0},"isolatedAbsoluteRenderBounds":{"x":8886.0,"y":190.0,"width":20.0,"height":20.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,90.0]],"size":{"x":20.0,"y":20.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":1.0,"g":1.0,"b":1.0,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"INSIDE","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"hash":"81c9b33f031ade6408a081f72f7e93dd8140508f"},"265:1646":{"type":"FRAME","id":"265:1646","name":"Footer","absoluteBoundingBox":{"x":6548.0,"y":12343.861328125,"width":1400.0,"height":336.547515869141},"isolatedAbsoluteRenderBounds":{"x":6548.0,"y":12343.861328125,"width":1400.0,"height":336.5478515625},"relativeTransform":[[1.0,0.0,10.0],[0.0,1.0,12243.861328125]],"size":{"x":1400.0,"y":336.547515869141},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","maxWidth":1400.0,"strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"paddingTop":100.0,"paddingRight":40.0,"paddingBottom":40.0,"paddingLeft":40.0,"layoutMode":"VERTICAL","itemSpacing":60.0,"counterAxisSizingMode":"FIXED","isInAnimateTree":true,"children":["265:1647","265:1648"]},"265:487":{"type":"TEXT","id":"265:487","name":"The data reveal a paradox sitting at the heart of modern loyalty marketing, and it’s costing brands more than they realize. When we gave 3,000 consumers a choice between two companies — Company A, with better rewards but a clunky experience, or Company B, with worse rewards but a seamless one — 53% chose Company B. Only 24% chose Company A. They picked the brand with inferior rewards. And yet, when those same consumers were asked to design their ideal loyalty program, 40% ranked “generous rewards worth earning” as their #1 feature. This is the central paradox of loyalty marketing: Consumers want rewards, but, when forced to choose, they pick experience. No cohort illustrates this more sharply than consumers aged 25–34. This group is the most intensely engaged loyalty segment, participating in more programs, more frequently, and more meaningfully than any other cohort. They are also the most likely to leave. Sixty-one percent have already abandoned a brand they were loyal to because a competitor offered a better experience, even when that competitor had a worse rewards program. And they’re not alone: 57% of 35–44-year-olds have done the same, making the 25–44 demographic collectively the most volatile audience. Part of what’s driving this is a generational relationship with time itself: 56% of 18–24-year-olds cite time savings as a primary driver of loyalty, a figure that declines almost perfectly linearly with age, dropping to just 19% among consumers aged 65 and older. For Gen Z and millennials, frictionless isn’t a feature; it’s an expectation. Nearly 3 in 10 would be relieved if rewards were replaced with better experiences entirely.","absoluteBoundingBox":{"x":6708.0,"y":3335.861328125,"width":1080.0,"height":630.0},"isolatedAbsoluteRenderBounds":{"x":6708.10546875,"y":3340.615234375,"width":1076.8828125,"height":623.3671875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,604.0]],"size":{"x":1080.0,"y":630.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.854901969432831,"g":0.800000011920929,"b":1.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5],"characters":"The data reveal a paradox sitting at the heart of modern loyalty marketing, and it’s costing brands more than they realize.\n\nWhen we gave 3,000 consumers a choice between two companies — Company A, with better rewards but a clunky experience, or Company B, with worse rewards but a seamless one — 53% chose Company B. Only 24% chose Company A. They picked the brand with inferior rewards. And yet, when those same consumers were asked to design their ideal loyalty program, 40% ranked “generous rewards worth earning” as their #1 feature. This is the central paradox of loyalty marketing: Consumers want rewards, but, when forced to choose, they pick experience.\n\nNo cohort illustrates this more sharply than consumers aged 25–34. This group is the most intensely engaged loyalty segment, participating in more programs, more frequently, and more meaningfully than any other cohort. They are also the most likely to leave. Sixty-one percent have already abandoned a brand they were loyal to because a competitor offered a better experience, even when that competitor had a worse rewards program. And they’re not alone: 57% of 35–44-year-olds have done the same, making the 25–44 demographic collectively the most volatile audience. Part of what’s driving this is a generational relationship with time itself: 56% of 18–24-year-olds cite time savings as a primary driver of loyalty, a figure that declines almost perfectly linearly with age, dropping to just 19% among consumers aged 65 and older. For Gen Z and millennials, frictionless isn’t a feature; it’s an expectation. 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When we gave 3,000 consumers a choice between two companies — Company A, with better rewards but a clunky experience, or Company B, with worse rewards but a seamless one — 53% chose Company B. Only 24% chose Company A. They picked the brand with inferior rewards. And yet, when those same consumers were asked to design their ideal loyalty program, 40% ranked “generous rewards worth earning” as their #1 feature. This is the central paradox of loyalty marketing: Consumers want rewards, but, when forced to choose, they pick experience. No cohort illustrates this more sharply than consumers aged 25–34. This group is the most intensely engaged loyalty segment, participating in more programs, more frequently, and more meaningfully than any other cohort. They are also the most likely to leave. Sixty-one percent have already abandoned a brand they were loyal to because a competitor offered a better experience, even when that competitor had a worse rewards program. And they’re not alone: 57% of 35–44-year-olds have done the same, making the 25–44 demographic collectively the most volatile audience. Part of what’s driving this is a generational relationship with time itself: 56% of 18–24-year-olds cite time savings as a primary driver of loyalty, a figure that declines almost perfectly linearly with age, dropping to just 19% among consumers aged 65 and older. For Gen Z and millennials, frictionless isn’t a feature; it’s an expectation. 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Only 24% chose Company A. They picked the brand with inferior rewards. And yet, when those same consumers were asked to design their ideal loyalty program, 40% ranked “generous rewards worth earning” as their #1 feature. This is the central paradox of loyalty marketing: Consumers want rewards, but, when forced to choose, they pick experience.\n\nNo cohort illustrates this more sharply than consumers aged 25–34. This group is the most intensely engaged loyalty segment, participating in more programs, more frequently, and more meaningfully than any other cohort. They are also the most likely to leave. Sixty-one percent have already abandoned a brand they were loyal to because a competitor offered a better experience, even when that competitor had a worse rewards program. And they’re not alone: 57% of 35–44-year-olds have done the same, making the 25–44 demographic collectively the most volatile audience. 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