The New Rules of Loyalty
Today’s consumers—especially Gen Z—don’t blindly follow brands. They hold brands to higher standards of accountability, and they’re not afraid to walk away when trust is broken. For a brand like Nike, which sits atop the cultural pedestal, that means loyalty must be earned and re-earned with every move. This shift has opened new opportunities to strengthen customer bonds through transparency, responsibility, and responsiveness.
What the Data Says
- 61% of Gen Z shoppers identify as “forever customers,” but only when brands align with their values. Retail Brew, 2024
- 57% of Gen Z Americans say they are less loyal to brands now than before the pandemic. Britopian, 2025
- 84% of Gen Z are willing to forgive brands after missteps if they show accountability and change. Marketing Interactive, 2024
What Shoppers Told Us
“I don't think it's okay that because they're put on a high pedestal that people will forget about it. I don't think they should get special treatment. The reason they're put on a pedestal is because they have expensive clothes. So I don't think that just because they have those expensive clothes they should be exempt from getting canceled.”
Why this quote matters: Benjamin reveals that Gen Z questions blind loyalty—especially when brands violate ethical norms. Being admired doesn’t mean being immune from accountability.
Recommendations for Brands
- Prioritize transparency in your supply chain, sourcing, and internal culture—especially when under scrutiny.
- Respond publicly and clearly to any brand missteps with tangible corrective actions, not vague apologies.
- Redefine loyalty programs to reward values-alignment, not just transactions. Consider incorporating sustainability, equity, or community engagement elements.