More than half of Generation Z shoppers will seek out brands that reflect their personal ethics or values during Black Friday, according to new research. The findings come as brands face growing scrutiny from younger consumers who are prioritising values over discounts.
Changing priorities
Data from the SAP Emarsys Customer Loyalty Index shows 51% of Gen Z say their loyalty is linked to the alignment of a brand's values with their own. Forty-five per cent of Gen Z intends to make a purchase over the Black Friday period. Notably, 19% of respondents from this age group stated they would intentionally pay more in order to support brands that represent their principles.
Shifting loyalties have also been highlighted by the report. Forty-two per cent of Gen Z shoppers, alongside 40% of Millennials, said they had stopped buying from brands in the past year due to dissatisfaction with sustainability practices.
Demands for transparency
Consumer expectations for authenticity and transparency in areas such as sustainability were also underscored. These factors are now considered essential for maintaining customer loyalty, rather than simply offering discounts or rewards schemes. Data-driven personalisation and real-time responsiveness are increasingly important to shoppers.
"Loyalty is no longer just a program. The most successful brands treat loyalty as part of the entire customer experience, creating relevant, connected journeys that keep shoppers coming back," said Joanna Milliken, CEO, SAP Emarsys.
AI and personalisation
The research suggests brands will need to adopt AI-driven personalisation to engage effectively with value-driven consumers. Customers expect tailored retail experiences and consistent communication about sustainability and ethical practices, integrated across multiple channels.
Points and perks alone are no longer sufficient. The focus from younger consumers has shifted to experiences that reflect personal relevance and authenticity. The study suggests that brands that anticipate customer needs and communicate transparently are more likely to retain their customer base.
Case study approach
Sports brand Mizuno has adopted a data-led approach to its customer engagement by partnering with SAP Emarsys. Previously reliant on traditional seasonal campaigns, Mizuno moved to unify its customer data and employ AI tools, with a strategic shift aimed at long-term connections rather than single interactions.
"We wanted a way to connect the different channels we use to engage with consumers," explained Lisa Fair, Growth Marketing Specialist at Mizuno. "SAP Emarsys helped us bring everything together so we can create more personalised experiences - because that's what drives real loyalty for us."
As a result of these efforts, Mizuno has reported a 52% year-over-year increase in active customers, a 62% rise in revenue from premium customers, a 35% boost in customer win-backs, and a 33% increase in the total number of orders.
