US 18- to 24-year-olds are most likely to engage with a brand emotionally through loyalty programs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 16, 2019, 2:47 PM UTC

54% of consumers aged 18 to 24 connect emotionally with a brand when engaged in a loyalty program

YouGov data shows that 43% of 18-24-year olds are currently a part of at least one loyalty program. This age bracket is most likely to engage with brands emotionally and maintain brand loyalty.

In a recent report a “super loyal” member of a program is identified as someone who feels more emotionally connected to a brands than others. Such consumers are also likely to spend more and recommend the brand more. The report finds that around 28% of loyalty members qualify as super loyal members.

58% of loyalty members reported spending more with a brand. 46% of loyalty members would recommend the brand they’re enrolled with. This segment of consumers can act as brand’s campaigners to their friends and family. 

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